How To Hit The Bestseller Lists (USA Today, Wall Street Journal, New York Times, Amazon, Barnes & Noble)
Matthew Thrush
October 31, 2024
How to Hit Each Bestseller List: Strategies for Success
Achieving bestseller status on major platforms like Amazon, Barnes & Noble, USA Today, The Wall Street Journal, and The New York Times is a dream for many authors. Each list has its own criteria and processes, and understanding these distinctions is crucial to hitting your target. This guide will walk you through the steps for each list, explaining the factors that play into these rankings and providing actionable strategies to increase your chances of becoming a bestseller.
1. Amazon Bestseller List
Sales Needed
Estimated Sales: Around 100-300 sales in a day for smaller subcategories, while higher categories or the overall bestseller list may require upwards of 1,000+ sales in 24-48 hours.
Timeframe
Key Window: Amazon’s lists update hourly, so a strong sales push within a day or two can place your book on the list. Maintaining momentum across multiple days helps keep you on top.
Retailers and Locations
Platform: Only sales on Amazon (both Kindle and print) count. This includes Amazon US and Amazon UK lists, which are tracked separately.
Format: eBooks, paperbacks, and hardcovers all qualify for different Amazon bestseller categories.
Demographics
Global Reach: Amazon has no specific demographic requirement, as it’s a global platform. However, reaching audiences in popular genres or niches helps increase traction.
Strategies
Category Selection: Choosing niche categories where sales requirements are lower can increase your chances.
Promotion Timing: Coordinating ads and promotions to concentrate sales within a short period is essential. Consider organizing launch week promotions and using Kindle Countdown Deals if eligible.
2. Barnes & Noble Bestseller List
Sales Needed
Estimated Sales: Between 500–2,000 sales over a week. This can vary significantly based on competition and genre.
Timeframe
Weekly Rankings: The list updates weekly, so concentrated sales within the first week post-launch are crucial.
Retailers and Locations
Barnes & Noble Physical and Online Stores: Both in-store and online sales are counted, with priority given to purchases made directly through Barnes & Noble.
Format: Paperback and hardcover sales are more impactful than eBooks, though all formats contribute.
Demographics
Primarily US-Based: Since Barnes & Noble’s reach is largely within the US, a domestic-focused marketing approach works best.
Strategies
In-Store Placement: Secure placements or promotional deals with local stores or nationwide, if possible. Book signings can also drive more sales.
Cross-Promote for Online and In-Store Sales: Combine social media promotions with local Barnes & Noble events to leverage both channels.
3. USA Today Bestseller List
Sales Needed
Estimated Sales: 5,000-10,000+ sales over the span of one week across all formats and genres. The more competitive the genre, the higher the sales needed.
Timeframe
Weekly Rankings: The USA Today list is updated weekly, and only sales within a single week count.
Retailers and Locations
Multiple Retailers Required: USA Today tracks sales from Amazon, Barnes & Noble, Apple Books, Walmart, Target, and other significant booksellers. A spread across these platforms is recommended.
Format: eBooks, paperbacks, and hardcovers are all counted, though diversifying formats can help.
Demographics
Primarily US-Based: USA Today considers sales mainly from US retailers, so focusing on American audiences and retail chains is crucial.
Strategies
Multi-Platform Release: Make sure the book is available across major retailers and encourage readers to purchase from different stores.
Discounted Promotions: Lowering the book’s price temporarily and promoting through deal sites like BookBub can drive bulk sales.
4. Wall Street Journal Bestseller List
Sales Needed
Estimated Sales: Approximately 5,000-10,000+ sales in a week. Sales numbers can vary, especially for specific genres or categories.
Timeframe
Weekly Updates: The WSJ list updates weekly, so a high-volume launch week is essential.
Retailers and Locations
Wide Retailer Spread: The WSJ considers sales from multiple retailers, including Amazon, Barnes & Noble, Apple Books, and independent bookstores.
Preferred Format: Emphasis is often placed on hardcover and trade paperback sales over eBook sales.
Demographics
Primarily US-Focused: Sales tracked within the United States are typically prioritized, meaning domestic strategies are key.
Strategies
Focus on Print Sales: WSJ’s bestseller list heavily weights traditional formats, so hardcover or paperback campaigns can improve odds.
Use Influencer Endorsements: Engaging book influencers or arranging publicity with popular media can create a launch spike.
Run Targeted Ads: Employ Facebook, Amazon, and Google ads focusing on key US demographics and promoting sales through preferred retailers.
5. New York Times Bestseller List
Sales Needed
Estimated Sales: Around 10,000-20,000+ sales within a single week across multiple retailers. For higher categories or well-established genres, upward of 20,000+ sales may be necessary.
Timeframe
Weekly Rankings: NYT updates weekly, and consistent, high-volume sales during a single week increase the chances of hitting the list.
Retailers and Locations
Diverse Retailer Mix: NYT places weight on sales from independent bookstores, large chains like Barnes & Noble, and smaller retail outlets. Online platforms (e.g., Amazon) are also counted but may hold less influence.
Preferred Format: Hardcover and paperback editions are favored, with less emphasis on eBook sales. Audiobook sales do not contribute to the traditional bestseller list.
Demographics
Broad Audience with Niche Focus: NYT values reach across demographics but look closely at the impact on niche groups within the US.
Strategies
Independent Bookstore Sales: Work with distributors like IngramSpark to ensure availability in independent bookstores, or organize a pre-order campaign to boost sales through this channel.
Media and PR Campaign: NYT lists often require extensive publicity, so arrange press releases, articles, and influencer reviews leading up to launch week.
Large Pre-Order Campaign: Pre-orders count toward the release week, so a strong pre-order strategy using email marketing, social media, and collaborations with book clubs can be effective.
Note: You also need your boo published by a traditional publisher.
Summary Table: Bestseller Requirements
Conclusion
Each bestseller list has unique requirements, and targeting the right demographic, retailer mix, and sales timeframe can significantly increase your chances.
For Amazon, rapid sales and category optimization are key; for Barnes & Noble, local store events and online promotions are effective.
USA Today and Wall Street Journal prioritize a wide retailer spread, while the New York Times values independent bookstore sales and media coverage.
Carefully planning a multi-channel, targeted approach aligned with your chosen bestseller list will help maximize your visibility and credibility as a bestselling author.
