Amazon Algorithms and Discoverability: How to Stand Out

Amazon is the biggest marketplace for self-published authors, but mastering its algorithms can feel like solving a mystery. If your book isn't easily discoverable, sales will inevitably struggle, no matter how good the content is.

The first and perhaps most critical step is mastering metadata — specifically, choosing the right keywords and categories. Amazon allows you to select two categories and up to seven keywords when you publish your book. Using tools like Publisher Rocket or even Amazon's own search bar to find what readers are actively searching for is essential. Being strategic here can land your book in the right "also-bought" and recommendation areas.

Another key is getting early reviews. Amazon’s algorithm favors books that have steady early sales and positive reviews. Authors should build a launch team — a group of readers who agree to read and review the book when it goes live. Platforms like BookSprout can also help collect legitimate early reviews.

Sales velocity (consistent daily sales) also influences discoverability. Instead of focusing solely on a big launch day, plan a launch week or month with ongoing promotions to sustain sales. Countdown deals, price promotions, and coordinated marketing can maintain momentum.

Paid Amazon Ads can be powerful but require careful management. Start with low daily budgets and experiment with different targeting options (e.g., automatic vs. manual campaigns, broad vs. exact match keywords) to find what works for your book.

Finally, publishing multiple books helps tremendously. When readers finish one book, Amazon is more likely to recommend another book by you. Series, in particular, can turn occasional readers into loyal fans and improve overall discoverability across the platform.