What Makes a Book a Bestseller?

How do you become a bestselling author? Books that achieve bestseller status have an almost mystical allure, and while you don't need to become a New York Times bestseller to have a successful author career, it's still something many writers aspire to.

But what's the secret recipe behind these literary triumphs? Is it just luck, a random alignment of stars, or is there something more substantial at play?

In this post, we'll dive into the world of bestselling novels and uncover the truth behind their enchanting appeal, so you can craft one that captures readers’ hearts as well.

What defines a bestseller?

A bestseller is more than just a book that sells a lot of copies. Of course, sales numbers play a crucial role in determining a book's success—they can make or break its journey to stardom. But a bestseller goes beyond being a passing trend; it becomes a cherished part of readers' lives, finding a permanent spot on their bookshelves.

How do bestseller lists work?

Landing on a bestseller list is a major goal for many writers, but how does it actually happen? While bestseller lists are primarily based on book sales, each tracks and measures sales differently. Generally, though, lists are separated by fiction and nonfiction, as well as by format and age category (children's books appear on a separate list from adult fiction, for example).  

One of the most prestigious and well-known lists is The New York Times Bestseller List, which compiles weekly sales data from a carefully curated selection of bookstores, online book retailers, and wholesalers. Unlike purely numbers-driven lists, The New York Times applies its own methodology, giving weight to independent bookstores and discounting bulk purchases, meaning a book’s placement isn’t based solely on total copies sold. The NYT list publishes on Tuesdays and is broken down into Fiction, Nonfiction, and Children's (each by format) and typically has 15 books in each list. 

Another major list is the Amazon Bestseller list, which is updated hourly and ranks books based on sales performance across all formats, including print, Kindle, and audiobooks. Unlike The New York Times list, Amazon’s rankings are numbers-driven and category-specific, meaning an author can achieve a #1 ranking in a niche genre even without massive overall sales.

The USA Today Bestseller List provides a broader measure of popular books, as it tracks sales across all retailers, including independent bookstores, major chains like Barnes & Noble, and online marketplaces. Unlike The New York Times list, USA Today’s rankings are based purely on sales volume, making it a more straightforward reflection of a book’s success across different markets. The USA Today list publishes on Thursdays and combines all genres and formats into a single list of the 150 top-selling titles. 

The Publisher’s Weekly Bestseller List is another key ranking system, compiled from direct sales data reported by bookstores and online retailers. Since it focuses strictly on numbers rather than curating selections, it serves as a reliable indicator of how well a book is selling in the industry. The PW list, published on Mondays, is broken down by hardcover fiction, hardcover nonfiction, trade paperback, mass market, and children's, and includes the top 20 titles per list. 

The Indie Bestseller List, compiled by the American Booksellers Association, reflects sales from independent bookstores across the U.S. It highlights books resonating with readers at local levels, often featuring bestselling books that may not appear on more mainstream lists. For authors, appearing on the IndieBound list signifies strong support from indie booksellers and passionate readers—making it especially meaningful in terms of grassroots momentum and word-of-mouth appeal. The IndieBound list, typically published on Wednesdays, is broken down into hardcover fiction, hardcover nonfiction, trade paperback fiction, trade paperback nonfiction, children's illustrated, and children's interest, and includes about 15 titles per category. 

Can self-published authors become bestsellers?

Absolutely! The rise of digital publishing and self-publishing platforms like Amazon Kindle Direct Publishing (KDP) has opened the door for independent authors to achieve bestseller status. Many self-published books have topped charts on Amazon, USA Today, and even The New York Times bestseller list. The key lies in writing a high-quality book, strategic book marketing, and leveraging pre-orders, reviews, and promotions to drive sales.

Successful indie authors often build dedicated readerships through social media, email lists, and online communities. While working to become a bestseller may require more hands-on effort than authors who sell their books to a traditional publisher, the potential for success is real—just look at bestselling indie authors like Colleen Hoover and Hugh Howey, who turned their self-published books into worldwide hits!

How to increase your chances of making a bestseller list

To increase the chances of landing on a bestseller list, authors often focus on preorders, since many lists count preorder sales as part of the book’s first-week total. A strong book launch week strategy is also crucial, as concentrated sales within a short period can improve rankings.

Selling across multiple retailers, rather than relying on a single platform, increases visibility and broadens a book’s reach. Additionally, strategic category selection—especially on platforms like Amazon—can make a significant difference, as choosing a well-targeted category can improve the likelihood of ranking #1, even within a smaller genre.

When can you call yourself a bestselling author?

The title "bestselling author" can be used as soon as your book hits a recognized bestseller list! Some authors reserve the title for hitting major national lists like The New York Times, USA Today, or Publisher’s Weekly. Others celebrate category-based or retailer-specific milestones, such as becoming a #1 Amazon bestseller in a specific genre. While there's no universal standard, it’s important to be transparent. If you're promoting yourself as a bestselling author, it’s a good idea to clarify which list you hit, especially in professional materials like your bio or media kit.

Ready to sell more books?

Writing a bestseller isn’t just about luck—it’s about crafting a compelling story with unforgettable characters, emotional resonance, and a gripping plot. By understanding the anatomy of a bestseller and using a strong story structure, you can increase the chances of success for your novel.

But why stop there? If you truly want to ensure you have all the tools you need to create a story readers can’t help but talk about, join our Writing a Bestselling Novel in 15 Steps course in the Writing Mastery Academy!