If you’ve ever wondered how bestseller lists work, you’re not alone. For indie authors in the mystery, suspense, and thriller genres, hitting a list like the New York Times or Amazon Top 100 can be a game-changer. But these lists are not just about raw sales—they’re about timing, distribution, strategy, and a bit of insider knowledge.
Here’s a breakdown tailored to authors like you who write edge-of-your-seat fiction and want more visibility (and sales) for your work.
What Are Bestseller Lists, Really?
There are two primary types of bestseller lists:
- Curated Lists (like the New York Times, USA Today)
- Sales-Only Lists (like Amazon and Wall Street Journal)
Let’s explore how each works and what they mean for your publishing strategy.
1. Curated Lists: The Human Factor
Curated lists such as the New York Times Bestseller List don’t rely solely on numbers. Editors review sales data from a mix of sources, then apply their own criteria (sometimes opaque) to create the weekly list.
Pros:
- Prestige
- Industry recognition
Cons:
- Not transparent
- Often favors traditionally published books or authors with wide distribution
- Print sales are heavily weighted
If you’re primarily an eBook or Kindle author, especially in the thriller genre, this list may be out of reach unless you have a hybrid publishing approach.
2. Sales-Only Lists: Pure Numbers
Lists like Amazon’s Top 100, the Wall Street Journal Bestseller List, and Apple Books Charts are more straightforward. They are driven by:
- Number of units sold
- Timeframe of sales (hourly/daily/weekly)
- Retailer-specific sales (Amazon list only looks at Amazon)
For indie thriller and suspense authors, these lists are more attainable because they focus on what you can influence: sales volume.
The Timing Trick: Why Launch Week Matters
All bestseller lists measure sales over a specific period. This means the timing of your promotions matters.
To hit a list, especially Amazon’s Top 100, you need a high volume of sales in a short time window (often 24-72 hours). That’s where promo stacking comes in.
Bestseller Math (Simplified)
While there are no public formulas, here are rough estimates:
- Amazon Top 100: 800–1,500 sales in 1-2 days (Kindle or print)
- Wall Street Journal: 5,000–8,000 sales across all retailers in a single week
- USA Today: Similar to WSJ, but more print sales help
Note: Thriller and suspense novels tend to do well on Amazon because of dedicated genre readers who binge series.
What Counts Toward Bestseller Lists?
| Format | Counts Toward Sales? |
|---|---|
| eBooks (paid) | Yes |
| Free eBooks | No |
| Print Books | Yes |
| Audiobooks | Sometimes (depends on retailer) |
| Preorders | Usually yes (applied on release week) |
Important: If you’re pricing your Kindle book at 0.99 or running a limited-time deal, these still count toward bestseller lists—as long as it’s a paid sale.
How to Hit a Bestseller List as a Mystery or Thriller Author
Here’s a playbook that works best for indie or hybrid suspense authors:
- Build Your List
- Email list of fans is your #1 asset.
- Tease the launch weeks ahead of time.
- Promo Stack with Genre-Relevant Sites
- Use thriller-focused promo services to push volume over 2-3 days.
- Examples: Red Herring Reads, BookBub, Fussy Librarian
- Amazon Ads or Meta Ads
- Target keywords like “fast-paced thrillers” or “crime fiction readers.”
- Price Strategically
- Use a temporary discount to drive urgency. $0.99 or $1.99 works well.
- Coordinate Reviews + Visibility
- Reviews help conversion. Line up your ARC team to hit early.
- Encourage Cross-Retailer Sales
- For WSJ or USA Today, don’t rely on just Amazon. Use multiple platforms (Apple, B&N, Kobo).
Final Thought: What Bestseller Lists Really Mean
For mystery, suspense, and thriller authors, hitting a list isn’t just about bragging rights. It boosts your credibility, improves conversions on your book page, and can unlock new opportunities (like foreign rights or media coverage).
Even if you don’t make the list, running a well-timed campaign with stacked promos can generate hundreds or thousands of sales, reviews, and long-term readers.
Ready to Level Up?
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Submit your book for promotion here.
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