The Amazon Algorithm Has Changed—Again. Here's What That Means for You
Why your bestseller campaign might be dead in the water—and five better ways to stay visible and sell more books
If you’ve ever felt like Amazon was playing chess while the rest of us were playing Uno… you’re not wrong.
The latest update to Amazon’s algorithm (A9, if you’re keeping score) now tilts the playing field even more steeply in favor of paid advertising, high-velocity product sales, and deep user data collection. According to Publishers Weekly, organic visibility for indie titles—especially those without ad dollars behind them—is all but vanishing.
Translation? If you're not running paid ads—or moving a lot of copies quickly—Amazon isn't going to help readers find your book.
Even if your cover is killer. Even if your reviews are glowing. Even if you’re doing “everything right.”
The End of the (Organic) Bestseller Campaign?
In years past, indie and hybrid authors could still break into the Amazon bestseller ranks with a smart, short-term strategy:
✅ Round up your launch team
✅ Push for sales and reviews in a narrow window
✅ Use category targeting to hit #1 (or at least top 10) in a niche category
✅ Screenshot your badge and shout it from the rooftops
And for a while, that worked. It created credibility. Visibility. Confidence.
But now? Amazon’s new priorities mean unpaid book promotions—no matter how well coordinated—are being quietly pushed to the algorithmic basement unless they trigger the right velocity, keyword engagement, and shopper behaviors.
Bestseller status is no longer about pure volume in a 24-hour period. It’s about Amazon recognizing you as a product worth promoting to its customers—and that means playing by its rules.
So… what’s a hybrid or self-published author to do?
Don’t panic. Pivot.
Five Author-Friendly Ways to Get More Eyeballs (Without Bowing to the Algorithm Gods)
Here’s how to reclaim your visibility outside the Amazon echo chamber:
1. Build Your Own Launch Ecosystem (With or Without Amazon)
Use platforms like Bookshop.org or Shopify to sell your book directly. Combine your launch with email list growth, exclusive bonuses, and cross-promotions with other authors.
📌 Pro Tip: Your book doesn’t need to launch only on Amazon. Going wide (IngramSpark, Bookshop.org, etc.) gives you more shelf space and more data independence.
2. Get Creative with Author Events and Virtual Readings
Bookstores may be wary of non-returnable titles—but readers aren’t.
Plan a hybrid virtual/in-person event, partner with a local business or co-host a panel with fellow authors. Use Eventbrite for ticketing with book purchase included so the store knows exactly how many copies to carry.
💡 Bonus: Readers who meet you—even virtually—are more likely to become loyal fans (and recommend your book to others).
3. Leverage Niche Media and Podcast Interviews
Think small and mighty instead of big and crowded. Podcasts, Substack guest posts, LinkedIn Lives, and niche newsletters often have more engaged audiences than traditional press—and they’re far more likely to feature indie authors.
📌 Pro Tip: Create a one-sheet and short pitch for your book. Make it easy for hosts to say yes.
4. Harness the Power of Your Backlist
The shiny new book may be your favorite child, but older titles can still pull weight. Tie new promotions, bundles, or events to backlist titles. Remind your audience (and new readers) that your book still exists—and still matters.
📊 Bonus: Over 70% of books sold annually are backlist titles.
5. Think Beyond “Book” to Build a Brand
Your book is a door, not a destination.
✅ Can your book lead to a workshop or course?
✅ Can it support your speaking or consulting work?
✅ Could you license it, pitch an audiobook, or create a journal companion?
Amazon may be your sales channel, but it’s not your only (or even best) brand channel.
Final Thoughts: Play Amazon’s Game—But Don’t Bet Your Whole Career On It
Amazon isn’t evil. It’s a business. But you’re a business, too—and the authors who win long-term are the ones who think like publishers and entrepreneurs.
⚡ Run a smart launch.
⚡ Use Amazon ads strategically.
⚡ But build your platform outside of Bezos’s sandbox.
The authors who own their reader relationships (via email lists, brand content, in-person events, and strategic partnerships) are the ones who thrive—even when the algorithm changes.
Want More Author Marketing Ideas (That Don’t Require Dancing on Reels or Praying to the Amazon Algorithm)?
Join the Book Amplifier Movement—our group coaching community where authors get clarity, creativity, and a whole lot of visibility. We go farther together.
Great post, Deborah. I have to say, I'm not surprised, but it's still disheartening. The amount of work that goes into trying to get a book noticed is paramount and to face blocks at every turn... well, you understand.
I love your suggestions and have been implementing some of those myself because screaming into the wind doesn't work. You gave me the reminder to continue to stay true to myself.