I Launched My Book With Zero Reviews. Here’s Why That Guaranteed Failure.

It was launch day.

I checked my Amazon page obsessively, watching the sales dashboard and waiting for the first purchase.

Nothing.

My book sat there with a perfect 5-star rating. Because it had zero stars. Because it had zero reviews.

There it was with no social proof, no validation and no good reason for a stranger to take a chance on an unknown author.

It's not surprising, upon reflection. Naively, I thought the book would sell first, then people would leave reviews. I had it backwards.

It turns out reviews come first and then sales. It's not the other way around.

Here's why launching with zero reviews killed my book before it had a chance.

Why Book Reviews Matter More Than Quality

As a general rule, nobody selects your self-published book based on the cover and blurb alone. They decide whether to buy it based on what other people say about it.

Your book could be brilliant, but if it has zero reviews, potential buyers assume:

• Nobody has read it (red flag)
• It's probably not worth reading (or someone would have reviewed it)
• It's risky to be the first buyer
• They should look for something with proven value instead

Reviews are social proof. They tell potential readers, "other people bought this and thought it was worth their time."

Without reviews, you're asking strangers to take a blind chance on you. And as it's harder than ever to convince people to part with their money, most won't.

I learned this the hard way: a book with 15 three-star reviews will outsell a book with zero reviews. Even if the second book is better.

Because people trust other readers more than they trust you.

The Amazon Algorithm Problem

Here's what I didn't understand, either: Amazon's algorithm doesn't promote books with no reviews (and yes, I'm focusing on Amazon specifically because it's the biggest self-publishing platform).

The algorithm looks for signals that a book is worth promoting. It searches for: 

• Sales velocity (how fast it's selling)
• Reviews (especially in the first 30 days)
• Clicks and conversions
• Time on page

After some research I found out a little more about Amazon's review threshold, the rough numbers it needs before it pushes your books to potentional readers. 

• 0–10 reviews: Your book is invisible. The algorithm ignores it. Buyers don't trust it.
• 10–25 reviews: You cross the credibility threshold. The book looks real. People start considering it.
• 25–50 reviews: Algorithm starts paying attention. You occasionally show up in "also bought" recommendations.
• 50+ reviews: You're in the game. The book has proven it's worth reading. Sales can build from here.

I never crossed even the first threshold. I stayed at zero.

If I'd launched with 15 reviews, I would have at least been credible. Potential buyers would have seen that real people read it and had opinions about it.

Instead, I launched with nothing.

Without reviews, you're invisible. The algorithm has no reason to show your book to anyone.

Even if you run ads and drive traffic to your book page, people see zero reviews and bounce. A low conversion rate tells the algorithm your book isn't worth promoting.

You're stuck: you need reviews to get visibility, but you need visibility to get reviews.

The only way to fix this predicament is to get reviews before you launch.

What I Should Have Done: The ARC Strategy

ARC stands for "Advanced Review Copy." It's how you get reviews before launch day.

Using ARCs of my book, I should have done the following:

Step 1: Identify 20–50 potential reviewers (2–3 months before launch)

These are:

• Beta readers who enjoyed earlier drafts
• Book bloggers in your genre
• Members of reader groups in your niche
• Other indie authors (who often support each other)
• People on your email list (if you have one)

Hint: You're not looking for friends who'll give you pity five-stars. You're looking for genuine readers who might actually like your book.

Step 2: Offer free advance copies in exchange for honest reviews

Email them: "I'm launching [book title] on [date]. I'm looking for advance readers who'd be willing to read it before launch and leave an honest review on Amazon. Would you be interested?"

Emphasise "honest." You want real reviews, not fake praise.

Step 3: Send the book 4–6 weeks before launch

Give people time to read and review. Most won't finish in a week. Some will forget. Some will bail.

That's why you approach 50 people to get 15–20 reviews.

Step 4: Follow up gently

One week before launch, send a reminder: "Just following up - if you've finished the book and have time to leave a review, I'd really appreciate it. Launch day is [date]."

Don't be pushy. Some people will flake. That's normal.

Step 5: Launch with 10–20 reviews already live

When your book goes live, it has social proof. The algorithm sees activity. Potential buyers see validation.

This process actually gives your launch a chance. Apart from time and the cost of the books, it doesn't take much start-up to give your book the reviews it needs. 

The Book Review Services I Didn't Know Existed

There are many ways to approach readers to get those reviews. Sure, the DIY approach I just mentioned should work, but I appreciate it's not for everyone. 

There are legitimate services that help you get advance reviews (here are some, for example, and n,o I'm not affiliated with any of them):

NetGalley ($450–600 for 6 months) Connects your book with professional reviewers, bloggers, and librarians. You upload your book, they request copies, and (hopefully) leave reviews. It's expensive. But it works for some authors.

BookSprout (Free-$20/month) Connects you with readers who want ARCs in exchange for honest reviews. Much cheaper than NetGalley. Less prestigious reviewers, but still real readers.

Hidden Gems ($50–150) Similar to BookSprout. ARC readers sign up, you offer your book, and they review it.

BookSirens ($10–50/month) Another ARC service. You provide copies, readers request them, and they review on Amazon.

I didn't use any of these. I didn't even know they existed. If I had, I would have had reviews on launch day instead of launching into silence.

Why I Didn't Get Advance Reviews

Looking back, I skipped ARCs for stupid reasons. You could say I was scared and silly all at the same time. 

I thought reviews would come naturally after launch. They don't. Without initial reviews, you don't get sales. Without sales, you don't get reviews. You're stuck at zero.

I didn't want to give the book away for free. I spent months writing it. Giving away 50 copies felt like throwing money away. But those 50 free copies would have generated reviews that led to hundreds of sales. Instead, I got zero of either.

I didn't have an email list or audience to send ARCs to. This was my real problem. I had nobody to ask. But I could have used ARC services. I could have reached out to book bloggers. I could have joined reader groups and built relationships. I just didn't think it mattered.

I was embarrassed to ask. Requesting reviews felt like begging, like admitting my book wasn't good enough to succeed on its own. I let my ego blind me to what was a sound and successful strategy most self-published authors use. 

I have no doubt some of these reasons will be familiar to you. 

How to Get Reviews If You Already Launched

I'm nearly two-years on from my initial launch. I can't go back in time and get reviews before launching, and neither can you. But if you're reading this and you have already published with zero reviews, here's what you can do:

• Run a free promotion and ask for reviews. Give the book away for a limited time. Email everyone who downloads it or who has a physical copy, asking for an honest review.
• Reach out to book bloggers. Offer free copies. Some will review, some won't. It's worth trying because you never know what will come from it.
• Use ARC services retroactively. BookSprout and similar services work for already-published books.
• Ask your email list (if you have one). Offer free copies to subscribers who'll review honestly.
• Join reader groups in your genre. Build relationships. Offer your book. Some people will read and review.
• Be patient. Getting reviews after launch is slower than getting them before. But it's still possible.

It won't happen overnight. But you can build from zero to 10–15 reviews over a few months if you're strategic.

The Hard Self-Publishing Truth

Your book will not sell without reviews. 

It doesn't matter how good it is. It doesn't matter how much you spent on editing or cover design. It doesn't matter how compelling your blurb is.

If the page shows zero reviews, potential buyers will click away.

Reviews are the price of entry. They're not the goal; instead, they're just the minimum requirement to even be considered.

I thought I could skip this step. I thought the book would prove itself. It didn't. Because nobody gave it a chance to.

The One Thing You Must Do

Before you publish - before you set a launch date - get advance reviews.

Use ARC services. Email potential readers. Give away free copies. Build relationships with book bloggers.

Do whatever it takes to launch with at least 10–15 reviews.

Because launching with zero reviews isn't just a setback. It's a death sentence.

I know. I did it.

And my book never recovered.

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I write about the emotional and practical reality of being a writer - drafting, doubt, discipline, and publishing while still figuring it out.

Mostly for people who write because they have to, need to, want to | https://linktr.ee/ellenfranceswrites