Amazon Bestseller Updates: What Authors Need to Know in 2025

Amazon Bestseller Updates: What Authors Need to Know in 2025

Writing Tips
August 27, 2025•2 min read

Amazon Bestseller Updates: What Authors Need to Know in 2025

📘 Smart Publishing Impact Series – Episode 31

If you’ve followed my past episodes, you know I’ve walked you through the playbook for hitting Amazon Bestseller. And while the fundamentals haven’t changed, Amazon itself has been shifting behind the scenes—and it’s affecting how rankings show up on launch day.

So, here’s the latest update on what’s going on with Amazon’s bestseller rankings in 2025, and how authors should adjust their launch-day strategies.

Bestseller Rankings Are Lagging Behind

Up until June of this year, Amazon refreshed rankings for books (via KDP) every 1–2 hours. That meant you could track your progress in near real time—watching your sales spike, categories shift, and badges appear.

But starting in June 2025, updates slowed dramatically. We helped an author launch in June, and his bestseller badge didn’t appear until three days later.

Amazon now states that rankings are updated “at least once per day, but may take up to two days.” And that’s exactly what authors are seeing—a frustratingly slow lag compared to the past.

Why Is This Happening?

Amazon is famously quiet about its internal mechanics, but here are the likely factors:

  • Platform updates: Amazon rolled out new APIs, mobile app enhancements, and inventory tools in June. While not directly related to rankings, these changes may have shifted how sales data refreshes.

  • Algorithm adjustments: Updates to A9/A10 search rankings and content indexing hint at broader infrastructure changes.

  • Data caching: Regional caching or server lag could be delaying updates across different marketplaces.

The bottom line: We’re not seeing the frequent 1–2 hour refreshes anymore. Instead, authors get one sluggish update per day—sometimes showing data from 12–24 hours prior.

What This Means for Authors

The old strategy of stacking all your sales into a 2-hour launch window no longer works. With daily (or slower) refreshes, those bursts get “washed out.”

Instead, the key now is sustained sales over time.

Here’s how to adapt:

  • Spread sales across the day. Aim for consistent momentum rather than a quick spike.

  • Leverage Day 2. If readers forgot on launch day, offer one more push the next morning—extend your special pricing for 24 more hours.

  • Promote in waves. Email, social posts, and live reminders staggered across your launch window keep the sales flowing.

This shift actually benefits authors with strong communities—it rewards consistency over a single blitz.

Takeaway

Amazon still holds over 60% of global book sales, so what happens there matters. And while the bestseller game looks different than it did a few months ago, it’s still very much winnable.

The new rule of thumb? Think marathon, not sprint. Keep your sales steady across launch day (and even into Day 2), and you’ll maximize your chances of hitting #1.

Keep writing your story—because the world needs your voice.
—Renee

Amazon bestseller updates 2025KDP ranking laghow to hit Amazon bestsellerAmazon algorithm for booksook launch strategiesself-publishing tips 2025bestseller badge delaySmart Publishing blogAmazon KDP bestseller rankingbook sales strategies
Renée Sanábria Lautermilch is the co-founder of Smart Publishing, an independent publishing firm she started with her husband, Jonathan Lautermilch. Together, they help aspiring writers become bestselling authors through a white glove, end-to-end publishing process. Renée is also the author of bestselling books, including The One-Hour Author, Leading Through Love, and Real Talk With Real Business Pros. With over 20 years of leadership experience across healthcare, education, fitness, and hospitality, she holds a Bachelor's in Human Resources, an MBA, and an M.Ed. in Instructional Design. Renée has received international recognition, including Learning Leader of the Year from the Learning and Performance Institute. Her blend of business, publishing, and academic expertise informs her work as an editor and mentor, guiding authors with confidence and passion.

Renee Lautermilch

Renée Sanábria Lautermilch is the co-founder of Smart Publishing, an independent publishing firm she started with her husband, Jonathan Lautermilch. Together, they help aspiring writers become bestselling authors through a white glove, end-to-end publishing process. Renée is also the author of bestselling books, including The One-Hour Author, Leading Through Love, and Real Talk With Real Business Pros. With over 20 years of leadership experience across healthcare, education, fitness, and hospitality, she holds a Bachelor's in Human Resources, an MBA, and an M.Ed. in Instructional Design. Renée has received international recognition, including Learning Leader of the Year from the Learning and Performance Institute. Her blend of business, publishing, and academic expertise informs her work as an editor and mentor, guiding authors with confidence and passion.

Back to Blog