Amazon And Goodreads: The Hidden Monopoly Shaping Book Sales

The game is rigged in today’s publishing world—and Amazon and Goodreads hold all the cards. As an author, you know the stakes: your book’s success isn’t just about having a great story; it’s about getting those reviews, racking up those stars, and somehow finding your way to the top of the endless sea of books. But here’s the catch: Amazon and Goodreads, both controlled by one billionaire, Jeff Bezos, have turned the process into a high-stakes game where the rules aren’t always clear and where visibility often depends more on algorithms and paid promotions than on the quality of the writing itself.

It’s a dilemma no author can ignore. From the pressure to secure glowing reviews to watching Amazon reject legitimate feedback without explanation to the pay-to-play environment where only authors with deep pockets seem to break through the noise, the system is stacked. The very platforms that should support authors are increasingly pushing them into a corner, where success feels like it’s reserved for those who can afford to pay their way in.

But this issue isn’t just frustrating—it’s fundamentally unfair. As Amazon and Goodreads tighten their grip on the publishing world, authors are left fighting for a chance to be seen, heard, and valued, regardless of their marketing budget. It’s time to pull back the curtain on how this monopoly hurts the people who make it all possible: the authors.

The Role of Reviews in Book Success

Reviews have become a powerful currency in the publishing industry. A book’s success, especially in the early stages, often hinges on the number of reviews it garners, particularly on platforms like Amazon and Goodreads. These reviews serve as social proof, signaling potential readers that a book is worth their time and money. Positive reviews can skyrocket a book’s visibility, increasing search rankings and recommendations. A book with a high volume of favorable reviews is more likely to be noticed and recommended by algorithms—making reviews a vital component of a book’s discoverability.

However, it’s not just about quantity; the quality and authenticity of reviews matter just as much. Readers trust reviews to help them make informed decisions, and they often rely on the opinions of others to gauge whether a book will resonate with them. However, the pressure to secure reviews has shifted the dynamics of publishing. Whether indie or traditionally published, authors know that the more reviews they can get, the better their chances of reaching a wider audience. In some cases, the competition for reviews can feel just as intense as the race for good sales numbers, with both shaping an author’s potential for success.

Pressure from Publishers to Secure Reviews

The pressure to secure reviews is even more pronounced for traditionally published authors. Publishers have come to see reviews as a critical part of a book’s marketing strategy, and they often place significant pressure on authors to generate as many positive reviews as possible. Larger publishers may have established relationships with review sites, influencers, and bloggers, but the author still has to push for these endorsements. Whether through sending out advance copies to trusted reviewers or encouraging readers to leave feedback, securing reviews is now seen as a critical task in a book’s promotional campaign.

Authors are expected to actively generate buzz around their books, often leveraging their personal networks or social media platforms to encourage reviews. This can strain authors tremendously, especially when those reviews are not naturally forthcoming.

Authors may find themselves constantly asking readers to leave feedback, hoping that even one positive review will lead to the next. This process can feel transactional rather than organic; for some authors, the pressure to conform to this model can be overwhelming. With the dominance of Amazon’s algorithmic-driven review system, which rewards books that already have a critical mass of reviews, authors feel compelled to chase numbers rather than focusing on the quality of the reader experience.

Amazon’s Review System: The Gatekeeper of Success

Amazon’s review system has become the ultimate gatekeeper of success in publishing. With its dominant market share, Amazon controls the visibility of books through its algorithms, prioritizing books with more reviews. The more reviews a book has, the more likely it will appear in search results, recommendations, and Amazon’s “Customers Also Bought” section. This algorithmic favoritism creates a cycle where books with initial traction—often from well-established authors or those with larger marketing budgets—continue to gain visibility. In contrast, lesser-known or indie authors struggle to be seen, no matter the quality of their writing.

For authors, this reality means that reviews have become more than just feedback—they are a critical currency in Amazon’s ecosystem. Securing reviews is not just about gauging the reception of your work but about unlocking the algorithm’s favor. As a result, authors constantly chase after those coveted stars, knowing that the more reviews they collect, the more likely they will gain Amazon’s attention and boost their sales. But this process isn’t always about organic discovery; it’s about playing the numbers game. A book with 50 reviews might be buried beneath one with 500, regardless of the content, creating a system where popularity often outweighs substance.

The Rejection of Legitimate Reviews and the Lack of Transparency

Despite the importance of reviews for visibility, Amazon’s review system is notoriously opaque and often frustrating. Authors frequently report that legitimate reviews are rejected or flagged for unclear or inconsistent reasons. Amazon’s automated systems sometimes remove reviews that don’t meet specific criteria, such as those from an author’s friends or family or users who have not purchased the book through Amazon. While these measures are intended to reduce fake or biased reviews, they can also penalize honest feedback from genuine readers. The lack of transparency in how reviews are moderated leads to confusion and frustration among authors, who often feel powerless when seemingly arbitrary decisions impact their books.

This lack of clarity around Amazon’s review policies has real-world consequences. Authors may see a spike in reviews only to watch as many are inexplicably deleted or hidden. Without a clear explanation from Amazon, authors are left to navigate a system that doesn’t always reward authenticity. Worse yet, the system’s unpredictability means that authors who follow all the rules can still see their reviews vanish, while books with questionable practices or manipulative tactics can thrive. The absence of accountability in Amazon’s review process underscores a significant flaw in the system, leaving authors in the dark about how their work is being judged and how to fix the problem.

Below is an email from a review that Guy Kawasaki wrote for my book, it was rejected for some unknown reason.

Pay-to-Play: The Hidden Cost of Visibility

Visibility in the publishing world often comes at a steep price. Authors who want to stand out in the crowded book market quickly realize that gaining attention requires more than just a great book—it demands a financial investment. From paying for reviews to running ads or using paid services to promote their books to influencers, authors face the reality that securing visibility often means opening their wallets. Amazon’s algorithms reward books with higher review counts and more sales, so it’s easy to see why authors feel pressured to pay for exposure.

This pay-to-play environment isn’t limited to Amazon. Authors, particularly those without a major publishing house behind them, are increasingly turning to expensive promotional campaigns, hoping to boost their book’s visibility through ads and other marketing services. While these efforts can drive sales, they create an uneven playing field where those with the deepest pockets are more likely to succeed. And they don’t always bring in reviews.

For authors without substantial marketing budgets, this system places success further out of reach, making it less about the quality of their writing and more about how much they can spend to gain visibility.

The Financial Barrier for Indie Authors Without Hefty Marketing Budgets

For independent authors, this financial divide is complicated to navigate. Unlike traditionally published authors who benefit from large publishing houses with significant marketing budgets, indie authors must rely solely on their resources. This often means investing in costly ads, book promotions, and review services, which can quickly add up. But even with these investments, there’s no guarantee that a book will gain traction. As a result, many indie authors find themselves trapped in a cycle where visibility and success are more about financial investment than the actual merit of their writing, making it increasingly difficult for those without deep pockets to break through.

The unpredictability of paid promotions compounds this issue. Despite spending significant money on ads or review services, authors may not see the returns they hope for, making the entire process feel like a gamble. For many, the high marketing cost becomes a barrier to success, and those who can’t afford to pay for visibility may find their books buried in an ocean of competing titles.

Similar Issues in the NYT Best-Seller List

The “pay-to-play” dynamic isn’t confined to Amazon—it has also raised concerns about the legitimacy of the New York Times Best-Seller list. There have been instances where authors and publishers have leveraged pre-order campaigns and bulk buying to manipulate book sales, ensuring their titles make it onto the prestigious list. This often involves substantial financial backing, which raises questions about the list’s integrity. Instead of reflecting on the organically gaining traction among readers, the list may sometimes highlight books that have benefited from strategic promotional tactics designed to boost sales.

The Goodreads Connection: A Double-Edged Sword

Goodreads has long been a beloved platform for book lovers, offering a space for readers to discover, rate, and review books. It’s one of the most trusted review platforms, allowing users to connect over shared reading experiences and recommendations. However, despite its good intentions, Goodreads is far from immune to the issues that plague many review-based systems. The platform’s reliance on user-generated reviews makes it vulnerable to manipulation, with some authors and readers attempting to game the system by posting fake reviews or engaging in review-bombing campaigns—where a book, often a controversial or high-profile one, is flooded with negative reviews by people who haven’t even read it.

Review manipulation on Goodreads isn’t always intentional, but it still creates an environment where books can be unfairly judged or promoted. Negative reviews, whether justified or not, can significantly impact a book’s visibility and reputation, potentially discouraging readers from giving it a chance.

Conversely, authors desperate for positive feedback may turn to friends, family, or paid services to boost their ratings, muddying the waters for readers who rely on the system for honest recommendations. This creates a paradox where Goodreads, a platform built on the idea of authentic book discussions, is often at odds with that very principle due to the pressures and incentives built into its review culture.

How Amazon’s Ownership of Goodreads Impacts the Review Ecosystem

Many readers and authors are unaware that Goodreads is owned by Amazon, which adds a layer of complexity to the review ecosystem. While Goodreads operates as a separate platform, its integration with Amazon has far-reaching implications for authors and readers. Since Amazon owns Goodreads, the company controls the book marketplace and the primary review platform that drives that marketplace. This creates a conflict of interest—Amazon’s interests align with promoting books that perform well on its platform, and Goodreads reviews play a significant role in this process.

As Amazon continues dominating the book industry, its influence over Goodreads becomes even more pronounced. The reviews and ratings on Goodreads can significantly impact a book’s performance on Amazon, making it crucial for authors to ensure high ratings across both platforms. However, Amazon’s control also means that certain books, particularly those with large marketing budgets or already established authors, are more likely to receive positive feedback and visibility. In contrast, others may struggle to gain traction despite the quality of their work. The lack of transparency in how Goodreads reviews are moderated, coupled with the growing influence of Amazon, leaves authors with less control over how their books are perceived, even on a platform once seen as a haven for honest reader feedback.

Supporting Small Local Bookshops: A Stand Against Amazon’s Monopoly

For many readers, the appeal of buying from Amazon isn’t just about convenience; it’s about accessibility and, often, competitive pricing. But for those who care about where their money goes, supporting small local bookstores is an act of solidarity and a way to preserve the unique, personal touch that independent shops bring to the literary world.

It’s increasingly difficult for local bookshops to compete with Amazon’s massive discounts and ease in today’s market. Yet, these small businesses—many of which are community hubs—are essential to the health of local economies and the diversity of the book market. They provide curated selections, often focusing on independent or lesser-known authors that larger retailers may overlook. They foster personal relationships between readers and booksellers, offering a tailored experience that no algorithm can replicate.

In reality, Amazon’s dominance impacts more than just authors; it affects the entire ecosystem of bookselling. Small, independent bookstores struggle to survive against Amazon’s prices, with some forced to close their doors or limit their stock. But for readers who want to take a stand against this monopoly, buying from small local bookshops can make a huge difference. When you buy from a local bookstore—whether online or in person—you support an author and help a small business thrive. Many independent stores offer the same books as Amazon, and often, you can find great deals and personalized recommendations that online giants can’t provide.

Authors can encourage their readers to buy from local stores to counter Amazon’s dominance. Whether through local bookshops that host author readings or independent retailers offering signed copies, the power of small businesses should not be underestimated. Every purchase from a local bookstore sends a message that we value diversity, creativity, and a personal connection to the books we read.

What Authors Can Do: Navigating the System with Alternatives

While it’s clear that Amazon and Goodreads have a near-monopoly on book sales and reviews, there are still options for authors to break free from the grip of these platforms. Two promising alternatives gaining traction among readers and writers alike are StoryGraph and Book Sirens.

Why StoryGraph?

StoryGraph offers a refreshing break from the limitations of Amazon and Goodreads. As a platform created by book lovers for book lovers, StoryGraph focuses on authenticity and community over algorithms and paid promotions. Unlike Amazon, which uses complex algorithms to push books with higher ratings, StoryGraph strongly emphasizes genuine recommendations from real readers. It’s a place where readers can discover books based on mood, genre, or pace rather than relying solely on review counts or star ratings.

StoryGraph provides authors with a much-needed alternative where their books can be reviewed without the same constraints or commercial pressures. Since StoryGraph has been growing in popularity, it allows authors to build an organic following and gain visibility without playing by Amazon’s rules. Plus, the platform has fewer instances of review manipulation, making it a more level playing field for new authors.

Why Book Sirens?

Book Sirens is an excellent tool for authors in the pre-launch phase of their book’s release, similar to NetGalley. It connects authors with readers eager to review books before they hit the market. Book Sirens helps authors gather advance reviews by offering free copies of their books for honest reviews from readers who have signed up for this service. This platform is ideal for getting early feedback, building buzz before your book officially launches, and creating initial momentum.

Unlike platforms where reviews are posted after a book is published, Book Sirens lets authors tap into a network of dedicated readers enthusiastic about reviewing upcoming releases. This can lead to valuable pre-launch reviews that help an author’s book get noticed once it’s officially available for sale. It builds social proof that can be leveraged on other platforms like Amazon and Goodreads.

How to Leverage StoryGraph and Book Sirens for Reviews:

1. Encourage Readers to Use StoryGraph and Book Sirens: If you’re actively building your presence outside of Amazon and Goodreads, encourage your readers to post reviews on both StoryGraph and Book Sirens. The more diverse platforms your book is reviewed on, the better.
2. Engage with the Communities: StoryGraph and Book Sirens have active, engaged communities. On StoryGraph, engage in discussions, follow readers with similar tastes, and build genuine connections. On Book Sirens, connect with readers who are specifically interested in reviewing books ahead of launch and offer your book to them for honest feedback.
3. Feature Reviews on Your Website and Socials: If you have a personal website or social media presence, consider showcasing reviews from StoryGraph and Book Sirens to highlight these platforms. Doing so can inspire readers to explore alternatives to Amazon and Goodreads while promoting more authentic engagement.
4. Use Insights for Future Projects: Both StoryGraph and Book Sirens provide helpful insights into the types of books readers enjoy, what resonates with them, and what they may seek in the future. Use this information to align your marketing strategies better and inform future book projects.

By using StoryGraph for post-launch reviews and Book Sirens for pre-launch reviews, authors can create more genuine and organic connections with readers, side-stepping the commercial pressures imposed by Amazon and Goodreads. These platforms offer an opportunity to get reviews from engaged, authentic readers without relying on the pay-to-play culture that has become so prevalent on Amazon and Goodreads. By embracing alternatives, authors can level the playing field and create more genuine connections with their audiences.

The Road Ahead for Authors

As I wrap up this conversation, I had hoped to offer a simple solution to the challenges Amazon and Goodreads present. Unfortunately, there’s no quick fix for a system deeply ingrained in the publishing landscape. Authors face a complex, often frustrating battle for visibility and success in a world where algorithms, paid promotions, and the pursuit of reviews can feel like the only path forward.

But awareness is the first step. By understanding how these platforms operate and recognizing the limitations and pressures they place on authors, we can start to push back. Platforms like StoryGraph and Book Sirens offer a glimpse of what a more balanced, authentic system could look like. And while it might not be the entire answer, these alternatives show hope for a more level playing field.

As authors, we must be mindful of how much power these companies hold over our work and visibility. The key is to stay informed, question the systems in place, and support alternatives that align with the values of creativity, fairness, and authenticity. This awareness is crucial—not just for surviving in the current publishing landscape but also for finding ways to thrive in a world that increasingly needs to recognize the voices of all authors, not just those with the deepest pockets.