Fleur:
When Gunnar first subscribed to Author Growth, I knew he was serious. Serious about writing. Serious about book marketing. And serious about getting Happy Habits, his 28th book, into the hands of more readers around the world. As a Founding Member, he received a full book marketing plan as part of his subscription, including a strategy for Amazon keywords and categories using the Publisher Rocket tool, designed to give him the best possible chance of hitting number one in a few carefully chosen categories.
Gunnar had achieved Amazon Bestseller status before, but it had taken some luck, persistence, and solid connections. This time, he wanted to stack the odds in his favour right from the start. But when we first looked at the categories he’d chosen: Self-Help and Motivation, they were overcrowded with thousands of books and big-name authors. Even with great content and solid pre-orders, Happy Habits would’ve been buried.
Gunnar:
I’ve been through this process many times despite many publishers didn’t care too much. Now mainly self-publishing, I still find Amazon’s category system maddening, even after getting quite some experience. I’d already spent hours trying to find a fresh angle, and I was nearly ready to settle for the same crowded categories I would typically use. When Fleur stepped in and read an advance copy of Happy Habits, she saw what I couldn’t. That this wasn’t just a motivation book. She came back with a list of category options I never would’ve considered, many of which had very little competition but still matched the message of the book.
We uploaded everything to KDP and prepared for a Monday 28 July launch. Or so we thought.
Fleur:
Then, on the Friday before launch, Amazon approved the book. Ahead of schedule. Ahead of the newsletter. Ahead of our final push.
Cue chaos.
We had no time to lose. People were already buying the book, but we needed 17 more sales that day to hit number one in our key category. So I sent a note out to my 2000+ Author Growth subscribers, asking for their support. Authors helping authors is the backbone of everything we do.
By that afternoon, we’d hit number one in Germany. Then number one in Australia. Within three days of our “accidental” early launch, Happy Habits was the #1 Amazon bestseller in three different countries: these were three totally different categories to the ones that had originally been planned. The paperback also hit number one in Australia, and the Kindle version number two in the US!
The highest we got in the original high-competition category? Number 18.
Gunnar:
This experience was a masterclass in flexibility, precision, and community. It reminded me that the right guidance at the right time makes all the difference. Without Fleur’s expertise, I would’ve aimed for the wrong categories and missed the window entirely.
Happy Habits is now in the hands of readers across the globe, and the reviews are coming in. And I owe a huge thank you to Fleur, her Substack community, and the power of a well-researched marketing plan.
The Two Critical Additional Strategies
1. Launch Timing Matters
Amazon gives a small but powerful boost to newly published books in the first few days after release. The algorithm is watching for early momentum: any sign that readers are responding. When you get a solid spike of sales within that window, it’s much easier to hit number one in your selected categories.
Older books can still become bestsellers, but it takes a much more comprehensive, coordinated campaign - think paid ads, newsletter swaps, affiliate support, and often, a relaunch strategy. If you can align your marketing with your book’s actual launch, you’re giving yourself a big head start.
2. Strategic Pricing for Launch
We priced the Happy Habits eBook at US$0.99 during launch to make it irresistible to new readers. When you’re trying to expand your audience or hit a chart position, low pricing removes barriers. Readers are much more likely to take a chance on a new author or new title when the price is lower than a cup of coffee.
Once the launch window is over and the book has social proof (reviews, rankings, buzz), you can increase the price to boost profitability. This two-phase pricing approach is one of the smartest moves any indie author can make.
Your Turn: Let’s Make You a Bestseller
If you’re an author with an upcoming launch, don’t leave your Amazon strategy to guesswork. There are over 10,000 Amazon categories and most authors only know a handful. More than 2,500 of them are low competition and ripe with potential for a bestselling book.
Let me (Fleur) do the digging and find your best-fit categories that maximise your chances of reaching number one.
You’ve got three ways to get started:
DIY with a list of 2500+ low competition categories - $29.99
Download the spreadsheet with all the lowest-competition categories and match your book to three of themAmazon Category & Keyword Strategy – $139.95
Get a customised list of 7 high-converting keywords and 6 low-competition categories (3 for eBook, 3 for print).Full Book Marketing Plan – included in the $140 Author Growth Founding Member Subscription
This includes the full Amazon strategy plus launch assets, podcast pitch support, and ongoing guidance (valued at $210). Lock in this price now, even if your launch is still months away. You’ll get help as you shape your book, not just when it’s ready to hit the shelves.
And don’t forget to subscribe to our sister publication, The Substack Bookstore, where we give visibility to books written by Substack authors.
You can follow and subscribe to Gunnar’s newsletters and updates here: Writing in Cafés☕️ and the link to get the book Happy Habits (while it is still at 99 cents!).
Because becoming a bestseller isn’t just a dream. With the right playbook, it’s a plan.
Fleur Hull is an Amazon bestselling author, book coach and creator of the Author Growth and The Substack Bookstore Substacks. Gunnar Habitz is the author of 28 books and a global advocate for happy, mindful habits.
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