If you’re a self-published author—or helping someone become one—you might wonder what kind of book sales are realistic to expect. While some dream of bestseller lists and thousands of eager readers, the reality is usually far more modest. Here’s what the data shows:
📓 Most Self-Published Books Sell Less Than 100 Copies
Surveys and industry research consistently show that the average self-published book sells fewer than 100 copies over its lifetime. That’s not just the first week or month—that’s total.
According to sources like the Alliance of Independent Authors (ALLi), BookBaby, and Publishing Perspectives:
- Most self-published authors sell between 10 to 250 copies in their first year.
- Only a small percentage (less than 5%) sell more than 500 copies total.
- Very few ever hit 1,000 copies sold, unless they are actively marketing their books over a long period of time.
💸 Average Income from Self-Published Books
Financially, many self-published authors earn under $1,000 a year from their books.
While some authors do earn a full-time income, they tend to:
- Write in popular niches (e.g., romance, thriller, self-help)
- Publish multiple books (series or collections)
- Invest in advertising and book promotion
- Build an email list and engage with their audience consistently
📊 What Does It Take to Succeed?
If you’re hoping to increase your odds of success, here are some proven strategies:
- Email marketing: Building a subscriber list is one of the most effective ways to generate repeat readers and sales.
- Content marketing: Regular blog posts, videos, or podcasts can help establish your expertise and attract organic traffic.
- Amazon Ads or Facebook Ads: Targeted ads can help boost visibility, but they require a budget and testing.
- Professional book design: A polished cover and well-formatted interior increase buyer confidence.
- Niche targeting: Books with local or specialized appeal (e.g., regional history, community stories) can perform well if promoted to the right audience.
✅ The Bright Side: You Don’t Need to Go Viral
Many authors think they need a viral hit to be successful. In truth, steady, consistent promotion can lead to strong long-term results, even with a small but loyal reader base.
If you’ve sold 10, 20, or 50 books, you’re already ahead of the curve.
📅 Patience Is Key
Publishing a book is not a “launch it and they will come” situation. The authors who succeed treat their books like a business and are willing to commit months or even years to promotion, networking, and writing follow-up titles.
So if you or your client have only sold a few dozen copies, don’t be discouraged. Keep building. Every sale is a step forward.
