If you’ve wandered through a bookstore or scrolled through BookTok lately, you’ve probably noticed a pattern: every book seems to be a “bestseller.” New releases, debut novels, memoirs, thrillers, even niche nonfiction titles proudly flaunt it on their covers. But how can so many books be bestsellers at the same time? And what does the term actually mean?
The short answer: “bestseller” is a marketing tool — and the publishing industry uses it because it works.
The long answer is much more interesting. Here’s a clear breakdown of why the label is everywhere.
The Meaning of “Bestseller” Isn’t as Clear as You Think
There is no single, universal definition of “bestseller.” Unlike awards (which require judges) or certifications (which require audits), the word bestseller is flexible — and publishers lean into that flexibility.
A book can be called a bestseller if it appears on:
- The New York Times bestseller list
- Amazon charts (overall, category-specific, or even subcategory-specific)
- USA Today or IndieBound lists
- Regional or bookstore-specific lists
- International bestseller lists
But here’s the twist: many publishers don’t clarify which list the book appeared on, or even when. As long as a book achieved bestseller status somewhere, once, it can legally carry the label forever.
Category Bestsellers: Where the Magic Happens
This is where things get clever.
Amazon alone divides books into thousands of micro-categories. A book doesn’t need to outsell Colleen Hoover or Brandon Sanderson — it only needs to outperform its tiny niche, sometimes for a single hour.
A cookbook about vegan air-fryer snacks could be:
#1 Bestseller in Vegetarian Quick Snacks → Vegan → Low-Sodium → Diet-Friendly → New Releases
That may sound absurd, but it’s completely legitimate. And as soon as the book hits #1 in its micro-category, even briefly, the publisher can stamp “Bestseller” on the cover.
This is why so many books — especially indie or self-published titles — proudly claim the badge.
Marketing Psychology: Readers Trust Bestsellers
“Bestseller” works because it signals credibility, and credibility sells books.
Readers interpret the label as:
- A sign that other people loved the book
- A shortcut for quality
- A guarantee of popularity
- Social proof
In a crowded marketplace where thousands of new books release each week, readers rely on cues. “Bestseller” is one of the strongest cues available — so publishers use it liberally.
A Bestseller Isn’t Always About Sales — It’s About Timing
Many lists, including The New York Times, weigh factors beyond raw sales:
- Where the books were sold
- How fast they sold in a short period
- Distribution variety
- Momentum and media attention
A book could sell modestly overall but hit a bestseller list because it had a strong launch week. Meanwhile, another book that sells steadily for months may never qualify.
Publishing cares about bursts, not longevity — making the bestseller label more about timing than total success.
The Rise of BookTok and Social Media Changed the Game
Platforms like TikTok, Instagram, and Goodreads have made books go viral overnight — suddenly producing huge sales spikes that push books onto category lists.
A book trending on BookTok for even a weekend can easily hit a niche chart.
Publishers now monitor these spikes closely. If a book briefly rises to the top of a subcategory due to a viral clip, the “bestseller” stamp follows soon after.
This creates a feedback loop:
- Book goes viral
- Book hits a list
- Label “bestseller” is added
- More readers buy it because of the label
- Sales increase → more viral moments
And so the cycle continues.
The Business Reason: The Label Boosts Sales … Permanently
Books are products. “Bestseller” is branding. Even long after the book stops trending or slips off the charts, the label stays on the cover. It’s static proof that:
- At one point, people cared
- The book was validated by a market
- It belongs in the same category as big-name hits
This increases long-term sales, boosts author visibility, and raises the chances of foreign rights deals, film options, or future book contracts.
Publishers would be foolish not to use the label whenever possible.
Does It Matter? Should Readers Care?
Yes and no.
On one hand, “bestseller” doesn’t automatically mean a book is better than others. It might simply have hit a niche category at the right time. Some incredible books never become bestsellers, while some mediocre ones do.
On the other hand, the label usually indicates:
- A solid marketing team
- Strong initial reader interest
- Momentum within a specific community
It doesn’t guarantee quality — but it does reflect impact.
If a book spoke to thousands of readers quickly enough to earn a spot at the top of any list, that’s worth noting, even if the word “bestseller” is being used loosely.
So… Why Does Every Book Claim to Be a Bestseller?
Because they can.
Because it’s technically accurate in many cases.
And because readers often respond positively to it.
The publishing industry is competitive, and the label gives books a fighting chance on crowded shelves — digital or physical. Whether it’s a New York Times giant or an Amazon micro-category champion, the “bestseller” badge is a form of social currency.
In short: “Bestseller” sells. And in publishing, that’s the point.
Final Thoughts
While the term may have lost some of its strict meaning, it hasn’t lost its power. Understanding the nuance behind bestseller labels helps readers decide for themselves what matters: the badge or the book beneath it.
Next time you see the bold gold sticker on a cover, you’ll know the story behind the story — and can decide whether it’s a marketing move, a major achievement, or a bit of both.
Either way, one thing remains true: if everyone’s calling their book a bestseller, it’s because we’re all still buying into the magic of the word.
