You've written a book. Now you need reviews to help it sell. Reviews are social proof that convince potential readers to take a chance on an unknown author. They boost visibility on Amazon and other platforms. They provide quotes for marketing. But getting reviews, especially before launch when you have no sales, is one of the biggest challenges indie authors face.
Here's the good news: you can build genuine pre-launch buzz and reviews through ethical, relationship-based strategies. No paying for reviews, no review swaps that violate platform terms, no fake reviews. Just real readers who genuinely want to read and review your book. This guide will show you how.
Why Pre-Launch Reviews Matter
Reviews on launch day create momentum that algorithms reward. Books with reviews sell better than books without reviews. It's that simple.
The cold start problem: A book with zero reviews is a harder sell than a book with 20-30 reviews. Readers trust other readers. They're more likely to take a chance on an unknown author if others have already vouched for the book.
Algorithm benefits: Amazon's algorithm considers reviews in ranking and recommendations. More reviews (especially in the first 30 days) can boost visibility. Not the only factor, but it matters.
Marketing material: Positive review quotes give you material for your book description, social media, and promotional copy. "A page-turner!" hits different when it's from a reader, not the author.
Credibility signal: For debut authors especially, reviews signal that real people read this and thought it was worth their time. That credibility matters.
Launch week reviews create momentum. Waiting until after launch to think about reviews means you're fighting uphill. Build your review base before launch day.
What You Can and Can't Do (Platform Policies)
Before we discuss strategies, understand what's allowed and what's not. Violating platform policies can get your reviews removed or your account banned.
Amazon review policies (what's NOT allowed): - Paying for reviews - Offering compensation (gift cards, free books beyond your own, money) in exchange for reviews - Review swaps (you review mine, I review yours) - Having family members review - Reviewing your own books - Creating fake accounts to review - Organizing review circles where authors review each other - Using review services that violate policies What IS allowed: - Giving away free copies of YOUR book in exchange for honest reviews (this is an ARC - Advance Reader Copy) - Asking readers to review if they enjoyed the book - Using services like NetGalley or BookSirens that facilitate ethical ARC distribution - Sending books to book bloggers/reviewers who regularly review books - Building an ARC reader team who receive early copies - Participating in legitimate review programs that follow platform rules
The key distinction: you can give away your book hoping for reviews. You cannot pay or compensate beyond your own book. And the review must be honest, not guaranteed positive.
Other platforms (Goodreads, BookBub, etc.) have similar policies. Read them. Follow them. Your long-term career is more important than a few early reviews.
Building Your ARC Reader Team
An ARC (Advance Reader Copy) reader team is your foundation for pre-launch reviews. These are readers who receive early copies of your book (4-8 weeks before launch) in exchange for honest reviews.
Where to find ARC readers: Your email list: If you have one, this is your best source. These people already like your work. Send an email: "I'm launching [book] on [date] and looking for readers who'd like an early copy in exchange for an honest review. Interested? Reply to this email."
Expect 10-30% response rate depending on your relationship with your list.
Social media: Post on your author platforms (Facebook, Instagram, Twitter, TikTok): "Looking for ARC readers for my upcoming [genre] novel! If you love [comp titles] and can read + review by [date], comment or DM."
Use relevant hashtags. Join genre-specific reader groups (with permission) and post ARC calls.
Your website: Create an ARC reader signup form. Link to it from social media and your email signature. Build your list of interested readers over time.
ARC services: BookSirens, Hidden Gems, NetGalley (costs money but reaches many reviewers). These platforms connect authors with readers looking for ARCs. They follow platform review policies.
Goodreads: List your book and mark it as available for review. Reach out to Goodreads reviewers who review your genre (carefully, respectfully, not spamming).
Reader groups: Some Facebook groups facilitate ethical ARC distribution. Join ones specific to your genre. Follow their rules about ARC requests.
What makes a good ARC reader: - Actually reads and reviews books regularly (check their Amazon/Goodreads profile) - Reads your genre - Has a history of posting reviews (not their first review ever) - Can commit to reading and reviewing by your deadline - Understands they're receiving an early copy for an honest review, not a positive one
Screen people. Someone who never reviews books probably won't review yours. Someone who only gives 5-star reviews might be part of a review service (avoid).
Planning your review strategy?
River's AI helps you build an ethical pre-launch review plan, including ARC reader recruitment, blogger outreach, and review request templates.
Plan Your StrategyThe ARC Package: What to Send
When you send your ARC, include more than just the book file or physical copy.
The book: - Digital: Epub or mobi file, or link to download - Include a note that this is an advance copy and may have minor typos - Some authors include "Advance Reader Copy - Not for Resale" on the cover or first page - Physical: Send bound galleys or print-on-demand copies
Welcome letter/email: "Thank you for being an ARC reader! I'm so excited to share [book title] with you before it launches on [date]. What I'm asking: If you enjoy the book and feel comfortable leaving a review, I'd be grateful for your honest thoughts on Amazon, Goodreads, or your preferred platform any time between now and launch day (or shortly after). What I'm NOT asking: I'm not asking for a positive review. Honest reviews help readers find books they'll love. If the book isn't for you, that's completely okay. Thank you for your time and support!" Key information to include: - Launch date - Where to review (Amazon, Goodreads, BookBub links) - Deadline ("hoping for reviews by [date]" not "must review by") - Your gratitude - No pressure for positive reviews - How to contact you with questions
Optional extras: - Character art or maps (if fantasy/SF) - Exclusive content (deleted scene, author note about writing process) - Swag (bookmarks, if you're sending physical copies) Don't overthink the package. The book and a friendly note are enough.
Timing Your ARC Distribution
When you send ARCs affects how many reviews you get and when they post.
8-12 weeks before launch: Send to book bloggers and influencers who need lead time to read, review, and schedule posts. They often have TBR backlogs.
6-8 weeks before launch: Send to your ARC reader team. This gives them time to read without rushing, but keeps your book top of mind for launch.
4 weeks before launch: Second wave if you have more interested readers or didn't send all at once. Some authors do multiple waves to maintain momentum.
2 weeks before launch: Too late for most readers unless you have fast readers or your book is very short. But better late than never.
Review posting timing: Most platforms allow reviews to be posted once the book is available for pre-order or on launch day. Amazon requires the book to be live (available for purchase). Plan accordingly.
Some ARC readers review on Goodreads early, then copy to Amazon on launch day. Some wait and post everywhere simultaneously on launch day. Both work.
Stagger your ARC sends slightly so reviews don't all post on day one then stop. A trickle of reviews over the first two weeks looks organic and maintains momentum.
Following Up With ARC Readers
Most ARC readers have good intentions but life gets busy. A gentle follow-up increases review rates without being pushy.
One week before launch: "Hi ARC readers! Launch week is almost here! If you've finished [book title] and plan to review, I'd love if reviews could go live on or around launch day ([date]). No pressure if you're still reading or if the book wasn't for you. Either way, thank you for your time!"
Launch day: "[Book title] is live! If you've been waiting to post your review, today's the day! Links: [Amazon, Goodreads, BookBub]. Thank you so much for your support!"
One week after launch: "Checking in one last time for anyone who's still planning to review [book title]. Late reviews are still incredibly helpful! If the book wasn't for you or you didn't get to it, no worries at all. Thank you for being part of my launch team!"
That's it. Three emails total. If someone hasn't reviewed after that, let it go. Harassing people doesn't get reviews; it loses goodwill.
Expect 30-50% of ARC readers to actually review. Some will read and love it but forget to review. Some will start but not finish. Some will ghost. This is normal. Don't take it personally. Plan for it by recruiting more ARC readers than you think you need.
Reaching Out to Book Bloggers
Book bloggers are readers who maintain blogs reviewing books. They're gold for reviews because they post on multiple platforms and have audiences.
Finding book bloggers: - Google "[your genre] book blog" - Search Instagram hashtags: #bookstagram, #bookreview, #[genre]books - BookTube (YouTube reviewers) - BookTok (TikTok reviewers) - Goodreads librarian list of reviewers - Other authors' acknowledgments (who do they thank for reviews?)
Research before reaching out: - Do they review your genre? - Are they currently accepting review requests? - What format do they prefer (digital, physical)? - What's their review policy? (most have a page explaining) - What kind of books do they typically review? Don't mass email 500 bloggers with generic requests. Target 20-30 who genuinely fit your book.
Outreach email template: Subject: Review request: [Book title] - [genre] "Hi [Name], I'm [your name], and I recently came across your blog while searching for [genre] reviewers. I particularly enjoyed your review of [specific book they reviewed] - [one specific thing you noticed]. I'm launching my [debut/second/etc.] [genre] novel, [title], on [date]. It's a story about [one-sentence pitch]. If it sounds like something you'd enjoy, I'd love to send you an advance copy (digital or physical, your preference). [Two-sentence compelling description of your book] No pressure if it's not your cup of tea or if you're not accepting requests right now. Either way, thank you for the work you do supporting authors! Best, [Your name] [Your website] [Book cover image attached or linked]" What makes this work: - Personalized (you read their blog) - Respectful (acknowledging they might say no) - Concise (busy people appreciate brevity) - Relevant (your book fits their taste) - Clear ask (advance copy for review) - Professional but warm
Expect 10-30% response rate. Many bloggers are swamped with requests. Don't take silence personally.
Using NetGalley and Similar Services
NetGalley is a platform where publishers and authors list books, and reviewers (bloggers, librarians, booksellers, media) request them. It costs money but reaches many professional reviewers.
NetGalley pros: - Access to thousands of reviewers - Professional, vetted reviewers - Reviews often appear on major platforms and blogs - Great for traditionally published or serious indie authors - Reviewers request your book (pre-qualified interest) NetGalley cons: - Costs $450+ for 6 months - Competitive (many books listed) - No guarantee of reviews - Better for certain genres (literary, mystery, romance do well; others vary)
Free alternatives: - BookSirens: Pay-per-book model, cheaper than NetGalley, works well for indies - Hidden Gems: Free ARC distribution, smaller reach - StoryOrigin: Free ARC signup forms and promotion - Your own website: Host an ARC request form
For debut authors on a budget, start with free options. If you're investing seriously in your career and have the budget, NetGalley can be worth it for visibility to professional reviewers.
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Build Your StrategyGoodreads Strategies
Goodreads is its own ecosystem for reviews and reader engagement.
Goodreads giveaways: Give away print copies (or ebook codes) through Goodreads. Hundreds or thousands of people enter. Winners receive the book. Some review, some don't. Good for visibility but expensive if doing print giveaways.
Goodreads groups: Join genre-specific groups. Some allow ARC requests. Follow group rules carefully. Don't spam.
Contacting Goodreads reviewers: You can search for reviewers by genre and reach out (carefully). Goodreads allows this but don't be pushy. Send one polite message, respect their response (or silence).
Your author profile: Maintain an active Goodreads author profile. Add your upcoming book early. Update with cover, description, pre-order links. Goodreads users often discover books through author profiles.
Librarian program: Goodreads librarians can access advance copies and review. List your book through the program.
Social Media Strategies
Social media can help you find ARC readers and build pre-launch buzz.
Instagram (Bookstagram): - Partner with bookstagrammers in your genre - Send them copies in exchange for honest reviews/posts - Use hashtags to find readers: #ARC, #ARCReview, #[genre]Reads - Post ARC calls with eye-catching cover images TikTok (BookTok): - Fastest-growing book discovery platform - Reach out to BookTokers who review your genre - Send ARCs to enthusiastic creators - TikTok reviews drive sales more than almost any platform right now Twitter: - Use #ARC and genre hashtags - Connect with book Twitter community - Participate genuinely, not just transactionally Facebook groups: - Join reader groups in your genre - Some have ARC request threads - Build relationships before asking
Social media works best when you're genuinely part of the community, not just asking for reviews. Engage with readers' content. Support other authors. Be a contributor, not just a taker.
What to Do With Bad Reviews
Some ARC readers won't like your book. Some will leave 3-star or lower reviews. This is normal and actually makes your review profile more credible.
Never respond to negative reviews. Never argue, defend, or explain. It looks unprofessional and petty. Readers side with reviewers in author-vs-reviewer conflicts.
Don't ask reviewers to change or remove reviews. It's against platform policies and damages your reputation.
Learn from constructive criticism. If multiple reviewers mention the same issue, there might be something to address in future books.
Accept that not everyone will love your book. 3-star reviews are not disasters. A mix of 5, 4, and 3-star reviews looks more authentic than all 5-stars.
Focus on the positive. Pull quotes from good reviews for marketing. Celebrate readers who connected with your work.
Mixed reviews are normal. All reviews, even critical ones, are data points that help readers decide if your book is for them.
Post-Launch Review Strategy
Pre-launch reviews give you momentum, but review gathering doesn't stop at launch.
Include review requests in the book: - Author note at the end: "Thank you for reading! If you enjoyed this book, I'd be grateful if you'd leave a review on Amazon or Goodreads. Reviews help readers discover books they'll love." - Keep it simple and genuine Email your list: - A week after launch: "For those who've read [book], I'd love to hear what you thought! Reviews make a huge difference." - Don't be pushy, just reminder that reviews help Social media reminders: - Occasional posts: "Read [book]? I'd love your honest review!" - Share positive reviews with thanks - Create graphics with review quotes Ongoing ARC reader cultivation: - Keep building your ARC team - Readers who reviewed this book are likely to review the next - Thank reviewers and stay in touch Reviews accumulate over time. Your launch reviews are important, but you'll continue getting reviews for months and years.
Dealing With Review Services (What to Avoid)
There are services that promise reviews for payment. Almost all of these violate platform policies.
Red flags: - Pay per review ("$5 per review!") - Guaranteed positive reviews - Promise specific star ratings - Offer packages ("50 reviews for $200!") - Claim to be "verified purchase" reviews (this is fraud) - Services primarily in countries known for fake review farms These services might deliver reviews, but: - Amazon and other platforms can detect and remove them - Your book or account can be banned - Reviews are often obviously fake (generic, poor English, don't mention specific book details) - You're building on a foundation of fraud
What IS okay: - Services that connect you with legitimate ARC readers (BookSirens, NetGalley) - Book tour companies where bloggers receive books for honest reviews - PR services that pitch your book to media and reviewers - Your own efforts to distribute ARCs The line: you can pay for distribution or access to reviewers. You can't pay for the reviews themselves.
Building Long-Term Reviewer Relationships
The best review strategy is building genuine relationships with readers who love your work.
Create an ARC team that reads all your books: - Invite your best reviewers to be ongoing team members - Give them early access to everything - Show appreciation (shout-outs, acknowledgments, character names) - Create a private Facebook group or email list for your team - Make them feel special and valued Thank reviewers: - Publicly thank reviewers on social media (with permission) - Send occasional thank-you notes - Acknowledge your ARC team in book acknowledgments - Show that you see and appreciate their work
Support reviewers: - Follow and engage with book bloggers who reviewed you - Share their content - Recommend other books they might like - Be a reader yourself, not just an author seeking reviews
Relationships compound. A reviewer who loves your first book and feels appreciated will review your second book without being asked. And your third. And tell their followers. That's more valuable than any one-time review transaction.
Your Review Strategy Checklist
Before your launch: - Built email list and/or social media presence for ARC recruitment - Researched platform review policies (know what's allowed) - Created ARC package (book, welcome letter, review links) - Recruited ARC readers (target: 50-100 for 30-50 reviews) - Identified book bloggers in your genre - Prepared personalized outreach emails - Set up Goodreads author profile and book listing - Planned timing (sent ARCs 6-8 weeks before launch) - Created follow-up sequence (gentle reminders) - Prepared for mixed reviews (not everyone will love it) - Built ongoing relationship strategy (thank yous, staying in touch) - Avoided anything that violates platform policies Reviews are earned through genuine relationships with readers, not bought or gamed. Build your ARC team with care, treat reviewers with respect, and focus on getting your book to people who will genuinely enjoy it. The reviews will follow, and they'll be the kind that actually help sell books: authentic, specific, and credible. That's the only kind worth having.