1. The Market is Oversaturated

There are millions of books on Amazon. Thousands more are added every single day. Once, the simple act of self-publishing gave you an edge. Now? You’re one voice in a very loud, very crowded room.

Readers are overwhelmed with choices. If your book doesn’t stand out with a professional cover, a sharp blurb, strong metadata, and a solid launch plan, it’s going to drown in a sea of titles. Amazon’s algorithm rewards visibility—but visibility is no longer guaranteed. It must be earned.

2. Quality Expectations Are Higher Than Ever

Gone are the days when readers would tolerate typos, clunky formatting, or amateur covers just because a book was $2.99. Today’s readers are savvy. They expect indie books to be indistinguishable from traditionally published ones in terms of quality.

If you’re not investing in professional editing, formatting, and cover design, you’re not just doing your book a disservice—you’re sending a signal to readers that it’s not worth their time. First impressions matter. And in a saturated marketplace, quality is your most powerful differentiator.

3. Amazon Is Just One Platform

Yes, Amazon dominates digital book sales. But relying solely on one retailer—especially one that can change its rules, algorithms, or royalty rates without notice—is a risky strategy.

Wide distribution (Apple Books, Kobo, Barnes & Noble, Google Play, etc.) opens your work to new audiences and more global markets. Audiobooks, print books, direct sales from your website, subscription models—these are all part of a modern indie author’s ecosystem. Diversification isn’t optional anymore; it’s survival.

4. Algorithms Alone Won’t Save You

Amazon’s recommendation engine used to be the secret sauce. But in today’s environment, it’s less reliable and more competitive. If you’re not actively driving traffic to your book—through newsletters, social media, ads, or collaborations—you’re relying on an algorithm that now favors consistent performance, not one-hit wonders.

Amazon rewards momentum. That means planning launches, promotions, and steady content production. “Publish and pray” is not a strategy. You need to build your own audience and bring them with you—because Amazon won’t do it for you.

5. Your Author Brand Matters More Than Ever

Publishing a single book on Amazon doesn’t build a career. It doesn’t establish your brand. In a crowded market, readers don’t just buy books—they buy authors. They want to connect with you, follow your journey, subscribe to your newsletter, and know what’s coming next.

Treating your writing like a business means thinking long-term: website, mailing list, branding, community, reader engagement. These aren’t just “extras.” They’re the infrastructure for a sustainable author career.

6. Marketing Is No Longer Optional

Marketing used to be the dreaded “other job” of the author world. But in 2025, marketing is part of the writing process. It’s how your work finds readers.

That doesn’t mean you have to do TikToks if you hate being on camera. But it does mean finding authentic, consistent ways to connect with your audience—through blogging, podcast interviews, social media, email marketing, or paid ads. You can outsource parts of it. You can take it slow. But you can’t ignore it.

7. Readers Are Looking for Community, Not Just Content

More than ever, readers want to feel like they’re part of something. Whether it’s a cozy mystery series they can binge, an author newsletter that feels like catching up with a friend, or a Discord where they can chat about character theories, community is currency.

Amazon doesn’t give you community. That’s on you. The good news? Tools like Substack, Patreon, Ream, and even Kickstarter now let authors create reader-driven ecosystems. The most successful indie authors are the ones who aren’t just publishing—they’re building relationships.

So What Should You Be Doing?

If “just self-publish on Amazon” is the old mindset, what’s the new one?

Think beyond the upload. Think like a publisher. Think like a brand.

Here’s a modern roadmap:

• Start with a plan: Know your audience, your genre expectations, and your goals.
• Invest in quality: Professional editing, design, and formatting are non-negotiable.
• Build an author platform: Website, mailing list, social presence—start small, but start early.
• Launch intentionally: Build buzz before you publish. Use preorders, ARC teams, and early reviews.
• Diversify your presence: Go wide, explore new platforms, and don’t rely on a single point of sale.
• Engage with your readers: Treat them like part of the process, not just buyers at the end.
• Keep learning: Publishing evolves fast. Stay curious and adapt as needed.

Final Thoughts

Self-publishing is still powerful. Amazon is still an incredible tool. But neither of them are magic bullets anymore.

Today’s successful authors aren’t “just” self-publishing—they’re running author businesses, cultivating audiences, and producing professional-level work. It takes more effort, yes—but it also offers more reward, more control, and more creative freedom than ever before.

So if someone tells you to “just self-publish on Amazon,” smile and nod. Then go build something bigger.

Want help building that? I’ve got tips. Just say the word.

The Rise of Authenticity Over Perfection

In a world where perfection often feels unattainable, and the pursuit of flawless social media posts has created a culture of curated lives, there is a growing desire for authenticity. Perfectly crafted stories, whether in books, films, or even social media posts, often give the impression that life is pristine, neat, and easily controlled. But most of us know that real life is much messier than that.

Imperfect stories—those that allow room for flaws, mistakes, and vulnerability—are providing something that feels more real, more human. When we read or watch something that feels “imperfect,” we’re given a glimpse into the creator’s process, their struggles, and their truths. We can see ourselves in their mistakes and triumphs. This rawness builds connection in a way that polished perfection simply can’t.

The Beauty of Relatability

Relatability has always been a cornerstone of storytelling, but the definition of what’s relatable has evolved. We no longer want stories that tell us how everything is supposed to be; instead, we crave stories that reflect our complexities, challenges, and imperfections.

Think about the books, movies, or even blog posts that have stuck with you the most. Chances are, they were the ones that felt real—stories that included stumbles, awkward moments, or emotional missteps. Maybe the protagonist wasn’t always likable, or the plot wasn’t perfectly tied up in a neat bow at the end. But these elements created a narrative that felt more true to life. We connect with stories where characters make mistakes, face failure, and find strength in their imperfections.

The Perfection Myth in the Digital Age

The advent of digital media and social media platforms has made it easier than ever to consume content that’s been polished to perfection. Filters, edits, and adjustments create a surface-level ideal of life and art. But behind the seamless images and flawless narratives lies a deeper truth: the more we see perfection, the more we start to crave authenticity.

Audiences today are tired of seeing the “best version” of everything. The desire for realness has grown stronger, and as a result, imperfect stories have become a refreshing departure from the curated world we’re used to. Readers want to see the struggles behind the success, the messiness behind the achievements, and the vulnerability behind the victories.

Imperfection as a Creative Tool

It’s not just about embracing imperfections in stories—it’s about using them as creative tools to deepen a narrative. Imperfections, whether in structure, pacing, or character development, can add complexity and authenticity to a story. They can break the mold of conventional storytelling, allowing for more unique, unexpected journeys.

For example, stories that take risks with unconventional structures—fragmented timelines, incomplete arcs, or raw, unedited dialogues—can create a sense of urgency or emotional intimacy that would be impossible with a more traditional, polished approach. The lack of refinement invites the audience to participate in the creation of meaning, filling in the gaps with their own experiences.

The Impact of Imperfect Stories in Literature

In literature, we’ve seen a growing trend of authors embracing imperfect narratives. These aren’t the perfectly shaped, symmetrical plots of classic literature but instead stories that reflect the messiness of human life. Modern themes focus on characters who are flawed, confused, and emotionally complex, and have gained massive popularity because they don’t sugarcoat the realities of relationships and self-discovery.

The characters aren’t perfect, their decisions aren’t always wise, and their journeys are marked by uncertainty. This authenticity and imperfection make the stories deeply relatable and impactful. Readers see themselves in these characters, flaws and all, making it easier to form an emotional connection to the narrative.

The Power of Imperfection in Film and Television

The trend of imperfection isn’t limited to literature; it’s also evident in the film and television industries. Characters who are flawed, self-destructive, or mess up in almost every aspect of their lives somehow remain compelling because they reflect real human struggles.

In contrast, traditional film and TV often rely on hero arcs and polished, “perfect” characters. But the popularity of these “imperfect” shows suggests that audiences are drawn to the messiness of life, where victories are harder to come by, and redemption is not always guaranteed.

The Beauty of Imperfection in Personal Expression

For authors and creators, there’s also something deeply liberating about embracing imperfection in your work. The pressure to create “perfect” content can stifle creativity, causing writers to second-guess every word or edit themselves into a corner. By letting go of the fear of imperfection, writers can embrace the spontaneity, unpredictability, and vulnerability that make their stories unique.

This doesn’t mean abandoning editing or abandoning the craft; rather, it means recognizing that sometimes, the rough drafts, the mistakes, and the unpolished elements can be the very things that make a story resonate deeply with readers. It’s about striking the right balance between refinement and rawness.

How to Embrace Imperfection in Your Own Writing

Allow Room for Mistakes: Don’t be afraid to let your characters stumble or to leave some questions unanswered. Imperfection can create tension and intrigue, drawing readers in and making them more invested in the outcome.

Trust the Process: Writing doesn’t have to be perfect the first time. Give yourself permission to make mistakes in the drafting process. Editing and refining can come later; the first draft should be about exploring ideas, not perfection.

Be Vulnerable: If a part of your story feels too personal or too raw, that’s often the part that will resonate most with readers. Vulnerability is a powerful tool that can create an emotional connection between the story and your audience.

Embrace Messy Narratives: Don’t worry if your story doesn’t follow a conventional structure or if the narrative is a little rough around the edges. Imperfect stories often have a unique energy and originality that perfectly polished ones may lack.

In a world increasingly defined by perfection, there’s a growing hunger for stories that reflect the beauty of imperfection. Whether in literature, film, or digital media, imperfect stories resonate because they feel real, raw, and deeply human. For creators, embracing imperfection is not just a trend—it’s a chance to forge deeper connections with audiences and to produce work that truly reflects the complexity of life. So, let go of the need for flawless writing, and let your stories unfold in their messy, beautiful, and imperfect glory. After all, it’s often in the imperfections that we find the most truth.