If you're a fan of your Kindle and a good deal, you probably already know BookBub. Just in case: it's a daily newsletter of discounted e-books. Subscribers pick their favorite genres, then get a daily email listing free or discounted books — one per chosen genre — that they can buy on Kindle, Nook, Apple Books, or wherever the title lives. Most are free or under $4.99.
Sounds too good to be true, but it works. As impressive as it is for readers, BookBub can be even more valuable for authors who advertise in it — and the main option open to publishers and self-published authors is the daily Featured Deal.
How BookBub featured deals work
The holy grail is landing your book as a featured deal in a daily newsletter — but fair warning, it's competitive. You (or your publisher) apply through a simple form specifying primary and secondary genres, the discount you're willing to offer, and a free-form note to the editorial team with anything that might sway them.
The selection process is a bit secretive, but details worth including: planned events, awards or lists the book has won, and recent mainstream publicity like TV, radio, or podcast spots. Genre competitiveness matters too — romance is the toughest, since there's a flood of titles and only one romance pick per day. There's also long-standing chatter that a book needs a certain number of reviews to get selected; BookBub denies it, but most featured deals have at least 20 Amazon reviews, so it's worth having those in place.
If you're selected, the cost varies by genre (bigger subscriber lists cost more) and by discount (a free book costs less to list than one at $3.99). There's no required discount, but most featured books sit at $2.99 or below — subscribers are primed for deals, so a deep discount drives the most downloads.
Because a featured deal requires discounting the marketplace price, it's realistically open to self-published authors or those partnering closely with smaller publishers. Big publishers place featured deals too, but as part of a broader strategy the author may not control.
Make the most of your featured deal
If you land one, use the discount window to buy additional advertising while the price is low. The discount isn't exclusive to BookBub subscribers — the book is discounted for everyone on the marketplace — so it's a perfect moment to run Facebook, Goodreads, or Google ads and pull even more readers in.
The exposure can be big (most genres average at least 20K downloads per placement), but because of the discount it's not a big revenue play on its own. Featured deals shine for authors with a series or multiple books and strong read-through — catch new readers, then convert them with a strong call to action. If you only have one book, use it to generate buzz; if you're a coach or speaker, point the end-of-book CTA at joining your email list.
Good for
- Self-published authors, or those working closely with smaller publishers willing to discount.
- Books available in e-book format — at minimum, Amazon Kindle.
- Books with a healthy number of Kindle reviews (aim for 20+) — not required, but it helps.
- Books with best-in-genre cover art and blurb copy — you're competing in a wide field, so second-rate design won't cut it.
Keep in mind
- It's competitive. If you're not accepted, wait and reapply — try a different genre if your book fits more than one.
- Expense — a placement can run a few thousand dollars, so it's a real investment.
- ROI — expect lots of downloads, fewer direct sales. It pays off inside a broader strategy with high read-through or another offering. Authors who don't discount all the way to free often earn back the placement cost plus a nice revenue bump.
Want more where this came from? The Elements of Launch is our weekly newsletter on the craft of launching a nonfiction book — one P at a time.
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