Reviews drive Amazon's recommendation algorithm. Books that launch with 20–30 reviews on day one appear in more "customers also bought" rows, rank better in search, and get more visibility from promotional emails than books that launch cold. Getting reviews before launch isn't a nice-to-have — it's one of the most concrete things you can do to improve your book's commercial performance.

The good news is that the process is learnable and repeatable. The bad news is that it takes 6–8 weeks of lead time and requires having a book that's genuinely good enough to generate positive reactions.

What an ARC is (and what it isn't)

An ARC — Advance Review Copy — is an early version of your book given to readers before the official launch date, in exchange for an honest review. The key word is honest. Amazon's terms of service prohibit incentivized reviews, and "in exchange for a review" reads differently in practice than "in exchange for a positive review." ARC readers are free to leave whatever rating they find appropriate.

This means the quality of your book directly determines your ARC campaign's success. A campaign that generates 40 reviews of which 30 are 1–2 stars is worse than not running one at all. Before you send ARCs, your manuscript needs to be fully edited, proofread, and finished. If it's not ready, wait.

Building your ARC team

Your first source of ARC readers is your existing audience: email list subscribers, social media followers, readers who've enjoyed your previous books. These people are already invested in you and most likely to follow through on leaving a review.

How to recruit ARC readers from your audience:

  • Send an email announcing the upcoming book and offering a free copy in exchange for an honest review; keep the ask clear and low-pressure
  • Post on social media platforms where your readers are active (Instagram, Facebook groups, TikTok for relevant genres)
  • Join Facebook groups for readers in your genre — many have specific threads for ARC sign-ups
  • Use BookSirens or NetGalley (see below) to expand beyond your existing following

For debut authors with no existing audience, ARC recruitment requires more effort. Start with genre-specific Facebook groups and Reddit communities (r/fantasy, r/RomanceBooks, r/suggestmeabook). Be genuinely present in those communities before you ask — cold solicitation rarely converts well.

Realistic conversion rates: Expect 30–50% of ARC readers to actually leave a review. If you want 20 reviews on launch day, recruit 40–60 ARC readers and follow up with everyone who received a copy. This is normal — not everyone who reads finishes, and not everyone who finishes reviews.

NetGalley and BookSirens

NetGalley is a platform that connects publishers and authors with professional book reviewers, librarians, booksellers, and media contacts. It's the most established pre-publication review platform but also the most expensive: annual listing fees run several hundred dollars, with individual title listings priced separately.

NetGalley is best suited for authors who:

  • Have a reasonably polished book in a genre with strong NetGalley readership (thriller, romance, YA, fantasy)
  • Are trying to reach reviewers, librarians, and media contacts — not just casual readers
  • Can wait 6–10 weeks for reviews to come in, since NetGalley reviewers work on their own schedule

BookSirens is a more affordable alternative ($25–$50 per title) with a smaller but engaged reviewer base. It's worth testing alongside NetGalley for genre fiction, particularly romance and thriller, where their reviewer pool is strong.

Book blogger outreach

Book bloggers, Bookstagram accounts, and BookTok creators have dedicated audiences of readers in specific genres. A mention from a well-followed account in your genre can drive significant traffic and conversions.

How to approach blogger outreach effectively:

  • Research first: Only contact bloggers who explicitly review your genre — sending a dark fantasy novel to a cozy mystery blogger wastes both your time and theirs
  • Personalize every request: One sentence referencing a specific review they've written shows you've done your homework; generic requests go straight to the trash
  • Be brief: Your request should include: book title and genre, one-sentence hook, word count, comparable titles, and a link to a cover image or Goodreads page. Keep it under 200 words.
  • Don't follow up more than once: If you haven't heard back after two weeks, they're not interested. Multiple follow-ups damage your reputation in a small community.
  • Send the right format: Most bloggers prefer ebook ARCs via BookFunnel or a direct PDF; check their submission guidelines before assuming

Timing your ARC campaign

Send ARCs 4–6 weeks before your launch date. Earlier than that and readers may forget to review; later and reviews won't be posted in time to matter for launch week. A simple timeline:

  • 8 weeks before launch: Manuscript finalized and formatted; ARC version prepared (clearly marked as uncorrected proof)
  • 7 weeks before launch: ARC recruitment posts and emails sent; NetGalley/BookSirens listing live
  • 6 weeks before launch: ARCs distributed via BookFunnel or email
  • 2 weeks before launch: Reminder sent to all ARC readers asking them to post their review in the next two weeks
  • Launch day: Send a final "book is live" notification with links to Amazon and Goodreads pages

For your full launch strategy including what to do during launch week itself, see our complete book launch guide. And before any of this matters — your book needs to be genuinely ready. A thorough pre-publication checklist and a professionally edited manuscript are the foundation everything else stands on.