Getting reviews on Amazon is the single biggest challenge new indie authors face. You publish your book, but it sits there with zero reviews. Nobody wants to be the first buyer of an unproven book.

It’s a brutal catch-22.

But there’s a solution that successful indie authors have used for years: Advance Reader Copies, or ARCs. This writer’s guide shows exactly how the reviews work, what Amazon allows (and doesn’t), and how to build a self-sustaining review machine that grows with every book you publish.

No fluff. No theory. Just the practical, battle-tested process that works.

What Is an ARC (Advance Reader Copy)?

An Advance Reader Copy is exactly what it sounds like: a copy of your book given to readers before the official publication date. These readers agree to read the book and leave an honest review once it goes live.

The traditional publishing industry has used ARCs for decades. Publishers send advance copies to reviewers, bookstores, and influencers months before release. The goal is simple. Generate buzz and ensure reviews are ready when the book hits shelves.

Indie authors have adapted this practice for the digital age, and it works just as well, sometimes better, because you control the entire process.

Why ARCs Matter for Indie Authors

Here’s the reality of Amazon’s marketplace.

Books with zero reviews convert at roughly 2-4%. Books with 10-20 reviews convert at 8-15%. Books with 50+ reviews convert at 15-25% or higher.

Those aren’t just numbers. That’s the difference between a book that dies in obscurity and one that builds momentum.

Reviews also affect Amazon’s algorithm. More reviews signal to Amazon that your book is worth showing to more readers. Better visibility means more sales. More sales mean more reviews. The flywheel starts spinning.

Without ARC reviews, you’re launching into silence and hoping someone takes a chance on you. With ARC reviews, you launch with social proof already in place.

The Big Question: Can ARC Reviews Be Posted on Amazon?

Yes. Absolutely yes.

This is where many new authors get confused or scared. They’ve heard horror stories about Amazon removing reviews or banning accounts. They wonder if ARC reviews are somehow against the rules.

Let me be crystal clear: Amazon explicitly allows reviews from readers who received free copies, as long as the review is honest and the reviewer discloses they received a free copy.

What Amazon’s Terms Actually Say

Amazon’s review guidelines state that reviewers should disclose any “material connection” to the product or seller. For ARC readers, this means adding a simple disclosure like:

“I received an advance copy of this book in exchange for an honest review.”

That’s it. One sentence. Completely within Amazon’s rules.

Verified vs. Unverified Reviews

When someone buys your book through Amazon and leaves a review, it shows a “Verified Purchase” badge. When an ARC reader leaves a review without purchasing, it appears without that badge.

Here’s what matters: both types of reviews count equally for:

Your overall star rating. Your total review count displayed on the product page. Amazon’s search and recommendation algorithms. Social proof that influences buyer decisions.

The “Verified Purchase” badge provides a small additional trust signal, but most buyers never even notice whether reviews are verified. They see the star rating and the number of reviews. That’s what drives purchasing decisions.

What Amazon Prohibits

Amazon draws clear lines around what’s not allowed.

Paid reviews: You cannot pay someone specifically for a review. You can pay for services that distribute your ARC (like BookFunnel or Pubby), but you cannot pay for the review itself.

Incentivized reviews: You cannot offer gifts, discounts, or other incentives in exchange for reviews. “Leave a review and get my next book free” violates this rule.

Review manipulation: You cannot ask for only positive reviews. You must request “honest” reviews, even if some turn out negative.

Family and friends: Amazon prohibits reviews from people with close personal relationships to the author, including family members and close friends living in the same household.

Review swaps: “I’ll review yours if you review mine” arrangements violate Amazon’s policies.

Everything else? Fair game.

The Timeline: When Things Actually Happen

One critical point that confuses new authors: you cannot have reviews on Amazon before your book is published.

The book must be live and available for purchase before anyone can leave a review on Amazon.

Here’s how the timeline actually works.

4-6 Weeks Before Launch

Finalize your manuscript and create your ARC copies. Most authors use PDF or ePub formats. Some use services like BookFunnel or StoryOrigin to deliver files professionally.

At this stage, you’re recruiting ARC readers. More on that process later.

2-4 Weeks Before Launch

Distribute ARCs to your readers. Give them enough time to actually read the book. Rushing this process results in fewer reviews because readers haven’t finished by launch day.

Send a welcome email explaining what an ARC is, when the book launches, and what you’re asking them to do.

1 Week Before Launch

Send a reminder email. Let readers know the launch date is approaching. Those who have finished can prepare their reviews. Those who haven’t get a gentle nudge to prioritize finishing.

Launch Day (Day 0)

Publish your book on Amazon KDP. The book typically goes live within 24-72 hours of submission, though most books appear within 24 hours.

Day 1-3 After Going Live

The moment your book is live, email your ARC readers with the direct Amazon link. Ask them to post their honest reviews now.

This is where the magic happens. Within 48-72 hours, your book goes from zero reviews to 10, 20, or more depending on the size of your team.

Day 4-7

Follow up with ARC readers who haven’t posted yet. Life gets busy, and a polite reminder often prompts action.

By the end of the first week, most of their reviews should be posted. Your book now has the social proof it needs to convert browsers into buyers.

Building Your Team From Scratch

If you’re publishing your first book, you have a chicken-and-egg problem: you need ARC readers to get reviews, but you don’t have an audience yet to recruit ARC readers.

Here’s how to solve it.

Option 1: Paid ARC Services

Several services connect authors with reviewers who want free books in exchange for honest reviews.

Pubby is specifically designed for ARC distribution. You pay a fee, and Pubby connects your book with readers in your genre who have agreed to review ARCs. Costs vary but typically run $50-150 depending on the number of reviewers.

BookSprout operates similarly, with both free and paid tiers. The paid tier gives you access to more reviewers and better features.

NetGalley is more established and carries prestige, but it’s significantly more expensive and typically used for traditionally published or well-funded indie books.

For your first book, Pubby or BookSprout are the practical choices. Budget $50-150 for your initial distribution.

Option 2: Genre-Specific Reader Groups

Facebook groups dedicated to specific genres often have readers hungry for free books. Search for groups related to your genre plus terms like “ARC readers,” “review team,” or “beta readers.”

Be careful here. Some groups prohibit author promotion. Read the rules before posting. The groups that explicitly welcome ARC requests are gold mines.

Option 3: Your Existing Platform

If you have an email list, social media following, or any other audience (no matter how small) recruit from there first. These people already know and trust you, making them more likely to actually read and review.

Even a list of 100 subscribers can yield 10-20 ARC readers if you ask properly.

Option 4: BookFunnel and StoryOrigin Group Promos

Both BookFunnel and StoryOrigin offer group promotions where multiple authors collaborate to share readers. You contribute to a promotion, readers download multiple books, and you gain potential reviewers.

This strategy builds your email list simultaneously with your ARC team. Takes longer but creates lasting assets.

The Self-Sustaining ARC Machine

Here’s where the strategy gets powerful.

Paid ARC services work for your first book, maybe your second. But paying $100+ per book adds up fast, especially when you’re publishing multiple books per year.

The solution: build your own ARC list that grows with every book you publish.

The Back-Matter CTA Strategy

Every book you publish should include a call-to-action in the back matter inviting readers to join your ARC team. This appears after the story ends, when readers are most engaged and favorably disposed toward you.

Here’s a simple back-matter ARC invitation:

—

GET MY NEXT BOOK FREE

Want to read my next book before anyone else?

Join the ARC Team at:

YourWebsite.com/arc

[QR CODE]

You’ll get advance copies of all my books in exchange for honest reviews. That’s it. No spam, no obligations beyond reading and reviewing.

—

How the Math Works

Let’s say your first book sells 100 copies in the first month. If 5% of those readers join your ARC list, that’s 5 new ARC readers.

Your second book launches with those 5 organic ARC readers plus maybe 15 paid ones. Book two sells 150 copies. Another 5-8 readers join your ARC list.

By book five: Books sold: 500+ cumulative. ARC list: 30-50 readers. Cost for ARCs: $0.

By book ten: Books sold: 1,500+ cumulative. ARC list: 100+ readers. Cost for ARCs: $0. Launch day reviews: 20-40 without spending a dime.

The investment in paid ARCs for your first few books pays dividends forever. Every book feeds the system.

Centralizing Your ARC Operation

If you write in multiple pen names or publish across different series, create a central hub for your ARC operation. A dedicated domain (like YourBrand.com/arc) becomes the destination for all your back-matter CTAs.

One email list. Multiple book series. Growing with every publish.

The ARC Reader Email Sequence

How you communicate with ARC readers directly impacts how many actually leave reviews. Here’s a proven sequence:

Email 1: Welcome and Delivery (Immediately upon signup)

Subject: Your ARC copy is ready!

Deliver the book file (or BookFunnel/StoryOrigin link). Set expectations: when the book launches, what you’re asking them to do.

Key elements: The book file or download link. Expected launch date. What an honest review means. Reminder that they can rate 1-5 stars. You want honesty, not flattery.

Email 2: One Week Before Launch

Subject: [Book Title] launches in 7 days!

Remind them the launch is approaching. Ask if they’ve finished reading. Offer to answer any questions.

This nudges procrastinators and re-engages readers who may have forgotten.

Email 3: Launch Day

Subject: [Book Title] is LIVE. Please leave your review!

The book is available. Include the direct Amazon link. Remind them to include the ARC disclosure in their review.

Make leaving the review as frictionless as possible. Direct link. Clear instructions. No confusion.

Email 4: Follow-Up (3-5 days after launch)

Subject: Quick reminder about your review

Some readers need a gentle nudge. Life is busy. A polite reminder often prompts action from readers who intended to review but got distracted.

Don’t be pushy. One follow-up is appropriate. Two is annoying. Three burns goodwill.

Email 5: Thank You (1 week after launch)

Subject: Thank you for being an ARC reader!

Express genuine gratitude. Share early results if they’re positive. Tease your next book to keep them engaged for future launches.

This email maintains the relationship and primes them for your next ARC opportunity.

What ARC Readers Should Write in Their Reviews

You can’t tell ARC readers what to say in their reviews that would be review manipulation. But you can educate them on how to write helpful reviews and remind them about disclosure requirements.

The Disclosure Statement

Amazon requires reviewers to disclose material connections. Teach your ARC readers to include a simple statement:

“I received an advance copy of this book in exchange for an honest review.”

or

“I received a free ARC of this book. This review reflects my honest opinion.”

One sentence at the beginning or end of their review. Simple. Compliant. Done.

Encouraging Substantive Reviews

Generic reviews like “Great book! Loved it!” are less helpful than substantive reviews that discuss specific elements. Without telling readers what to say, you can suggest they consider addressing:

What they enjoyed about the book. Who would love this book (or who it’s not for). How it compares to similar books in the genre. Specific scenes or elements that resonated.

Longer, more detailed reviews appear more credible to prospective buyers. They also seem to carry more weight in Amazon’s algorithm, though Amazon doesn’t confirm this explicitly.

Handling Negative ARC Reviews

It will happen. Not every reader will love your book. Some ARC readers will leave 3-star, 2-star, or even 1-star reviews.

This is actually a good thing.

Why Negative Reviews Help

A book with only 5-star reviews looks suspicious. Readers know that no book pleases everyone. A mix of ratings, mostly positive with some critical reviews, appears more authentic.

Critical reviews also provide valuable feedback. If multiple reviewers mention the same issue, you’ve identified something to improve in future books.

What Not to Do

Never respond defensively to negative reviews. Never ask reviewers to change their ratings. Never remove someone from your ARC list for leaving an honest negative review. That’s their right, and you asked for honesty.

The only acceptable reason to remove an ARC reader is if they consistently take ARCs and never actually leave reviews. That’s not a reviewer; that’s someone getting free books.

The Long Game

One or two negative reviews among twenty positive ones won’t hurt your book. They make the positive reviews more credible.

Focus on writing better books rather than worrying about the occasional negative review. That’s the only strategy that works long-term.

ARC Distribution Methods

How you actually get the book files to ARC readers matters for both professionalism and practical tracking.

Direct Email Attachment

The simplest method: attach a PDF or ePub file directly to your welcome email.

Pros: Simple, free, immediate. Cons: No tracking, files can be shared widely, appears less professional. Best for: Very small ARC teams (under 20 readers).

BookFunnel

BookFunnel provides a professional download page for your book, delivers files in multiple formats, and helps readers get books onto their devices.

Pros: Professional appearance, multiple formats, download tracking, reader support for device issues. Cons: Monthly or annual cost ($20-250/year depending on tier). Best for: Authors publishing regularly who want a professional operation.

StoryOrigin

Similar to BookFunnel with additional features for building your email list through group promotions.

Pros: Professional delivery, list-building features, integration with reader magnets. Cons: Monthly cost, learning curve for all features. Best for: Authors focused on aggressive list building alongside ARC distribution.

ARC Review Timing and Amazon’s Algorithm

When ARC reviews hit your book matters for Amazon’s algorithm.

The Launch Velocity Factor

Amazon’s algorithm heavily weights what happens in your book’s first 30 days. Books that show strong early sales and engagement get promoted more heavily in search results and recommendations.

Reviews are part of this equation. A book that gains 15 reviews in its first week signals to Amazon that readers are engaging with the content. This engagement signal influences algorithmic promotion.

The Optimal Pattern

The ideal scenario:

Day 1-3: First wave of ARC reviews (10-15 reviews). Day 4-7: Second wave from follow-up emails (5-10 more reviews). Day 7-30: Organic reviews from actual purchasers begin appearing.

This pattern shows Amazon sustained engagement rather than a suspicious spike followed by silence.

Common ARC Mistakes and How to Avoid Them

Mistake 1: Not Giving Readers Enough Time

Sending ARCs one week before launch guarantees low follow-through. Readers need time to fit your book into their lives. Two to four weeks is the sweet spot, long enough to read, short enough to maintain urgency.

Mistake 2: Unclear Expectations

If readers don’t understand what you’re asking and when, they won’t deliver. Be explicit: “This book launches March 15. I’ll email you the Amazon link that day. Please leave your honest review within the first week.”

Mistake 3: No Follow-Up

ARC readers are volunteers with busy lives. Without follow-up reminders, many will intend to review and simply forget. One follow-up email doubles or triples your review rate.

Mistake 4: Taking It Personally

When readers don’t review or leave critical reviews, don’t take it personally. Some percentage of ARC readers will never review. That’s normal. Some will dislike your book. That’s normal too.

Mistake 5: Stopping After Launch Week

Continue building your ARC list and improving your process with every book. The authors who dominate their genres have ARC operations running like clockwork. It’s a skill you develop over multiple launches.

Legal and Ethical Considerations

ARC distribution involves giving away copyrighted material, which raises legal questions worth addressing.

Copyright Protection

Your ARC is your intellectual property. While you’re giving readers permission to read it, you’re not giving them permission to distribute it. Including a copyright notice and “Not for redistribution” statement in your ARC is standard practice.

FTC Disclosure Requirements

The Federal Trade Commission requires disclosure of material connections between reviewers and brands/products. When someone receives a free product in exchange for a review, that’s a material connection requiring disclosure.

Amazon’s review guidelines align with FTC requirements. The disclosure statement your ARC readers include (“I received a free copy…”) satisfies both Amazon and the FTC.

Taking Action: Your ARC Checklist

You’ve read thousands of words about ARC strategy. Here’s how to actually implement it:

For Your Next Book

Set your launch date at least 4-6 weeks out. Create your ARC files (PDF, ePub). Set up a delivery method (email, BookFunnel, StoryOrigin). Recruit ARC readers (paid services for first books, your list for later books). Write your email sequence (welcome, reminder, launch, follow-up, thank you). Distribute ARCs 2-4 weeks before launch. Send launch day email with direct Amazon link. Follow up 3-5 days after launch. Track your results.

For Your Long-Term Operation

Create a dedicated ARC landing page. Add ARC invitation to all book back matter. Set up email automation for ARC sequences. Build tracking systems for ARC metrics. Continuously grow and maintain your list.

Final Thoughts

ARC reviews aren’t a hack or a loophole. They’re a legitimate marketing practice used by publishers of all sizes for over a century.

The authors who succeed on Amazon aren’t necessarily the best writers. They’re the ones who understand that publishing is a business with systems and strategies that work.

Building an ARC machine is one of those systems. It takes effort upfront but pays dividends on every book you publish for the rest of your career.

Start with paid ARCs if you need to. Invest in building your own list. Make every book feed the machine.

Your future self—launching book ten with 50 eager reviewers waiting—will thank you.

Frequently Asked Questions

How many ARC readers do I need for a successful launch?

For a strong launch, aim for 15-25 ARC readers who actually post reviews. Since not everyone who receives an ARC will review, recruit 30-50 readers to hit that target. Quality matters more than quantity. Five detailed reviews from engaged readers outperform fifteen generic one-liners.

Can Amazon detect if a review came from an ARC reader?

Amazon cannot directly detect whether someone received an ARC. They see a review from someone who hasn’t purchased the book, which appears without the “Verified Purchase” badge. This is completely normal and allowed. Many legitimate reasons exist for non-purchase reviews, including library readers, gift recipients, and yes, ARC readers.

How do I find ARC readers for my very first book with no audience?

Start with paid services like Pubby or BookSprout, which connect you with genre-specific reviewers. Simultaneously join Facebook groups in your genre that welcome ARC requests. Consider BookFunnel or StoryOrigin group promotions to build your list while distributing your first ARC. Budget $50-150 for your first launch.

What file format should I use for ARCs?

Offer both PDF and ePub if possible. PDF works universally but doesn’t reflow well on e-readers. ePub provides the best reading experience on dedicated devices. Services like BookFunnel automatically deliver the right format based on the reader’s device.

Should I include a watermark in my ARC files?

Watermarking with the recipient’s email address deters unauthorized sharing and allows tracking if your book appears on piracy sites. However, most authors consider this overkill for typical ARC distribution. The value of identifying leakers rarely justifies the effort for indie authors at normal scales.

How long before launch should I send ARCs?

Send ARCs 2-4 weeks before your launch date. This gives readers enough time to finish the book without losing urgency. For longer books (over 80,000 words), lean toward 4 weeks. For shorter works, 2 weeks suffices. Sending too early (6+ weeks) often results in readers forgetting about the review.

What if an ARC reader leaves a one-star review?

Accept it gracefully. You asked for honest reviews, and that’s what you received. Never publicly complain, never ask them to change it, and never remove them from your list for being honest. One negative review among many positive ones actually increases credibility. Use critical feedback to improve future books.

Can I ask ARC readers to post on both Amazon and Goodreads?

Yes, and you should. Goodreads reviews build discoverability among avid readers. When emailing ARC readers with your Amazon link, include your Goodreads link as well. Some readers prefer Goodreads and will review there even if they skip Amazon.

How do I handle ARC readers who take the book but never review?

Give new readers 2-3 books to prove they review. If someone repeatedly takes ARCs without posting reviews, remove them from your active list. Some authors maintain a “trusted reviewer” segment for proven reviewers who get first access, with newer readers receiving ARCs only if spots remain.

Is there a minimum or maximum number of ARC reviews that looks suspicious?

There’s no specific number that triggers Amazon suspicion. The pattern matters more than the quantity. Ten reviews appearing over launch week looks normal. Ten reviews from accounts that only ever review your books looks suspicious. Recruit genuine readers, request honest reviews, and let the chips fall naturally.

Can my editor or cover designer leave a review?

No. Amazon prohibits reviews from anyone with a direct business relationship with the product. Your editor, cover designer, formatter, and anyone else you’ve paid should not review your book. This extends to business partners and close collaborators.

How do I ask for reviews without sounding desperate or pushy?

Focus on the value exchange: they get a free book before anyone else, and you get their honest opinion. Be direct but not pleading. “I’d love to hear what you think” sounds better than “Please please please leave a review I really need this.” Set expectations upfront so the review request doesn’t surprise anyone.

Should ARC readers leave reviews on launch day or spread them out?

For typical indie launches (15-30 ARC reviews), timing doesn’t matter much. Having reviews appear over the first week looks natural. If you’re somehow expecting 100+ ARC reviews, spreading them over 2-3 weeks might look more organic, but this isn’t a concern for most authors.

What’s the difference between ARC readers and beta readers?

Beta readers provide feedback before you finalize the manuscript. They help you improve the book. ARC readers receive the finished book and leave public reviews and help you launch the book. Some readers do both, but they’re distinct roles with different timing in your publishing process.

Can I use the same ARC list for different pen names?

You can, but segment carefully. Readers who joined for your cozy mysteries may not want thriller ARCs. Either maintain separate lists per pen name or clearly segment your combined list by genre preference. Sending irrelevant ARCs irritates readers and increases unsubscribes.

How do I grow my ARC list between book launches?

Include ARC signup opportunities in your book back matter, on your website, and in your regular newsletter. Run occasional reader magnet promotions through BookFunnel or StoryOrigin. Mention your ARC team in social media posts. Every reader touchpoint is an opportunity to invite them deeper into your author ecosystem.

Do ARC reviews count toward the “Reviews” number displayed on Amazon?

Yes. All reviews, verified purchase or not, count toward your total review number and star rating displayed on your book’s Amazon page. The algorithm considers various factors, but ARC reviews absolutely contribute to your visible social proof.

What should my ARC agreement or terms include?

Keep it simple. Your welcome email should cover: what format the book is in, when the book launches, that you’re requesting an honest review, that they should include a disclosure statement, and that the ARC is for personal use only (no redistribution). You don’t need a formal legal contract for typical ARC distribution.

How do I handle requests from reviewers who want physical ARC copies?

Physical ARCs are expensive and slow to ship. Most indie authors stick to digital ARCs only. If a reviewer with significant influence requests a physical copy, consider it case-by-case. For typical ARC readers, digital-only is the standard expectation. Include a polite note that ARCs are digital-only if you receive physical copy requests.

Can ARC reviews hurt my book’s ranking?

Only if they’re overwhelmingly negative. A few critical reviews among many positive ones help credibility and don’t hurt ranking. If your ARC readers overwhelmingly dislike your book, you have a bigger problem than reviews—your book may need significant revision before launch.

This writer’s guide is part of the Kick Ass Writers Guide series. For more publishing strategies, writing craft resources, and author business advice, see our other writer’s guides, such as Your First Book Launch (Without a Big Audience) .