Last reviewed by Robert Prime — May 2026
Introduction
A successful book launch is the result of 60+ days of pre-work, not 24 hours of effort on launch day. Indies who plan a 60-day pre-launch consistently outperform those who race to launch in 2 weeks.
This is the week-by-week sequence used by indies who hit Hot New Release reliably and convert launch energy into series sales.
The 60-day timeline
Week -60 (8.5 weeks before launch)
Finalise the manuscript.
- Manuscript edited (developmental + line + copy + proof complete)
- Final version locked
- File ready in DOCX + EPUB + PDF (paperback) formats
Build the launch team.
- Recruit 25-50 launch team members from newsletter + social
- Set up team community (Facebook group, Discord, BookFunnel team)
- Brief them on dates + expectations
Apply to BookBub Featured Deal (if eligible).
- 6-12 weeks lead time
- Apply now; results in 2-3 weeks
Week -50 to -45 (~7 weeks before launch)
Finalise cover.
- Cover front + spine + back finalised
- All marketing assets exported (full size, thumbnail, social-share variants)
- Approve last revision; pay final
Finalise blurb / book description.
- Final version locked
- Tested with target readers (PickFu or beta-reader feedback)
Reserve KDP listing.
- Upload book to KDP as "Draft" (don't publish yet)
- Reserve ASIN by listing with target publish date
ARC team distribution start.
- Send ARCs via BookFunnel
- 4-6 week reading window
- Clear instructions: review by launch day or week
Week -40 to -35 (~6 weeks before launch)
Amazon Author Central updates.
- Add book to your Author Central page (UK + US)
- Update author bio with new book reference
- Refresh photo if needed
Build pre-order page (if doing pre-order).
- Set pre-order date (60-90 days out is ideal)
- Upload placeholder manuscript file
- Reminder: must replace with final 72+ hours before release or face 12-month ban
Editorial reviews push.
- Send blurb requests to peer authors (6-10 weeks before launch is the right window)
- Submit to Kirkus / BookLife if using paid trade reviews
- Reach out to niche bloggers / podcast hosts for review consideration
Week -30 to -25 (~4 weeks before launch)
Promotional sites — book your slots.
- Freebooksy / Bargain Booksy (launch day or +1)
- ENT (launch day or +2)
- Robin Reads / Booksends (launch week)
- Genre-specific promo sites
- Book 6-10 promotion slots staggered through launch week + week 2
Amazon Ads campaigns built.
- Sponsored Products auto campaign (drafted)
- Branded keyword campaign (drafted)
- Manual exact-match for top keywords (drafted)
- Schedule to launch on release day
Newsletter sequence drafted.
- Launch announcement email (4-5 weeks out: "coming soon")
- Pre-launch email (2 weeks out: "almost here")
- Launch day email (release day)
- Week 1 review-push email
- Week 2 follow-up email
Week -20 to -15 (~3 weeks before launch)
Reach out to launch-day partners.
- Newsletter swap partners (confirm dates)
- Bookstagram + BookTok creators (coordinate launch week features)
- Podcast appearances scheduled for launch week + 2 weeks
Social media calendar built.
- Daily posts for launch week scheduled in Buffer/Hootsuite
- Quote graphics + cover reveals + countdown graphics ready
ARC team nudge.
- Check-in email: "Reading going well? Reviews ideal by [launch day]"
- Provide review-posting links + suggested review-disclosure language
Week -14 to -10 (~2 weeks before launch)
Final manuscript upload.
- IF using pre-order: replace placeholder with final manuscript at least 72 hours before launch (better: 5+ days)
- IF launching cold (no pre-order): upload final version ready to publish
- Check Look Inside displays correctly
Test everything.
- Order proof copy (if paperback)
- Verify Amazon listing previews correctly
- Test ad campaigns are scheduled for activation
- Test landing pages and reader-magnet delivery
Newsletter pre-warmup.
- Send a "what's coming" email to your list
- Build anticipation; one specific tease per email
Week -7 (1 week before launch)
Final ARC reminders.
- Polite reminder to launch team — review by launch day
- Provide direct links to Amazon UK + US review pages
Social ramp.
- Daily posts now mandatory
- Cover reveal countdown
- "5 things you'll find in this book" content
Newsletter final check.
- Confirm launch-day email is scheduled
- Test the email sends correctly
- Backup plan if ESP has issues
Vendor confirmations.
- BookBub deal confirmed (if accepted)
- Promo site placements confirmed
- Bookstagram features scheduled
Week -3 (final 3 days)
Internal team brief.
- Launch team final email
- Family/spouse aware of timing
- Day-of mindset preparation
Practice your launch-day responses.
- How you'll reply to comments
- How you'll handle a negative review on day 1 (don't engage; ignore)
Launch day
Morning:
- Confirm book is live on UK + US
- Send launch newsletter
- Post launch announcement everywhere
- Activate Amazon Ads
- Update Author Central with new book details
Day:
- Respond to launch-day comments and messages
- Re-share supporter posts
- Monitor first sales / reviews (don't panic if slow)
- Stay off Amazon BSR refresh
Evening:
- Personal thank-you DMs to highest supporters
- Set expectations for week 1
Post-launch week
Daily:
- Engage with reviews + social
- Monitor Amazon Ads (adjust bids if ACoS over 100%)
- Send newsletter follow-up day 5 ("first reviews are in")
End of week 1:
- Tally launch metrics
- Plan week 2 paid promotions
Compressing the timeline (when you can't do 60 days)
For shorter timelines:
30-day pre-launch: still achievable — ARC team, cover, listing all critical. Skip BookBub Featured Deal (4-6 week lead time you don't have).
14-day pre-launch: rushed. Compress ARC window to 10 days. Limited paid promo time. Lower launch impact.
7-day pre-launch: essentially launching cold. Expect modest launch — count on long-tail discovery.
The 60-day plan produces best results. Shorter is still doable, just lower-impact.
Realistic week-by-week effort
Hours per week during pre-launch:
| Week range | Hours/week typical |
|---|---|
| -60 to -40 | 3-5 |
| -40 to -20 | 5-8 |
| -20 to -10 | 8-12 |
| -10 to -3 | 10-15 |
| -3 to launch | 10-20 |
| Launch week | 15-25 |
Total time investment: 200-400 hours over the 60 days.
For most indie authors with day jobs: 2-4 hours per evening + weekends builds to this.
Common mistakes
- Compressing the timeline. 14-day launches under-perform 60-day launches.
- No ARC team. Launch without reviews = launch into silence.
- Skipping BookBub application. Free to apply; 10-20% accepted; huge if won.
- No newsletter sequence prepared. Launch-day improvisation = weak emails.
- Cover delays cascading everything. Book the cover designer 8+ weeks before launch.
- No paid promo sites booked. Most have 2-8 week lead times.
- Family unprepared for launch-week intensity. Set expectations at home.
UK-specific considerations
- UK + US launches treated as one. Most indies launch simultaneously on both. Plan listing pages + ads for both markets.
- British media outreach takes longer than US. Pitch 8-12 weeks ahead.
- UK pre-order dynamics same as US — 72-hour file rule applies.
The bottom line
60 days of structured pre-launch work transforms launch results. ARC team + cover + blurb + ads + promo sites + newsletter sequence + launch team — all need lead time.
Compressing to 14 days hurts. 7 days = launching mostly cold.
For most indies: start planning 8-10 weeks before launch. Follow the week-by-week sequence. Adjust for your specific genre, but maintain the principle: the launch happens because of the 60 days before it, not because of launch day itself.
Frequently asked questions
Can I follow this checklist for book 2-3 in a series?
Yes — but compress. Subsequent books have ARC team already, ad campaigns already, audience already. 30-45 days pre-launch is enough.
What if my cover designer is late?
Hard cap before launch. If cover isn't ready 4 weeks out, push the launch date — don't rush.
Should I do paperback + ebook simultaneously?
Yes for most launches. Both at launch maximises BSR + Hot New Release visibility.
Do I need pre-order?
For established authors with audience: yes. For debuts: optional, often skipped. Either way, the rest of the 60-day plan stays the same.
What if I miss a step?
Most launches survive missing 1-2 elements. Don't panic; do what you can; learn for the next launch.
