What is a Launch Team
Behind every successful book launch is a group of early supporters who help bring that book into the world. This group is often called a launch team or street team, and their role is especially important for self-published and indie authors.
A launch team is a small group of readers who support a book before, during, and after its official release. They’re typically invited by the author to read the book in advance, help spread the word, and boost visibility during launch week.
For traditionally published books, that job is often handled by a marketing department. But for indie authors—who are navigating the publishing process independently—launch teams are essential to reaching readers.
What do launch team members receive?
Launch team members usually get special early access to the book. In many cases, this includes:
A free digital flipbook or early review copy before the book is published
An inside look at the book launch process and the opportunity to offer feedback
First notice of free promotions or time-sensitive discounts when the book goes live
Any promotional materials offered by the author
This gives launch team members a unique opportunity to help shape the launch while enjoying behind-the-scenes perks.
What do launch team members do?
The most helpful launch team members take a few simple steps that make a big difference:
Read the book early and share any thoughts or suggestions with the author
Download the book during launch week, especially if it's part of a free promotional period
Leave a review—typically on Amazon, Goodreads, or another platform of choice
Spread the word if they enjoyed the book—this might mean sharing on social media, recommending it to friends or family, or mentioning it to teachers, librarians, or book groups.
Even short, sincere reviews help boost a book's visibility. On platforms like Amazon, a handful of early reviews during launch week can influence how the algorithm ranks and recommends the book.
Why early reviews on Amazon matter
Amazon is one of the most influential platforms in publishing today—and its algorithms rely heavily on early reader engagement. When a new book launches, having multiple honest reviews in the first few days signals to Amazon that the book is worth noticing.
That’s when the platform is most likely to:
Show the book to more users through “recommended for you” features
Rank it higher in search results for related topics
Include it in emails or promotional spots that reach thousands of readers
For indie authors who don’t have access to traditional media coverage or paid advertising, those early reviews are vital. They provide credibility, social proof, and increased visibility—all of which help the book reach more readers organically.
Even a short review—just a few genuine sentences—can have a meaningful impact.
To read more about the significance of Amazon reviews, check out my previous blog on the topic (https://www.thedvmauthor.com/blog-3-1/the-significance-of-amazon-reviews).
Why launch teams matter
For indie authors, launch teams are more than just helpful—they're essential. Without a publisher handling promotion and placement, self-published books depend on real readers sharing, reviewing, and recommending the book.
Launch teams help the book show up in search results, build trust through early reviews, and reach readers who might not discover it otherwise. The combination of early engagement, genuine feedback, and word-of-mouth support can turn a quiet release into something truly impactful.
