Here is a running list I keep of authors who have successfully self-published. Some of them I know, some of them I do not. I have included my personal notes and anecdotes throughout and will update this frequently.
E.L. James (Fifty Shades of Grey)
E.J. James basically revolutionized the erotica genre and the publishing industry with her Twilight-inspired trilogy, originally self-published. James leveraged her fan fiction roots and viral marketing to build a dedicated readership that catapulted her trilogy into mainstream success. E.L. James’s Fifty Shades of Grey gained initial traction through online communities such as Fanfiction.net, where it started as a Twilight fan fiction titled Master of the Universe. Twilight-focused platforms like Twilighted.net, LiveJournal, and Reddit further spread its popularity among devoted fans. As it transitioned to an original work, Goodreads reviews, Facebook book clubs, and blogging platforms like Tumblr amplified its reach. Discussions in forums like Reddit’s r/books and r/romancebooks, combined with social media buzz on Twitter and BookTubers reviewing the series, created a viral effect. The book also benefited from Amazon’s Kindle Publishing community and recommendation algorithms, which helped broaden its audience beyond its fan fiction roots. These platforms collectively fostered the word-of-mouth momentum that propelled the series to mainstream success. I’m not going to comment on the quality of this work, but I will say this is a good example of how “writing to market” and promoting yourself online.
Hugh Howey (Wool)
High is known for his dystopian Silo series, which gained massive popularity and secured a major publishing and film deal while retaining his e-book rights. Howey focused on serialized storytelling and reader engagement, securing both indie popularity and traditional publishing deals. Fun fact: I once asked Hugh Howey if I could interview him about his success and he declined. The reason he gave was something like “I have no idea how I did it,” and I couldn’t tell if he was kidding or not.
Andy Weir (The Martian)
Weir self-published this book on his website before releasing it on Amazon, which led to its bestseller status and a Hollywood adaptation starring Matt Damon. This is why I constantly harp on authors to create their own websites, in case you’re wondering. Weir was also an active member of the /science subreddit and interacted with fans (and science nerds) on Twitter, Facebook, and online forums. The main point of this story is that he got out there and really listened to reader feedback, engaged with people, and built up his fan base along the way.
Amanda Hocking (Trylle Trilogy)
A pioneer in self-publishing on Amazon, she sold millions of e-books before signing a multimillion-dollar traditional publishing deal. I reached out to her for an interview years ago and she too declined. I got the impression she was too famous to talk about how she got famous, if you know what I mean.
Colleen Hoover (Slammed)
Found success with self-published romance novels, later becoming a bestselling author with multiple hits like It Ends With Us. Has yet to comment on that whole Blake Lively drama from last summer.
Rupi Kaur (Milk and Honey)
The poet self-published her debut collection before its explosive popularity led to traditional publishing deals.
Lisa Genova (Still Alice)
Self-published her novel about Alzheimer’s, which later became a bestseller and an Oscar-winning film starring Julianne Moore.
Christopher Paolini (Eragon)
Originally self-published, his fantasy novel became a bestseller after being picked up by Knopf and turned into a film.
Mark Dawson (John Milton Series)
Thrives as a self-published author with his action-packed thrillers and runs a successful marketing business for indie authors.
Bella Andre (The Sullivans)
Self-published her contemporary romance series, selling millions of copies and becoming a consistent bestseller.
Non-Fiction
James Altucher (Choose Yourself)
Self-published this motivational book, which became a bestseller and a blueprint for entrepreneurial success.
Timothy Ferriss (The 4-Hour Workweek)
Although traditionally published, Ferriss started by heavily marketing himself, a strategy that resonates with self-publishing.
Steve Scott (Habit Stacking)
A leading figure in self-published non-fiction, especially in the personal development niche.
Ashlee Vance (Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future)
An independent biography that gained massive attention and acclaim.
Genre Fiction and Niche Success
Michael J. Sullivan (Riyria Revelations)
Initially self-published, his fantasy series gained enough traction to secure a traditional publishing deal.
Terry Fallis (The Best Laid Plans)
Self-published this satirical political novel, which later won the Stephen Leacock Medal for Humour and was adapted for TV.
Rachel Abbott (Only the Innocent)
Self-published her psychological thrillers, becoming a bestseller in the UK and abroad.
Darcie Chan (The Mill River Recluse)
A self-published debut that became a Kindle bestseller through grassroots marketing.
Daniel Suarez (Daemon)
Tech thriller originally self-published, which became a hit with software engineers and science fiction fans.
Glynn James and Michael Stephen Fuchs (Arisen Series)
Thrived in the zombie thriller niche, garnering a massive fanbase.
Penny Reid (Knitting in the City Series)
Found success in quirky, smart romance novels, building a loyal audience through self-publishing.
J.A. Konrath (Jack Daniels Series)
A vocal advocate for self-publishing, successfully transitioned from traditional to indie publishing.
CJ Lyons (Lucy Guardino Thrillers)
Former pediatrician turned self-published thriller author, known for her medical and crime fiction.
Blake Crouch (Wayward Pines)
Self-published several books before the Wayward Pines series gained major attention and a TV adaptation.
B.V. Larson (Star Force Series)
Excelled in self-published military science fiction, becoming a bestseller in his niche.
Poetry and Short Fiction
Lang Leav (Love & Misadventure)
Self-published her first poetry collection, which became a global hit among young readers.
Atticus (Love Her Wild)
A social media poet whose self-published works gained massive attention.
Robert J. Sawyer (FlashForward)
Self-published some works before becoming one of Canada’s most acclaimed sci-fi authors.
David Gaughran (Let’s Get Digital)
Self-published to help other indie authors and found significant success in his writing and marketing guides.
Barbara Freethy (Wish Series)
A romance author who transitioned to self-publishing and consistently hits bestseller charts.
Children’s and Young Adult
Adam Croft (Her Last Tomorrow)
A mystery writer who leveraged self-publishing to reach bestseller lists, also creating a successful podcast.
K.A. Tucker (Ten Tiny Breaths)
Self-published her YA/NA novel before signing a deal with Atria Books.
Marissa Meyer (The Lunar Chronicles)
Although traditionally published now, Meyer leveraged self-publishing roots to connect with readers early on.
Michael Scott (The Alchemyst: The Secrets of the Immortal Nicholas Flamel)
Initially self-published before his fantasy YA series gained widespread recognition.
Inspirational and Motivational
Hal Elrod (The Miracle Morning)
Self-published his life-changing book, which has become a staple in the personal development space.
Rhonda Byrne (The Secret)
Built massive momentum independently before the book became an international sensation.
Jen Sincero (You Are a Badass)
Independently built her audience before publishers took notice of her motivational style.
Fantasy, Sci-Fi, and Gaming
Jonathan Renshaw (Dawn of Wonder)
Self-published this epic fantasy, which became a favorite among fans of the genre.
Anthony Ryan (Blood Song)
Self-published his fantasy novel, later signed by Ace Books due to its popularity.
Richard Paul Evans (The Christmas Box)
Independently published this novella, which became a bestseller and Christmas classic.
