When NOT to Launch Ads Yet (Before You Have Reviews)
Short answer: if your book has zero or very few reviews, an ad driving traffic to that listing will convert poorly — not because the ad is misconfigured, but because the reader doesn't have enough social proof to decide to buy.
Why reviews carry so much weight in the decision
A reader who's never heard of you uses reviews as a substitute for a friend's recommendation. Without them, every paid click hits a trust barrier that no targeting adjustment can fix.
What to do instead while you build your first reviews
Prioritize getting beta readers and ARCs out (see the Automation pillar) before investing in paid traffic.
Use the time to work on the listing's organic SEO, which doesn't depend on reviews to exist.
Consider a reduced-price launch offer to encourage early purchases and organic reviews.
Amazon Ads drive traffic to the product listing, but the final purchase decision depends on that listing's signals (reviews, rating), which the ad itself can't change.General e-commerce conversion principle, 2026