How I Became a Latina Bestseller on Amazon, and What It Says About Latinos in Publishing
When my co-writer, Christina Kelmon, and I woke up on the day of our book launch, we were excited just to see the “buy now” button on our listing. It had been nearly a whole year since we had promoted “Radical Señora Era” to our community. Since we are considered a “niche” book, we didn’t really have many assumptions about how we ranked. We were happy just to see physical copies of our debut book.
Nothing could have prepared us for what we saw when we pulled up our Amazon page. Our book had become the #1 New Release in Hispanic Studies, a #1 Bestseller. It ranked among the Top 10 in multiple general market categories. When we estimated our rankings overall, we were in the top 0.4% of all books on Amazon.
This felt less of a personal achievement and more of a sign that something bigger was happening across publishing and our broader culture.
A Bestseller That Sparked a Bigger Conversation
It’s not very common for a nonfiction book that’s culturally rooted to break out of its category and rank high in general market categories. In many ways, Latino books are assumed only to appeal to Latino audiences. After all, we are a group that most corporations find hard to market to (because we are challenging to define!) This means that some major publishing houses may not provide their Latino authors with as much support as they do for their general market authors.
However, this isn’t intentional nor nefarious. It’s simply business. It makes perfect economic sense for publishers to devote more attention to authors who have a broader audience appeal. We were fortunate enough to have been published by the Latina-led imprint Dafina, under Kensington Publishing Corp., a publisher known for its diverse audiences. So we felt understood, embraced, welcomed, and supported.
Why Latinos in Publishing Are Breaking the Mold
There is a sea change happening. Latinos are now 20% of the population in the United States. This means there will likely be a demographic explosion of Latino and mixed kids in the next generation. Data shows that Hispanic consumers are more likely than the general population to purchase children’s books. What’s more, sales of Spanish-language books grew 43% between 2020 and 2022.
When big conglomerates or media corporations call our stories “niche,” what they’re really saying is they haven’t been able to figure out how to appeal to us yet.
Only about 7% of published authors are Latino, yet Latino readers consistently engage with and purchase books. This is particularly true when it comes to books that have universal themes, with culture seamlessly blended in. Think The House on Mango Street, and I Am Not Your Perfect Daughter, which both hit the NYT Bestsellers lists.
This crossover appeal is also reflected in the broader culture. Recent examples include Bad Bunny at the Super Bowl and Latino culture being highlighted in SNL skits. In previous years, Real Women Have Curves on Broadway, rooted in the immigrant experience, Hamilton, created by Puerto Rican Lin-Manuel Miranda, and the crossover explosion of Reggaeton. This surge in visibility persists despite pushback against DEI and an evident anti-immigrant sentiment.
The Cultural Momentum For Latinos in Publishing
It certainly feels like our culture is being infused into every facet of American culture – and it feels bigger than when Miami Sound Machine landed on the 1980s music scene, or when Ricky Martin and Shakira crossed over into the mainstream during the 1990s.
Authenticity is the new name of the game. Gone are the days when the only cultural symbols that represent us in media were one of three things: the sexy Latina, the gang-bangers, or the narco-traffickers (which may actually be influenced by economic forces). Latino authors, entrepreneurs, artists, and creators are shaping how our culture is perceived–as multifaceted, complex, and comprising many worlds within one–and one that is also part of the broader general culture.
Authenticity Is Reshaping the Mainstream
The simple fact is that, instead of the mainstream defining us, there is now a reciprocal flow where we shape, and are shaped by, the broader American mainstream.
Conglomerates and corporations should view this year as a call to invest in multicultural voices, amplify them, and provide support. Not out of obligation or optics, but because it’s a smart move. Latino culture is no longer a checkbox. Our audiences now have the capacity to push books to number one hits. It may be one of the best long-term investments any company can make.
