words by Cheryl S. Ezekiel
It only takes a few clicks to publish books nowadays. In an age when TikTok,Instagram algorithms, Amazon, and mobile ads dictate what we read, do traditional book awards still hold weight—or have they become relics of a bygone literary era? I found myself pondering this question after stumbling upon a self-published fantasy novel that had quietly amassed a cult of followers without having received a single award or major review. I picked it up, ignoring the Booker Prize-winning novel, which was sat on my shelf, untouched, its gold sticker gleaming. The journey each story took to my bookshelf was very different, reflecting how I have changed as a reader. I no longer buy or borrow books based on literary acclaim; self-published and traditionally-published books are equally represented. Maybe I’ve really stopped judging books by their covers. But can the same be said for book prizes, or have they simply shifted from accreditations to digitised popularity and fame? And do book prizes still matter? The answer is yes, but not in the way they used to.
Once upon a time, literary prizes were the ultimate gatekeepers. Winning the Pulitzer, the Booker or the National Book Award meant instant prestige, prime bookstore real estate, and serious sales. But today, with over four million books published annually (most of them self-published), the role of awards has shifted. Yet, they still serve the crucial function of curation. In an ocean of books, prizes act as lighthouses. They tell readers “This book is worth your time.” For many overwhelmed readers, that stamp of approval, whether from the Nobel Committee or a niche indie award, can be the deciding factor in what to read next.
As author and critic Lauren Oyler said, “A prize won’t make me read a book, but it might make me consider it.”
Self-publishing has encouraged diverse writing, allowing voices that might have been ignored by traditional publishing to thrive. But with great freedom comes great obscurity. Authors like Andy Weir (The Martian) and E.L. James (Fifty Shades of Grey) broke out without prizes, even being adapted to highly grossing films, proving success is possible without the validation of an award. But for every self-published bestseller, thousands of books vanish into the void. Smaller, specialised awards and contests like the SPFBO (Self-Published Fantasy Blog-Off) and the IndieReader Discovery Awards have become lifelines for indie authors. Winning does not just bring a badge for the book cover; it brings attention from readers, agents, and even Hollywood. Prizes like SPFBO exist to give indie authors a chance while coexisting with traditional book prizes. Traditionally, winning a major prize almost guaranteed bestseller status. But is that still true? The numbers suggest that it is, however, with caveats.
The Booker Effect shows, according to research, that winning the this prestigious prize greatly increases sales When The Testaments (Margaret Atwood’s sequel to The Handmaid’s Tale) won in 2019, it saw a 79% sales spike in one week. While literary fiction gets a boost, genres like poetry or history see smaller bumps. A Pulitzer Prize might not make you the next J.K. Rowling, but it can help ensure your book stays in print for decades. For self-published authors, even winning smaller awards can lead to about 20-50% more sales. But there’s a catch; prizes don’t guarantee lasting success. Some winners fade into obscurity, while overlooked books become enduring classics. To Kill a Mockingbird never won a major prize. Neither did 1984. Yet, they are still relevant today, even taught in many schools.
But awards still open doors. For debut authors, a prize can be a career rocket. In traditional publishing, agents and editors scout award winners. A major prize can turn an unknown writer into a hot commodity. On the other hand, self-publishing awards add legitimacy. An indie author with a few contest wins can leverage them for better distribution, foreign rights deals, or even film options. Now, prestige doesn’t always translate to popularity. Some of the most celebrated literary works sell modestly, while commercial fiction dominates bestseller lists without a single award. Prizes might help with credibility, but they do not always pay the bills. A viral TikTok or Instagram might create more buzz, therefore more revenue, than any award.
In the ever changing face of literary recognition, the rise of BookTok, Substack, and influencer culture has reshaped how books gain traction. Today, a single viral review can outsell a Pulitzer. Yet, interestingly, social media and awards are not rivals; they are collaborators. BookTok sensations can lead to recognition. The Song of Achilles (a self-published-turned-traditional success) gained traction online and won awards, proving the two can work together. The viral form of self-publishing turns into hybrid appreciation. Some newer prizes, like the Goodreads Choice Awards, blend public voting with critical judgment, bridging the gap between popularity and prestige.
Instead of being at loggerheads, self-publishing digitally showcasing a good book can help it gain a boost via traditional publishing and prizes. This dual recognition can increase prestige and revenue. Book awards are not what they were in the 20th century. They no longer hold a monopoly on literary success, but they still offer something irreplaceable trust in the age of algorithm overload. Just because an algorithm boosts a book, does not mean it is worth the read. However a prize, bestowed by seasoned experts, can surely be worthwhile.
Awards can highlight books that might otherwise drown in the oversaturation of publications and they boost authors’ careers greatly, either traditional or indie. Ultimately, the best measure of a book’s impact is not just its trophy count, but the readers who keep it alive. Whether through a gold sticker, a viral tweet or word of mouth, what really matters is that the book finds its people. And maybe that is the most valuable book prize of all.