The core of an Amazon Bestseller Campaign is an e-mail advertisement blasted to thousands of people; some practitioners say it requires at least 300,000 messages to make any difference at all. People who get the e-mails are offered a one-time deal: a long list of "valuable free bonuses" like e-books, audio files of seminars, and other digital goodies, but only if they buy your book at Amazon on the day of your campaign.
With some Bestseller Campaigns, buyers are offered many more freebies if they buy two, three, or even 20 copies of your book at the same time. The bonuses are advertised as being worth hundreds or even thousands of dollars.
The e-mail blasts are sent to registered subscribers of e-mail newsletters, so the messages aren't illegal spam. But just in case things don't go as well as planned, some consultants suggest you also pester your family, friends, and coworkers to buy your book on the special day to ensure it has enough sales to move up.