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I buy a mix of tradpub and indies and Amazon's algorithm has been very good at making recommendations for me.
For an indie author I've never heard of, I usually go by a mixture of reviews and checking to see if the author has more than one book out. I don't think the process is particularly arduous or time consuming. I don't think I spend any different amount of time deciding on an indie than I do on a tradpub. I dunno. Maybe it's the genres I peruse. Could be I have lower standards.
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