Definitely a mix.
I have some authors that I track for new releases and usually pre-order their books.
I also follow some social media that drops authors into my feed based on algorithm, and "ooh, they are funny! Their book looks good!" is definitely a common comment. I try to add those to either a wish list or Kindle Unlimited most of the time, but sometimes I just go ahead and buy the book (preferably not from Amazon.)
And since I've been buying ebooks from Amazon for many, MANY years, and reading in Kindle Unlimited, the "recommended for you" is fairly well tuned (aka, I'm actually interested in about 50% of it) which leads again to a fair number of "ooh, interesting!" purchases (although I'm doing my best to move away from Amazon entirely for ebooks, but some of the authors I like are exclusive there.)
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