Thanks SJ! The short answer is: events, PR, social media, a newsletter, and word-of-mouth provoked by those things. More detail coming in part 3.
Amazon algorithms do actually apply to small press books. That’s one of the best things about Amazon, and why I stick with them, and Kindle especially — really great for discoverability.
If I think a book needs that shop window, I will employ some of those strategies I mentioned in paragraph three of article 1A; but if I can manage without them I do. I couldn’t sleep at night if I didn’t think I’d given every book its best shot at success!