Many readers do enjoy reading what's unfamiliar to them. That's why genres like fantasy and science fiction are so popular - because the reader gets to experience something they wouldn't otherwise experience. With Amish romance, readers get to take a journey to a life they're unfamiliar with, without the constraints of modern technology to get in the way of human relationships.
Some[who?] argue that the non-Amish authors fail to understand Amish theology and how it differs in key areas from mainstream Christianity. They thus present characters who may appear Amish but who maintain an evangelical Christian worldview. For example, a character might proclaim an assurance of salvation, rather than a "living hope" of such as the Amish do. Amish specific beliefs such as non-violence, non participation in government, and an unwillingness to proselytize may be glossed over or not mentioned. Evangelical themes, such as sexual purity, are substituted.
The genre has proven lucrative for publishers, many of which are Christian publishers, such as Bethany House, Thomas Nelson, and Zondervan. The first commercially successful Amish romance novel, according to writer Valerie Weaver-Zercher, was Beverly Lewis' The Shunning, published in 1997 by Bethany House. In addition, over 150 Amish fiction e-books were self-published between 2010 and 2013. The three most successful authors of Amish romance—Beverly Lewis, Cindy Woodsmall, and Wanda Brunstetter—have sold over 24 million books.