The book was available for pre-order between $9 and $10 during a price war amongst online retailers Amazon, Target.com, and Walmart.com. Dan Calabrese, writing in the North Star National, called the sales "an absolutely unprecedented performance for a non-fiction book so far in advance of its release date."
Less than two weeks after its release, sales of the book exceeded the one million mark, putting it in a class with memoirs by Bill Clinton, Hillary Clinton and Barack Obama. The print run was extended to 2.8 million copies from 1.5 million. Going Rogue attained sales of over 2.7 million by December 1, 2009, and was number one on The New York Times Best Seller list for six consecutive weeks. As of January 21, 2010, it was #4 on the New York Times best seller list after 9 weeks in the Top 10.