For me it was three things: The cover, the price, and the description
First the cover. It is a mixed bag, on one hand it is colorful and draws the eye. On the other the demon isn’t very good, and looks like a generic render. Most of all though it evokes images in my mind that this is a bad D&D campaign that someone slapped into eBook format and put it on amazon
Next the price. It made me hesitant to pay that much for a first time self publisher author.
Last the description. It is mostly about the pot he smoked in the beginning and was never mentioned again, it makes a small plot point seem like a major part of the story. While I don’t have anything against that in and of itself, that makes it leave the impression that the story is targeted to a very YA audience with a romance focus.
On the plus side for me was the many positive reviews and the fact I hadn’t heard a premise quite like it before and I’m a avid reader. Going from our world to a fantasy one yes, but not kidnapped and turned into a demon.
These are what caught me despite my reservations and I’m glad because I loved the book