As a self-published author, seeing your book on a bookstore shelf can feel like a dream come true. It’s a moment that makes everything feel real—the hours of writing, editing, and planning have paid off. But how do you turn that dream into reality? What does it take to get your self-published book into bookstores? Let’s break it down so you can make it happen.
Rather watch the video? Here you go!
Table of Contents
Understanding the Bookstore System
Before diving into strategies, it’s important to understand how bookstores acquire books. Bookstore buyers primarily work through wholesalers, such as:
- Ingram Content Group
- Baker & Taylor
- America West
- Brodart
These wholesalers make it easy for bookstores to stock a variety of books from different publishers. Notice who’s not on this list? Amazon and KDP Print. While Amazon is a great platform for online sales, bookstores typically don’t source their inventory from it.
This means you need to ensure your book is available through wholesalers. The most popular option for self-published authors is IngramSpark, as it connects you to Ingram Content Group, the largest wholesaler in the U.S.
Why IngramSpark Is Essential
Using IngramSpark allows your book to be listed as “returnable.” This is critical because most bookstores won’t order books that can’t be returned if they don’t sell. When setting up your book in IngramSpark, be sure to choose the returnable option. While it may cost you a little more, it’s a must for getting into stores.
Not using IngramSpark? You can apply to other wholesalers like Baker & Taylor, but be prepared to go through an application process.
Getting Bookstores to Notice Your Book
Once your book is available through a wholesaler, the next challenge is convincing bookstores to stock it. Here’s how to make your book stand out:
1. Prove Your Book Is Selling
Bookstores want to see evidence that your book is worth their shelf space. The first place they’ll look is Amazon rankings and sales data. If your book isn’t performing well online, it’s unlikely that a bookstore will take a chance on it.
Focus on boosting your book’s visibility on Amazon with strategies like:
- Encouraging reviews
- Optimizing your book’s metadata (title, keywords, categories)
- Running Amazon ads
2. Show You Can Drive Traffic
Bookstores need to know that your book will attract customers. You can demonstrate this by:
- Hosting local events like book signings or readings.
- Generating media coverage through interviews or press releases.
- Leveraging speaking engagements to showcase your expertise.
If you’re pitching directly to bookstores, highlight your plans to bring customers into their store. Even better, have your fans request your book at their local bookstore or order it online for in-store pickup. This not only boosts demand but also increases the store’s awareness of your book.
3. Start Small and Local
Don’t overlook smaller independent bookstores or niche retailers like running stores or gardening shops if your book aligns with their audience. Local shops are often more willing to support community authors, especially if your book fits their niche.
The Truth About Big Retailers and Airport Stores
Dreaming of seeing your book in Costco, Walmart, or airport stores? While it’s not impossible, the reality is that these retailers reserve shelf space for the top 100 sellers or publishers who can pay for premium placement. Instead of focusing on these large chains, invest your efforts into stores where you can have a direct impact.
Is It Worth Getting Your Book into Bookstores?
It’s important to weigh the pros and cons of bookstore distribution. For many self-published authors, bookstores account for a small percentage of overall book sales. Online platforms like Amazon often offer greater visibility and convenience. However, having your book in a bookstore can boost your credibility and help you connect with local readers.
Final Thoughts
Getting a self-published book into bookstores takes effort, strategy, and a clear plan to show bookstores why they should carry your book. By working with wholesalers, proving your book’s sales potential, and actively driving demand, you can increase your chances of seeing your book on a bookstore shelf.
Ready to take your self-publishing journey to the next level? At Book Launchers, we specialize in helping authors like you navigate every step of the process. Whether you’re aiming for bookstore shelves or maximizing online sales, we’re here to help. Contact us today to learn how we can make your book publishing dream a reality!
