How to get your book onto book store shelves

Not long ago, getting your book stocked in a bookstore was close to impossible. Fortunately, those days are behind us. The rise of professional indie authors - and the high production standards now achievable through modern small publishing houses – like Bowerbird Publishing - has completely changed the landscape.

Today, many independent bookstores welcome new titles, provided they meet industry expectations. But earning a spot on shelves isn’t just about having a great book - it’s about understanding how bookstores operate, what they need from authors, and how to build relationships that benefit everyone involved.

Here’s how to approach the process like a professional.

1. Know Your Market - and Theirs

Every author should begin by understanding the bookstore’s audience. Booksellers are business owners, and their primary focus, beyond their love of books, is ensuring each title they stock will sell.

Before you pitch, do your homework. Visit the store in person, buy books there, and get a sense of what sells. Follow their social media accounts, attend events, and look at how they promote authors. This not only helps you tailor your pitch, but also builds rapport - something booksellers genuinely appreciate.

When you meet with a bookseller, speak their language. Highlight who your readers are, where your book fits on the shelf, and why it will appeal to their customers. Show that you’ve done your research and that your book complements their store’s existing range.

2. Support Local, Independent Bookshops

Your local independent bookstore can be your greatest ally. These stores are community-driven, they nurture emerging voices, host local events, and build deep connections between readers and authors.

Before asking them to support you, make sure you’re supporting them. Buy books there, attend their readings, launches, or workshops. Tag them in your posts when you share their content or recommend books they sell. These small acts of support build real relationships.

Once you’ve established rapport, you can explore opportunities that go far beyond simple sales - like author-in-residence programs, book signings, readings, or themed events. Many independent booksellers are passionate about spotlighting local talent, especially when the author reciprocates that enthusiasm.

In short, treat your local bookshop as a creative partner, not just a retail outlet. These collaborations can elevate your author profile and create long-term opportunities you won’t find online.

3. Understand the Store’s Demographic

Not every bookstore will be the right fit for your book, and that’s okay. A niche travel bookstore may not stock your fantasy series, just as a children’s shop won’t sell your business memoir.

Spend time studying their shelves. Observe which genres are featured, the tone of their branding, and the preferences of their clientele. Then position your book accordingly. A bookseller must be confident that their customers will buy your book before they take it on. Make it easy for them to say yes.

4. Offer Standard Trade Terms

If you want your book to be seriously considered, it must meet industry-standard retail terms. That means setting a 55% wholesale/trade discount and making your title returnable.

Returns are a long-standing part of the book trade. They protect booksellers by allowing them to send unsold copies back for credit. Without that assurance, most stores won’t take the risk.

If you’re using a print-on-demand service, ensure your distributor offers these options. Platforms like IngramSpark allow authors and publishers to set professional terms, while also giving bookstores confidence that they can easily order and return your titles if needed.

5. Present a Quality Product

Bookstores are flooded with submissions, so your book needs to look and feel professional. That means:

• A professionally designed cover that fits genre standards

• Clean, consistent interior layout and typesetting

• Standard trim size and spine width

• Professional ISBN and pricing barcode

Your book doesn’t need to mimic every other title on the shelf, but it must meet reader expectations for its genre. If a store doesn’t know where your book fits, literally or figuratively, the bookseller is far less likely to take a chance.

6. Price Your Book Realistically

Pricing sends an instant message about your book’s perceived value. If it’s too low, it may seem amateur; too high, and it risks turning readers away. Research similar titles in your genre and format, then price accordingly.

Your goal is to fit comfortably within your category while still reflecting your quality and production costs. A fair, competitive price gives both booksellers and readers confidence in your work.

7. Make Ordering Effortless

Booksellers value convenience. The easier it is for them to order your book, the more likely they are to do it. Having your title distributed through your publisher or platforms like Ingram is ideal - most bookstores already use these networks daily.

Avoid forcing stores to purchase directly from you or through Amazon.

Many booksellers won’t stock Amazon titles because it directly supports their biggest competitor.

A professional distributor ensures your book fits neatly into their existing workflow.

8. Be Ready to Promote Your Own Book

Bookstores stock books - they don’t market them. That part is your job.

Show the store that you’re invested in your own success. Share your marketing plan - social media campaigns, local publicity, or launch events - and explain how these efforts will drive readers to their store. Booksellers are far more likely to take on a title if they know the author will help create demand.

You can also encourage friends and fans to request your book at targeted stores. If a bookseller notices customer interest before you even make your pitch, it dramatically increases your chances of being stocked.

9. Think Like a Partner, Not Just an Author

Ultimately, selling your book to bookstores comes down to partnership. You’re not just asking them to stock a product, you’re inviting them to join your publishing journey.

Bookstores, like restaurants, need steady turnover to survive. Every title that takes up shelf space must earn its keep. Your job isn’t just to get your book onto the shelf, it’s to help it move off the shelf and into readers’ hands.

By understanding how the book trade operates and aligning your approach with professional publishing standards, you position yourself, and your book, for genuine long-term success.

For more information or guidance on how the bookstore's stock their shelves, contact leonardi.crystal@gmail.com