Getting Your Self-Published Book Into Bookstores: A Practical Guide for Indie Authors
For many self-published authors, the dream of seeing their book on the shelf of a physical bookstore is deeply rooted in their vision of success. While the rise of digital publishing and online sales platforms like Amazon has opened up incredible opportunities for indie authors, the path to bookstore distribution remains one of the most coveted and challenging milestones. This guide provides a comprehensive, step-by-step process for getting your self-published book into bookstores, including the practical tools you'll need, strategies for pricing and promotion, and a thorough look at industry standards such as barcodes, sell sheets, consignment agreements, and the role of powerful platforms like IngramSpark and ScribeCount.
Understanding the Bookstore Market
Before you begin the journey to bookstore shelves, it's essential to understand how bookstores operate. Most bookstores work with distributors or wholesalers and order titles that offer them favorable terms. That typically means a wholesale discount (commonly 40–55%) and the ability to return unsold copies for a refund or credit. Unlike online retailers, brick-and-mortar stores invest shelf space, labor, and local marketing resources to sell a book. Your title has to be not only appealing to readers but also financially viable and professionally presented for the retailer.
Step One: Publishing with a Retail-Ready Distributor
The first and most crucial step is choosing a distribution platform that gives you access to the wholesale bookstore network. IngramSpark is the most recognized print-on-demand service with global bookstore distribution capabilities. It plugs directly into the Ingram Content Group, the largest book distributor in the world. When you publish through IngramSpark, your book becomes available in Ingram's catalog, which bookstores routinely browse and order from.
Amazon’s KDP Print can distribute your book to bookstores through Expanded Distribution, but many retailers are hesitant to order from Amazon due to competitive conflicts and limited returnability. Thus, if your goal is bookstore shelves, IngramSpark is your best route.
Step Two: Set Up Proper Wholesale Discounts and Returns
Bookstores expect a standard wholesale discount of at least 40%, though offering 55% makes your title more competitive. This means if your book is priced at $20, the store pays only $9–$12, depending on your discount. The difference needs to cover your printing costs and leave room for royalties.
Returns are another sticking point. Most bookstores will not order a book unless it’s returnable. IngramSpark gives you the option to make your title returnable and to decide whether you want returned books shipped back to you (at your expense) or destroyed. While returns add risk, they are essential for getting your book stocked in retail locations.
Step Three: Price Your Book for Profit and Retail Appeal
Pricing is both an art and a science. You must cover your production costs, offer a wholesale discount, and still make a profit. Use IngramSpark's calculator to estimate printing costs and work backward from the retail price. A $15.99–$17.99 range is common for trade paperbacks. Hardcover editions can range from $24.99 to $29.99.
Avoid pricing too high unless your genre or page count justifies it. Look at comparable books in your genre and aim to stay within the expected range. If your book is over 300 pages, the higher price may be justifiable, but for standard fiction or nonfiction, staying within industry norms helps adoption.
Step Four: Include a Barcode with ISBN on Your Cover
Bookstores require a scannable barcode on the back cover of every book. This barcode should include your ISBN and pricing information. If you do not include pricing, the book will scan as "unpriced," which can confuse point-of-sale systems.
Tools like IngramSpark’s cover template generator or Bowker’s barcode services (for U.S. authors) can provide this. Make sure your ISBN is unique to each format (paperback, hardcover, ebook) and registered under your publishing imprint if you want to appear professional.
Step Five: Design a Professional Sell Sheet
A sell sheet is a one-page document that acts as a marketing brochure for your book, tailored specifically for bookstores, librarians, and media. It should include the book’s title, author name, cover image, ISBN, price, trim size, page count, distributor (Ingram), publication date, category/genre, wholesale discount and returnability info, author bio, and contact details. Include a short summary and any notable reviews, endorsements, or awards.
Distribute this sell sheet when pitching your book to independent bookstores. Some authors send physical copies via mail, while others deliver them in person alongside a sample book. Digital versions are essential for email outreach.
Step Six: Approach Independent Bookstores with a Pitch
Start locally. Independent bookstores are more likely to support local authors, especially if you offer consignment terms or help promote the book. Reach out via email or in person and explain why your book is a good fit for their store. Mention local connections, relevant themes, or similar titles they already stock.
Be professional, polite, and respectful of their time. Attach your sell sheet, offer a sample copy, and follow up courteously. Even if they decline, they may recommend alternative venues or events.
Step Seven: Consider Consignment Agreements
If a bookstore is unsure about purchasing your book outright, they may offer to stock it on consignment. This means they display your book and only pay you after it sells. Consignment typically involves a 60/40 or 70/30 revenue split in the store’s favor. You, the author, retain ownership of unsold copies and are responsible for checking in periodically, replacing stock, and collecting payments.
Get a written consignment agreement that outlines the duration, payment schedule, and number of copies placed. Keep detailed records of your inventory and sales. While time-consuming, consignment is often the foot in the door you need.
Step Eight: Track Sales with ScribeCount
ScribeCount is a valuable tool for indie authors who publish across multiple platforms. It aggregates your sales data from Amazon, IngramSpark, Apple Books, Kobo, Barnes & Noble, and more. While it won’t capture consignment sales or direct bookstore purchases, it gives you a comprehensive view of your broader performance and helps you assess trends.
Use ScribeCount to evaluate whether bookstore presence boosts your online visibility. If sales increase after your book is shelved in local stores, you’ll have concrete evidence of its value, which you can use in future pitches to other stores.
Step Nine: Promote Your Bookstore Availability
Once your book is in a store, promote it. Post on social media, tag the store, and encourage readers to buy locally. Host a signing or reading event if the store allows it. Include the store's location on your website and in your newsletter. Build a relationship with store staff—authors who actively support their stockists are more likely to be invited back.
Bookstores notice when an author puts in the effort to drive sales. If your book sells well, they may reorder it, recommend it to customers, or feature it more prominently.
A Checklist for Getting Your Book into Bookstores
Publish with IngramSpark or another distributor connected to Ingram.
Set a wholesale discount of 40–55% and allow returns.
Price your book competitively based on your genre and production costs.
Include an ISBN and barcode on the back cover.
Create a professional sell sheet with all required metadata.
Approach independent bookstores with your pitch and sell sheet.
Accept consignment terms when necessary and maintain inventory records.
Track broader sales with ScribeCount to measure impact.
Actively promote your bookstore availability online and offline.
Final Thoughts
Getting your self-published book into bookstores takes more than just publishing a good story—it requires careful planning, a professional presentation, and ongoing outreach. By understanding the expectations of retailers and providing the materials they need to sell your book successfully, you greatly increase your chances of shelf placement. IngramSpark makes your book accessible, but it’s your proactive efforts—pitching, tracking, promoting—that open doors.
With tools like ScribeCount at your disposal, you can monitor your sales across platforms and build a sustainable career as an author who bridges the digital and physical world of publishing. Being on bookstore shelves isn't just a vanity milestone; it's a meaningful connection to readers in your community and a testament to the quality and professionalism of your work.