Bookstore Distribution in 8 Steps for Maximum Book Sales

Getting your book onto bookstore shelves and online shops can seem overwhelming, right? You’ve got an amazing book, but figuring out how to actually reach readers—that feels like a whole other mystery.

Here’s the good news: it’s actually simpler than it seems. Stick around, and I’ll walk you through practical steps to work with distributors, wholesalers, bookstores—even libraries and schools—to finally get your book into the hands of eager readers.

Ready? Let’s talk bookstore distribution.

Step 1: Choose the Right Book Distributor

To get your book into the hands (and shelves) of readers, finding the right distributor is critical—and not just any distributor will do the job. Book distribution involves getting your published book from you, the author or publisher, into bookstores, libraries, and ultimately, into readers’ hands.

Think of distributors as the people who know bookstore owners personally—they chat regularly, know what kind of books sell well, handle pricing negotiations, and even manage inventory. Some big-name distributors in the book market include Ingram Content Group and Baker & Taylor, but choosing one depends largely on your goals, genre, and print type (hardcover, paperback, or even graphic novels).

For example, if you’re an indie author who decided to publish your book without an agent, it might make sense for you to partner directly with distributors specializing in indie authors, like IndieReader or IngramSpark. Keep in mind, distributors usually charge a percentage (often around 15-30%) of your net sales for their services, so factor these costs into your budget.

Do your homework before you sign any agreements—a helpful tip is to talk to other authors in your genre and ask them for honest recommendations. Checking distributors’ track records, turnaround times, and communication styles will also save headaches down the road.

Step 2: Work With Book Wholesalers

While distributors represent your books directly to bookstores, wholesalers operate a bit differently—they stock your book in their warehouse facility so bookstores can place quick, smaller orders. Working with wholesalers means your book can be available nationwide at short notice, and this is something bookstores really appreciate.

For example, say a bookstore gets last-minute demand for a reading group that selected your novel. Book wholesalers such as Bookazine or the ubiquitous Ingram Wholesaler fill these small orders fast, rather than forcing bookstores to buy large quantities upfront. This makes your book much more attractive to bookstores operating on tight storage budgets or limited space.

A nifty trick to make sure your books keep rolling out of wholesalers is to maintain a smooth inventory supply chain. Communicate regularly with wholesalers to ensure they have enough stock, especially before big promotions or local events. Keeping wholesalers well-stocked and happy means more bookstores will have your titles ready for eager readers.

Step 3: Distribute to Physical Bookstores

Getting your books onto physical bookstore shelves is where distribution gets physical and personal—but it’s also a part of the process many new authors find tricky or even intimidating. But guess what? With over 2,185 independent bookstores scattered across the U.S., plus major retailers, there are plenty of shelves waiting for fresh titles like yours.

Physical bookstore distribution starts by understanding what bookstores want: reliably selling books, favorable terms (like returnable inventory—books they can send back if not sold), and consistent local interest. Make your book bookstore-friendly by providing attractive discounts (typically around 40-55% off retail price) and making your book returnable.

Visit local bookstores yourself and introduce your book to store owners or buyers directly—nothing beats face-to-face conversation when building these relationships. Offer to arrange readings or sign limited editions in-store, since special events drive bookstore foot traffic and increase your visibility.

Additionally, reaching out to regional bookstore associations can help spread your book across a larger geographic area, even prompting stores to feature your book prominently. Plus, it never hurts to offer samples or Advanced Reader Copies (ARCs) to bookstore staff—they can’t recommend a book they’ve never read! Giving store clerks and buyers direct experience with your book can translate directly into enthusiastic, word-of-mouth sales.

Step 4: Distribute Through Online Bookstores

The easiest way to make sure your book is available everywhere is through online bookstores.

Start with the giants—Amazon, Barnes & Noble, and Bookshop.org—since they’re the first places many readers will look. Amazon alone accounts for a huge chunk of U.S. book sales, with 788.7 million print books sold across the country in 2022.

When using online sites, spend some time getting your book’s metadata exactly right (author name, title, genre tags, and intriguing back-of-book descriptions to captivate readers).

You can even use an online generator for book descriptions if crafting the perfect blurb feels tricky.

If you’re publishing an e-book, you’ll need quick and easy uploading to marketplaces like Kindle Direct Publishing, Kobo Writing Life, or Draft2Digital.

Think of these online platforms as virtual storefronts that don’t close—your readers can buy your book at 2 a.m. in pajamas.

But don’t just set and forget your listings; check periodically for reviews, tweak your book pricing, and update keywords to keep your title appearing frequently in searches.

Step 5: Sell Directly to Bookstores and Readers

Who says you can’t put on your sales-hat and sell directly?

If distributors and wholesalers seem like a middleman hassle, build relationships with local bookstores and sell your copies directly—at author signings, readings, or local events.

Attend farmers’ markets, writers’ festivals, and even art fairs.

Independent bookstores (currently numbering around 2,185 across the U.S.) usually appreciate local authors reaching out personally, especially if you’ve got a strong local or regional angle to your novel.

Remember, offering bookstore owners favorable terms (think discounts of around 40% and books that are returnable) makes it a no-brainer decision for them to give your title shelf space.

Selling directly also means no distribution fees, which keeps the profit margin more in your pocket—and who doesn’t like extra cash?

Step 6: Use Local and Regional Bookseller Networks

Have you explored your area’s bookseller networks yet?

Groups like the New England Independent Booksellers Association or the Southern Booksellers Alliance are fantastic channels to connect with numerous bookshops simultaneously.

Joining these networks isn’t just networking—it’s like tapping directly into a passionate community of book lovers.

You can attend meetings, propose author readings or signings, and even participate in local association book fairs that attract each bookstore’s loyal customer base under one roof.

This tactic is especially effective when you have a regionally-set book or local appeal—think stories set along the Carolina coast or fiction that’s uniquely Southwest.

These groups often send newsletters or host websites featuring local authors, giving you boosted exposure that you might not gain elsewhere.

Step 7: Distribute Ebooks Through Aggregators

Ebooks are here to stay, making up roughly 21% of total book sales in the U.S. with a global ebook market set to reach around $23.12 billion by 2026.

But uploading your ebook everywhere individually? No thanks.

Aggregators—platforms like Smashwords and Draft2Digital—are your go-to friends for a wide digital distribution.

These places act sort of like digital warehouses, easily distributing your book to once-complicated-to-access ebook markets such as Apple Books, Kobo, Barnes & Noble Nook, and various library digital catalogs including OverDrive.

You simply upload your manuscript once, select the channels you want, set your price, and let the aggregator work its magic for a small fee or percentage of sales.

That’s quicker and much less stressful than monitoring multiple platforms separately.

Step 8: Make Your Book Available to Libraries and Schools

If you overlook libraries and schools, you’re practically leaving readers—and potential long-term fans—on the table.

Public libraries are huge buyers of books, and according to Publisher’s Weekly, they contribute significantly to book sales in the U.S., helping fuel the impressive bookstore sales revenues of around $8.3 billion annually.

To reach libraries, try distributing through library-focused wholesalers like Baker & Taylor or Ingram, or use direct library ebook distributors such as OverDrive or Hoopla if you’re dealing in digital format.

For your children’s or YA book, connect directly with school libraries via emails or phone calls to school media specialists—many are eager to showcase local or indie authors.

Want to offer teacher discussion guides or activities?

No problem—you can even hire teachers to help craft these resources.

And for non-fiction authors, schools and colleges could quickly become your best market, especially if you’re covering relevant educational topics.

Consider offering discounted bulk purchases for classes or seminars.

This way, you win—schools save, teachers get engaging content, and students discover your work.

Not bad, right?

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