How to Get Your Book into Bookshops: A Step-by-Step Strategy for Indie Authors

If you’re an indie or self-published author dreaming of seeing your book on physical shelves, you’re not alone—and you’re not dreaming too big. But getting stocked in a bookshop is not just about writing a great story. It’s about strategy, relationships, and preparation.

In this post, we’ll walk you through the key steps to getting your book into bookshops, based on traditional trade marketing principles and what retailers actually expect from publishers—independent or not.

📆 Start Early—Really Early

The book trade moves slowly. Bookshops and wholesalers plan 6–12 months in advance, often setting their selections before the public even knows a book exists.

What to do:

• Register your book with Nielsen Book Data at least 6 months before publication.

• This bibliographic listing ensures your book can be seen and ordered by all major UK retailers and wholesalers.

• Make sure your metadata is complete: title, author, ISBN, publication date, price, distributor, and genre classification.

  
  

🧠 Why it matters: Without early listing, your book won’t show up in retailers’ systems—no matter how good it is.

🧾 Create an Advanced Information (aka "AI") Sheet

Traditional publishers use AI sheets to pitch new titles to retailers. You should too.

What to include:

• Book title, author bio, ISBN, publication date

• Synopsis and hook

• Comparable titles (“If you liked ____, you’ll love this”)

• Retail price and discount terms

• Distributor and ordering info

• Cover image

  
  

🧠 Pro tip: Make it clear, visual, and professional. This is your first impression to buyers.

🚚 Set Up Proper Distribution

Retailers want to trust the supply chain. They prefer books that are distributed by companies with established trade terms (e.g. Gardners, Ingram, Booksource).

What to do:

• Partner with a distributor who offers sale or return terms and standard wholesale discounts (typically 40–55%).

• Avoid self-distribution if you can; bookshops rarely order directly from authors.

🧠 Why this matters: Bookshops don’t just care about the content—they need a simple, reliable ordering process and margins they can work with.

📚 Tailor Your Pitch for Each Bookshop

Not all bookshops are alike. Chain stores, independents, and speciality sellers each have their own flavour and clientele.

How to pitch:

• Research each shop before reaching out.

• Highlight how your book fits their customer base.

• Reference similar titles they’ve stocked.

• Offer to sign stock or host an event.

  
  

🧠 Pro tip: If you’re a local author, play that up. Many independents support local voices.

🔍 Compare Your Book to Successful Titles

Help retailers understand where your book fits by comparing it to others.

For example:

“This novel will appeal to readers of Tana French and Attica Locke—emotionally rich crime fiction with a social undercurrent.”

Make sure your cover, blurb, and genre match the expectations of your comparison titles.

🗞️ Create a Press Kit or Press Release

Especially when approaching shops before launch, a well-written press release can help get you noticed.

Include:

• Book launch date and location

• Press quotes or early reviews

• Short author bio

• Social media and website links

• Contact info for interviews or event inquiries

🛠️ Leverage Industry Associations

Join the Booksellers Association (if you're in the UK)  and other trade groups for credibility and connections. They often provide directories, networking opportunities, and trade resources that can help you land stockists.

💬 Build Relationships, Not Just Sales

Even if a shop doesn’t order right away, your professionalism and persistence can make an impact.

• Drop by in person (if local) to introduce yourself.

• Tag them in relevant social posts.

• Offer to host readings, panels, or workshops.

Over time, these efforts build trust—and that often leads to shelf space.

✅ Final Checklist for how to get your book into bookshops

Before you approach bookshops, make sure you’ve:

• Listed your book with Nielsen Book Data

• Created a clear, professional AI sheet

• Set up distribution with a recognised partner

• Researched and tailored your pitch per shop

• Positioned your book with comparable titles

• Created a press release or media kit

• Joined relevant trade associations

• Prepared for a long-term relationship-building process

📣 Want More Guidance?

At The Writing Grove, we support indie authors with the tools, training, and community to take their books further. Sign up or follow us on social media to get access to more industry insights, book marketing templates, and live workshops.