How to Sell Your Self-Published Book to Bookstores

How to Sell Your Self-Published Book to Bookstores

For years, independent bookstores kept self-published books at arm’s length. The old perception was that self-publishing meant lower quality — in design, in editing, or in content. But times have changed. Today, many self-published authors produce books that rival traditional publishers in professionalism, and bookstores are beginning to take notice.

That said, getting your book onto those shelves isn’t simply a matter of dropping off a few copies. Independent bookstores are businesses with slim margins, limited space, and fiercely loyal customers. They need to know that the books they carry will sell — and that the authors behind them understand how the book industry works.

Understanding the Bookseller’s Perspective

Bookstores are more than cozy reading nooks or community hangouts; they are businesses that survive on steady sales. Amazon is their largest competitor, which makes it risky for an author to boast about Amazon success while pitching to an indie store. In fact, many bookstores avoid stocking Amazon KDP titles entirely, both for competitive reasons and because those books aren’t returnable.

What booksellers want to see instead is that you value their store as more than just a distribution point. Do you shop there yourself? Do you encourage your network to support local bookstores? Are you showing that you’ll invest in the same community they’ve built? The more aligned you are with their mission, the more likely they’ll consider investing in you.

The Practical Realities of Distribution

Even if your book is beautifully written and professionally designed, it still needs to fit within the existing book supply chain. That means offering the industry-standard wholesale discount (typically 55%) and making your book returnable. Bookstores cannot afford to gamble on books they can’t send back if they don’t sell.

For many self-published authors, print-on-demand services like IngramSpark provide a bridge. Not only does Ingram offer return options, but it also makes your title easily orderable through a system booksellers already trust. That convenience matters: most stores don’t have time to manage consignment agreements with dozens of individual authors.

Quality and Presentation

Bookstores want books they can confidently recommend, which means your book needs to look and feel like it belongs. That includes a genre-appropriate cover, a professional interior layout, and a trim size that matches others on the shelf. Books that stand out for the wrong reasons — odd sizes, unusual formatting, or covers that don’t signal their category — are harder for booksellers to stock.

Pricing is another factor. Readers expect books within a genre to fall within a certain range. If your novel is priced far below others, it may look unprofessional; if it’s priced too high, it risks alienating potential buyers. Research comparable titles before finalizing your price.

Building the Buzz

Even with perfect distribution and a professional package, bookstores want to know one thing: will this book sell? That’s where your marketing plan comes in. Independent booksellers are not your personal marketers — they expect you to drive demand. Show them your plan: social media campaigns, local advertising, a book launch event, or grassroots word-of-mouth.

Some authors build traction by asking friends and fans to request their book at local stores before approaching the bookseller directly. Others set up an author page on Bookshop.org, which not only supports indie stores but also signals your commitment to their ecosystem.

A Partnership, Not Just a Pitch

The key to getting your self-published book into bookstores is to think like a partner, not a vendor. The store owner isn’t just granting you space on a shelf; they’re taking a financial risk on your work. Demonstrate that you understand their business model, that you’ve taken the steps to make your book easy to stock and sell, and that you’ll support the book after it arrives in their store.

Selling to independent bookstores is not about convincing them to do you a favor. It’s about showing them why your book is a good business decision. When you approach it that way, you’ll find far more doors open to you — and more of your books landing in the hands of local readers.