How Do I Get My Self-Published Book Into Indie Bookstores and Barnes & Noble?

To get a self-published book into bookstores, make the print edition available to them through Ingram with a 55% wholesale discount and returns switched on, then ask stores to stock it. Stores buy from wholesalers they already use, so the setup comes first and the pitch second. Below is what a store looks for, how to approach one, and where Barnes & Noble fits in.

What does a bookstore need before it will stock my book?

Four things, according to IngramSpark’s guide on selling your self-published book to bookstores (updated 27-May-26):

1. A barcode with the US price on the cover. IngramSpark says stores rely on it for scanning at the till.
2. A 55% wholesale discount. IngramSpark says this leaves the store a 40% retail margin. Its page on discounts says you can set anything from 40% to 55%, and that most publishers choose 55%.
3. Returnable. The guide says this removes the store’s financial risk if copies do not sell.
4. Available through Ingram. Stores can then add your book to their usual weekly order.

The ISBN matters here too. A free KDP ISBN only works on KDP, so the IngramSpark edition needs its own. Where to get an ISBN number covers your options.

What does “returnable” cost me?

IngramSpark charges returns back to you at the wholesale cost of the book. On its example of a $20 book at a 55% discount, that is $9.00 per return plus any fees. “Yes - Deliver” adds $3.00 per book for US addresses, and “Yes - Destroy” has no shipping fee (IngramSpark on returns, 16-Nov-21).

The same page says many stores, including most independents, generally will not order a title unless it is returnable, and that print on demand does not stop returns. If you cannot afford returns, you can set the book to non-returnable, but expect fewer store orders.

How do I approach an independent bookstore?

IngramSpark’s advice is to support the store before you ask it to support you, by buying from it first. Then look at who its customers are, which books it promotes and what events it runs, and tailor your pitch to that. Have your own marketing plan ready, because as that guide puts it, the bookstore’s job is to sell your book, not market it.

Expect a small start. IngramSpark says stores typically order one or two copies at first. It also says some independents may prefer consignment or an event to test interest, and it gives no terms for either, so ask each store how it handles them. Friends and family asking the store for your book can help it build a sales record before you meet the manager, which IngramSpark suggests as a grassroots step.

Will Barnes & Noble Press put my book on store shelves?

Not by itself. B&N Press’s own blog, 5 Facts About B&N Press Self-Publishing (14-Sep-18), says readers can order your print book from any B&N store and it ships directly to them. It does not say the book goes on shelves. That page is from 2018, so check B&N Press’s current help pages for what B&N does today before you plan around a store listing.

The other route to a B&N shelf is the same as for any store: be orderable through Ingram, set a 55% discount, allow returns and talk to the store. IngramSpark says it fulfils orders from Barnes & Noble, independent bookstores and libraries (IngramSpark vs. Amazon KDP, 10-Sep-18).

Is it worth it?

A store can send unsold books back, and you pay for that, so I would do this once the book is published and you have a local reason to be in the store, such as a launch or a signing (are book fairs and signings worth it). If you want print copies in libraries as well, see how to get your self-published book into libraries.

If you want help deciding where your book should be sold and how to set it up, book a free 25-minute call with me: book a free discovery call.

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