Should You Use Pre-orders? A Guide for Self-Publishing Authors

I’ve seen how pre-orders can be both a powerful tool and a potential pitfall – they aren’t always the smart choice. This guide explores whether to use pre-orders for your next book release. A pre-order system enables readers to purchase your book ahead of its official release date. Whilst the concept aims to generate early sales, build anticipation, and create momentum before launch day, the reality proves more nuanced, particularly for emerging authors. Pre-orders are primarily for digital formats – your ebooks and audiobooks. Amazon’s Kindle Direct Publishing (KDP) platform supports pre-orders for ebooks, as do many audiobook platforms. But Amazon does not currently allow pre-orders for print books. However, print pre-orders are possible, at least with a little work. Authors working with distributors like IngramSpark (or via Ingram’s Lightning Source Programme, through publishers such as UK Book Publishing) can list print books for pre-order on Amazon, creating an interesting hybrid approach where Ingram manages the pre-order phase before transitioning to Amazon KDP after launch. More on that a little later.

Are pre-orders right for you? #

For most self-publishing authors, pre-orders can potentially undermine sales rather than enhance them. The moment you publish a pre-order product, Amazon’s algorithm begins tracking your book’s performance. If you’re not generating consistent pre-order sales during this period – which is challenging for many new authors – Amazon starts viewing your book as unpopular before it’s even properly launched. This will limit your book’s visibility on Amazon, which can severely impact your book’s sales during the crucial launch period. A successful book launch traditionally relies on concentrated sales within a brief timeframe. Pre-orders disperse these sales across an extended period, potentially diminishing your book’s ability to achieve prominent rankings. Unlike established authors with dedicated followings, emerging writers can face considerable challenges in persuading potential readers to commit to purchasing an unreleased book. Also, some readers prefer immediate access to their purchases rather than waiting weeks or months for a release. Based on what I’ve seen work best, I suggest pre-orders mainly for:

• Established authors with substantial followings can leverage their existing readership’s enthusiasm, ensuring steady pre-order sales and building anticipation within their community, particularly for digital formats where immediate delivery is guaranteed
• Writers with robust marketing systems and guaranteed sales streams can coordinate effective pre-launch campaigns, maximising visibility and maintaining consistent sales momentum across both digital and print formats through strategic use of different distribution channels
• Authors releasing new instalments in well-received series often benefit from pre-orders, as eager readers actively anticipate and commit to purchasing the next book, especially in digital format for instant delivery

For most new or mid-tier authors I work with, I recommend focusing on a strong launch strategy rather than pre-orders. I’ve found this approach typically generates better results, especially when you’re still building your audience. Remember that Amazon’s algorithm favours books with steady sales patterns, and pre-orders can disrupt this natural progression if not properly managed. As I said earlier, Amazon KDP restricts pre-orders to digital formats only, but working with traditional distributors like IngramSpark opens up possibilities for print pre-orders. Even on Amazon. Let’s look at how to do this.

Print pre-orders on Amazon – using Ingram #

IngramSpark (and Lightning Source) enables authors to list print books for pre-order on Amazon, typically several months before release. However, this process requires careful attention to detail, especially at the time of launch.

Here’s the process for offering print pre-orders through IngramSpark or Lightning Source before transitioning to KDP:

1. Initial IngramSpark setup (3-6 months pre-launch):
   • Upload final files and ISBN
   • Enable Amazon distribution
   • Set future publication date
2. Pre-order period:
   • Monitor sales through IngramSpark
   • Market the pre-order availability
   • Prepare KDP account for transition
3. Launch week (on or after launch day):
   • Create identical KDP listing
   • Disable IngramSpark’s Amazon distribution
   • Make KDP listing live
   • Monitor for smooth transition
   • Begin using KDP promotional tools

I’ve found this hybrid approach offers print pre-orders on Amazon while still taking advantage of KDP’s better printing costs after launch. The key is maintaining identical metadata across platforms and carefully timing the transition to avoid disrupting sales.

This hybrid strategy requires careful timing and coordination. Authors must ensure their IngramSpark-supplied ISBN matches across all platforms, maintain consistent metadata, and carefully time the transition to avoid sales disruptions. Also factor in IngramSpark’s higher printing costs during the pre-order phase and weigh these against the potential marketing benefits of offering print pre-orders.

Crucially, you must disable IngramSpark’s Amazon distribution once you’ve transitioned to KDP to prevent listing conflicts. This changeover typically takes 5-7 days, during which authors should monitor their listings carefully to ensure continuous availability.