For authors aiming for physical bookstore placement, the “Indie Next” list (curated by the American Booksellers Association) is the holy grail of trade validation. It is a monthly selection of books recommended by independent booksellers across the country, printed in flyers distributed in hundreds of stores. Being named an Indie Next pick guarantees placement on the front tables of bookstores nationwide, often accompanied by “shelf talkers” (handwritten recommendation cards). Book publicists covet this spot because it is not pay-to-play; it is earned through genuine enthusiasm from the people who hand-sell books for a living. It signals to the entire industry that this book has grassroots support.
The process of getting on this list begins months before publication. The target audience for this campaign is not the reader; it is the bookseller. Authors and publishers must send Advance Reader Copies (ARCs) to key indie bookstores with a clear request: “If you love this, please nominate it for Indie Next.” The nomination process is democratic but competitive. It relies on the volume and passion of “blurbs” submitted by booksellers via Edelweiss or email. Therefore, the marketing strategy must focus on building relationships with these gatekeepers, treating them as VIPs and ensuring they receive the book early enough to read and react.
Crafting the Bookseller Pitch
Booksellers are inundated with ARCs; they receive boxes of them daily. To stand out, the pitch must be concise, personal, and relevant to their specific market. A generic blast email will be deleted. A handwritten note explaining why their specific store might like the book goes a long way. Is the book set in their region? Does it tackle a theme their community cares about? Does it remind you of another book they famously championed? Personalisation is key. Sending a targeted package to 50 stores that specialise in your genre is far more effective than spraying 500 random stores with expensive galleys. It shows you respect their curation.
Leveraging “Edelweiss”
Edelweiss is the digital catalogue system used by booksellers to order books and read review copies. Optimising the book’s listing on Edelweiss is a crucial, often overlooked step. Authors should ensure their profile is updated, the cover is final, and there is a “Request Review Copy” button enabled for verified booksellers. Encouraging booksellers to download the digital ARC via Edelweiss allows for tracking. Authors can see exactly who downloaded the book and follow up with a polite, non-intrusive nudge to nominate if they enjoyed it. This digital data helps focus the physical outreach efforts.
The “Box” Strategy
Sending a physical box of ARCs to a bookstore (addressed to the “Book Buyer” or “Events Manager”) with some thematic swag—bookmarks, a tin of tea, a custom pin, or a signed poster—can get the book noticed in the breakroom. Booksellers talk to each other. If one staff member loves a book, they will pass it around to their colleagues. The goal is to create a “buzz” within the store staff that translates into multiple nominations from a single location. This internal momentum is often what catches the eye of the ABA selection committee.
Timing the Campaign
Nominations are due months in advance of the pub date. A common mistake is starting too late. A campaign for an August book needs to be hitting bookstores in April or May. Understanding the strict deadlines of the trade calendar is essential. If you miss the nomination window for your publication month, you cannot get on the list. Publicists manage this timeline rigorously, ensuring that books land on desks with enough runway for the bookseller to read, write a blurb, and submit it before the deadline closes.
Conclusion
The Indie Next list is a powerful engine for discovery that can launch a career. By focusing on the unique needs and passions of independent booksellers, authors can secure a level of retail visibility and industry respect that money cannot buy.
Call to Action
To build a trade campaign that connects with booksellers and secures high-value nominations, contact our trade relations team.
