Building authors’ confidence is something we’re passionate about at PR by the Book, and what’s more encouraging than knowing people are eager to read your book before it even hits the shelves?

Pre-orders, the advance purchases of a book before its official publication date, are key to pre-release momentum. They allow authors and their publicity team to gauge interest in the book and reach of the promotional campaign. 

Below are five reasons why it’s worth your time to invest in increasing the number of your book’s pre-orders:

Pre-Orders Signal Demand for Brick-and-Mortar Stores

Both independent bookstores and larger chains, like Barnes & Noble, use data from pre-orders to plan how many print copies they initially order to sell. By signaling readers’ interest in your book, pre-orders often impact where your book is placed in a store and how much effort retailers commit to promoting it. Pre-orders tell booksellers that customers are already interested, giving them confidence that your book generates demand.

Boost Online Visibility

When it comes to online retailers, like Amazon, the more activity your book receives before it’s released, the more the algorithm works in your favor. Online platforms want to push books that have already generated interest. So, pre-orders help your book’s digital discoverability through search results, a site’s ranking lists, and reader recommendation features. 

Success builds upon itself here—early traction leads to increased visibility which leads to additional sales, and so on.

Concentrate First-Week Sales

One of the most notable ways pre-orders are a game-changer is their relationship to a book’s first week sales. No matter how long they’ve been available for your book, the number of pre-orders is typically counted toward your first week’s book sales since the orders get shipped on, or very close to, the book’s release date. 

Pre-orders play a significant role in landing on bestseller lists. It’s not only about how many books sold, but how fast they’re sold—so pre-orders are crucial for climbing the ranks. 

Turn Interest Into Action

We know how valuable generating early buzz is for the long-term success of your book. The option to pre-order gives your audience a practical way to support you before the publication date. Leveraging pre-orders as “exclusive” or as part of a “countdown” is an effective way to build excitement.

Pre-orders also lessen the chance of your book falling off readers’ radars in the months between its initial promotion and its release. Instead of an I’ll buy this later mentality, future readers actively play a role in pre-release engagement. 

Fuel Your Publicity Plan

Because pre-orders are clearly measurable, they serve as an excellent indicator of your book campaign’s reach. These numbers allow us to assess the most effective outlets for driving market interest. This data can give us the green light to keep pushing in the same direction, or reevaluate and pivot. 

Also, pre-orders foster author credibility. In our experience, providing links to podcasters, reviewers, interviewers, etc., demonstrates the preparation and strength of your promotional strategy. Presenting numbers before your book is published gives potential readers and press all the more reason to take notice.  

Knowing the benefits of pre-orders is one thing, but securing them is another. Here are some strategies we recommend to maximize pre-order numbers:

• Make it as easy as possible for readers to order: Include links to your book on Amazon, Barnes and Noble, and bookshop.org everywhere (social media bios, email lists, media coverage, etc.).
• Incentivize: Discounts, signed copies, and limited edition merchandise can all encourage pre-orders.
• Give yourself time: Opening pre-orders a few months in advance gives breathing room for that number to grow.

Pre-orders aren’t just for authors who already have thousands of fans waiting for their next release, but rather, this tool encourages compounding growth and anticipation. We’ve seen firsthand how early strategy sets authors up for a book launch they’re proud of. Pre-orders are the catalyst for retailer support, media visibility, and reader engagement. 

For assistance in pre-release promotion, consider partnering with PR by the Book. Contact us to develop a publicity strategy and support system that delivers results. 

To learn more about setting your book up for success before its release date, check out these articles:

How to Build a Loyal Audience That Buys Your Books

26 Ways to Promote Your Book (or Brand) in 2026

Getting Your Book in Front of its Audience: Placements in Retail Stores