So how do you get shelf space for your book? For that matter, how do books get from the publisher to readers? Once you understand the supply chain, you can use it.

The first thing you need to understand is the difference between distributors and wholesaler. Distributors range from small to large. They maintain a sales force and develop tools to actively market your book.

Wholesalers simply provide a central place from which to order books. The two biggest ones are Baker & Taylor and Ingrams. Baker and Taylor focuses on library sales. Ingram's market is bookstores.

If you're book is listed with Baker&Taylor and Ingrams, any book store can order it. Can -- but will they? Probably not, not unless a customer comes in and asks for it.

Distributors, on the other hand, are in the business of getting books onto shelves. One of the largest around is Anderson News Company aka AnCo. AnCo supplies many of the Walmarts and military bases, among other outlets.

If you're being published by a major publisher, chances are that your book will be listed with Ingrams, Baker & Taylor, and Anderson News Company.  

Now, let's talk a few numbers. You should understand these because your publisher lives and dies by them. Here is what different entities pay for your book:

Wholesalers: 50-75% of cover price
Distributors: 50-65% of cover price
Bookstores: 40% of cover price.

Yep, that's right. You get 10% royalties, the bookstore gets 40%. And they have up to a year to return the book for full credit.

One method for getting larger advances is to learn how the distribution chain works for your particular genre and use it to increase pre-orders. There are articles on this for subscribers and I put new ones up every month.