Marketing a Christian Book
The short answer
Christian readers find books through Christian channels: reviewers in Christian media, church and ministry networks, and Christian retailers. A Christian book launch usually mixes Christian review sites, church and ministry outreach, and the major retail platforms.
Updated October 2026 · By Harmony Publishing
How Christian readers find books
Because readers want confidence that a book is genuinely Christian and in line with their beliefs, they rely on Christian media and Christian book review sites to find new titles (The Book Designer).
Christian review sites and media
The Book Designer lists the places to reach: Christian radio, Christian TV, Christian magazines and newspapers, Christian book review websites and Christian bloggers. Coverage from trusted Christian influencers is described as vitally important.
Church and ministry channels
Books also sell through church bookstores and church libraries, and through the speaking and teaching circuit of workshops, conferences and retreats (IBPA). ChurchSource, for example, supplies publisher-direct pricing and bulk discounts to pastors and church leaders. Our guide to church books explains how bulk orders work.
Endorsements and influencers
A known Christian personality, pastor or Christian author endorsing your book signals alignment and drives purchasing (The Book Designer). Ask early, and send a finished or near-finished copy.
Retailers and where else Christian books sell
Christian books sell well beyond Christian bookstores. IBPA lists secular chains and independent stores, libraries, church bookstores, online retailers such as Amazon, big-box stores, catalogues and direct mail, book clubs, and radio and TV interviews. US Christian retailers include Christianbook.com, Lifeway, Family Christian and ShopCBN (Learn of Christ, Wonder). Whether a particular store stocks a title depends on that store's own ordering.
Retail and distributor arrangements change, so confirm each retailer's current requirements directly before you plan around them.
A simple launch plan
- Before launch: collect endorsements from pastors or authors your readers trust.
- Identify a short list of Christian review sites, bloggers and media that cover your sub-genre, and send them review copies.
- Tell your own church and ministry network, and offer a bulk quantity for groups.
- Make sure the book is available on the major online retail platforms from day one.
- Look for speaking, teaching or interview opportunities where you can talk about the book.
Publishing a faith book with Harmony
Harmony Publishing sets up worldwide distribution for your book through IngramSpark's wholesale network and the major online retailers, and authors keep 100% of their royalties and rights. Marketing support depends on the package, so see the packages page for what each package includes and its price. Church and ministry orders are covered in our guide to church books.
Related guides and services
Frequently asked questions
Where do Christian readers buy books?
Through Christian bookstores and online retailers, but also church bookstores and libraries, secular chains and independents, Amazon, and at speaking events (IBPA).
What review sites and media should I approach?
Christian radio, TV, magazines and newspapers, Christian book review websites and Christian bloggers (The Book Designer).
Do endorsements matter for Christian books?
The Book Designer says an endorsement from a known Christian personality, pastor or author signals alignment and drives purchasing.
Should I just sell through Amazon and my church network?
Many authors start there. Add review sites and endorsements to reach readers beyond your own network, and confirm any retailer's requirements before relying on it.