Book Launch Checklist: What to Do 90 Days Before Your Release Date

The 90-Day Window That Makes or Breaks a Book Launch

Most authors do not realize that the real work of a book launch begins not at publication, but 90 days before it. The three months before your release date are when the infrastructure gets built — the reviews, the buzz, the pre-orders, the media outreach, and the community momentum that determine whether your launch is a quiet release or a genuine event.

This book launch checklist walks you through the most important tasks to complete in the 90 days before your release date, organized by priority and timing so you can execute without overwhelm.

Why 90 Days?

Publishing on a timeline is not just about having enough time to check boxes. It is about aligning with the timelines of the people and platforms that matter:

• Major review outlets like Kirkus and Publishers Weekly require 3-4 months lead time for advance submissions
• Podcast booking often has a 6-8 week lead time
• Book clubs select titles 1-2 months in advance
• Amazon pre-orders build ranking momentum over weeks, not days
• Newsletter promotions (BookBub, Freebooksy, etc.) require advance scheduling

Starting 90 days out gives you enough runway to pursue all of these channels simultaneously without scrambling.

Days 90–75: Foundation

Finalize Your Book Manuscript

Your manuscript should be locked — fully edited, proofread, and formatted — by day 90. Do not start any marketing activity until the book is finished. Every hour you spend marketing a book that is not yet ready is an hour that may need to be undone if the manuscript changes.

Secure Your ISBNs and Register Your Copyright

If you are self-publishing, purchase your ISBNs from Bowker (in the US) and register your copyright with the US Copyright Office. These are administrative tasks that have hard lead times and cannot be rushed.

Submit for Professional Reviews

This is one of the most time-sensitive items on the entire checklist, and it is the one most authors underestimate. Professional editorial reviews — from services like Accessory to Success, Kirkus Indie, or Publishers Weekly Select — take time to produce. Submitting at day 90 or earlier ensures you receive your reviews well before launch, so you can use them in all of your marketing materials.

A professional review secured before launch can anchor your Amazon page, your press kit, your email campaigns, and your outreach to book clubs and media. Submitting late means your launch goes out without this essential credibility signal.

Submit your book for a professional review from Accessory to Success — the earlier you start, the more places you can use your review before launch day.

Build or Update Your Author Website

Your author website needs to be launch-ready at least 60 days before your release date — not on the day of. This gives you time to test everything, fix broken links, and drive traffic to it before the big day. Refer to our guide on building an author website that converts visitors to buyers for what to include.

Set Up Your Email Marketing Platform

If you do not have an email list, start building one now. Choose a platform (ConvertKit, Mailchimp, or ActiveCampaign are the most popular for authors), set up your welcome sequence, and create a lead magnet (first chapter, free short story, reading guide). Every subscriber you collect in the next 90 days is someone who can buy on launch day.

Days 75–60: Pre-Launch Infrastructure

Create Your Book's Amazon Pre-Order

Setting up a pre-order 60-75 days before launch gives you a long runway to accumulate pre-order sales. Amazon counts all pre-order sales on launch day for ranking purposes, which means a strong pre-order period can significantly boost your launch-day chart position. Include your best review quote in the book description as soon as you have it.

Distribute Advance Reader Copies (ARCs)

Send advance reader copies to your ARC team, book bloggers, and NetGalley or Edelweiss if applicable. The goal is to have reader reviews ready to post on Amazon and Goodreads on launch day, giving the algorithm and browsing readers immediate social proof.

Pitch Podcasts and Media

Start your podcast outreach 60-75 days before launch. Most shows have a backlog and need 4-6 weeks lead time. Prepare a one-page media kit that includes your book's logline, your bio, a list of 5-7 interview topics you can discuss, and your best review quote. According to Jane Friedman, podcast appearances are one of the highest-ROI media opportunities for independent authors.

Plan Your Launch Team

A launch team is a group of readers, fans, and supporters who agree to read your book early, post reviews on launch day, and share your launch announcement. Recruit from your email list, social media following, and personal network. A launch team of 20-50 committed readers can dramatically accelerate your launch-day momentum.

Prepare Your Social Media Content Calendar

Create a 90-day social media content plan. You do not need to post every day, but you do need consistency. Plan posts around: behind-the-scenes of the writing process, review reveals, cover reveals, pre-order announcements, and countdown posts. Batch-create content so you are not scrambling week to week.

Days 60–30: Building Momentum

Announce Your Pre-Order to Your Email List

Send a dedicated pre-order announcement to your email list at day 60. This email should include your book description, your best review quote (you should have it by now), and a direct pre-order link. Make the ask clear and direct.

Reach Out to Book Clubs

Contact book clubs with a personalized pitch and your book club kit (discussion questions, author Q&A offer, reading guide). Most book clubs plan their reading schedules 4-6 weeks in advance. Pitching at day 45-60 puts you in the right window for post-launch selections.

Schedule Newsletter Promotions

If your book is in a genre served by book promotion newsletters (BookBub, Robin Reads, Fussy Librarian, etc.), submit your book for a featured deal. These promotions often have waiting lists and specific scheduling windows. Book your slots by day 45 at the latest.

Update All Retail Listings

Once you have your professional reviews, update your Amazon, Barnes and Noble, IndieBound, and Kobo listings with the review quotes in the editorial reviews section. This is a significant conversion boost that many authors overlook until after launch.

Prepare Your Launch Email Sequence

Write and schedule the email sequence you will send in the final two weeks before and after launch. This typically includes: a "one week out" hype email, a "launch day" email with a buy link, and a "thank you and share" email three to five days post-launch.

Days 30–7: Final Countdown

Confirm All Podcast and Media Appearances

Re-confirm any podcast, interview, or media appearances booked for launch week. Provide updated talking points and your latest review quotes to each host.

Prime Your Launch Team

Send your launch team their final instructions: when to post reviews (launch day, not before), how to get the book, and any specific hashtags or language you want them to use. Give them everything they need to show up for you.

Schedule Social Media Posts

Use a scheduling tool (Buffer, Later, Hootsuite) to pre-schedule your launch week social posts. Automate as much as possible so launch day is about engagement, not scrambling to post.

Send Your ARC Reminder

Send a reminder to your ARC readers and early reviewers asking them to post their reviews on launch day. Include direct links to your Amazon and Goodreads pages to make it as easy as possible.

Launch Day and Beyond

On launch day itself, your job is presence and engagement: respond to every review and social mention, thank your launch team publicly, and send your launch email. In the week after launch, monitor your Amazon ranking and review count, continue your social posting cadence, and follow up on any media pitches that have not yet responded.

The work does not stop at launch. A book launch is a campaign, not an event. The best launches build momentum over weeks and months, not just a single day. Keep your review strategy active — new reviews, especially professional editorial reviews, can be secured and deployed for months after launch.

Your First Priority: Reviews

Of everything on this checklist, securing professional reviews at the 90-day mark is the single highest-leverage action. Reviews affect your book page conversion rate, your press kit credibility, your media outreach success rate, and your book club appeal. Everything else on this list performs better when you have strong professional reviews backing your book.

Order a professional book review from Accessory to Success today — give your book the foundation it needs for a successful launch.

Final Thoughts

A great book launch does not happen by accident. It happens because someone put in the work 90 days out, built the infrastructure, and executed consistently. Use this checklist as your launch GPS, and adapt it to your specific book, genre, and audience.

For more launch strategy, marketing tactics, and author platform guidance, explore the Accessory to Success blog.