While the majority of research regarding product placement has been done in the context of film, TV productions, music videos and video games, we know little about this practice and its effects in the field of written text. The aim of the present paper is to gather all the relevant data about product placement used in books and e-books in order to set the grounds for further research on the matter. In the following pages we will provide some examples of texts in which product placement was used and we will present the revealing results of three studies which have been conducted regarding product placements in novels.