The ABCs of book distribution for self-publishers: how to reach readers and sell books

Commerce
Updated: June 13, 2024
The ABCs of book distribution for self-publishers: how to reach readers and sell books
18 min read
In this Article

Your book belongs on your readers’ shelves—both real and digital.

But how do you turn your book from a file on your computer to something people can buy and enjoy?

Today, we’re leading you through the world of book distribution for self-publishers.

After reading, you’ll know how to distribute your book (and make sales in the process).

Print book distribution: The 3 key methods in self-publishing

Book distribution is the process of getting your book to your readers. Self-publishers usually have three options for distributing their books:

  1. A print-on-demand service that delivers books straight to readers
  2. A print-on-demand service that delivers books to wholesalers
  3. A full-service book distributor that manages the entire distribution process

Here’s how each option works:

Simple overview of how book distribution for self-publishers works for the 3 main methods: online printing and distribution services, wholesale book distribution and full-service book distribution.

(Thanks to Book Design Made Simple for inspiring our above graphic.)

Let’s dive into each category:

  • Printer: Printers like Amazon’s Kindle Direct Publishing (KDP) and IngramSpark print books for authors. For example, Amazon KDP prints and delivers books as people order them through Amazon’s website. And IngramSpark distributes to retailers and wholesalers rather than the end reader.
  • Print process: Three popular print processes for books are print-on-demand (where the printer prints books as they receive orders), offset printing (usually reserved for large print runs greater than 1,000 copies), and digital printing (a cost-effective and faster alternative to offset printing). Each distribution method may use different printing processes or a combination of different ones.
  • Warehouse: Warehouses are places that store printed books. As an author, you can sometimes work directly with a warehouse if you plan to sell to people directly and need a storage solution. This approach may work if you have an audience already. Then, the warehouse ships your book as orders come in.
  • Wholesaler: Wholesalers distribute books to libraries and retail stores. Simply put, retailers order their books from wholesalers because it’s easier to deal with one (or two) wholesalers instead of many individual publishers.
  • Retailer: Retailers are places that sell or house books, like libraries, Target, Barnes & Noble, and independent bookstores.

Let’s look at three different distribution methods in more detail.

1. Full-service book distribution

Full-service book distribution process

Full-service distributors manage many of the same services that traditional publishing houses do. These services can include book fulfillment, sales representation, ebook conversion, print-on-demand, and much more.

Typically, book distributors take a percentage of each sale you make for handling your book’s distribution.

Some full-service distributors also offer print-on-demand services, too. But it’s best to check directly with each distributor to see which exact services they offer.

For an author, this white glove service is appealing. And being able to tap into industry connections through a distributor is invaluable.

So, why doesn’t everyone leverage a book distributor?

Book distributors are picky with who they work with. And many self-published authors may not have the sales record to get their foot in the door with a full-service book distributor.

However, if you have a large online audience or great presale numbers, you may be able to work with a full-service distributor.

You can find a list of distributors to apply with on sites like IBPA and Non-Fiction Authors Association. Before selecting a distributor, check which services each one offers, as services vary from distributor to distributor.

When to pick a full-service distribution

You’re likely ready for a full-service distributor when you have a large and established audience, have already published a few books, and have a strong track record for sales.

For example, book distributor Baker & Taylor has these guidelines for those who are considering applying with them:

  • Have an established publishing program
  • Consistently release new titles each season or on a regular, ongoing basis
  • Demonstrate committed adherence to the industry’s basic solicitation requirements and deadlines
  • Understand where titles fit into the retail landscape
  • Know the competition and target consumer(s)
  • Are prepared to compete in target market(s) in collaboration with BTPS as the distributor
  • Will work with BTPS to agree upon mutual sales targets/expectations
  • Can support titles through marketing/publicity

2. Wholesale book distribution

Wholesale book distribution method

With wholesaling, retailers buy your books in bulk (at a discounted rate) from trusted wholesalers.

Here’s how it works:

Wholesalers put your book into their catalog when you sign up to work with them.

From there, retailers use that catalog to pick which books they want to order and place on their shelves.

This gives your book the chance to appear on the shelves of giants like Target and Barnes & Noble and in local bookstores and libraries.

IBPA’s list can help you source a wholesaler within your niche.

When to opt for wholesale distribution

Wholesale distribution is a suitable option for creators who are confident with their book sales. Ideally, you have already sold copies of your book (and have sales data).

Here’s why.

If you want your book in stores like Barnes & Noble, you need to allow returns (since most retailers allow returns).

But often, self-publishers lose money on returns.

This example from IngramSpark outlines how much you may have to pay out of pocket when someone returns your book:

In this example, the compensation is not enough to cover the return. And the author has to foot the bill every time someone returns their book.

These costs can add up. And if you don’t have any data (like past book sales along with your average return rate) you risk selling a book that buyers may return more than usual, leaving you on the hook for the return costs.

Plus, retailers usually order books from established names, making it difficult for new authors to get discovered through the wholesale method.

3. Online printing and distribution services (print-on-demand)

Print on-demand distribution process

Print-on-demand services, like Amazon KDP, are a common book distribution model for self-published authors to sell ebooks, paperbacks, and hardcovers.

Anytime a customer places an order, your print-on-demand platform prints your book and delivers it to the customer.

Usually, authors don’t need to meet any minimum requirements to start selling their books through these online printing platforms.

When to choose an online print-on-demand (POD) distribution service

Any creator can benefit from print-on-demand services. Whether you’re new to the game or have an established audience, print-on-demand can be a viable way to publish your first (or next) book.

The benefits of print-on-demand books for self-publishers

  • Time-saving: You don’t need to worry about packing and shipping every order that comes in. Your workload remains the same whether you sell 5 or 500 books monthly.
  • More affordable: You don’t need to purchase any books upfront, and your initial investment is minimal. This makes print-on-demand a great solution for those who aren’t sure if their book will sell.
  • Easily editable: With print-on-demand books, you can easily make edits to your book after publication. Those edits are immediately reflected in your book the next time someone orders a copy. However, you don’t have the same luxury if you have to order 1,000 copies of your book upfront.
  • No inventory: Most people don’t have space to store book inventory in their homes. With print-on-demand, you don’t need to worry about paying for additional book storage.

Selecting the right online printing service for self-publishers

Plenty of distributors offer print-on-demand services. But the three most popular ones are Amazon KDP and IngramSpark, and Lulu.

Amazon KDP

Amazon KDP allows authors to print paperback or hardcover books and lets users turn their books into ebooks.

Offering your book in multiple formats can help you reach different audiences with different reading preferences.

Plus, it’s free to upload and sell your books on Amazon, and you earn a 60% royalty on your book’s list price (minus printing costs).

IngramSpark (LightningSource)

IngramSpark, also known as LightningSource, is owned by Ingram Content Group. IngramSpark offers global distribution, whereas LightningSource mainly focuses on distribution within the United States.

Through IngramSpark, you can also list your book on Amazon. And like Amazon KDP, you’ll earn a 60% royalty minus any printing costs.

So, what makes IngramSpark different from Amazon KDP?

Unlike Amazon KDP, IngramSpark can also distribute to wholesalers and retailers, like Barnes & Noble, and local libraries around the world.

But remember: You must offer returns if you want to sell your books to these retailers.

Lulu

With Lulu, you can sell books and ebooks on your site or theirs. Their self-publishing platform includes distribution to Amazon, Barnes & Noble, the Ingram Network, and more. Lulu’s Global distribution service reaches over 40,000 book retailers and schools around the world.

Along with retail publishing, Lulu offers ecommerce options like Lulu Direct app for Shopify and WooCommerce to enable you to sell your books on your own website and social media profiles.

They even offer a thoughtful, user-friendly book pricing calculator for those who decide to print where you can view costs, distribution eligibility, potential revenue, and download custom design templates.

As for royalties, Lulu gives you 80% of your gross profit. For ebooks, the profit is divided 90/10, with 90% going to the creator and 10% going to Lulu.

Other online publishing and printing services

Other places offer POD services. We’ll touch briefly on two others you might come across (although there are more):

  • BookBaby: BookBaby connects with major retailers—like Amazon and Walmart—on a print-on-demand basis. The royalties you can earn through BookBaby depend on which retailers you sell your book through and tend to range from 35% to 70%. However, BookBaby isn’t free. And it’ll cost you $399 to make your book available to large retailers.
  • Barnes & Noble Press: Barnes & Noble Press lets you sell physical and digital books on demand through their website and NOOK e-readers. Authors can earn 70% royalties on ebooks and 55% on printed books.

Ebook distribution

Ebook distribution is more straightforward than print distribution, and authors typically have two options: Distributors and retailers.

And you can choose to work with both since distributors usually don’t require exclusivity.

Simple overview of how ebook distribution for self-publishers works

Here’s what each player does:

  • Ebook distributor (a.k.a. aggregator): Ebook distributors (also called ebook aggregators) submit your ebook to a range of retailers so you don’t have to. For example, BookBaby will submit your ebook to over 60 retailers that people can buy your ebook from. (BookBaby charges $299 for this service.)
  • Ebook retailer: Ebook retailers are online sites that sell ebooks, like Amazon or Kobo. These places only sell your ebook through their own site and don’t distribute your ebook to other places.

The benefits of ebook distribution for self-publishers

  • Easier to get published: Ebook retailers don’t have strict criteria that authors must meet before submitting their book. That means even if you’re a new author without an established audience, you can still write, publish, and sell your ebooks.
  • Faster turnaround time: Since you don’t need to worry about printing, you can start selling your ebook as soon as the retailer or distributor has approved it. This approval process usually takes 24 to 48 hours. Since the wait time is low, you don’t have to worry about how it will affect your overall book launch strategy.
  • Earn more: Ebooks have much higher profit margins compared to printed books—if you sell an ebook for the same price as a printed book, you’ll walk away with more money in your pocket from the ebook.

Tips for finding the simplest book distribution as a new self-publisher

Where to start: Print-on-demand books or ebooks?

Ebooks are the best place to start as a new publisher for several reasons.

First, the barrier to entry is lower than print-on-demand books, and you won’t need to spend as much money—or time—getting your ebook ready to sell. You can take this extra time and money and invest it back into your ebook marketing efforts to ensure you sell as many ebooks as possible.

Plus, ebooks let you test your market to see how your audience reacts to your book.

For example, if your audience scoops up your ebook and leaves raving reviews, you can venture into print-on-demand or even full-service book distribution.

And if you don’t sell as many ebooks as you’d hoped, you can ask people for their feedback and tweak it until you have a winner.

What are the best self-publishing companies for printing and delivering anywhere in the world?

Amazon KDP is the best self-publishing company for authors selling print-on-demand books, accounting for 67% of book sales in the United States.

And Amazon KDP offers international delivery, helping you reach your audience across the globe.

If you don’t want to use Amazon, the alternative is to go wide and publish your book to as many other print-on-demand platforms as possible, like IngrimSpark and Barnes & Noble Press. That way, you have the best chance of reaching a large audience without relying on Amazon.

What are the best self-publishing companies for ebooks?

Amazon’s vast reach makes Amazon KDP the best self-publishing company for ebooks. Alternatives include IngramSpark or book aggregators like Draft2Digital.

And consider selling your ebook through an ecommerce platform like Kit Commerce. Kit Commerce lets you sell directly to your audience.

Amazon Kindle Direct Publishing: quick start guide

Follow these steps whether you want to self-publish an ebook or a physical print-on-demand book with Amazon KDP.

Step #1: Create a KDP account

It only takes a few steps to set up your Kindle Direct Publishing account.

And after you create your account, you’ll have access to Amazon KDP to upload your book.

Aside: When logged into your Amazon KDP account, you may notice advertisements for KDP Select:

KDP Select places your ebook in Amazon’s Kindle Unlimited library (a monthly subscription that gives readers access to millions of titles).

However, by signing up for KDP Select, you give Amazon exclusive rights to your ebook. Meaning you can’t sell your ebook through any other retailers or on your own website. Keep this in mind as you decide where you’d like to sell your work.

Step #2: Add your book/ebook information

Next, select which type of book you want to create: Kindle ebook, paperback, or hardcover.

Then, fill out your book’s information.

Details

First, fill out details like your name (or nom de plume, if using one) and your book’s title and subtitle.

If this book is part of a series, Amazon KDP gives you space to list which part of the series it’s from.

Book description

Then, add your book’s description. A good book description entices potential readers and encourages them to buy your book. You have 4,000 characters, so make each one count.

Your book description can include:

  • What the book is about
  • Who it was written for
  • Why it was written
  • What inspired the book
  • Genre of the book
  • Key takeaways from the book (usually in non-fiction)
  • What readers will walk away with

Pro tip: Keep in mind that Amazon only shows a snippet of your description before the visitor needs to click the “Read More” link to show the rest. Use the first few lines to make a statement and wow your readers so they either click “Read more” or “Add to cart.”

Image via Amazon

Final manuscript

Your final manuscript should be edited, polished, and publication-ready. If it’s not, our self-publishing checklist walks you through everything you need to take you from idea to published ebook.

Once your manuscript is ready, upload it to your Amazon KDP account.

Pro tip: Check Amazon’s resource center to find what specific files you need for ebooks, paperbacks, and hardcovers.

Step #3: Upload your cover art

There’s no doubt that what’s inside the book is important. But the first thing a potential customer sees is usually your cover art, and they may make a snap judgment on your book based on the cover alone.

If you have a small budget, DIY your book cover using a free tool like Canva or purchase an ebook template from a marketplace like Creative Market or Etsy.

Otherwise, hire a graphic designer who specializes in cover art to design a custom cover for your book.

Amazon KDP has different recommended cover sizes depending on the type of book you’re creating. Review their recommendations for ebooks, paperbacks, and hardcovers before creating and uploading your cover art to avoid any roadblocks.

Step #4: Set your price

Amazon lets you price your ebook however you want, as long as it has a minimum price of 99 cents.

The easiest way to price your ebook is to check out your competition. Your competitors have likely found the sweet spot, which you can use as a marker to price your own ebook.

Remember: You can always change your book’s price over time.

Choose an even easier route: Sell your ebook with Kit Commerce

Book distribution can be a tricky process to nail down.

Why not make things easier on yourself and use Kit Commerce to sell ebooks on your website instead?

Kit Commerce collects payments and automatically delivers your ebook to each customer. So you can focus on running your business while we handle your ebook sales.

To get started, create a free account.

Log into Kit and head to “Earn” > “Products.”

Click “Set up payments” if this is your first product and go through the prompts to connect payment. And click “Create a product” to set up your ebook.

Fill out the details on the next page, including “Product Details,” “Product Price,” “Fulfillment,” and “Domain Name.”

Lastly, design your landing page, checkout page, confirmation page, and receipt email. (Our editor is intuitive and easy to use—no coding required.)

And that’s it!

When you’re done, click “Publish.” Share the URL and/or embed the product on your website to start selling your ebook.

Ready to try for yourself?

Sign up for Kit Commerce and start selling your ebooks today.

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Dana Nicole
Dana Nicole

Dana is a freelance writer who works closely with B2B SaaS brands to create content people enjoy reading. When she’s not working, you’ll find her sipping on a warm cup of tea and reading a good book (the scarier, the better). See what she’s up to at www.dananicoledesigns.com (Read more by Dana)