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Book Distribution for Self-Published Authors: How to Reach More Readers

Updated: 6 days ago

Discover the best book distribution platforms for self-published authors. Compare Amazon KDP, IngramSpark, Draft2Digital, and direct sales to maximize reach, royalties, and reader engagement.

Choosing the right distribution platforms is one of the most strategic decisions in self-publishing. Where you place your book determines its visibility, accessibility, and profitability—and the differences between platforms can be dramatic. According to a 2023 WordsRated industry report, Amazon KDP accounts for over 80% of all U.S. self-published eBook sales, making it the dominant player in digital publishing. For most indie authors, Amazon is the cornerstone of any distribution strategy, offering direct access to millions of readers worldwide.


That said, relying solely on Amazon means missing out on substantial opportunities. Platforms like IngramSpark and Draft2Digital extend your reach to over 40,000 bookstores, libraries, and online retailers globally, including Barnes & Noble, Kobo, Apple Books, and independent bookshops. This “wide distribution” model increases your chances of landing in physical retail spaces and library systems, avenues that continue to hold weight for author credibility and long-term discoverability. The trade-off, however, is that wide distribution often requires stronger author-driven marketing to stand out on non-Amazon platforms, where organic discoverability is less robust.


Another growing option is direct sales. Selling through your own website or platforms like Shopify, Gumroad, or Payhip allows authors to keep as much as 90–95% of the sale price, compared to the 35–70% royalty range offered by major retailers. Beyond the higher profit margins, direct sales provide two key advantages: full control over pricing and the ability to collect reader data (like email addresses), which is crucial for long-term audience building. Many successful indie authors now combine retail distribution with direct sales, using the latter to deepen relationships with their most loyal readers and offer bundles, signed editions, or exclusive content.


The key is tailoring your approach to your goals. If you’re looking to maximize digital sales volume, Amazon’s reach is unmatched. If your priority is credibility and bookstore/library access, pairing KDP with IngramSpark or Draft2Digital is a smart choice. And if your focus is profit margins and brand building, direct sales should be a core part of your strategy. By evaluating each option strategically and recognizing the trade-offs, you can craft a distribution plan that ensures your book not only reaches readers but thrives in an increasingly competitive market.



Amazon KDP: The Go-To Platform for Self-Publishing Success


Amazon Kindle Direct Publishing (KDP) remains the most influential platform in the self-publishing industry, powering the majority of today’s indie author success stories. According to a 2023 WordsRated report, Amazon KDP accounts for over 80% of all U.S. self-published eBook sales, giving authors an unparalleled gateway to readers worldwide. Its combination of ease of use, global distribution, and competitive royalties makes it a natural first stop for both debut authors and seasoned professionals.


What sets KDP apart is its accessibility. Authors can upload a manuscript and cover in minutes, set pricing, and see their book available to millions of readers across Amazon marketplaces within days. The platform also offers powerful features like Kindle Unlimited (KU) and Kindle Owners’ Lending Library, programs that expand readership through subscription models while paying authors based on pages read. For print, KDP Print provides a seamless print-on-demand service that eliminates upfront inventory costs and delivers titles directly to customers worldwide.


Perhaps most attractive are the financial terms. KDP offers 70% royalties on eBooks priced between $2.99 and $9.99 (35% outside that range), alongside competitive print royalties. Coupled with Amazon’s dominance in online book sales and integrated marketing tools like Amazon Ads and A+ Content, authors gain both visibility and profitability in a single platform.


For writers seeking maximum reach and a straightforward path to market, Amazon KDP is the backbone of modern self-publishing. By leveraging its tools strategically, authors can establish credibility, generate sustainable income, and connect with readers across the globe.




IngramSpark: Expanding Beyond Amazon with Bookstore and Library Access


IngramSpark has become the go-to distribution platform for authors who want to see their books reach brick-and-mortar bookstores, libraries, and international markets—areas where Amazon KDP has limited penetration. Powered by Ingram Content Group, the largest book distributor in the world, IngramSpark connects authors to over 40,000 retailers, libraries, and schools worldwide, including major chains like Barnes & Noble and independent bookstores across the U.S., U.K., and beyond.


What makes IngramSpark especially valuable is its professional-grade print options. Unlike KDP’s more standardized offerings, IngramSpark allows for hardcover editions, premium paper types, and specialty finishes, giving authors flexibility to match industry expectations for bookstores and libraries. For example, many indie authors aiming to secure shelf space at local bookstores find that stores are far more likely to order books through IngramSpark, since retailers prefer sourcing from their established distributor relationships rather than Amazon.


There are, however, financial considerations. IngramSpark requires a setup fee (typically $49 per title for print and eBook, or $25 for eBook-only) and applies distribution discounts of 40–55% to bookstores, which reduces author royalties compared to Amazon KDP. While this means slimmer profit margins, the trade-off is the credibility and accessibility that come with being available through the Ingram network, which bookstore buyers and librarians already trust.


Importantly, IngramSpark and Amazon KDP are complementary, not competitive. Many successful authors publish simultaneously on both platforms: Amazon KDP for direct consumer sales and Kindle reach, and IngramSpark for bookstore/library access and expanded global distribution. Together, they form a comprehensive distribution strategy that maximizes visibility while balancing reach and profitability.


For indie authors serious about establishing a presence beyond the online marketplace, IngramSpark provides the infrastructure and professional polish needed to gain traction in traditional literary spaces.




Draft2Digital: Streamlining Wide Distribution for Indie Authors


Draft2Digital (D2D) is one of the most trusted platforms for authors who want to distribute their eBooks across multiple retailers without the hassle of managing each account individually. With a single upload, your book can reach Apple Books, Barnes & Noble, Kobo, Scribd, Tolino, OverDrive, Bibliotheca, and more, giving you access to millions of readers worldwide. This makes D2D a strong partner for authors committed to “wide” distribution—a strategy designed to avoid relying solely on Amazon.


One of Draft2Digital’s biggest strengths is its user-friendly interface. Authors don’t need to be tech-savvy or hire a formatter. D2D automatically converts manuscripts into professional eBook files (EPUB, MOBI, and PDF). Their built-in formatting templates create polished interiors, complete with chapter headings, drop caps, and page breaks, all at no extra cost. Authors also benefit from clear royalty breakdowns, so it’s easy to understand earnings across different retailers.


Unlike Amazon’s KDP Select, Draft2Digital places no exclusivity restrictions on your book. You retain full control over distribution, pricing, and rights, giving you the flexibility to adjust your strategy as your career evolves. For example, many authors use KDP for Amazon sales while simultaneously distributing widely through D2D to ensure their titles appear in major alternative marketplaces and library systems.


Draft2Digital also stands out for its value-added features. Authors can generate universal book links (Books2Read), making it easy to share one link that directs readers to their preferred retailer. The platform also offers print-on-demand (POD) services, helping authors create paperback editions without upfront costs. For libraries, D2D integrates with OverDrive and Bibliotheca, two of the largest eBook lending systems, which can significantly expand readership.


Best of all, Draft2Digital operates on a commission-based model, taking 10% of the retail price per sale with no setup or upfront fees. This makes it a cost-effective solution for indie authors, especially compared to platforms like IngramSpark that charge per-title fees.


For writers who want simplicity, flexibility, and global distribution beyond Amazon, Draft2Digital is a powerful ally that helps your book reach as many readers as possible without added complexity.



Direct Sales: Maximizing Profits and Reader Connections


Direct sales put full control of your publishing business into your hands while offering the highest profit margins. Instead of relying solely on third-party retailers like Amazon or Apple, selling directly to readers allows you to keep a much larger share of each sale and develop lasting relationships with your audience.


A strong author website is the foundation of this strategy. Your site should serve as both a bookstore and a brand hub, showcasing your books, bio, blog posts, events, and media coverage. Many authors use their websites not only to sell books but also to offer exclusive content, signed editions, or special bundles that readers can’t find anywhere else.


For the sales infrastructure, platforms like Shopify, Gumroad, and Payhip make it easy to handle transactions and deliver both digital and physical editions. Shopify is especially popular with authors building a larger brand presence, while Gumroad and Payhip offer quick, cost-effective solutions for selling eBooks, audiobooks, and print-on-demand products. These tools also integrate with email marketing platforms, making it easier to build and maintain a mailing list, which is one of the most valuable assets an author can have.


The benefits of direct sales are significant:


  • Higher royalties: Instead of earning 35–70% through retailers, you keep up to 90–95% of each sale (after minimal transaction fees).


  • Reader data ownership: You gain access to valuable reader information, including email addresses, which can be used to grow your newsletter, nurture loyalty, and drive sales of future books.


  • Creative freedom: Direct sales allow for personalized offers, tiered pricing, or even subscription models that third-party platforms don’t allow.


Of course, direct sales also come with challenges. Unlike Amazon, where millions of readers are already searching for books, your direct storefront depends on your ability to drive traffic. That means active marketing through social media, SEO, podcast interviews, and email campaigns is essential to building visibility and converting readers into buyers.


For authors who treat their publishing career like a business, however, direct sales can be transformative, providing you with both financial independence and direct access to the readers who matter most.



Maximizing Your Reach with a Multi-Platform Strategy


A strong distribution plan often combines several platforms rather than relying on a single outlet. Amazon KDP is a cornerstone for most authors, with its dominance in the eBook market and convenient print-on-demand options that make it the fastest way to reach a global audience.


To extend visibility beyond Amazon, IngramSpark is particularly valuable. Its distribution network connects with bookstores, libraries, and international retailers, many of which prefer not to order directly from Amazon. Authors serious about seeing their books on physical shelves or listed in library catalogs often turn to IngramSpark as their pathway into those spaces.


For digital expansion, Draft2Digital makes it simple to reach platforms like Apple Books, Kobo, and Barnes & Noble. With a single upload, authors can ensure their eBooks are discoverable by readers who use alternatives to Kindle. The platform’s tools for universal book links and clean formatting further enhance accessibility.


Meanwhile, direct sales through an author’s website or services such as Shopify or Gumroad give writers the highest level of control. Beyond higher royalties, direct sales enable authors to build mailing lists, track reader behavior, and develop long-term engagement strategies—key elements for sustainable careers.


By blending these channels, authors create a strategy that captures Amazon’s scale, leverages IngramSpark’s retail reach, takes advantage of Draft2Digital’s multi-retailer placement, and builds deeper reader connections through direct sales. This balanced approach ensures a book is accessible across markets while also strengthening an author’s brand for the long term.



Key Considerations


When selecting where to publish, cost, compatibility, and alignment with your marketing strategy should guide your decisions. IngramSpark, for example, charges setup fees (typically $49 per title plus revision costs), making it an investment better suited for authors seeking bookstore and library distribution. By contrast, Amazon KDP and Draft2Digital require no upfront fees, allowing budget-conscious authors to get their books into circulation more quickly.


Technical requirements are another factor. Each platform has its own specifications for file types, trim sizes, and metadata. For instance, Amazon KDP accepts MOBI and EPUB formats for eBooks, while Draft2Digital only supports EPUB, and IngramSpark requires print-ready PDFs for paperbacks and hardcovers. Preparing your files to meet these standards is crucial to avoid delays and unexpected costs.


Finally, think strategically about how distribution supports your broader marketing plan. If your goal is to push bookstore placement, then highlighting your IngramSpark availability in outreach to retailers makes sense. If you’re driving readers to your own website, your promotional efforts should emphasize direct sales links and the exclusive benefits of buying directly from you.


Ultimately, the right distribution mix depends on balancing cost, technical readiness, and marketing goals. By carefully evaluating these elements, you can design a publishing strategy that makes your book accessible in the places your readers are most likely to discover it, whether that’s on Kindle, in an independent bookstore, or through your own online storefront.

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