This guide covers the distribution channels available to self-published authors: online retail, bookstore wholesale, direct sales, library placement, and digital platforms. Each channel has different requirements, costs, and margin structures.

Distribution Channels Overview

Channel	Reach	Margin	Key Requirements
Amazon (KDP Print or inventory)	Global online	Moderate	ISBN, barcode, Amazon account
Bookstore distribution (Ingram)	40,000+ retailers	Low to moderate	ISBN, retailer discount, returnability
Direct sales (events, website)	Targeted	Highest	Printed inventory
Library placement	Regional to national	Low to moderate	ISBN, LCCN, hardcover recommended
eBook platforms	Global digital	Moderate to high	EPUB or MOBI file

Most authors use two or more channels.

Amazon

Amazon is the largest online book retailer. Self-published authors list books through three paths:

KDP Print

Amazon’s Kindle Direct Publishing platform prints and ships individual copies as orders arrive. You upload files, set a list price, and earn a royalty on each sale after Amazon deducts its printing cost.

No upfront inventory cost
Amazon handles printing and shipping
Limited paper, binding, and trim size options compared to short-run printing
Per-unit printing cost higher than bulk ordering

Amazon Advantage

A consignment program where you ship your own printed inventory to Amazon’s warehouse. Amazon handles sales and fulfillment and takes a 55% discount off the list price.

You control print quality by using your own printer
Requires maintaining inventory at Amazon’s warehouse
55% discount reduces margin significantly

Third-Party Seller

List your book on Amazon as a marketplace seller. You handle storage and shipping, or use Fulfillment by Amazon (FBA) for warehouse and shipping services.

You set your own price
FBA involves storage fees
Third-party listings may appear less prominent than publisher listings

All Amazon listings require an ISBN and barcode. See the ISBN guide for purchasing.

Bookstore Distribution

Bookstores order from distributors and wholesalers:

A distributor actively sells your book to retailers. Distributors have sales teams that pitch titles to bookstore buyers. Examples: Ingram Publisher Services (IPS), Independent Publishers Group (IPG). Distributors take 25—30% of the list price on top of the retailer discount.
A wholesaler makes your book available for stores to order but does not actively sell it. Ingram (through IngramSpark) and Baker & Taylor are the two dominant wholesalers.

IngramSpark

IngramSpark connects your book to Ingram’s network of over 40,000 retailers and libraries worldwide. To make your book orderable by bookstores:

Set a retailer discount of 40—55% off the list price (industry standard)
Enable returns (stores stock returnable titles more readily)
Price competitively for your genre

For a comparison of Origin Books short-run printing and IngramSpark’s print-on-demand model, see Origin Books vs. IngramSpark.

Independent Bookstores

Many independent bookstores work with local and regional authors:

Consignment: The store stocks your book and pays you when it sells, typically keeping 40% of the retail price.
Events: A reading or signing event draws foot traffic for both you and the bookstore.
Sell sheets: A one-page document with your book’s details, pricing, ISBN, and cover image helps bookstore buyers evaluate titles.

Direct Sales

Direct sales produce the highest per-book margin. No retailer discount, distributor percentage, or platform fee applies.

Direct Sales

Sell directly through your own website, at events, or through bookstores. You keep the full sale price minus printing costs.

Author Website

Selling through your own website (via Shopify, WooCommerce, or a payment processor) keeps the full margin. You handle packing and shipping.

Events

In-person events --- book signings, readings, conferences, farmers markets, and festivals --- put you directly in front of buyers. Professionally printed books with quality cover finishes stand out on a display table.

Library Sales

Libraries purchase books through many of the same channels as bookstores.

Library of Congress Control Number (LCCN)

An LCCN is a cataloging identifier that libraries use to locate and organize titles. Apply through the Library of Congress Preassigned Control Number Program before publication. There is no fee.

Library Channels

Ingram and Baker & Taylor are the two primary library suppliers. Having your book listed through IngramSpark makes it orderable through standard library acquisition systems.
Direct outreach to local public and academic libraries works for regional titles. Many libraries accept donated copies for review and welcome author events.
Hardcover editions are preferred by libraries for shelf durability.

Review Sources

Reviews from recognized publications improve library adoption:

Kirkus Reviews (Indie review service)
Library Journal
Foreword Reviews
BlueInk Review

eBook Distribution

An eBook edition expands reach to digital readers with no inventory cost. Major platforms include Amazon KDP, Apple Books, Kobo, and Barnes & Noble Press. Aggregators like Draft2Digital distribute to multiple platforms from a single upload.

eBook files require EPUB or MOBI formatting. Origin Books offers eBook conversion services. See Design Services for details.

How Printing Choices Affect Distribution

Format and specification decisions made during printing directly affect distribution:

ISBN: Each format (softcover, hardcover, eBook) requires its own ISBN. See the ISBN guide.
Barcode: A Bookland EAN barcode encoding your ISBN and price appears on the back cover. See the file preparation guide.
Trim size: Standard trim sizes (5.5 x 8.5, 6 x 9) match reader expectations and bookstore shelf space.
Binding: Hardcover for library durability. Softcover for retail and events. Spiral for reference and educational use.
Inventory quantity: Short-run printing allows ordering the right quantity per channel --- 100 for events, 250 for broader distribution --- without overcommitting.

For a full breakdown of all publishing costs, see Cost to Self-Publish a Book.

Last updated: January 2026