How to Get Your Self-Published Book in More Hands

In today’s self-publishing landscape, successfully publishing your book is only half the battle. The other half—arguably the more challenging part—is getting your masterpiece into the hands of readers. While many authors default to Amazon exclusivity, limiting yourself to a single channel could mean missing out on vast potential audiences and revenue streams.

With over 1.7 million books self-published in the US alone last year, standing out requires strategic distribution across multiple platforms. This comprehensive guide explores how indie authors can expand their reach beyond the Amazon ecosystem to maximize sales and readership.

Understanding the Distribution Landscape

Distribution channels are the pathways your book takes to reach readers. For traditionally published authors, publishers handle this complex network. As a self-published author, this responsibility falls on your shoulders—but it also means you retain complete control over where and how your book is sold.

The “wide” distribution approach (selling through multiple retailers rather than exclusively through one) offers several advantages:

• Risk mitigation: Not being dependent on a single retailer’s policies or algorithms
• Broader audience reach: Accessing readers who prefer platforms other than Amazon
• Multiple revenue streams: Creating financial stability through diversified income sources
• Global market penetration: Reaching international readers through local retailers

Before diving into specific channels, ensure your book has a properly registered ISBN. An ISBN (International Standard Book Number) is your book’s unique identifier, essential for distribution beyond Amazon. At ISBNdirect, we provide affordable ISBNs starting at just $19, significantly lower than the industry standard of $125+ through Bowker directly.

Online Retail Platforms Beyond Amazon

While Amazon commands approximately 68% of online book sales, that leaves a substantial 32% of the market across other platforms:

Major E-Retailers Worth Considering

Apple Books

• Market share: Approximately 10% of ebook sales
• Royalty rate: 70% regardless of price point
• Direct upload available through Apple Books for Authors
• Notable for strong international presence, especially in Europe and Australia

Barnes & Noble Press

• Appeals to traditional bookstore shoppers who’ve gone digital
• 70% royalty for ebooks priced $2.99-$199.99
• Strong for specific genres like romance and mystery
• User-friendly direct upload process

Kobo

• Dominates in Canada and has strong international presence
• Access to Kobo Plus subscription service
• Partnership with Walmart in the US
• Excels with international and non-US English markets

Google Play Books

• Global reach through Android devices
• 70% royalty rate (after Google’s transaction fee)
• Complex pricing system but valuable for international sales
• Particularly strong in academic and technical books

Aggregator Services vs. Direct Upload

Rather than managing uploads to each platform separately, many authors use aggregator services:

Draft2Digital

• Distributes to 20+ platforms including libraries
• Takes 10% commission but simplifies the process
• Offers formatting tools and universal book links
• No upfront fees (commission-only model)

PublishDrive

• Access to 400+ stores including Chinese markets
• Subscription pricing model rather than commission
• Strong analytics and marketing tools
• Excels with international distribution

IngramSpark

• Combined ebook and print distribution
• Access to 40,000+ retailers, libraries and schools
• $49 setup fee per title (often subject to promotional discounts)
• Required for serious print distribution beyond Amazon

Each ISBNdirect customer receives a book profile in our portal that makes submitting to these platforms significantly easier. With our ISBN service starting at just $19, you’re saving hundreds compared to traditional publishing while maintaining complete distribution flexibility.

Physical Bookstore Distribution Strategies

Breaking into brick-and-mortar stores represents a significant milestone for many self-published authors. While challenging, it’s far from impossible:

Working with IngramSpark

IngramSpark connects your book to Ingram Content Group’s distribution network—the same system used by major publishers. Key considerations:

• Set your discount at 55% to match industry standards (this is what bookstores expect)
• Make your book returnable (though this carries some financial risk)
• Use a professional cover and interior design
• Ensure your book has a unique ISBN (separate from any ebook or Amazon-exclusive print ISBN)

Independent Bookstores

Independent bookstores often support local authors and may be more receptive than chains:

1. Research stores that carry books in your genre
2. Create a one-page sell sheet with:
   • Book details including ISBN and price
   • Short compelling description
   • Author bio emphasizing local connections
   • Order information (available through Ingram, etc.)
   • Professional cover image
3. Offer consignment arrangements (typically 60/40 split in the store’s favor)
4. Propose author events or readings to increase store interest

With an ISBNdirect ISBN properly registered in the Bookwire database, bookstores can easily look up your title’s details, lending professional credibility to your approach.

Library Market Opportunities

Libraries purchase billions of dollars worth of books annually and represent an often-overlooked opportunity for self-published authors:

Digital Library Platforms

OverDrive (Libby)

• Supplies 90% of public libraries in the US
• Accessible through Draft2Digital or direct application
• Requires professionally produced book with ISBN

Hoopla

• No-rejection policy makes it accessible for self-published titles
• Pay-per-borrow model
• Available through distributors like Draft2Digital

SELF-e

• Curated service specifically for indie authors
• Free submission with potential for paid inclusion in their premium catalog
• Good for building library credentials

Physical Library Acquisitions

When approaching local libraries:

• Research their collection development policy
• Emphasize local connection or relevance
• Provide professional reviews if available
• Offer to donate a copy for consideration

Libraries require proper metadata, which starts with a registered ISBN. Your ISBNdirect ISBN includes a Bookwire profile, making your book discoverable to library acquisition systems.

Direct Sales Channels

Selling directly to readers offers the highest profit margin and valuable customer data:

Author Website Sales

• Platforms like Shopify, WooCommerce, or Payhip make setup straightforward
• Retain 95%+ of the retail price versus 70% on other platforms
• Collect reader emails for future marketing
• Bundle formats (signed print + ebook) for unique offerings

In-Person Events

• Book fairs and conventions
• Speaking engagements
• Writing conferences
• Local markets and craft fairs

Local Specialty Outlets

Think beyond bookstores to places relevant to your content:

• Gift shops
• Tourist destinations
• Specialty stores related to your book’s theme
• Local businesses willing to support local authors

Direct sales require a professional appearance, which includes a registered ISBN and barcode. ISBNdirect provides high-resolution barcode files in multiple formats as part of our $19 ISBN package.

Audiobook Distribution

With audiobooks growing at 25% annually, this format demands consideration:

ACX/Audible

• Largest audiobook retailer (owned by Amazon)
• Exclusive and non-exclusive options (with different royalty rates)
• Production tools and narrator marketplace

Findaway Voices

• Distributes to 40+ platforms including libraries
• No exclusivity requirements
• Higher royalty rates than exclusive ACX
• Production services available

Authors Republic

• 65% royalties across all platforms
• No exclusivity requirements
• Lower barrier to entry than other platforms

While audiobooks use ISBNs differently than print books, having a consistent ISBN presence across all your book formats creates a professional author profile. ISBNdirect’s multi-ISBN packages (starting at just $35 for two ISBNs) make this professional approach affordable.

Creating a Distribution Strategy Timeline

Rather than tackling all channels simultaneously, consider this phased approach:

Pre-Launch (2-3 months before publication)

• Secure your ISBN through ISBNdirect ($19)
• Set up your book on IngramSpark for wide print distribution
• Prepare your ebook files for multiple platforms

Launch Phase (Publication month)

• Release on Amazon (KDP) and 2-3 additional major platforms
• Focus marketing efforts on these core channels
• Establish direct sales through your website

Expansion Phase (3-6 months post-launch)

• Add additional online retailers based on initial performance
• Begin approaching independent bookstores
• Submit to library platforms

Maturity Phase (6+ months)

• Explore international markets
• Consider additional formats (audiobook, large print)
• Refine strategy based on sales data

ISBNdirect’s self-service portal allows you to manage your book’s metadata and track where it’s registered, making this phased approach significantly easier.

Maximizing Your Distribution Success

As you expand your distribution footprint, keep these best practices in mind:

1. Maintain consistent pricing across platforms (accounting for differing royalty structures)
2. Create platform-specific links for your marketing materials
3. Track performance data to identify which channels deserve more attention
4. Maintain updated metadata across all platforms when you make changes
5. Consider the impact of exclusivity programs before enrolling

Conclusion

While Amazon offers the path of least resistance for self-published authors, limiting yourself to a single channel means leaving significant opportunities untapped. With strategic planning and the right tools—starting with a properly registered ISBN—indie authors can build distribution networks that rival traditional publishers.

ISBNdirect’s affordable ISBN service (starting at just $19) gives authors the professional foundation needed for wide distribution without the traditional publisher price tag. Our self-service portal and Bookwire registration ensure your book has the proper metadata to succeed across all the channels discussed in this article.

Remember: distribution isn’t just about availability—it’s about discovery. Each new channel introduces your book to readers who might never have found it otherwise. By thinking beyond the default single-platform approach, you dramatically increase your book’s chances of finding its audience.

Ready to expand your book’s reach? Get started with ISBNdirect today and take the first step toward truly wide distribution.