I have ghostwritten 54+ books for clients across multiple countries. Most of my clients are in the United States and Canada, but I’ve also worked with clients in France, Greece, Singapore, and Australia. The book doesn’t care where the author lives.
Amazon sells globally. Digital distribution reaches everywhere. A reader in Melbourne or Montreal can purchase a book published from a home office in Phoenix the same day it goes live.
Crossing a border changes the strategy while access stays exactly the same. How you position the book, who you target, and how you think about your audience all depend on treating the world as your market. It drives me up the wall that so many authors publish a book the whole English-speaking world could buy and then market it as if it were only for sale down the street.
Why does English give authors a global market?
When you publish through Amazon’s KDP platform, your book becomes available across all of these marketplaces.Share on X
If your book is written in English, your addressable market includes the United States, Canada, the United Kingdom, Australia, New Zealand, Singapore, India, and every other country with a significant English-reading population. That’s billions of potential readers before you even consider translation.
For more, see qr codes for authors 2025 and publishing types.
My Australian clients sell books to American readers. My Canadian clients sell books to readers in the UK. My Singapore client’s book reaches English-speaking professionals across all of Southeast Asia.
The physical location of the author is irrelevant to where the book sells. What matters is whether the content speaks to a reader’s problem or interest regardless of geography.
This is especially true for nonfiction business books. They make up the majority of my ghostwriting work. A book about leadership doesn’t stop being relevant at the border. A book about entrepreneurship speaks to founders in Toronto and Sydney and London. A book about industry expertise reaches professionals in that industry wherever they practice. The author’s location is a biographical detail, and it puts no limit on the market.
Did Amazon Make Publishing Geography Irrelevant?
Amazon works separate marketplaces in the United States, United Kingdom, Canada, Australia, Germany, France, Italy, Spain, Japan, India, Brazil, Mexico, and the Netherlands. When you publish through Amazon’s KDP platform, your book becomes available across all of these marketplaces at the same time. A single upload creates global distribution.
Draft2Digital expands this further. Where Amazon distributes through its own marketplaces, Draft2Digital distributes to Apple Books, Barnes & Noble, Kobo, libraries through OverDrive and other systems, and dozens of additional retailers worldwide. Publishing through both platforms covers virtually every digital bookstore on the planet. Two uploads, global reach.
For print, I moved my own books to IngramSpark, and I think it’s a much more professional company. Setting up a book is easy, I get more control over where the books are distributed, and it still puts them on Amazon. The one thing I lost was KDP Select, and I’d make that trade again.
Most authors set up their book on the US Amazon marketplace and forget about the rest.
This is leaving money and readers on the table. Each marketplace has its own bestseller lists, its own search algorithms, and its own promotional opportunities. A book that faces heavy competition in the US market might find less competition and more visibility in the UK or Australian marketplace for the same keywords.
The practical step is simple: when you set up your book, optimize your metadata for international search terms as well as American ones. Spelling, terminology, and cultural references vary across English-speaking markets, and a book description that connects with an American audience might need slight adjustments to connect with readers elsewhere. Skipping this is lazy, and it costs sales the author never even knows they lost.
Should You Translate Your Book?
Beyond English-speaking markets, translation makes your book accessible to readers worldwide. The economics of translation have changed dramatically.
Professional translation still requires investment, but platforms like Babelcube connect authors with translators on a royalty-share basis, eliminating upfront translation costs entirely. The translator earns a percentage of sales in the translated edition. That means you can test a new language market without financial risk. If the translated edition sells, everyone earns. If it doesn’t, you haven’t lost thousands on a translation that went nowhere.
I’ve used Babelcube many times and it works great. My French client published in both French and English, reaching readers across two major language markets from a single book project.
The content was the same. The expertise was the same. The investment in translation expanded the book’s reach to hundreds of millions of additional potential readers.
Translation works best when the book’s subject has universal appeal. Business expertise, personal development, industry knowledge, and memoir all translate well because the human experiences and professional challenges they address cross cultural boundaries. Highly localized content, such as a book about US tax law, has less translation potential. But most books written for a professional audience address problems that exist in every market.
I think authors who rule out translation because of the cost are working from an old picture of the business. The royalty-share model took most of the risk away, and a good nonfiction book sitting in one language when it could be earning in three is money and readers the author gave up without a fight.
What International Clients Teach Me
Working with clients across six countries has taught me that the fundamentals of a good book are universal. The structure that works for an American CEO works for an Australian entrepreneur. The interview process that draws out engrossing stories from a Canadian executive draws out equally gripping stories from a client in Greece.
For more on selling your book in a flooded market, hear Richard on Author to Authority.
People everywhere have expertise worth sharing and stories worth telling.
I think authors who rule out translation because of the cost are working from an old picture of the business.
What varies is positioning. A book aimed at the American market might emphasize different cultural touchpoints than one aimed at a European or Asian audience. The core expertise stays the same, but how you frame it for readers in different markets can make the difference between a book that connects and one that feels foreign.
For most of my clients, the primary market is the one where they live and do business. The book establishes their authority in their home market first. International reach is a bonus that comes naturally from publishing on global platforms. They don’t need a separate international strategy. They just need a good book on a platform that reaches everywhere.
Do audiobooks and ebooks help international sales?
The expansion of audiobook platforms has accelerated international reach. Audiobooks distributed through Audible are available globally. Spotify entered the audiobook market and expanded to dozens of countries. A single audiobook production creates a product that reaches listeners worldwide without additional investment per market.
Digital formats in general favor international distribution. There are no shipping costs, no customs delays, no warehousing requirements. An ebook purchased in Singapore is delivered instantly at the same cost as one purchased in New York. This frictionless distribution means every digital sale you make has the same margin regardless of where the buyer lives.
For authors who want physical books in international markets, Amazon’s print-on-demand service handles this too.
Books are printed close to the buyer’s location, reducing shipping costs and delivery times. A reader in London gets a physical copy printed in the UK. A reader in Sydney gets one printed in Australia. The author doesn’t manage any of this.
Think Bigger
The authors who get the most from their books think about their audience in global terms from the moment they start planning what the book will say and who it’s for, long before publication.
If your expertise is valuable in one country, it’s almost certainly valuable in others, and your story will connect with readers who share the same challenges elsewhere. The platforms reach them and the distribution is already built. I think an author who leaves all of that unused is throwing away most of the readers the book could ever have, and nobody else is going to go find them on the author’s behalf.
If you’re ready to write a book that reaches readers beyond your own borders, start with a conversation. I work with clients internationally and understand how to position a book for global reach from the start. My AI-Enhanced Publishing Handbook covers the publishing and distribution side in detail.
My take
Publish for the world from day one, because the distribution already exists and costs you nothing extra. Amazon sells everywhere, print-on-demand prints close to the buyer, and ebooks arrive instantly. An English book has readers in every English-speaking market. Plan the book with those readers in mind before you write chapter one. Nobody else is going to hunt them down for you. Leave them out and you’ve chosen a smaller book.
International Publishing FAQ
The book on this: Publish Your Book is 198 pages on every major publishing path and how the platforms really differ. That’s where the international questions get decided.
Global reach starts with the publishing choices you make at home. Publish Your Book is my self-publishing guide, comparing five platforms from the author who has published 100+ titles since 2016.
