Self-Publishing Platforms: Where to Publish Your Book
The platform you publish on determines who can find your book, what formats are available, what royalties you earn, and how much control you retain over pricing and distribution. Choose the wrong platform, or fail to use the right combination, and you’ve limited the reach of the book before a single reader sees it. I’ve made that mistake myself and paid for it in sales I never knew I missed.
I’ve published 113+ books across multiple platforms and formats. This is what each major platform offers and when to use it. For more, see publishing types and self-Publishing from someone who has done it 113 times.
Which Ebook Platforms Should You Publish On?
From Author Talks
Deece Casillas is a touring stand-up comedian who self-published around 2010 and released his first special on a name-your-price basis. He talked about controlling distribution on Author Talks.
Amazon Kindle Direct Publishing (KDP) is the dominant ebook platform. Most self-published authors start here because Amazon controls the largest share of the ebook market. KDP offers up to 70% royalties (on books priced $2.99-$9.99), a simple interface for managing book details and sales data, and access to Kindle Unlimited if you enroll in KDP Select (which requires exclusivity). The trade with KDP Select is reach for exclusivity: Kindle Unlimited readers in exchange for every other retailer. Whether that is worth it depends entirely on where your readers already are, and most authors guess instead of checking.
Draft2Digital (D2D) is the primary aggregator for distributing ebooks to non-Amazon retailers. D2D distributes to Apple Books, Barnes and Noble, Kobo, Scribd, libraries, and dozens of other outlets. Their interface converts Word documents into properly formatted ebooks, which saves time. D2D absorbed Smashwords in 2023, so if you see older references to Smashwords as a separate platform, that’s outdated. D2D is now the single platform covering that distribution network.
Apple Books can be accessed directly (bypassing D2D) through Apple Books for Authors. Direct publishing with Apple gives you slightly higher royalties than going through an aggregator, but adds another platform to manage. Do it if a significant part of your audience reads on Apple devices.
Kobo Writing Life offers direct publishing to Kobo’s global network spanning 190 countries. Kobo has a strong international presence, particularly in Canada, and their promotional tools for authors are competitive. Like Apple, you can publish to Kobo directly or through D2D.
Barnes and Noble Press lets you publish ebooks and print books for free with access to the largest physical bookstore chain in the United States. The ebook side is smaller than Amazon but reaches a dedicated reader base.
Print Platforms
Amazon KDP Print (integrated into KDP) handles print-on-demand paperbacks and hardcovers distributed through Amazon. No upfront costs. You upload your formatted interior and cover, and Amazon prints copies as they sell. The quality is acceptable for most books, and the distribution is Amazon-only unless you also use other print platforms.
IngramSpark is the professional-grade option for print distribution. IngramSpark gives you access to Ingram’s global distribution network, which reaches bookstores, libraries, and online retailers worldwide. They offer a wider range of trim sizes, paper types, and binding options than KDP Print. IngramSpark is how you get your book into physical bookstores and library catalogs. There are setup fees per title, but the distribution reach justifies the cost for authors who want broad availability.
Lulu offers print-on-demand for paperbacks, hardcovers, photo books, and specialty formats. Lulu distributes to Amazon, Barnes and Noble, and other retailers. It’s a good option for specialized formats (workbooks, photo books, large-format publications) that don’t fit standard KDP Print templates.
Blurb specializes in photo books, magazines, and visually intensive publications. Their BookWright software gives you full design control over layout. Blurb is the right choice for image-heavy projects instead of standard text-based books.
Audiobook Platforms
ACX (Audiobook Creation Exchange) is Amazon’s audiobook production and distribution platform. ACX distributes to Audible, Amazon, and Apple Books. You can narrate the book yourself or hire a narrator through the platform. ACX offers two payment models: pay the narrator upfront (you keep higher royalties) or share royalties with the narrator (no upfront cost but lower per-sale earnings). ACX has exclusivity requirements for their royalty-share model.
Findaway Voices distributes audiobooks to a wide network of retailers and libraries beyond the Amazon/Audible ecosystem. If you want your audiobook available on platforms like Scribd, Kobo, Google Play, and library systems, Findaway provides that reach. They also offer narrator matching services.
The book on this: Publish Your Book is 198 pages on every major publishing path, how the platforms really differ, and how to pick the one that fits the goal you have for the book.
Draft2Digital expanded into audiobook distribution through its partnership with Findaway Voices, so you can manage ebook and audiobook distribution from a single dashboard. For more on books as a networking asset, hear Richard on Networking Unleashed.
How Do You Choose a Self-Publishing Platform Strategy?
Most authors benefit from a multi-platform approach instead of going exclusive to any single platform. A common strategy:
Ebook: KDP for Amazon, D2D for everywhere else. Or KDP Select for Kindle Unlimited access if your genre benefits from it (romance, science fiction, and fantasy readers use KU heavily).
Print: KDP Print for Amazon distribution, IngramSpark for bookstores, libraries, and global retail. Running both gives you the widest print reach.
Audiobook: ACX for Audible/Amazon/Apple, Findaway for broader distribution.
The decision depends on your genre, your audience’s buying habits, and how much time you want to spend managing multiple platforms. The AI-Enhanced Book Promotion Handbook covers platform strategy as part of the complete promotion process.
If you’re working with me on a ghostwriting project and want guidance on which platforms to use, that’s part of the conversation. Schedule a consultation to discuss your project.
