Why Self-Publish Without Amazon?
Amazon dominates the self-publishing conversation. KDP (Kindle Direct Publishing) is convenient, and the Kindle audience is enormous. But relying on a single platform creates real risks: algorithm changes, account suspensions, fee increases, and thin margins after Amazon takes its cut.
Self-publishing without Amazon doesn't mean abandoning ebook sales or print distribution. It means building a diversified strategy that keeps more money in your pocket and gives you genuine control over your book's future.
This guide walks you through the practical steps to self-publish a book across multiple channels, from direct sales to library systems to independent retailers.
Understand Your Distribution Options
Before you publish, know what channels exist and what each one offers.
Direct-to-Reader Sales
Selling directly from your own website or platform cuts out the middleman entirely. You keep 100% of the revenue (minus payment processing fees, typically 2–3%).
- Gumroad or SendOwl: Host and sell ebooks directly. Simple setup, good for building an email list.
- Your own website: Use WooCommerce (WordPress), Shopify, or Squarespace. More control, but you manage everything.
- Patreon: If you're publishing serially or want a subscription model.
Direct sales require you to drive traffic yourself—no algorithm helps. But loyal readers who buy from you directly are gold: they're on your email list, more likely to buy your next book, and less sensitive to price changes.
Independent Ebook Retailers
These platforms don't require exclusivity (unlike KDP Select) and reach readers outside Amazon's ecosystem.
- Smashwords: Aggregator that distributes to Apple Books, Kobo, Barnes & Noble, and others. Takes 15% of retail price.
- Draft2Digital: User-friendly aggregator with better author payouts (25% of retail). Excellent formatting tools.
- Findaway Voices: Primarily audio, but also ebook distribution to 50+ retailers.
- IngramSpark: Print-on-demand for paperback and hardcover, plus ebook distribution. Higher upfront costs, but professional quality.
Aggregators handle the technical work of getting your book into multiple stores, but you trade a percentage of sales for that convenience.
Library and Institutional Sales
Libraries buy ebooks through vendors like Smashwords, Draft2Digital, or directly via Ingram. This channel builds credibility and reaches readers who don't buy retail.
- Libraries typically pay 40–50% of retail price per copy.
- Your book gets cataloged in library systems (increased discoverability).
- No direct marketing required—libraries do the promotion.
Print-on-Demand Without Amazon
IngramSpark is the professional standard. Unlike Amazon's print service, Ingram has relationships with bookstores, libraries, and international distributors.
- IngramSpark charges setup fees (~$49 for ISBN, ~$25 for cover proofs).
- Per-book printing costs are higher than KDP, but bookstore orders are possible.
- Your book gets into Ingram's catalog, accessible to independent bookstores.
Step-by-Step: Building a Non-Amazon Self-Publishing Plan
Step 1: Prepare Your Manuscript and Metadata
Before distributing anywhere, you need:
- A professionally edited manuscript (or edited by you, thoroughly).
- A compelling book description, keywords, and categories.
- A professional cover (DIY or hired designer).
- An ISBN (you can buy your own or use free ISBNs from some aggregators—but owned ISBNs are better for long-term control).
Metadata matters everywhere, not just Amazon. Good descriptions and keywords help readers find you on Apple Books, Kobo, and other retailers. Tools like SelfPublishing.pro's AI metadata generator can save time here, or you can research competitor titles in your genre.
Step 2: Format for Multiple Formats
Different retailers need different files:
- Ebook (EPUB): The universal format for most retailers. EPUB 3 is the current standard.
- Ebook (MOBI/AZW): If you sell on Kindle later, you'll need this. Many aggregators convert EPUB to MOBI automatically.
- PDF: For print-on-demand and direct sales.
Formatting is critical. A poorly formatted ebook looks unprofessional and gets bad reviews. Use a tool like Vellum (Mac/Windows, ~$200 one-time) or hire a formatter. Many aggregators offer formatting services, too.
Step 3: Choose Your Primary Distribution Channel
Start with one or two platforms, then expand:
For ebook-first authors: Draft2Digital or Smashwords. Both aggregate to multiple retailers. Draft2Digital is simpler; Smashwords reaches more stores but has a steeper learning curve.
For print-focused: IngramSpark for paperback/hardcover, combined with an ebook aggregator for digital sales.
For maximum control: Sell direct from your website (using Gumroad or WooCommerce) plus one aggregator for retail reach.
Step 4: Upload and Distribute
Each platform has its own upload process. General steps:
- Create an account.
- Upload manuscript file (EPUB or PDF).
- Upload cover file (usually 300 DPI, specific dimensions per platform).
- Enter metadata: title, description, author name, keywords, categories.
- Set pricing and royalty rates (varies by platform).
- Submit for distribution.
Processing times vary: Draft2Digital is same-day; Smashwords takes 2–5 days; IngramSpark takes 1–2 weeks for print.
Step 5: Set Up Sales Tracking
Without Amazon's dashboard, you'll have multiple reports to track. Each retailer has its own sales portal:
- Draft2Digital: Real-time dashboard with sales by retailer.
- Smashwords: Monthly reports, downloadable as spreadsheet.
- IngramSpark: Quarterly royalty reports.
- Apple Books / Kobo / B&N: Each has its own dashboard if you upload directly.
Consolidating this data manually is tedious. Consider a spreadsheet template or use a tool that aggregates sales across retailers. SelfPublishing.pro's sales reports feature, for instance, tracks multi-platform sales in one place if you're using their distribution service.
Pricing Strategy Without Amazon's Algorithm
Amazon's algorithm rewards lower prices and exclusivity (KDP Select). Without that pressure, you have more freedom:
- Ebook pricing: $2.99–$4.99 for debut fiction; $4.99–$9.99 for established authors or non-fiction.
- Print pricing: Use IngramSpark's calculator to ensure you cover printing costs plus margin. Typical markup: 40–60% above printing cost.
- Direct sales: You can price higher than retailers (since you keep 100%) or match retailer prices to drive traffic to your site.
Test pricing over time. Unlike Amazon, most aggregators let you change prices without penalties, so experiment to find your sweet spot.
Marketing Without Amazon's Visibility
Amazon's algorithm gives some visibility for free. Without it, you must drive traffic yourself.
- Email list: Build this from day one. It's your most valuable asset.
- Social media: TikTok, Instagram, and BookTok are powerful for book discovery now.
- Book blogs and review sites: Goodreads, NetGalley, and independent book bloggers.
- Author websites: A simple site with a sales page and email signup converts readers.
- Paid ads: Facebook, BookBaby, or Findaway ads can drive sales across retailers.
Direct-to-reader sales require more upfront marketing work, but you build genuine audience loyalty.
Common Mistakes to Avoid
Spreading too thin. Don't upload to every platform immediately. Start with one aggregator and one direct sales channel. Expand after you understand the process.
Neglecting metadata. Keywords, categories, and descriptions matter on every platform. Poor metadata = poor discoverability.
Underpricing. Many new authors underprice to compete with Amazon. Remember: you're not competing with Amazon's algorithm; you're building your own audience.
Ignoring print. Even in 2024, print sales matter. Don't skip print-on-demand just because ebooks are easier.
Forgetting ISBN strategy. Buy your own ISBNs so you own your metadata across retailers. Free ISBNs (from Smashwords, for example) tie your book to that platform.
The Reality: It Takes More Work, But You Keep More Money
Self-publishing without Amazon is absolutely viable. You'll earn higher royalties per sale, keep control of your book's pricing and metadata, and build a diversified revenue stream.
But it requires more legwork: formatting, uploading to multiple platforms, tracking sales across retailers, and driving your own marketing.
If you're comfortable with that trade-off—and many successful authors are—you'll find that self-publishing without Amazon dependency is liberating and profitable.
Start with one platform, one format, and one marketing channel. Once that's running smoothly, expand. The goal isn't to be everywhere immediately; it's to build a sustainable, author-controlled publishing business.
Next Steps
Ready to move forward? Here's your checklist:
- ☐ Finalize and proofread your manuscript.
- ☐ Create or commission a professional cover.
- ☐ Format your manuscript for EPUB and PDF.
- ☐ Write your book description and select keywords.
- ☐ Buy your own ISBN (if doing print).
- ☐ Choose your primary distribution channel (Draft2Digital, Smashwords, or IngramSpark).
- ☐ Upload and distribute.
- ☐ Set up a simple sales tracking spreadsheet.
- ☐ Plan your first marketing push (email list, social media, or paid ads).
Self-publishing a book without Amazon is not only possible—it's increasingly popular among authors who want control and better margins. Take your time, do it right, and you'll build a publishing career that works for you.