There are a lot of parts in the publishing process that happen behind closed doors. It’s not necessarily because these things have to be kept secret, it’s simply that the industry tends to compartmentalize. For some authors, they may prefer it this way, choosing to focus solely on the writing. But for the modern author—whether you’re self-published or traditional—it’s important to have a foundational understanding of each phase of the process that takes your book out into the world. We can’t thrive as entrepreneurs if we leave blind spots in the process. For authors, especially those looking to self-publish, understanding how book distribution works is extremely important. Distribution can be the difference between reaching a wide audience and having your work remain largely unknown. 

But what exactly is book distribution, and how does it work in today’s publishing industry? Here is a deep dive into what book distribution is, the various methods available to authors, and tips to make your way through the complex world of getting your book out to readers.

What is Book Distribution?

Book distribution is essentially the process of making your book available to potential buyers and readers, whether that is through physical bookstores, online retailers, or directly to the customer. Distribution is the step in the publishing process that bridges the gap between the publisher or author and the market, making sure that a book can be found, ordered, and purchased by readers.

There are two main types of distribution: physical and digital.

The format can determine different types of distribution depending on the route you’re going. Or your distribution can come from a single source regardless of format (i.e. Amazon). Physical distribution focuses on getting your book onto the shelves of brick-and-mortar bookstores and libraries, while digital distribution is more focused on making your ebook or audiobook available on online retailers. Whether you choose to focus on one or both of these types of distribution will depend on your publishing goals.

The Traditional Distribution Model

Historically, the most common method of book distribution has been through traditional publishing houses like the “big five”. In this traditional book distribution system, publishers handle everything from editing and design to marketing, and, most important, distribution. They work with large retailers and distributors, such as Ingram or Baker & Taylor, to get books into bookstores, libraries, and retail outlets. 

In this traditional style of book distribution, the distributors act as middlemen. They acquire large quantities of books from publishers and then sell them to retailers. Retailers then turn around and sell these books to readers, usually at a higher price, earning a margin on the sale. For authors working with traditional publishers, distribution is often handled behind the scenes, leaving the publisher to negotiate terms and manage the relationships with retailers and distributors. 

In this set up, the author has very little (if any) say in where the books go and how they are distributed. That being said, if there’s a local bookstore you’d like for your book to be in, it may be possible to work with your publisher to make that happen, or the bookseller directly.

The Rise of Self-Publishing and Changes in Distribution

The rise of self-publishing platforms has caused the traditional distribution model to no longer be the only option available to authors. Self-published authors now have more control over how their books are distributed, but they also have more responsibility. While this self-publishing style gives authors more autonomy and potential profits, it also means that you have to go through the distribution process on your own. 

For self-published authors, there are so many routes to consider:

  • Direct-to-Consumer Sales: This is the process of selling books to readers through an author’s website or at events like book fairs or signings. While this method gives you the most profit because it cuts out the middleman, it can be difficult to sell to a broader audience around the world or country. 
  • Print-on-Demand (POD): Print-on-demand services allow authors to only have their books printed once a purchase is made. This gets rid of the need for large mass printings of your book and lowers a lot of upfront costs. Companies like Amazon’s KDP Print (formerly called CreateSpace) and IngramSpark offer POD services to authors that also include distribution options. These platforms can give you access to have your book sold through online retailers like Amazon, Barnes & Noble, and even independent bookstores that place special orders. 
  • Aggregators: Aggregators are services that help authors distribute their books across multiple platforms. Companies like PublishDrive or Draft2Digital can save authors a lot of time by managing relationships with multiple retailers. Instead of uploading your book to each platform separately, you can upload it once to an aggregator, which will then distribute it to a lot of online stores for a fee. 

The Importance of ISBNs

One very important part of the book distribution process that is not talked about a lot is the ISBN, or International Standard Book Number. An ISBN is a unique number that your book has to be identified easily and it is required for most book distribution channels. The ISBN makes it easier for booksellers, libraries, and online retailers to accurately track, order, and sell your book. Traditional publishers provide ISBNs for the books they produce, but if you choose to go the self-publishing route you will need to purchase your own. In some cases, self-publishing platforms like Amazon offer free ISBNs, but these may come with limitations.

Getting Your Book into Bookstores

For many authors, the dream is to see your book on the shelves of local or national bookstores. This can be a more difficult process for self-published authors, but it is not impossible.

  • Wholesaler Relationships: Bookstores generally do not buy directly from authors, they purchase from wholesalers. To get your book into stores you will need to work with a distributor or wholesaler like Ingram or Baker & Taylor. These companies will take a percentage of your book sales in exchange for making your book available to big retail stores. 
  • Consignment: Another option available for self-published authors is consignment, where an author works directly with local bookstores to place a small number of books in the store. The bookstore agrees to sell your book on your behalf, and you will typically only be paid if your books sell. This can be a great way to build relationships with local bookstores and grow your audience personally. 

Learning Royalties and Discounts

When distributing your book, you will also need to remember and learn about the financial aspects, like royalties and discounts. Bookstores and retailers will generally want a discount off the retail price of the book, usually around 40-55%. This means that for each book that the retailer sells, the retailer will get to keep that percentage and you receive the remaining amount. 

For digital books, royalties will be different for each platform. For example, Amazon offers a royalty rate of 70% on eBooks priced between $2.99 and $9.99, but for any books priced outside this price range, the rate drops to 35%. Other online publishing and distributing platforms have their own royalty structures, so it is important to research and understand the terms or service before you commit to a specific distributor.

Book distribution is one of the most important parts of publishing a book, whether you are choosing to go the traditional or self-publishing route. Understanding the different methods of distributing your book, whether that be through traditional channels, print-on-demand services, or direct-to-consumer sales, can empower you as an author to make the best decisions for your book. While the world of distribution is big and may seem daunting, with a little research and the right platforms, it is entirely possible to get your book into the hands of eager readers.