The Ultimate Guide to Book Distribution for Aspiring Writers
By Mary Kole
Mary Kole is a former literary agent, freelance editor, writing teacher, author of Writing Irresistible Kidlit, and IP developer for major publishers, with over a decade in the publishing industry.
Publishing a book is no easy feat. From writing, editing, and formatting, to finding the right publishing avenue, the process can often be exhausting and confusing. Then, there is the issue of how to get your book out there for readers to purchase. Luckily, the book distribution process is an area where the publishing industry is constantly evolving to help make this happen efficiently and successfully for all. Here, I will detail the intricacies of book distribution, the ins and outs of how it works, and how both traditionally published and self-published authors can leverage the book distribution and bookselling system to their benefit.
How Does Book Distribution Work?
First, it’s important to understand how book distribution works in the traditional publishing sphere. Publishers will use their established relationships with distributors (third parties which connect publishers to retailers) and their customers (bookstores, schools, and libraries) to get books on physical shelves. They also have sales and marketing departments which will pitch books from each season’s list to distributors and retailers in an attempt to achieve orders for each title. Retailers like Barnes & Noble and independent bookstores will then order books from the distributors based on their perception of sales and demand. The distributor will send the books to the retailer, and then the retailer will pay both the distributor and publisher the agreed upon bulk price. (Your publishing contract will have language that covers these discount rates, which are negotiated separately with different kinds of retailers.)
Self-Publishing Book Distribution
For self-published authors, the options for book distribution are vast and ever-changing. With the rise of online bookstores, independent distribution companies, and print-on-demand services, self-publishers have access to a diverse range of distribution routes. Amazon Kindle Direct Publishing (KDP) and Barnes & Noble Press are popular platforms to distribute ebooks, but self-publishers must self-promote to get their work noticed. There are also aggregators which can help place you in multiple online marketplaces simultaneously, like Draft2Digital and Smashwords.
Print-on-demand services through KDP or IngramSpark can distribute physical copies on a print-per-order model. The former will facilitate the sale of physical books on the Amazon marketplace, while the latter will help you reach other retailers, though it’s always tougher to place self-published books on physical shelves without a network of existing relationships with retailers. Many of these companies offer expanded worldwide distribution networks and handle the shipping, billing, and marketing of books in exchange for a percentage of the sales revenue. (Print-on-demand books usually have a fixed print cost which is deducted from the retail price, and retailers are still offered discounts.)
Book Distribution Returns
One quirk of the publishing industry is that books are often purchased with the option for retailers to return them if they don’t sell, or don’t sell in the quantities expected when the order is placed. If you’re traditionally published, you will see a reserve for returns on your royalty statements, which means publishers will hold back a certain dollar amount from your royalty payments in case of returns. Independent distribution networks like IngramSpark allow you to decide whether to accept returns (which can eat into your bottom line due to those copies being produced, shipped, and shipped back). As confusing as this part of the book distribution process can be, know that accepting returns makes it more likely that a retailer will take a chance on your book.
Other Book Distribution Venues
Book distribution is not just limited to selling physical copies and ebooks, but also selling into libraries and schools who are not technically retailers but still purchase copies to have on hand. The library market offers authors a way to expand their reach and can even improve book sales. Libraries order copies of books through distributors or directly from publishers and pay based on demand and the number of copies requested. Sometimes a traditional publisher will issue special versions of a book in reinforced library binding (produced to handle increased wear and tear), large print formats, and Braille editions (which are often provided at low to no cost for visually impaired readers, as specified in your publishing contract).
The world of audiobook distribution is currently evolving and is an article in and of itself. But a similar network exists for audio content for traditionally published and self-published projects. Sometimes there are upheavals in the book distribution world, like the closure of Small Press Distribution in 2024 and the bankruptcy filing of Diamond Comic Distributors in 2025. While these changes can be jarring and worrying, former SPD clients have been largely absorbed by other book distribution venues.
The Last Word on Book Distribution
Finally, it’s important for authors to understand that book distribution is not synonymous with book sales. The book distribution process can only get your book on the shelves or into the hands of potential readers, but it’s up to the author to market and promote their book to ensure sales. Social media platforms, virtual book tours, and advertising are all modern approaches to get your book noticed and sold.
Book distribution is a crucial aspect of the publishing industry. Traditional publishers have established relationships with distributors and retailers, while self-published authors have access to a range of distribution options. Working with independent distribution companies, exploring the library and audiobook market, and utilizing a variety of digital marketing tools are all ways authors can ensure their book reaches their intended audience. Remember, the key to successful book sales is not just getting your book “into distribution” but also effectively promoting and marketing it to potential readers, who are going to be finding it and asking for it from retail and library partners.
Ready to expand your writing and publishing knowledge? Covering a wide range of topics for all stages of the writing process, my books will help you navigate the publishing world and refine your craft. The publishing landscape is constantly evolving, and I’m always looking for new and innovative resources to help writers succeed.