By Chris Olsen

You may not give much thought to how the products you purchase are created or sourced and get to the places where you buy them. Or that there are complex systems of resources, processes and people that make the things you need or want readily available to you. It’s called a supply chain, and as with other products, books have a multifaceted distribution network for ultimately getting them into the hands of readers. As an indie author, understanding how your book will be distributed is essential to your business.

Full-Service Book Distribution

Full-service book distributors work almost exclusively with traditional publishing companies that have big budgets. Large quantities of books are typically printed on offset presses to keep prices low. Books are stored in warehouses and distributed at wholesale prices to retailers, including big box stores, booksellers, libraries and schools.

Well-known full-service book distributors include Ingram Content Group, Inc. and ReaderLink. While smaller full-service book distributors offer their services to authors, for many indie authors, purchasing inventory and covering distribution fees is cost-prohibitive.

The process of full-service book distribution includes:

1. Book producer: Prints books (typically offset) and ships to the warehouser
2. Book warehouser: Warehouses and ships books
3. Book wholesaler: Sells books to retailers at wholesale prices
4. Book retailer: Sells books to consumers at retail prices (e.g., big box stores, booksellers, libraries and schools)

Wholesale Book Distribution

Wholesale book distributors use print-on-demand technology, which allows them to cost-effectively print a single copy and eliminates the need to print large quantities of books and warehouse them. These distributors sell directly to booksellers, libraries and schools at wholesale prices.

IngramSpark is a wholesale book distributor connected directly to Ingram Content Group. When you self-publish on IngramSpark, your title appears in its catalog, which makes it available to booksellers, libraries and schools. However, there are no guarantees retailers will stock your book. You (or someone in a sales role) will need to connect with retailers to raise awareness and generate interest in the book.

The process of wholesale book distribution includes:

1. Book producer: Prints books (on demand)
2. Book wholesaler: Sells books to retailers at wholesale prices
3. Book retailer: Sells books to consumers at retail prices (e.g., booksellers, libraries, schools and via online aggregators)

Retail Book Distribution

Retail book distributors sell books directly to consumers via their websites, printing and shipping them on demand as orders are received. Retail book distribution platforms include Amazon and barnesandnoble.com.

It’s important to note that book distribution on barnesandnoble.com is not the same as distribution in Barnes & Noble brick-and-mortar stores. The physical retail locations purchase their book inventory through full-service or wholesale book distributors.

Also important, Amazon Kindle Direct Publishing (KDP) offers a wholesale distribution option called “Expanded Distribution.” However, this option is a bit misleading as booksellers, libraries and schools don’t typically purchase their book inventory from Amazon and it can be a deterrent to local bookstores. Authors receive lower royalties to cover costs for this wholesale option but rarely see any benefit from it.

The process of retail book distribution includes:

1. Book producer: Prints books (on demand)
2. Book retailer: Sells books directly to consumers via its own platform at retail prices

Author Book Distribution

If you have a large network or following, and the ability to purchase your own inventory, author distribution can be an effective way to get your books into the hands of readers. With this option, you invest in print copies of the book (typically through print-on-demand platforms), maintain your own inventory, and sell (and ship) books directly to consumers via your own retail channels.

Using Multiple Distribution Channels

It is possible to use both Amazon KDP and IngramSpark for distribution. To do so, you may need to adjust your cover file as IngramSpark’s cover dimensions are typically slightly smaller than Amazon KDP’s. You will need to purchase/register an ISBN from Bowker, rather than opting for a free one from Amazon KDP or IngramSpark, which makes your book exclusive to those platforms. Be sure to upload your files to Amazon KDP first but do not choose “Amazon KDP Select” (Amazon’s wholesale distribution). After your book is live on Amazon, upload your files to IngramSpark and choose wholesale distribution.

Publishing to both platforms in this order will ensure you receive a higher royalty rate from Amazon, and your book will be available to Ingram’s powerful network of booksellers, libraries and schools.

Before you make a distribution decision, consider your revenue potential. For your estimated costs and what you stand to make, read Amazon KDP vs. IngramSpark: What’s the Best Platform for Self-Publishing Your Print Book.

About the Author

Chris Olsen is a book designer, publisher, educator and the author of “Whyography: Building a Brand Fueled by Purpose.” The founder of Publish Her and Publish Her Story, Chris has helped thousands of women tell their stories and publish their books.

About Publish Her

Publish Her is a female-founded publisher dedicated to educating authors and elevating the words, writing and stories of women. We are passionate about amplifying the voices of women of color, women with disabilities and members of the LGBTQ+ community. We aim to make publishing an attainable, exciting and collaborative process for all.