Book Distribution Channels 12 Steps to Maximize Book Sales

Distributing your book can honestly feel overwhelming, especially when you’re not sure if bookstores, online platforms, libraries, or even digital options will work best. You’re probably thinking, “How do I even pick what’s right without overcomplicating things?” And trust me, you’re not alone in feeling that way.

Good news—I’ve got your back! Stick around, and together we’ll sort through the maze step-by-step. You’ll learn how to choose just the right channels, make smart choices that match your audience, and even tweak as you go.

Let’s start simplifying your book distribution, shall we?

Step 1: Choose the Right Book Distribution Channel

Book distribution channels refer to the pathways publishers and authors use to deliver their books to readers, such as bookstores, online platforms, wholesalers, and direct-to-consumer sales. Picking the right distribution channels can be tricky, but it comes down to knowing who your readers are and where they’re most likely to buy from.

In 2024, local bookstores made up an impressive 50.3% of the books market distribution, highlighting their power as a major channel—you definitely shouldn’t underestimate their worth.

So, start by thinking about where your readers are hanging out—are they more likely to order online, stroll around bookstores, or find your books through digital downloads? For example, if you’re writing a niche novel for teens, online sales and digital platforms might be the most comfortable fit. But for beautifully designed coloring books (check out how to publish a coloring book yourself), brick-and-mortar bookshops could be far more effective, where customers can flip through pages before purchasing.

Understanding your readers’ buying habits and preferences will save you frustration later, so take the time to research your market well.

Step 2: Understand Physical Distribution Options

When it comes to physical book distribution, you’ve essentially got three main options: traditional publishers, wholesalers and distributors, and direct-to-store or direct-to-reader approaches.

Traditionally published books go through major publishers who handle everything from printing to store placement, but this often means giving up control and a hefty chunk of royalties. According to the latest figures, the global consumer book publishing market reached USD 70 billion in 2024 and is projected to hit USD 76 billion by 2033, indicating steady growth and ongoing opportunities for authors.

Wholesalers and distributors, such as Ingram or Baker & Taylor, can help you place your books into a wider network of bookstores without the complexities of working with each shop individually. Though, be prepared to pay a discounted price per book and factor those costs into your budget.

Going direct-to-store (or directly to your readers) can save you money and let you keep higher profits, but it’s also more hands-on—you’d have to manage printing runs, storage, delivery logistics, and direct selling. Consider using platforms like Amazon KDP or Barnes & Noble Press for easy print-on-demand options as well.

Step 3: Select Online Retailers to Sell Your Book

The power of online retailers is pretty obvious—Amazon alone moved millions of books in the U.S. in recent years, contributing hugely to the 788.7 million print units sold nationwide in 2022.

Start by listing your book on big retailers such as Amazon, Barnes & Noble, Walmart, and Target. Amazon’s Kindle Direct Publishing (KDP) is especially popular among self-published authors because it’s straightforward and reaches a global audience quickly. If you’re considering KDP, learn more about how to optimize your book for better reach with the right keywords for KDP.

You might also explore niche online stores, depending on your book’s specific topic. Sites like Bookshop.org or specialty independent eBook platforms could help you connect with targeted audiences and stand out compared to massive general retailers.

And don’t forget your own website or online selling platform like Shopify—selling through your own channels gives you flexibility, better profit margins, and valuable reader contact information for future promotional campaigns.

Step 4: Use Wholesalers and Distributors Effectively

If you’re serious about seeing your book on the shelves of your local bookstore or in larger retail chains, working with wholesalers or distributors can make life a lot easier.

Wholesalers buy your books in bulk and supply them directly to retailers, while distributors usually handle additional services—like marketing support and managing returns—since bookstores often return unsold copies.

One of the biggest wholesaler names in the U.S. is Ingram Content Group, which gets your book listed across multiple outlets worldwide.

Another solid player is Baker & Taylor, focusing heavily on libraries and educational institutions, making it a go-to if your book is educational or library-friendly.

To ensure wholesalers and distributors get your book to retailers easily, set a competitive wholesale discount—around 40%-55% is standard.

Also, keep your metadata accurate, your product listing clear, and don’t skimp on a good quality cover—here’s a useful guide on the best fonts for book covers to make your title stand out on the shelf.

Step 5: Get Your Books Into Libraries and Schools

Ever considered libraries and schools as powerful sales channels? You definitely should!

Libraries are always on the hunt for fresh releases to stock their shelves and expand their digital platforms—especially if your book has educational value or appeals to young readers.

A great move here is to make your book available through platforms such as OverDrive, which many libraries use to buy digital copies directly.

And for physical copies, teaming up again with distributors known for working with libraries (like the Baker & Taylor route mentioned earlier) is smart.

Another tip? Offer special library-friendly bundles, like discounted multi-copy sets or unique packages that include teacher/student guides, activity sheets, or other supplemental materials to make your book even more appealing.

Step 6: Use Digital eBook Platforms

With the digital ebook market estimated around $15 billion in 2025 and expected to skyrocket to nearly $40 billion by 2033, you really can’t afford to ignore eBooks.

It makes massive sense to upload your book directly onto major platforms like Amazon Kindle Direct Publishing (KDP), Barnes & Noble Press, or Apple Books.

The cool thing? You can release digital versions of your title much faster compared to traditional print and save significantly on upfront costs.

Also, special promotions or discounts on these digital platforms are an easy way to attract new readers, boost sales ranks, and maybe even land a bestseller badge in your category.

Step 7: Work With eBook Aggregators for Wider Reach

If managing multiple ebook site listings sounds exhausting, ebook aggregators—like Smashwords, PublishDrive, or Draft2Digital—can save you tons of time.

These aggregators simplify distribution by uploading your ebook to multiple digital stores like Apple, Kobo, Tolino, OverDrive, and more—all at once.

It’s really helpful because you gain access to global markets quickly without extra overwhelm (keeping you sane, because publishing can be stressful enough!).

Just remember, aggregators take a small percentage off your sales, usually around 10-15%, but it’s usually well worth it when you weigh the convenience factor.

Step 8: Offer Books Through Subscription Services

Subscription models like Scribd or Kobo Plus are getting super popular; readers pay monthly for unlimited reading, meaning your book can get eyes without the barrier of a direct purchase.

The royalties vary depending on pages read or subscription usage, but these services can boost your discoverability.

Since subscribers tend to read broadly, new authors especially can benefit because readers try genres and authors they’re unfamiliar with at no risk.

It’s also ideal to periodically switch these titles in and out of subscription offerings to drum up interest and maintain a steady revenue stream.

Step 9: Consider Print on Demand to Keep Costs Low

Print-on-demand (POD) basically means your books get printed only after someone buys them—saving you the expense and stress of large print runs.

Services like IngramSpark and Amazon KDP Print make POD incredibly accessible.

It’s an excellent method if you’re a new or independent author on a budget and want to test your book’s popularity without the risk of unsold boxes gathering dust in your garage.

If you’re unsure about other book format choices, you can check out this detailed comparison between paperback and hardcover options to see what fits your needs best.

Step 10: Expand Distribution to Boost Your Book’s Visibility

Once your initial distribution setup is rolling smoothly, think bigger—expand to international markets, localize editions in different languages, or create special editions.

Consider selling translation and publishing rights to foreign publishers, who’ll take care of adapting and marketing your book to their audiences.

Even organizing collaborations with local influencers or online book reviewers in specific regions can greatly boost your book’s credibility and visibility in those markets.

Step 11: Match Distribution Channels With Your Audience Needs

Remember, wherever you sell, your readers come first—tailor your distribution to their habits and preferences.

Young readers or tech-savvy consumers might favor direct downloads or ebook platforms, while an older demographic could prefer libraries or brick-and-mortar bookshops.

Try out reader surveys, engage directly on social media, or simply chat with your audience to figure out exactly where they’re looking for books like yours.

Step 12: Monitor and Adjust Your Book Distribution Strategy

Distribution isn’t “set it and forget it.” Check your sales and audience data regularly so you can tweak your efforts along the way.

Look at what’s working and do more of it, while letting go of channels or approaches that aren’t giving results.

Sometimes small tweaks—like revising book metadata, cover design, pricing, or pairing your marketing with seasonal offers or even creative campaigns such as leveraging winter writing prompts—can spark renewed interest.

Stay flexible and open to change, because that’s exactly how you build a sustainable audience and keep book sales growing over the long run.

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