One of the biggest advantages indie authors have today is choice. Unlike traditional publishing, where your book is locked into a single sales path determined by the publisher, indie authors can decide how, where, and to whom they sell their books.
However, given all the choices, it can be difficult to decide what is the best option for you and your books.
This post breaks down several ways indie authors can sell books today, along with the pros, cons, and who each option works best for, to help you decide what option(s) are best for you.
Kindle Unlimited (KU)
First, let’s define Kindle Unlimited from a publishing perspective.
One option for publishing print and ebooks is through Kindle Direct Publishing (KDP). For print, you can use its expanded distribution to reach bookstores and libraries (although there is some concern that these book sources don’t like ordering from Amazon).
For ebooks, Amazon gives you two choices. You can publish and sell it through Amazon, as well as other retailers (wide), OR you can enter the KDP-Select program. In the Select program, you agree to sell the ebook exclusively on Amazon, and in return, you get a few “perks.” One is that the book becomes available in Kindle Unlimited (KU), a subscription service for readers. Here, you’re paid based on page reads from books rented through the KU program, as well as royalties on book sales from the Amazon store. You can offer specials like free days (up to 5 days over a 90-day period), countdown deals (where your book is discounted), higher global royalties, and, if you’re a selling wiz, Amazon has bonuses for top-selling authors.
If you choose the Select program, you can still sell your print and audio books (unless you’re exclusive in ACX) for audio) in other locations. It’s only your ebook that is exclusive to Amazon. Recently, Amazon changed the Select terms of service to allow authors in the Select program to sell their ebooks to libraries (e.g. Overdrive or Hoopla). However, if you’re in the Select program you cannot sell your ebook through other platforms like iBooks, nor can you give away the book as your reader magnet.
How it works
- Your ebook must be exclusive to Amazon
- You earn from page reads via the KDP Select Global Fund, as well as royalties on ebooks sold on Amazon
- You can still sell print, hardcover, and audiobooks elsewhere
- You can still sell ebooks to libraries
Best for
- New authors getting started
- Romance, romantasy, litRPG, thrillers, and other binge-heavy genres
- Authors who publish frequently
- Rapid-release or long series strategies
Pros
- Strong discoverability inside Amazon
- KU readers are voracious and loyal (especially in the romance genre)
- Page reads can out-earn sales for some authors
Cons
- Ebook exclusivity limits other income streams
- Amazon controls payout rates
- Heavy reliance on a single platform, which is problematic if Amazon decides to terminate your account.
Selling Wide (Multiple Retailers)
Going “wide” means selling your ebooks across multiple retailers instead of exclusively on Amazon. To sell wide, your ebook can be published on Amazon, but NOT in the Select program.
Common retailers include
- Apple Books
- Kobo
- Barnes & Noble Press (Nook)
- Google Play Books
You can upload directly, which is more time-consuming but can offer you access to perks on the platform. Or you can use aggregators like Draft2Digital, which can distribute your ebooks to the top retailers, as well as many other platforms, including libraries.
Best for
- Authors with international audiences
- Slower-release schedules
- Authors building long-term, diversified income
Pros
- Multiple income streams
- Less dependence on Amazon
- Strong opportunities in libraries and international markets
Cons
- Slower traction than KU for some genres
- More platforms to manage
- Requires patience and long-term strategy
Most authors I know who go wide generally earn less on wide sales than on Amazon, but they like the stability of not putting all their eggs in the Amazon basket, and they reach readers who don’t use Amazon.
Direct Sales (Selling From Your Own Website)
Direct sales allow you to sell ebooks, print books, audiobooks, special editions, signed copies, bundles, or merch directly to readers through your website.
Common tools
- Shopify + BookFunnel
- WooCommerce
- Payhip (I like this one because it will report and pay EU VAT tax on your beahalf)
- Lemon Squeezy
Best for
- Authors with an email list and/or reader community
- Special editions, bundles, and signed books
- Authors focused on reader relationships and higher profit margins
Pros
- You keep most of the revenue
- Full access to customer data
- Strong brand loyalty
- No algorithm dependency
Cons
- You handle tech, taxes, and customer support
- Requires traffic and audience-building
- Not ideal for brand-new authors (yet)
Direct sales is something to consider developing as your fan readership grows.
Subscription Models
Subscriptions let readers support you on a recurring basis in exchange for exclusive or early-access content, bonuses, swag, and more.
Popular platforms
- Patreon
- Substack
- Ream Stories (like Patreon but built for authors by authors)
Best for
- Serialized fiction or early access as you write
- Bonus scenes or novellas (I like to rewrite scenes from another character’s POV as bonus content)
- Authors who enjoy ongoing reader interaction
Pros
- Predictable monthly income
- Deep reader engagement
- Creative freedom
Cons
- Requires consistent content delivery
- Not every reader wants subscriptions
- Can feel like “another thing” to maintain
Subscriptions work best as a supplement or another cog in the publishing wheel. For example, many authors will post their story by chapters as they write it, and when it’s complete, will compile it into a book that subscribers get a copy of, but then the author will pull the posts from the platform and publish to KDP-Select/KU. Later, they may remove the book from KU and publish wide.
Serialization Platforms
Serialization delivers your story in episodes instead of full books.
Platforms include
- Wattpad (with monetization options)
- Webnovel
- Royal Road
- Inkitt
- MyFiction (formally KISS)
Best for
- Romance, Fantasy, and cliffhanger-friendly genres
- Authors who enjoy episodic storytelling
- Discoverability-focused strategies
Pros
- Low barrier to entry
- Can build a new audience
- Some platforms offer bonuses and promotions
Cons
- Income can be inconsistent
- Platform-specific rules
- Not all readers enjoy serialized formats
Serialization is often used as a discovery or experimentation channel rather than a primary income source.
Crowdfunding (Kickstarter & Beyond)
Crowdfunding lets readers fund a book before it’s released, often in exchange for special editions or bonuses.
Most common platform
Best for
- Established authors with engaged fans
- Special editions or collector projects
- Box sets, anthologies, or illustrated books
Pros
- Upfront funding
- Strong reader excitement
- Excellent for premium products
Cons
- High planning and fulfillment demands
- Not beginner-friendly
- One-time revenue unless repeated
- If the project isn’t funded, you don’t get the money, and you’ll need to do something else with the project
Kickstarter works best as an event-based strategy, not a constant sales channel. Many authors have gotten into hot water with their readers by setting up a Kickstarter and then not delivering the goods, often because they were too ambitious about what they could create or unrealistic about the time it would take to create them. That said, many authors have made six-figures or more from a single Kickstarter (Brandon Sanderson famously made $41 million).
Check out Sierra Hill’s experience and recommendations on running a Kickstarter.
Selling Books Directly Through Social Media Platforms
Predictions for 2026 are that ecommerce businesses (of which you are in if you’re selling books) will benefit greatly if they sell on social media marketplaces. In fact, some gurus suggest you’ll miss out if you don’t. This isn’t about posting a link or a note to check the link in bio to buy the book. It’s about selling directly from the platform.
Several platforms now allow creators to sell products without sending readers off-site, which can reduce friction and boost impulse buys.
TikTok Shop
As of this writing (January 2026), TikTok has just been sold and is going through changes. Currently, TikTok Shop allows creators to sell products directly through TikTok videos, lives, and profile links. Plus, with a built-in affiliate program, BookTokers can also promote your book in exchange for compensation from sales they generate.
For authors, especially in romance, this is becoming a powerful discovery and sales tool.
How it works
- You list physical products (paperbacks, hardcovers, special editions) (no digital products like ebooks)
- Products are tagged directly in videos or live streams
- TikTok handles checkout inside the app
- You have to package and ship the books
Best for
- Authors active on BookTok
- Visually appealing books or special editions
- Romance, romantasy, fantasy, and trope-forward genres
Pros
- Extremely low friction for buyers
- Strong impulse-purchase potential
- Algorithm-driven discovery
Cons
- Primarily for physical products (ebooks are limited or unsupported)
- Requires consistent video content
- Platform rules and fees can change quickly
Instagram & Facebook Shops
Instagram and Facebook both offer integrated storefronts that connect to your existing shop (Shopify, WooCommerce, etc.). It’s not the same as TikTok shop, but it still works to make buying from social media easier.
How it works
- Sync your product catalog to Meta
- Tag books in posts, reels, and stories
- Readers click through to purchase
Best for
- Authors with engaged audiences
- Selling signed copies, bundles, or merch
- Authors already using Meta ads
Pros
- Seamless integration with existing stores
- Strong for retargeting warm audiences
- Works well with visual branding
Cons
- Organic reach can be limited
- Setup can feel technical
- Less discovery than TikTok for new readers
Libraries and Special Markets
Authors can also sell through:
- Library distributors (OverDrive, Hoopla)
- Book fairs and festivals
Selling to Libraries
How It Works
Libraries purchase ebooks, audiobooks, or print books through distributors such as OverDrive or Hoopla. Authors can also:
- Encourage readers to request their books
- Donate copies to local libraries
- Offer author talks or signings hosted by the library (I always sell out when I do this)
Wide distributors (like Draft2Digital) can help facilitate library access.
Check out this post on getting your book into libraries.
Best For
- Backlist-heavy authors
- Authors seeking credibility and long-term discoverability
- Genres with strong library readership (romance, mystery, YA, fantasy)
Pros
- Libraries actively promote books to patrons
- Global reach without direct marketing costs
- Builds author legitimacy and trust
- Audiobooks perform especially well in libraries
Cons
- Lower per-unit payouts than retail
- Slower feedback loop on sales impact
- Limited control over pricing and promotion
Libraries work best as a credibility, visibility, and longevity strategy, not a stable income model.
Selling at Book Fairs, Festivals, and Author Signings
I’m a big fan of book events, attending several a year. Admittedly, the costs of events (registration, hotel, food) often exceed income from sales (though some events are free). But I still feel events a wonderful opportunity to reach new readers, build your email list, and sell books.
How It Works
Authors sign up to attend or host a table at:
- Book fairs
- Genre-specific festivals
- Multi-author signings
- Local vendor markets
- Author/reader conferences
- Libraries
You sell:
- Paperbacks and hardcovers
- Signed copies
- Bundles and merch
I also bring postcards with my book covers and a QR code linking to the ebook printed on them for readers who prefer ebooks. I’ve had readers buy the ebook at my table, and I sign the card for them.
Sales are typically processed via cash, Square, or similar POS systems. I use PayPal’s system.
Best For
- Authors with multiple books or series
- Romance authors with strong branding
- Local or regional fanbases
- Authors who enjoy reader interaction
Pros
- Higher profit per book (no retailer cut) (You buy your books directly from your printer at author-cost.)
- Strong reader loyalty and word-of-mouth
- Immediate feedback and sales
- Excellent email list growth opportunity
Cons
- Upfront costs (table fees, travel, inventory)
- Physical and time-intensive
- Sales can be unpredictable
- Requires confidence and social energy
Mixing Sales Models
Once again, I’m going to bring up that it’s not ideal to put all your eggs in one basket (e.g. only KDP-Select/KU). But even if you go with KDP’s Select program, you have other options for selling your books, such as at events or driving print and audio sales wide.
The trick is to mix and match the options that work best for you. Some options include:
- KU for one pen name or series + wide for another (I’ve done this with my Southern Heat in KU and Valentines wide and direct…although I am in the process of changing that).
- Wide ebooks + direct special editions
- Subscriptions + retail releases
- Wide + Direct + Subscription
How to Choose What’s Right for You
Ask yourself:
- How fast do I publish?
- Do I enjoy marketing and tech, or do I want it simple?
- Am I building for short-term income or long-term stability?
- Do I want reader relationships or platform leverage?
If you’re looking for fast and simple, KDP-Select is the best option. If you’re new, it’s a great way to get started, as well as to build your fan base.
If you’re concerned about putting all your eggs in one basket or want to reach non-Amazon readers, selling wide is fairly easy to set up, especially if you use Draft2Digital for wide distribution beyond Amazon (you can still set up your ebook in Amazon, just don’t put it in the Select program).
If you have a reader base, like tech, want more control, and are eager to connect with fans, then direct sales and/or subscriptions are your best route.
If you write often and a lot, and enjoy reader engagement, subscriptions can be a great way to generate additional book income as you write.
I’d love to hear your book sales strategies! Let me know in the comments below.
