Updated Nov 9, 2018
The purpose of this post is to define the terms aggregation and distribution. I also want to introduce you to the tools and services I recommend most. Read carefully and get on the right publishing path that reaches a wide network of online ebook retailers and brick-and-mortar bookstores.
Indie authors can upload ebooks to sell at each online ebook retailer directly, but we might instead choose to distribute them to many using an ebook aggregator. Likewise, we can sell our print book to online print book retailers and brick-and-mortar bookstores directly or use a distribution service.
Yeah boy, that is a lot of geeky publishing terms! So let’s wind it down and go through it in slo mo…
The difference between distribution and aggregation
When you understand the difference between the terms aggregation and distribution you’ll be equipped to make good decisions about where to spend your publishing dollars.
Definition of “aggregation” and “distribution”
the formation of a number of things into a cluster
(on the Internet) the collection of related items of content so that they can be displayed or linked to
the action of sharing something out among a number of recipients
the action or process of supplying goods to stores and other businesses that sell to consumers.
An ebook aggregator distributes your ebook to a wide range of online retailers. Aggregators collect a percentage of sales (about 10%) to provide you with wide distribution plus centralized accounting and payment services. Most people say “distribution” to mean “aggregation,” but that’s okay. It has come to mean the same thing: getting your book in whatever format to all the stores. My favorite way to distribute ebooks if you have already formatted your book is by using Smashwords plus Amazon KDP. If you need formatting help, try Draft2Digital.
A book distributor sends your print book (POD/print-on-demand, in most cases) to the online booksellers and brick-and-mortar bookstores. IngramSpark is currently the only reliable distribution channel that indie authors can use to reach brick-and-mortar stores because they offer the 53% discount and returns program that bookstores require. Even though Amazon CreateSpace books are listed in the database that bookstores see, they generally do not like to order books from Amazon and they only offer a 40% discount (and no returns). My favorite way to distribute print books is by using a combination CreateSpace and IngramSpark and offering a 30% discount and no returns. (More on that a little further down the page.)
Even though ebook aggregation is different from book distribution, most people just call it all distribution, especially when the company does both. Smashwords provides ebook aggregation only, but IngramSpark provides both print and ebook distribution. Get it?
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Where books are distributed and aggregated
Your customer doesn’t care if it’s called aggregation or distribution, they just find your ebook in the store they like to shop in. That store is called an online retailer. Once the customer buys your book, they’ll get it in the mail (if they order the print version), or download the ebook to their ebook reading device in Kindle format (if they bought it from Amazon) or EPUB format (if they bought it in any other store).
An online ebook retailer is an online store that sells ebooks in EPUB or Kindle format to your customers. The major online ebook retailers are Amazon (which enjoys the majority of the market), Kobo (with its wide international reach), Barnes & Noble Nook, Apple, and Google Play. There are many, many others. You could rather tediously sign up for each of their publishing programs, type in your automatic payment information, and upload your ebook to each of these stores separately. But many authors find that using an ebook aggregator or two to reach all the retailers is much more efficient. I like a combination of Amazon KDP and Smashwords. More on why, a bit later.
An ebook reading device is any device or app that can read the ebooks purchased from an online retailer. iPad owners have been trained to download the EPUB version and Kindle owners know they need a Kindle (KF8, mobi, or azw) file. You can read Amazon Kindle books on your iPhone using a Kindle app that you download from the app store. However, you can’t read an ebook in EPUB format on your Kindle ebook reader, because it’s a dedicated, one-purpose device that only reads Kindle files. Today, most people read ebooks on a multi-purpose tablet computer using an app.
The definition of a bookstore is changing. A bookstore is both a brick-and-mortar building and an online book retailer. On the one hand, you’ve got what’s called “pure-play” retailers that focus only on selling books. An example is B&N. On the other hand, there are retailers that sell books along with other products, like Amazon. Amazon sells about a third of printed books in the US and is now opening brick-and-mortar retail bookstores, too. Books-A-Million, or BAM!, is the second-largest brick-and-mortar book retailer in the US after B&N. They also sell books online and, in 2016, announced their BAM!Publish product for authors, powered by FastPencil.
Direct selling from your own website or at events or even from the trunk of your car is another way to distribute. There are a lot of tools that will help you sell books on your own website by embedding a widget. Check out Gumroad, Leanpub, and Patreon to get familiar with the kinds of things you can do.
My go-to list for the DIY independent author
Here’s a summary of the companies I most often recommend to authors who have professionally produced a book and need distribution to the ebook and print book retailers. There are lots more in the consumer’s guide.
Smashwords is an ebook aggregator that provides ebook distribution everywhere except Amazon Kindle. They offer lots of perks and features, including library distribution, pre-orders, and marketing tools like author self-interviews, gifting, and discount coupons. Format your book according to their style guide or make it easy on yourself by using a Book Design Template in Word or InDesign for between $37 and $77), and submit it to their Premium Catalog.
Smashwords also allows you to upload an EPUB file, via Smashwords Direct, that you’ve already created with InDesign or a tool such as PressBooks, Draft2Digital, Scrivener (for Mac and Windows), Vellum, or any ebook formatting service. (Sign up for my indie author newsletter and get a free list and description of these tools and more.)
If you can’t manage to format your Word file according to the Smashwords Style Guide, or you don’t want to buy a Book Design Template, you can use Draft2Digital or hire someone to do it for you. A list is available from Smashwords at “Mark’s List.”
I also like Draft2Digital, also an ebook aggregator, which reaches Amazon Kindle, B&N Nook, Kobo, Apple iBooks, Scribd, Inktera, Tolino, and 24Symbols. They have an automatic book formatting tool on their site and great customer service. Like most vendors, Smashwords, they keep 10% of the sales price.
The advantage of D2D over Smashwords is that they will format your book for you and give you the EPUB and MOBI (Kindle) file so you can do with it what you will, such as upload it to other aggregators and sell it on your own site, too. (Using a tool like Gumroad, for example, which is listed below.)
IngramSpark is a both a print book distribution service ebook aggregator. It is owned by Ingram (the largest book distribution company in the world), so they have very wide reach. Most of the other aggregators “hook in” to Ingram’s distribution service, so you don’t have to use IngramSpark to get Ingram distribution. However, IngramSpark is the only service that offers both ebook and print book distribution in a single dashboard. (Note that IngramSpark replaces Ingram’s Lightning Source publishing service so, unless you’re a legacy user of Lightning Source, you’ll sign up with IngramSpark.)
Amazon KDP and CreateSpace are two separate online services and neither aggregators nor distributors. They simply get your book into the Amazon store. KDP (Kindle Direct Publishing) is Amazon’s tool to get your ebook into the Amazon store and CreateSpace gets your paperback book into the Amazon store. They have separate dashboards and payment systems.
Amazon’s Kindle Direct Publishing (KDP) is not an aggregator, it is Amazon’s tool for self-publishers to upload ebooks in Kindle format for sale in the Amazon store.
IngramSpark will distribute your Kindle formatted book to Amazon but Smashwords will not. No problem. Edit your Smashwords doc file (replace “Smashwords Edition” with “Kindle Edition”) and upload it to KDP.
Amazon CreateSpace is an online POD book creation tool and their free Expanded Distribution program claims to make your book available to online retailers and brick-and-mortar bookstores. That’s kind of a stretch because CreateSpace does not offer the discounts and returns program that brick-and-mortar bookstores insist upon. Self-publishers must use IngramSpark for that job. (Do remember that you must actually market to the booksellers.)
Therefore (and this is a big therefore!), I advise that you opt-out of Amazon CreateSpace’s Expanded Distribution program (which is free but don’t be tempted) and instead use IngramSpark to distribute your PDF-formatted print-on-demand book everywhere else. That way your book will always show “in stock” in the Amazon store and you get Ingram’s great distribution everywhere else.
Gumroad makes it easy for you to sell your book on your own website using one of their WordPress widgets. Just upload your digital files and customers pay for and automatically download your books while you sleep. Got autographed books or other physical objects to sell? You get an order form so you can fulfill it yourself.
My best recommendation for most authors
Ebook only or ebook first
Many young authors writing genre fiction are happy with ebook only or ebook first. If this fits your profile you will probably use:
- Smashwords to sell your book in all stores except Amazon.
- Amazon KDP to sell the Kindle version in the Amazon store.
- Or Draft2Digital to dip your toe in, and then expand using Smashwords.
Professional authors who want complete ebook and print book distribution will be attracted to this scenario:
- Use IngramSpark for print distribution.
- Enjoy a direct relationship with Amazon by uploading your books to Amazon CreateSpace for print and KDP for Kindle. Use IngramSpark to handle the rest of the ebook and print book distribution, or…
- Use Amazon KDP and Amazon Createspace, plus IngramSpark for print and Smashwords plus Amazon KDP for ebook distribution.
Add these options to any of the three options above:
- If you chose 1 or 2, above, upload your book to the Smashwords Standard Catalog as well, to take advantage of their store and features like coupon codes.
- Add Gumroad for direct book sales and autographed books via their sales widget on your WordPress website.
For authors who need a lot of help
If you are not willing or able to create your own files or manage your own team, I recommend BookBaby or Gatekeeper Press. These are full-service ebook and print book formatting and distribution companies with editing and design services, too. Do purchase your own ISBNs.
Important! Buy your own ISBNs
You can obtain ISBNs and barcodes from all of these services but I always very strongly recommend that you buy your own from Bowker MyIdentifiers in order to retain full control of your book. (This link is for authors in the US, so if you’re not in the US search for the ISBN agency in your country.)
To be even clearer on this, owning your own ISBNs and having direct access to MyIdentifiers makes a huge difference in your business as an independent author. Authors who are publishers, aka author-entrepreneurs, should always retain full control and this is the only way to do it.
You’ll need one ISBN each for:
- and so on (such as the multimedia edition)
List the ISBNs for each edition on your copyright page for all versions of your book.
Buy a pack of 10 or even 100. Don’t bother to buy a barcode for print versions. You can get one free using IngramSpark’s book cover template generator.
A note about book formatting
I recommend Book Design Templates for those of you who work with Word and InDesign. But Scrivener (for Mac and Windows) is my favorite organization and writing tool. Scrivener exports your manuscript to ebook formats automagically, however, the PDF for print isn’t very good. I also like PressBooks, which does a great job of PDF for print and ebook formats. Use LeanPub to beta publish, test your market, and make some money, too. If you’re on a Mac, Vellum is an awesome, easy-to-use book design program. If you need a book creation service and don’t want to manage your own team, BookBaby and Gatekeeper Press are two popular services that both create and distribute your book.
There you have it: A short-and-sweet introduction to book aggregation and distribution. There are many other aggregators and distributors, but these are the ones I most highly recommend.
What do you think? Would you change any of my definitions? Do you have direct experience with any of these companies? I’d love to hear about it. Would you recommend another company besides the ones I mentioned? Please let me know in the comments below. I’d really appreciate it!