Understanding Book Distributors: What Self-Published Authors Need to Know

Understanding Book Distributors: How They Work and Why They Matter for Self-Published Authors

In the intricate ecosystem of publishing, distribution is the lifeline that connects creators to consumers. For self-published authors, understanding the function and nuances of book distributors is crucial for transforming a manuscript into a widely available product. This essay will define and distinguish between wholesalers, distributors, and aggregators, describe how these systems function individually and together, and explore how self-published authors can strategically utilize them to reach bookstores, libraries, and digital markets.

I. Definitions: Wholesalers, Distributors, and Aggregators

To understand how books reach readers, one must first delineate the roles of three key players: wholesalers, distributors, and aggregators.

Wholesalers purchase large quantities of books from publishers or distributors and resell them to retailers, libraries, and educational institutions at a markup. They often maintain large warehouses and serve as inventory hubs. The largest wholesalers in the United States include Ingram Content Group and Baker & Taylor.

Distributors serve as the logistical link between publishers (or authors) and the marketplace. They manage warehousing, order fulfillment, and relationships with wholesalers, bookstores, and online retailers. Some distributors specialize in particular genres or formats, while others offer broad-market access.

Aggregators are digital service providers that consolidate an author's files and metadata and distribute them to a variety of online platforms. Unlike wholesalers or traditional distributors, aggregators typically focus on eBooks and audiobooks. Key aggregators include Draft2Digital, PublishDrive, and Smashwords (now merged with Draft2Digital).

These entities work in tandem: a distributor might work with a wholesaler to get physical books into Barnes & Noble, while an aggregator ensures that the same title appears on Apple Books, Kobo, and OverDrive. Understanding how these relationships function is vital for any author planning a wide release.

II. A Brief History of Book Distribution Companies

Book distribution in the modern era has its roots in the rise of mass-market publishing in the 20th century. Ingram Content Group, founded in 1970 in Tennessee, emerged as the dominant wholesaler in North America. It also developed IngramSpark, a platform for self-published authors, and Lightning Source, which handles print-on-demand fulfillment.

Baker & Taylor, with roots going back to the 19th century, became the largest distributor to libraries before pivoting primarily to academic markets. Meanwhile, digital aggregators like Smashwords (founded in 2008) and Draft2Digital (founded in 2012) arose in response to the self-publishing boom and the dominance of Amazon.

Lulu (established in 2002) and BookBaby (2006) began as self-publishing platforms offering both distribution and production services. As digital formats exploded, newer services like PublishDrive entered the scene with global reach and AI-enhanced sales tools.

III. How the Process Works: From Book to Market

When a self-published author chooses to distribute a book, they typically go through one or more of these channels depending on the format and target audience. The process generally follows these steps:

Book Creation: The author formats the book for one or more formats—paperback, hardcover, eBook, audiobook—and designs a professional cover. Each format requires its own file specifications.
Metadata Submission: The author uploads the book file along with critical metadata to the distributor, wholesaler, or aggregator. Metadata includes title, subtitle, author name, ISBN, genre, keywords, BISAC codes (subject categories), page count, trim size, publication date, and description.
Pricing and Discounting: The author sets a retail price and chooses a wholesale discount—usually between 40% and 55%. This discount is how retailers make a profit when reselling the book. Some systems also require the author to decide whether books are returnable (a risk that can affect bookstores’ willingness to stock them).
Distribution Channels: Depending on the platform, the distributor will push the book to various outlets. IngramSpark, for example, sends titles to Amazon, Barnes & Noble, Bookshop.org, independent bookstores, and library wholesalers. Draft2Digital sends eBooks to Apple, Kobo, Barnes & Noble, and others.
Order Fulfillment and Royalties: When a customer places an order—whether a print or digital edition—the distributor or wholesaler fulfills it. The retailer takes its cut, the distributor or platform takes theirs, and the remainder (the royalty) goes to the author, usually paid monthly or quarterly.

IV. Role of Distributors in Book Production and Sales

Distributors don’t just ship books—they provide a foundation for market access, often including warehousing, order processing, ISBN registration, metadata management, and even marketing. Some distributors offer tiered services, such as:

Catalog inclusion (e.g., Ingram’s iPage or Baker & Taylor’s Title Source)
Sales representation to bookstores and libraries
Marketing tools like featured listings, promotional emails, and metadata optimization

For self-published authors, distributors allow access to markets that would otherwise be difficult to reach directly. Physical bookstores and library systems rarely order from Amazon or unknown entities but do order from Ingram or Baker & Taylor.

V. Costs and Responsibilities

There are several costs and responsibilities involved in using distribution services, and they vary by platform:

IngramSpark charges upload fees ($49 per print format) and revision fees ($25 per change after the initial upload), plus printing and wholesale distribution costs.
Draft2Digital is free to use but takes a 10% cut of the retail price on each sale.
PublishDrive charges a monthly subscription ($14.99+), but authors keep 100% of net royalties.
Lulu and BookBaby offer print and distribution services with varying up-front costs.

Self-published authors must cover production expenses—editing, cover design, formatting—and manage metadata, pricing, ISBN acquisition (unless provided by the distributor), and marketing. The author also decides how to balance pricing and discounting to appeal to retailers while remaining profitable.

VI. Leveraging Metadata and Strategic Pricing

Metadata is the backbone of discoverability. A book’s description, keywords, subject codes, and author bio all affect how it appears in searches, categories, and recommendation engines. Poor metadata can doom a good book to obscurity, while well-optimized entries can significantly boost visibility.

For physical books, pricing strategies often involve setting a retail price that allows for a 55% wholesale discount and covering printing costs, ensuring a reasonable royalty remains. For eBooks, most platforms offer 60–70% royalties at retail prices of $2.99 to $9.99.

Offering returns can be risky, as bookstores may return unsold books at the author’s expense, but this is often necessary for brick-and-mortar inclusion. Self-published authors should understand these trade-offs before enabling returns.

VII. Format Considerations: eBooks, Print, Audio

Each book format interacts with distribution differently:

eBooks: Typically distributed via aggregators (Draft2Digital, PublishDrive) or direct uploads to platforms like Amazon KDP. They require EPUB files and rich metadata.
Paperbacks: Distributed via IngramSpark, KDP Print, Lulu, or BookVault. Requires print-ready PDFs and spine calculations.
Large Print: A niche but growing market, often appreciated in libraries and eldercare institutions. Best distributed via Ingram or KDP with appropriate metadata.
Hardcovers: Costlier to produce but carry prestige and higher profit margins. IngramSpark and Lulu support them; Amazon’s options are more limited.
Audiobooks: Distributed via Findaway Voices, Kobo Writing Life, or ACX (for Audible). Metadata, narrator credits, and pricing tiers must be carefully managed.

Each format may require its own ISBN and tailored metadata. Distributors often allow format-specific targeting (e.g., hardcover only to libraries, eBook to global markets).

VIII. Pros and Cons of Distribution Systems

Every system has advantages and limitations:

IngramSpark

Broad reach (bookstores, libraries)
Hardcover and large print support
– Setup fees and revision costs
– Complex interface for beginners

Draft2Digital

Easy to use, strong eBook reach
Free to use, with generous royalties
– No print distribution until recently
– Limited international print options

PublishDrive

Global digital distribution
Subscription model with full royalties
– Monthly fees even without sales
– Smaller market share than Draft2Digital

Amazon KDP

Huge audience and simple interface
Free to publish, strong eBook tools
– Limited print reach outside Amazon
– Aggressive control over pricing and terms

Findaway Voices

Wide audiobook distribution
Author-friendly terms
– Higher narrator costs and upfront investment

IX. Conclusion: Why Self-Published Authors Must Understand Distribution

In the self-publishing arena, writing a compelling book is only half the battle. The other half is ensuring it reaches readers across multiple platforms, formats, and geographies. Distribution is not a one-size-fits-all process. Authors must understand the differences between wholesalers, distributors, and aggregators, the strengths and costs of each channel, and how metadata, pricing, and strategic formatting affect their visibility and profitability.

An uninformed choice—like setting an insufficient discount or misunderstanding the return policy—can result in poor sales, lost money, and missed opportunities. Conversely, an author who deeply understands how distributors work can position their book for success in both digital and print markets.

In sum, self-published authors must treat distribution as a foundational business function—not an afterthought. With the right strategy and knowledge, distribution becomes not just a means of delivery but a powerful engine of discovery, access, and revenue.