From Exclusive to Everywhere: The Art of Going Wide
I can’t tell you how many authors I’ve spoken with who have repeatedly walked up to the “Go Wide” line only to flee back into the comforts of Amazon Select.
I understand it. For many indie authors, Kindle Unlimited’s exclusivity offers undeniable benefits: consistent page-read income, built-in algorithmic visibility, and the simplicity of focusing on one platform. Stepping over that line puts them in uncomfortable territory. If feels immediately overwhelming and unsafe. There’s risk involved and some guaranteed (temporary) loss of income. Plus, they have all that pesky business stuff to learn.
However, they can see the authors on the other side. They hear what they are saying. They understand that over time, the constraints of staying within the Amazon ecosystem start to overshadow their initial wins. International sales often plateau, organic discoverability can stagnate, and the lack of pricing flexibility grows bothersome. The pay-to-play system becomes more competitive every day, and their entire income is at the mercy of a misguided bot. The pressure builds until its hanging over their head like a giant sword.
That’s when the temptation to go wide, to expand their presence across multiple ebook, print, and audio retailers, becomes not just irresistible, but the wisest move they can make for their business.
Going wide is more than simply ending KU enrollment and pressing upload elsewhere. It’s a profound shift in how you build your author business, how you market your work, and how you think about reader relationships. It demands patience, strategy, and the willingness to learn new platforms. But for those ready to embark on this broader journey, the rewards of diversified income, creative freedom, and genuine reader ownership can be transformative.
Expanding the Mindset: You’re Building a Legacy, Not Just Ranks
I talk a lot about mindset in these first two articles because it’s important to making the transition to WIDE successfully. When stepping out of KU, it's vital to understand that the transition will likely feel slow. Unlike Amazon’s virality-driven algorithms, wide publishing rewards consistency and long-term presence. Over time, you cultivate brand equity rather than relying on temporary rank spikes. This shift in mentality from “hit the charts” to “grow steady and enduring”—is foundational to success. Wide authors live by one all-encompassing mantra:
BANK before RANK
I know a few who printed it out and taped it to the wall over their desk. It’s a simple method of redefining the way you measure success. At Amazon it’s all about the algorithm and what rank numbers you can prod it into producing. The wide author looks at sales, and by sales, I mean income. Dollars. Cash. Benjamin’s. Money in the bank. Once you get this switch hardwired into your brain, life becomes much easier.
During the first 6 to 18 months, your sales trajectory may resemble a gentle incline rather than a ramp. This is normal. Even without KU's built-in discoverability, each sale on Apple, Kobo, Google Play, or direct distribution builds a reader base that won’t vanish overnight. Slow growth becomes compounded with each platform you add to your portfolio.
"Compound interest is a snowball rolling down a very long hill” – Warren Buffet
He’s right. If you view each of your books as a snowball and each sales platform as a hill, it helps to visualize the mechanism of publishing wide.
A Methodical Rollout: Step by Step, Platform by Platform
Going wide isn’t something you sprint through in a weekend. It’s not a simple click of “publish everywhere” or a one-size-fits-all migration from Kindle Unlimited. It’s a slow, strategic rollout that can take several months—sometimes longer—if done properly. And that’s a good thing. The deeper your foundation, the stronger your long-term success.
A quick internet search will provide you with a zillion different ways to go wide. The following is MY advice, which is based on years of doing this and the input of several industry experts. Take from it what you will.
Where to start:
Since these articles have limited space, I place books in the sidebars that match the subject matter so you can easily find more information. Most I have read or know the author and trust their guidance. That said, if you only have time to read ONE BOOK on the subject of going wide, I can’t recommend WIDE for the WIN by Mark Leslie Lefebvre and Erin Wright enough. Every author who approaches me on the subject gets this recommendation. Without a doubt the combination of this book and joining the Wide for the Win Facebook group (Started and run by Erin) are the best places to start your wide journey. When done reading you will come away with a thorough understanding of what WIDE is and be able to move forward without everything being unfamiliar.
Next, take that newfound wide knowledge and apply it what you already have in place: Amazon KDP for your ebooks and paperbacks, and ideally IngramSpark for expanded print distribution. If you’ve been exclusive to KDP Select, you're already familiar with Amazon's ecosystem. IngramSpark, while sometimes finicky and fee-driven, ensures your print books can be ordered by libraries, indie bookstores, and international retailers outside Amazon’s reach. If you're not yet using IngramSpark for paperbacks or hardcovers, that’s your first move. Get your print editions uploaded there now, while you plan your wide strategy.
Notice I said “can”. We’ll learn how to change that to “will” later on.
Once your foundation on Amazon and Ingram is stable, shift your focus to your author headquarters: your website. Before you launch on other retailers, you need a central home to send your readers—a professional, fast-loading website that reflects your brand. Set up a clean landing page with universal book links (like those from Books2Read), a compelling reader magnet to entice newsletter signups, and a basic email marketing system through platforms like MailerLite, ConvertKit, or SendFox. For more on Author Websites see our aptly named “Author Websites” section.
Your newsletter and website are your lifelines in the wide world. They let you speak directly to readers outside algorithms, ads, or retailer terms of service. Before you go wide, get this in place. Create an automated welcome sequence, test your links, and ensure your branding is cohesive across your books, site, and email messages. For more on this see our section on Author Email.
Next comes the deep-dive education phase into each platform. Choose ONE new platform at a time—just one—and spend a full month researching it. Learn its dashboard, upload quirks, promotions calendar, pricing strategies, and algorithm behavior. Watch tutorials. Read user forums. The Wide for the Win FaceBook group has sub-groups for almost every sales platform including those for selling direct. Learn what makes this platform different from Amazon and how successful authors use it.
Different platforms work better for different genres. When picking one to start with it would help to find the one that caters to your target audience the best. Example: I write thrillers, so Apple is often my best sales platform outside of Amazon. Read the following articles to see what platforms do well for specific genres.
Once you understand the platform, it’s time to adapt your book files. Your EPUBs may need formatting changes to match each store’s preferred structure. Your metadata and back matter should be tailored for each site with different retailer links, relevant calls to action, and platform-specific language. If you’re going direct, upload these optimized versions manually, and verify formatting across devices. If you’re going through an aggregator, make sure your metadata translates cleanly.
Follow the rules. You can’t have a link to your book on Apple in the back of your book on Amazon. You’ll need to format a copy for each. Each platform has numerous rules and requirements and you’ll need to learn and follow them all.
Next, map out a marketing plan and budget tailored specifically for that platform. Each store has different strengths. Kobo has promotions and direct merchandising opportunities. Apple relies on clean metadata and curated email promotions. Google Play prefers strategic price pulsing. You know this because you took the time to educate yourself on that platform first. Now it’s easy to plan where to advertise, what price strategies to use, and how you’ll notify your audience. Only after you’ve executed the plan for one platform should you move on to the next.
Direct vs Aggregators
This is a decision that is different for everyone. Personally, I don’t like giving up the control over metadata and 10% of every sale to an aggregator if I can publish directly to the platform myself. That said, I publish directly to Amazon, Apple, B&N, Kobo, and Google Play as well as sell directly through WooCommerce on my website. For the rest I use Draft2Digital. Many of the authors I know do something similar. Some use D2D to reach Barnes & Noble as they offer some advertising options that B&N lack. The decision usually comes down to time as it can take a bit longer to upload to every platform whenever you are publishing a new book. But that time may be worth it. You will need to do the math and decide for yourself which route to take.
I strongly advise that you do that math. 10% may not sound like much, but it can really add up over time. Here’s a sample:
If you publish a $4.99 ebook through Draft2Digital and choose to distribute it to Barnes & Noble via their platform, Draft2Digital takes a 10% cut of the royalty earned, not of the list price. Barnes & Noble typically offers a 70% royalty on ebooks priced at $4.99, meaning you earn $3.49 per sale. Draft2Digital would then take 10% of that $3.49—roughly $0.35 per copy. Over the course of five years, selling 1,000 copies annually, that fee amounts to $1,750 paid to Draft2Digital. Multiply that by ten books and it comes to $17,500.
While using an aggregator can simplify your distribution and reporting, it’s worth considering whether going direct (and keeping the full royalty) is a better fit for your publishing strategy.
I advise that you go direct to Apple Books, Kobo Writing Life, and Google Play Books. You might also consider Barnes & Noble Press if you're U.S.-based and interested in in-store promos and B&N Ads. For the rest—including library systems, international retailers, and niche storefronts—use a solid aggregator like Draft2Digital, which now includes access to the Smashwords Store and Books2Read.
This is not a fast process. It’s a months-long, intentional strategy. But it builds lasting visibility, diversifies your income, and gives your books the broadest possible reach.
The Curse of Flip-Flopping Back into KU
One of the most harmful mistakes authors make is returning to KU after a period of WIDE promotion because wide sales haven’t yet matched expectations. This yo-yo effect disrupts growth on other platforms. Apple and Kobo algorithms, unlike Amazon’s, reward consistency over novelty. When you re-enter KU, readers who’ve discovered you outside Amazon may feel misled, and your metadata momentum evaporates. Every pull back resets the clock.
If you’re committed to wide, commit for at least a year before deciding whether to return. That time allows you to gather enough data to truly evaluate your performance across platforms.
Marketing Overhaul: Beyond Amazon Algorithms
In KU, marketing often revolves around triggering Amazon’s engine with price drops, free promotions, and Amazon Ads. Wide requires more comprehensive, reader-focused marketing.
Remember, BANK over RANK.
Universal book links via Books2Read are a great tool. Instead of directing readers to only Amazon, you send them to a single page where they choose their preferred store. On social media or newsletters, that's the easiest and cleanest call to action. However, Universal Links are loosing traction in favor of an even better alternative: Direct Sales. With the rise of direct sales and readers being more willing to buy from the authors themselves, many authors are forgoing Universal Links and now linking only to their website and store. This is a business decision that you will have to make depending on the size of your fan base and your connection to them.
Advertising goes beyond Amazon Ads. You’ll want to explore Facebook/Instagram ads with device-level targeting (e.g., iOS vs Android) to reach Apple or Google audiences. BookBub Ads can drive international sales at lower cost-per-click compared to Amazon's platform. Wide-friendly newsletters—like Freebooksy, Bargain Booksy, and Book Cave—are great for exposing your books to readers across stores, not just on Kindle.
Readers in library systems mean opportunity, too. Libraries through OverDrive, Bibliotheca, and other distributors often run promotions or thematic lists (e.g., Indie Romance Month). Participating in these can significantly boost visibility and downloads.
I could talk for ages about Marketing and never be done. That’s why we made a section devoted just to that. Its called, wait for it, “Marketing”, and it’s on the Author Resources page.
Newsletter and Direct Sales: Your Heart and Wallet
KU provides passive readers, wide requires you to build relationships. Your newsletter becomes your lifeline. A strong subscriber list means sales wherever you publish and immunity from algorithm shifts. Use compelling reader magnets like novellas or exclusive short stories to grow your list on platforms like BookFunnel, StoryOrigin, or Prolific Works.
Beyond that, direct-to-reader sales via Payhip, Gumroad, Shopify, or WooCommerce can become a major income stream. You keep up to 95% of the revenue and control pricing, bundles, and exclusive offers. With services like BookFunnel acting as delivery mechanisms, you can sell ebooks and audiobooks directly with a near-store experience.
Print and Audio: Growing Every Format
Wide thinking extends beyond ebooks. Print distribution via IngramSpark reaches libraries and indie bookstores in a way Amazon’s print-on-demand doesn’t. Options for hardcover, large-print, and special formats open doors to new markets like academic or library editions.
On the audio front, Findaway Voices and Kobo Audiobooks give non-exclusive distribution into subscription apps, streaming services, and library catalogs—without the exclusive limitations of ACX. Spotify integration and global availability make audiobooks another growing income pillar for wide authors.
Selling print via your website has become much easier in the last few years. BookVault, and Lulu integrate seamlessly with both Shopify and WooCommerce website stores. Many wide authors offer special additions with fancy covers and personalized options to their readers. Some create special box sets available only through their websites. The options are too numerous to mention here but a visit to BookVault is likely to stun you with the many ways they offer to publish your print books.
Audiobook sales through your website store are now capable through BookFunnel. The process is so simple that some authors have pulled their audiobooks from the major platforms and now only offer them through their website store. This is a bold move but it’s paying off for many with higher returns on each sale and a more devoted fanbase. Each author will have to make their own decisions on this rapidly changing sales option. We discuss this further in the AudioBooks section of Author Resources.
Leveraging AI Tools: Efficiency with Accuracy
AI tools have matured to offer powerful ways to streamline the wide rollout. They can draft metadata snippets optimized for different retailer styles, rewrite blurbs for multiple markets, convert manuscripts cleanly into EPUB or MOBI, and even suggest newsletter or blog text to drive engagement. Tools like ChatGPT, Jasper, Sudowrite, and Grammarly speed execution without sacrificing your creative vision. Still, every word they create benefits from your oversight. AI isn’t a substitute for your unique voice, but it can save you valuable time when it comes to metadata.
Here's a sample prompt for creating metadata for a book:
Generate SEO rich content for "Book Title by Author" - Canonical URL, Meta Title, Meta Keywords, Meta Description, Short Description, Long Description, Hashtags, Headline - include www.authorwebsite.com. Generate 10 short tag lines for marketing. Create separate versions for Apple Books, Google Play, Barnes and Noble, Amazon, and Kobo.
Try this prompt with your own books. You can then ask for tailored versions for ad platforms such as FaceBook, Amazon, BookBub and Chirp.
More about leveraging A.I. tools in the “A.I.” section of Author Resources.
A Slow Start, With Great Momentum
Once you have pushed that publish button remember that all you have done is create one of those Warren Buffet snowballs. You packed it tight, labeled it correctly, and then nudged it over the edge of the hill knowing that it’s going to take some time to build both speed and size. The early days of wide adoption should not be viewed as failure but as foundational investment. The first months may not yield spectacular sales, but each story you publish wide plants more seeds across platforms. Search visibility, algorithmic signals, and catalog depth all build over time. Authors who consistently push content wide benefit from a steadying “long tail” of global sales, repeat readership, and diversified income streams.
What does success look like? What’s a good goal?
“Good” is defined differently by every author but from a strictly business sense, most view it as having 50% or more of their income coming in from platforms other than Amazon. At ScribeCount we even have a Wide/Amazon graphic so you can see the ratio at a glance.
Ideally the ratio would be even
across all platforms but that’s not realistic as they each have different size
readerships. A better way to look at this is to ask yourself if your business
would be okay if you were to lose one of those platforms.
In your ScribeCount dashboard you can see this by visiting the “Platforms” dropdown and turning off one of them. If you were to select Kobo for instance, you would then see your income, both current and historical, without the Kobo slice of the pie included. Is your business still okay without that income? If yes, you have a healthy and bulletproof business, one that can survive deranged bots, platform crashes, and the random acts of the internet at large.
I was able to reach the 50% Wide/Amazon ratio after a year of going wide. That’s pretty fast so don’t expect to get the same result as that was some time ago and today it takes a bit longer. Once I got there it was much easier (and cheaper) to stay there. The world of self-publishing is always changing, but I sleep better knowing that I can weather those changes simply because I am published wide.
I now have a new goal: 50% Sales Platforms to 50% Direct Sales. Some authors I know are already there. But that’s a subject for the “Direct Sales” section of Author Recourses.
A Bright Future Beyond Exclusivity
The key takeaway here is that transitioning from KU to wide is about more than business, it’s about building a writing legacy that’s portable, stable, and rich with opportunities. Wide authors enjoy creative freedom to price, bundle, or create formats without exclusivity constraints. They reach more readers, across more countries, through print, audio, libraries, and direct channels. They collect meaningful data via newsletters and own the central relationship with their readers rather than relying on algorithms to reach them.
Yes, the journey starts slow, and yes, it demands deliberate effort. But the payoff is a resilient author career that thrives across platforms and formats, on your terms.
So first educate yourself, and armed with that knowledge, step over the line. You’ll be glad you did.