There is a moment in every new author’s journey when they finally hit “publish” or sign a contract and realize… now what?
Your manuscript is no longer a concept—it is a product. A real, tangible book ready to make its way into the hands of readers. But how exactly does it get there? How do books travel from your mind, through production, and finally to a reader’s bookshelf—or more likely, their Amazon cart?
One word: Distribution.
In my 40 years in the book publishing business, I have found that few areas confuse first-time authors as much as distribution channels. Wholesale vs. retail, trade vs. mass market, bricks vs. clicks—it is a lot to unpack. And yet, distribution is the backbone of publishing success. You can write a masterpiece, but if no one can find it, what is the point?
Let us take a deep dive into understanding book distribution channels—specifically, the differences between wholesale and retail models. Knowing how your book will move through the supply chain is just as critical as having a brilliant cover or tight copyediting. So, aspiring authors: sharpen your pencils (or fire up your laptops), because class is in session.
What Do We Mean by “Book Distribution”?
At its core, book distribution is the process by which your book becomes available for purchase by the public. It is about getting your title out of your head, out of your hard drive, and into bookstores, libraries, classrooms, online platforms, and beyond.
Distribution can be direct (you selling your book straight to readers), or indirect (via wholesalers, distributors, and retailers). But most authors will eventually deal with at least two primary entities:
- Wholesalers
- Retailers
Let us break these down and explore what each does, how they differ, and why it matters.
Wholesale Distribution: The Book Industry’s Backbone
A wholesaler buys books in bulk from publishers or self-published authors at a deep discount and resells them to retailers, such as bookstores or online sellers.
Think of the wholesaler as the intermediary in the chain. They do not sell directly to consumers. Their job is to warehouse, catalog, and ship large quantities of books to the sellers who do face the consumer.
Who Are the Major Wholesalers?
Some of the big players include:
- Ingram Book Company – The largest book wholesaler in the U.S.
- Baker & Taylor – Historically more library-focused but still key for trade books.
- Bookazine – A smaller player, but important for certain niches and indie bookstores.
What Do Wholesalers Do for You?
Wholesalers serve several important functions:
- Inventory warehousing – They physically store your books.
- Cataloging and metadata distribution – They ensure your book shows up in databases used by retailers and libraries.
- Speedy delivery – They maintain relationships with bookstores and retailers that order books daily.
Wholesale Discounts and Expectations
To work with wholesalers, you will generally offer a standard trade discount—usually 55% off the retail price. Why so steep?
Here is the breakdown:
- The wholesaler takes about 15% for themselves.
- The retailer takes 40% (to cover costs and turn a profit).
You are left with the remainder—often 45% of the cover price (before printing, taxes, and your time investment).
Also, many wholesalers expect books to be returnable, meaning unsold copies can be sent back at your expense. This is a business risk, but it has been industry standard for decades.
Retail Distribution: Selling to the End Consumer
A retailer is any entity that sells directly to the reader. This includes:
- Independent bookstores
- Chain bookstores (e.g., Barnes & Noble)
- Big box stores (e.g., Target, Walmart)
- Online sellers (e.g., Amazon, Bookshop.org)
- Nontraditional venues (e.g., museum shops, gift shops)
Retailers Want One Thing: Sellable Inventory
Retailers want books that they know they can sell. They care about:
- Author platform – Can you drive sales?
- Professional presentation – Is your book well-designed and edited?
- Marketing support – Will you help promote the book through events, signings, or social media?
Retailers buy their stock either directly from you (if you are hands-on and running your own store or local events) or through wholesalers.
Wholesale vs. Retail: What is the Difference?
Here is a simple analogy.
Let us say your book is a loaf of bread:
- Wholesale is like selling that loaf to a grocery chain’s central warehouse at a bulk price. You make less per unit, but you move a lot more loaves.
- Retail is like opening your own bakery. You sell directly to the public at full price—but you must hustle for every sale.
Now let us put some meat on those bones.
| Category | Wholesale | Retail |
| Primary Buyers | Bookstores, libraries, online retailers | General public (readers) |
| Middlemen? | Yes – wholesaler/distributor involved | Sometimes, but can be direct-to-reader |
| Discounts Given | 50–55% off list price | None if direct sale; 40% to stores |
| Returns Policy | Expected | Varies |
| Sales Volume | Potentially higher | Often lower, but more control |
| Control | Less – once it hits the chain | More – you manage pricing and promotion |
Understanding Distribution through IngramSpark
If you are a self-published author, you have probably heard of IngramSpark. This platform plugs you into Ingram’s vast wholesale network and gets your book listed in databases like iPage, which bookstores use to place orders.
By uploading your book to IngramSpark, you are giving it a fighting chance to be ordered by:
- Indie bookstores
- Barnes & Noble
- Libraries
- Educational distributors
But be warned: you will need to offer standard trade terms (again, that 55% discount), and you will have to decide whether to allow returns.
Returns can be expensive—but without them, many stores will not even consider stocking your book.
Amazon: The Elephant in the Retail Room
Ah, Amazon—both a retailer and a distribution channel in its own right.
Amazon sells your book directly to consumers, making it the world’s largest retail platform. But it can also fulfill orders from third parties, blurring the lines between retail and wholesale.
Here is where it gets interesting: if you publish through KDP Print, Amazon prints your book on demand and fulfills only Amazon orders.
If you want bookstores and libraries to access your book, you must also publish through IngramSpark or another wholesaler. Otherwise, those buyers will never see your title in their preferred databases.
So, savvy authors often use both KDP (for Amazon retail) and IngramSpark (for wholesale/distribution).
Direct-to-Consumer: The Retailer-Author Hybrid
Let us not forget that you can be your own retailer.
With tools like:
- Shopify
- WooCommerce (for WordPress users)
- Payhip
- Gumroad
You can sell your book directly from your own website. No distributor. No Amazon. No discounting. No middleman.
You keep 100% of the sale (minus transaction fees).
But this means:
- You handle fulfillment
- You handle customer service
- You must drive all your own traffic and marketing
It is high-reward, high-effort.
Many authors combine all three paths: wholesale, retail, and direct sales.
Tips for First-Time Authors Navigating Distribution
Now, let us pull back a bit. Here is what I have told countless authors—on panels, in publishing houses, and lately, right here on my blog.
1. Do not Skip Distribution Strategy
It is easy to get swept up in writing and production. But without a distribution plan, your book will have no path to readers.
Ask yourself early on:
- Where do I want my book to be sold?
- Will I offer returns?
- Can I afford wholesale discounts?
2. Learn the Economics
Publishing is part art, part math. Understanding the cost of goods, discount structures, and net revenue is essential.
Use spreadsheets. Factor in printing, shipping, returns, and marketing. Know what you will actually make.
3. Mix and Match Your Channels
You do not have to choose just one path.
You can:
- Use KDP for Amazon
- Use IngramSpark for bookstore/library access
- Use Shopify to sell signed copies on your own site
- Sell at live events and conferences
Diversification equals stability.
4. Keep Your Metadata Clean
Poor metadata equals invisibility.
Make sure your ISBN, BISAC codes, title, subtitle, description, and author name are consistent across all platforms. This helps retailers, wholesalers, and libraries trust your book is legitimate.
5. Do not Fear Returns—Just Plan for Them
If you want your book in indie stores, you will need to allow returns.
Mitigate the risk by:
- Offering a limited return window
- Printing short runs
- Budgeting for a percentage of returned books
Final Thoughts: The Logistics Behind the Literature
Distribution is not glamorous, but it is essential.
You might be the next literary sensation, but if readers cannot find your book, it will not matter. Understanding wholesale vs. retail channels gives you the power to make strategic decisions—not just hopeful ones.
There’s no one-size-fits-all answer. The “right” distribution strategy depends on your goals, your budget, your book, and your bandwidth.
But if you remember one thing from this post, let it be this:
📚 Publishing is a business. Distribution is your supply chain. Own it. 📚
If this post helped clarify the murky waters of distribution, consider following The Book Kahuna for more deep dives into the world of publishing. I break it all down with industry insights you can use—no fluff, no filler, just real-world advice.
📌 Follow my blog here: https://thebookkahuna.wordpress.com
Let’s keep building your publishing toolkit, one informed decision at a time.
— Don
#BookPublishing, #SelfPublishing, #FirstTimeAuthors, #WritingCommunity, #AuthorTips, #IndieAuthors, #WritingAdvice, #PublishingTips, #BookMarketing, #AuthorLife, #WritingJourney, #WriteYourStory, #BookPromotion, #PublishingJourney, #NewAuthors, #BookWriting, #WriteABook, #PublishingAdvice, #AuthorGoals, #BookLaunch
Leave a Reply