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An author acquaintance recently announced their new book in a manner that almost guarantees the announcement won’t sell any copies.

Why?

Because they provided a purchase link for an obscure book retailer. While I suspect that was probably to make a statement about how the author feels about Amazon, it’s the wrong link to use when you want to sell books.

When it comes to book sales, Amazon is where it’s at.

Amazon’s share of book sales

Simply put, Amazon sells more books online than anyone else.

Market researcher IBISWorld reports that Amazon is responsible for more than 80% of online book sales in the U.S.

More specifically, according to research firm WordsRated, Amazon has at least 40% of the print book market in the U.S. and 50% of that market in the UK. In addition, it claims two-thirds of e-book sales.

“Where should I sell my book?”

You want to sell your book where people are buying books. This data makes it clear that’s Amazon.

It appears that not everybody realizes this, though.

I’m reminded of this lack of awareness when authors-to-be ask in online groups and forums, “Where should I sell my book online?” or “Should I sell my book on Amazon?”

Both questions suggest:

• They didn’t research how book publishing works before they wrote their book – always a mistake.
• They aren’t book buyers, since most who buy online (the only way to purchase e-books) purchase on Amazon. (And book buyers are readers… and all writers should be readers…so writers should buy books.)

Amazon’s dominance means that it’s the most important place to offer your book for sale if your goal is to get it into the hands of readers.

More reasons to sell on Amazon

There are other reasons to use Amazon as your primary sales outlet, too.

One is that the retailer’s Kindle Direct Publishing (KDP) service makes self-publishing effective and affordable. In fact, without KDP, most self-published books would remain on authors’ computers, never reaching the people they wrote them for.

The KDP system also offers sales data and feedback you can use to monitor how and when your book is selling. This information can help determine which of your marketing activities are working – and which aren’t.

Amazon also offers marketing tools you won’t get elsewhere, including:

• The “read sample” feature (the former more obvious/less hidden “Look Inside”) that lets readers preview the book’s quality
• An easy way for readers to write reviews (a must-have)
• The ability to run on-site ads that can help your book show up in Amazon search results
• Amazon A+ Content, which lets you add quote graphics, photos, other images, and videos to your book’s sales page so it stands out and works harder to sell your books

What other online book retailer offers these services?

None.

Plus, this retail powerhouse offers an established customer base accustomed to buying everything from books to balloons to bassoons on the site.

(And did I mention that Amazon sells more books online than anyone else?)

Should you sell your book through other retailers, too?

If you haven’t enrolled your book in Amazon’s KDP Select program that gives Amazon exclusive e-book sales rights, consider selling your e-book on other retail sites as well. (The KDP Select distribution limitation doesn’t apply to print books.)

Barnes & Noble is probably the best known platform, but I regularly hear from authors who do well on Kobo while others like Smashwords. Those with a strong platform – a following – often sell from their websites, too.

Our article, “Where can you buy books online besides Amazon?,” is a good starting point for identifying where else you might want to sell your books.

Where I buy books online

Also consider your own book-buying habits as you explore options. For what it’s worth, here’s where I buy three book formats online. 

E-books

Amazon, because I read on a Kindle. It’s the logical choice.

Print books

Bookshop.org, where my account is linked to my local independent bookseller so it makes money every time I buy a book on the site. I buy in-person at a local bookseller as often as possible, but I use Bookshop to send books as gifts.

Audiobooks

Libro.fm and Chirp. Libro supports indie retailers in the same way Bookshop does, so my purchases there support my designated indie store. Chirp is owned by BookBub, which means that like with BookBub, the daily Chirp emails offer sale prices on audiobooks in categories I’ve selected.

Sell your books on Amazon!

I understand why some people don’t like Amazon. But if you want to sell books, you have no choice but to list there. Consumers have made it clear they want to buy books on Amazon.

So, take advantage of all the retailer offers. Optimize your book’s sales page, too, so it works as hard as it can for you.

And, use your book’s Amazon page link in your marketing, no matter how you feel about the mega-retailer. Sending readers to online retailers they’re not familiar or comfortable with only hurts you, not Amazon.

You’ll serve both yourself and your readers when you use your Amazon link.

Where do you sell your book online besides Amazon? Please tell us in a comment.

A lot of my book-loving friends want to do that, too. Turns out we have plenty of options — at least 17, in fact.

Here’s a list of those offering new books, including current best-sellers. This compilation and accompanying infographic do not include textbook or used-books-only retailers, though.

Alternatives to Amazon for books

I’ve listed online book retailers in alphabetical order. Note that some sell audiobooks exclusively.

1. Alibris

Have a Rakuten account? You’ll get 2.5% back on purchases. (You don’t? Sign up with my referral link, spend a little money, and we’ll both get a cash gift!)

2. Apple Books

Read or listen to books on all of your Apple devices.

3. AudioBooks.com

Get three books free when you start a free trial.

4. Barnes & Noble

If there’s a Barnes & Noble in your area, you can buy online and pick up in store, too. That saves wondering through the store looking for the book you want – and spending more than you might have intended.

5. BetterWorldBooks

Get new and used books plus 2.5% back with Rakuten.

6. Blackwells

The popular UK retailer also delivers to the U.S.

7. Books-A-Million (BAM)

Founded in 1917, this retailer with brick-and-mortar stores is the second largest bookseller in the U.S. (And there’s that 2.5% back with Rakuten, too.)

8. Bookshop

This is my go-to site because it’s powered by indie retailers. Got a preference for a specific independent bookstore? Bookshop lets you select them for your order.

9. Chirp

I love Chirp because I can buy audiobooks without a monthly subscription. But I also appreciate the daily emails that alert me to discounted audiobooks in the genres and categories I read.

10. Downpour

This subscription-based audiobook retailer offers a free trial.

11. Google Play

Read or listen to books on your Android device.

12. Kobo

Buy books for the Kobo e-reader and as a bonus, get up to 5% back on purchases from Rakuten, which owns the company.

13. Libro.fm

Buy audiobooks from your favorite indie bookstore either through a subscription plan or ala carte.

14. Powell’s Books

This brick-and-mortar bookseller with an impressive online shop is Portland, Oregon’s top attraction.

15. Target

Don’t laugh. When my youngest is home, we always swing through Target’s book department because the discounts are good. She points out what she’s read and liked; I photograph the covers and add them to my to-be-read list. The selection online is much, much larger.

16. The Strand

This Manhattan institution has a strong online retail operation. I love wandering through this store that’s been in business since 1927.

17. Wordery

This fast-growing online bookshop offers more than 10 million books and free delivery to more than 100 countries. Get 3% cash back with Rakuten.

Don’t forget your library

Public libraries are such a gift to book lovers.

Unlike with print books that you have to pick up in person, you can borrow e-books and audiobooks online without ever walking into the building.

My public library system, like so many others, uses the Libby app for that. Download the app, find your library, sign in with your library card, and start searching. Borrowing is one-click easy.

This isn’t a comprehensive list of new book retailers, so what isn’t on it that should be? Where do you like to buy books online? Please tell us in a comment.