Episode 253: Self-Publishing Platforms

In this week's episode, we take a look at the major self-publishing platforms that I use, and examine the pros and cons of each.

This coupon code will get you 50% off the audiobook of Dragonskull: Doom of the Sorceress, Book #8 in the Dragonskull series, (as excellently narrated by Brad Wills) at my Payhip store:

DOOM50

The coupon code is valid through June 24, 2025. So if you need a new audiobook this summer, we’ve got you covered!

TRANSCRIPT

00:00:00 Introduction and Writing Updates

 

Hello, everyone. Welcome to Episode 253 of The Pulp Writer Show. My name is Jonathan Moeller. Today is May 30th, 2025, and today we are looking at the current major self-publishing platforms and what they offer indie authors. Before we get to our main topic, we'll have Coupon of the Week and an update on my current writing projects.

 

So let's start with Coupon of the Week. This week's coupon code will get you 50% off the audiobook of Dragonskull: Doom of the Sorceress (book number eight in the Dragonskull series, as excellently narrated by Brad Wills) at my Payhip store. That code is DOOM50. And as always, we will have the coupon code and the links to the store in the show notes. This coupon code is valid through June 24th, 2025. So if you are setting out on summer travels this summer and you need an audiobook to listen to while you're in the car or plane, we have got you covered.

So now for an update on my current writing and audiobook projects. Ghost in the Corruption (as I mentioned last week) is now out and available at all the ebook stores: Amazon, Barnes & Noble, Kobo, Google Play, Apple Books, Smashwords, and Payhip. It is selling well. So thank you all for that. Now that Ghost in the Corruption is finished, what am I working on next? Well, back in 2023, I finished the Dragonskull and The Silent Order series back to back, so I declared Summer 2023 to be my Summer of Finishing Things. Well, it looks like Summer 2025 is going to be the Super Summer of Finishing Things because I intend to finish three series back to back.

 

First up is Shield of Power, the sixth and final book of The Shield War series. As of this publishing, I am 26,000 words into it, which puts me on Chapter 6 of 29. So I think it's going to end up being around 100,000-110,000 words long, and I am hoping it will be out in June, though it might slip to July depending on how things go. Once that is done, the next one up will be Stealth and Spells Online: Final Quest, which will be the third and very definitely final book of the Stealth and Spells Online trilogy. Believe it or not, I have been working on Final Quest on the side for so long that I passed the 100,000 word mark in that book this week. In fact, it's been a side project for so long that I don't remember how long I've been working on it, and I had to look up the metadata to check that I indeed started chipping away on it on October 18th, 2024. So I am very pleased that I'm nearly done with the rough draft and because of that reason, if all goes well, it'll come out very quickly after Shield of Power, since I think the rough draft will end up at about 125,000 to 130,000 words or in that neighborhood.

Once Stealth and Spells Online: Final Quest is finished, I will then write Ghost in the Siege, which will be the sixth and final book of the Ghost Armor series. I am 1,500 words into that and hoping for that to come out in August or September, if all goes well. Once The Shield War, Stealth and Spells Online, and Ghost Armor are finished, I will finally be free to return to the Rivah and Nadia series. I realized that through all of 2024 and the first half of 2025, I had five unfinished series at the same time, and that was just too much for me to keep track of as a writer, and I think it may have been too much for the readers because it was too much of a wait between the different series as I worked my way through them. So five series at the same time is too much, so hence the Super Summer of Finishing Things.

Going forward, I've decided that three unfinished series at the same time will be my maximum, which after the Super Summer of Finishing Things will be Cloak Mage, Half-Elven Thief, and a new epic fantasy series that I will set in the realm of Owyllain.

 

In audiobook news, Brad Wills started working on Shield of Battle this week and Hollis McCarthy started working on Ghost in the Corruption, so hopefully before probably about July or thereabouts, we will have those audiobooks available for you to listen to. So that is where I'm at with my current writing projects.

 

00:03:49 Main Topic of the Week: Self-Publishing Platforms for Ebooks

[Note: Information in this Episode is Very Likely to Change]

 

So now let's move on to our main topic for the week, which is the main self-publishing platforms for ebooks. Today we will do a brief overview of the self-publishing platforms I currently use: Amazon/KDP, Barnes & Noble, Kobo, Google Play, and Draft2Digital/Smashwords.

The reason I wanted to do this is because there are many scammy platforms for self-publishing out there, but fortunately there are also many legitimate ones. Today we'll compare several of the most popular ones for ebooks. Just to make things easier for comparison, we'll be using the term platform to discuss both retailers and aggregators and we're not going to talk about options for self-publishing print or audio formats today. We're going to focus solely on ebooks.

 

First of all, what should you look for in a publishing platform? The first thing is to make sure you retain complete ownership of your content in all formats. Some of these scammer ones try to claim all rights to anything you try to post or sell through them, so that is definitely a red flag to watch out for. Make sure that you understand any exclusivity requirements of any programs that you sign up for such as KDP Select, such as if other formats like audio are also included in their requirements, how long exclusivity lasts, et cetera.

If the platform requires exclusivity, that is definitely something to pay attention to. Make sure you do your research carefully to understand how pricing, royalties, and payments work on each individual platform. Sometimes some of them will pay quarterly, some of them pay monthly, and some of them pay you last month's royalties at the end of the month. Some of them like Amazon run like two months behind.

 

Finally, and this is a big one, you should not have to pay any money in order to upload your work. If they are asking for money upfront, it is probably a scam. Now, there are some aggregators that don't take a percentage and instead charge you a yearly fee. I'm not talking about them in this podcast episode because I don't use them, but they are out there. One example would be Book Funnel, which does charge a yearly fee for you to use but provides a valuable service in being a backend for running your own store on like Payhip or Shopify, and there's a couple of other useful services in that way, but they're not a storefront and they don't take a percentage of any royalties. They just charge a yearly fee. So they're not the topic with this episode.

 

All the platforms I've talked about today do not have any fees in order to upload. Reputable sites like Amazon or Kobo will instead take a percentage of each book's sale. It's also good to have a few realistic expectations before you start using self-publishing platforms, and one of them is that the platform is not a marketer. For example, many people complain that KDP doesn't showcase their books and they get lost in the millions of books available. However, none of these services are promising that you'll make the front page of their site just by publishing there. It's a common delusion among new indie authors that when you publish your first book, that's all you have to do and people will flock to it. Unfortunately, it doesn't work that way.

 

In fact, since Amazon makes a small fortune off book ads, it's not in their interest to give away screen space for free, and this isn't to knock on Amazon, that's just the way the retail industry works. For example, if you go into a Target or a Walmart or another big box retailer, note the products that are prominently displayed on the aisle displays or the endcaps of the aisles. They didn't just get there randomly. The manufacturers of those products paid big money to Amazon and Target and Walmart and the other big box retailers to have their products featured there. In many cases, online commerce is no different.

 

Getting your book uploaded onto a platform is just the first step. Promoting and marketing the book is up to you and strategies for those will vary based on which ones you choose to use. For example, if you choose to make your work exclusive to just one platform, it's not a good idea to run Facebook ads in countries where that platform either doesn't exist or where it's not terribly popular. Today we're going to be just focusing on comparing the platforms, not how to best to market from them. So what are the options?

 

#1: First up is the most common platform people use and it's the 800 pound gorilla in the self-publishing space, and that is Amazon's Kindle Direct Publishing. And what are the pros and cons of KDP?

 

Pro: They are the biggest force in ebook publishing in many countries, including the United States. Some authors find that as much as 80 to 95% of their ebook sales come from Amazon, even if they are not exclusive with Amazon. For myself, it's usually about 50 to 60% of my sales on any given month are from Amazon and the rest come from the other retailers.

 

Heavy readers are generally very familiar with the Kindle Store interface and Library setup, and many readers are kind of locked into Amazon because they own Kindle devices, subscribe to Kindle Unlimited, and have large Kindle Libraries. So those are all the pros of publishing with KDP.

 

Cons: If you're expecting a large portion of your sales to come from the print version of your book or if print sales are very important to you, be aware that many bookstores and libraries either can't or won't buy print books from Amazon, so you should find an additional platform for the print version such as Ingram Spark or maybe Barnes & Noble's print division. One big concern about going exclusive with Amazon is that you're losing readers who don't have Kindle books in their countries, people who are boycotting Amazon for a variety of reasons, people who are locked into another platform such as Apple or Kobo, or people who want to self-archive their ebooks since Amazon doesn't allow that anymore. If you're already wide, you'll have to look carefully at what percentage of your sales are non-Amazon and if this percentage is an amount you'd be comfortable risking losing in order to be exclusive.

Occasionally authors do complain about the customer service available to KDP, especially if it's urgent. For myself, I've not personally had any huge problems with KDP customer service. That said, I think you should expect a lead time of about one to two business days on anything you ask because I usually go through the email form.

 

Does KDP offer a subscription service? Yes. Kindle Unlimited (KU) readers pay a set amount and can read an unlimited number of books each month, although they're limited as to how many they can have in their library at any one time. Promotions happen regularly, usually based around big sales like Prime Day, and it can make a subscription as cheap as $0.99 for a three month period. Some also receive free subscriptions by buying certain Amazon products such as a new Kindle or Kindle Fire.

 

The downside of being in Kindle Unlimited is the exclusivity. You can't be in KU without being exclusive with Amazon, or at least the specific book in question has to be exclusive. Not all of your books have to be exclusive, and many authors such as myself will usually put one series in KU and then make sure everything else is wide. You must agree to be exclusive with them for ninety days and that time period is renewable.

 

What does KDP pay in terms of royalty? For $2.99 to $9.99, they give you 70% of the sale price. Under $2.99 and above $9.99, it's 35%. So that is sort of an encouragement from Amazon to price your ebooks in the $2.99 to $9.99 range. Currently I price new novels at $4.99 and do short stories at $0.99 cents.

 

What do I do? I have all of my titles available through KDP. I have a smaller portion of my collection exclusive through KDP Select/KU, and I have only recently increased that amount of Select titles due to the economic downturn. I suspect that KU users are likely to hold onto their subscriptions while cutting other expenses because honestly, KU is a pretty good deal for readers and the monthly subscription costs is about the same as one tradpub frontlist ebook, but with a KU subscription, they could read thousands of books for the same price. The value of KU is really very strong for frequent romance, LitRPG, science fiction, and fantasy readers. There's a strong population in the KU subscriber base often referred to as binge readers. They care more about variety, discovering new books, and the ability to read a lot over the ability to read specific authors or stories.

 

So overall, I think if you are self-publishing and even if you don't like Amazon very much or don't plan to go exclusive, it's still in your best interest to publish your ebook with them, even if you are wide and intend to do all the other retailers just because Amazon really is the biggest ebook platform out there at the moment.

#2: Now, the next self-publishing platform we're going to look at is Barnes & Noble Press, which as the name implies, belongs to Barnes & Noble. The Pros: some people are never, ever going to let go of their Nooks or they already have a large personal ebook library through the Nook so they feel locked into that platform. These readers are the majority of people buying ebooks through Barnes & Noble, but fortunately that group tends to read a lot. There's also a lot of trust in Barnes & Noble as a brand, and that inspires people to continue buying from them.

 

In fact, for a while in the indie author space at the end of the 2010s and the start of the 2020s, it was a regular prediction that Barnes & Noble was going to go out of business soon, but then the company was bought by a private equity firm, and while private equity firms often have a deserved bad reputation for stripping a company of assets and then selling it off at a bargain basement price (such as the fate of Red Lobster), that does not seem to be the case of what happened with Barnes & Noble and the company really has been strengthening in recent years. So they may be here to stay for a while.

 

The downsides of publishing with Barnes & Noble Press is that Barnes & Noble is relatively a minor player in the ebook market, though usually in the top four of most indie author ebook sales if they're wide. They have shifted their focus to selling print books instead of Nook devices, especially in the retail space.

 

Do they offer a subscription service? They do not. However, nothing about Barnes & Noble requires exclusivity, which is nice, and the royalty structure is pretty good. It's 70% over all titles over $0.99. So if you want, you could price your ebook at $0.99 or $19.99 and still make 70%, which you couldn't do with those prices on Amazon.

 

 

#3: The next self-publishing platform we'll look at is Kobo Writing Life, which is the ebook platform to publish on Kobo, which is owned by Rakuten.

Pros: Kobo is strong in the international market and will help you to reach readers in many countries. Based on my sales data, in Canada and Australia, Kobo is significantly bigger than Amazon for ebook sales. Kobo has also had a surge of recent media attention in the US as people seek out alternatives to Amazon and Kindle devices.

 

The Con of Kobo, and this is a fairly small one, is that their US market share is still fairly small compared to Amazon or Barnes & Noble or some of the others. But as I mentioned, they're a lot stronger in Canada and Australia, and they do reach a lot of different countries, more than Amazon does.

 

Does Kobo have a subscription service? Yes, Kobo Plus. Kobo Plus is significantly less expensive than Kindle Unlimited, and there's an additional tier that allows you to add audiobook content to the plan. The library isn't quite as extensive as KU though, though.

I should note that in the years since Kobo has been introduced, I'd say about half of my revenue from Kobo (sometimes 60% of my revenue from Kobo) comes from Kobo Plus and not from direct ebook sales. So it's getting to the point where the majority of their ebook revenue I suspect, is coming from Kobo Plus and not direct Kobo sales.

 

Do they require exclusivity? No, which is another strong selling point for Kobo Plus. For their royalty structure, ebooks over $2.99, you get 70% and any books over below $2.99, you get 45%, which is a more generous term than Amazon in terms of the royalty rate for below $2.99 and above $9.99.

 

So what do I do? I currently use it as one of the platforms for my ebooks. It's been a pretty strong seller for me consistently over the years, and every Kobo book that I have is also available in Kobo Plus, which probably explains the revenue split I was talking about earlier.

#4: The next platform we'll look at is Draft2Digital/Smashwords, which we'll do as one because Draft2Digital and Smashwords are in the process of merging. Draft2Digital is technically what's called an aggregator, where you upload your book and then they can publish on a variety of different platforms for you, and in exchange, they take a small cut of the sales. Draft2Digital is, in my opinion, probably the most effective way to get your ebooks through Apple and Smashwords. Apple does have its own direct uploading service, but I've never used it because there are a bit too many hoops to jump through.

 

Draft2Digital does, as I mentioned, have a way to publish on multiple storefronts at once while managing uploads and sales reporting through just one interface. They're not a storefront in and of themselves, although since Draft2Digital does own Smashwords, Smashwords essentially acts as their storefront for them. Although Draft2Digital lists Amazon, Kobo, and Barnes & Noble as an option, most authors will upload to these sites separately, and in fact, that's what I do for myself.

 

The Pros of Draft2Digital is that it's a definite time savings using Draft2Digital to publish across multiple platforms, especially with platforms like Apple that are more difficult or time consuming to learn. This is also a convenient way to make your work accessible to library platforms like Overdrive/Libby, Hoopla, and Bibliotheca, if that is important to you. Library sales have never been a huge priority of mine, but I've never been opposed to them either, so I usually just flip those switches on and then don't think about it again.

 

The Cons for Draft2Digital are that there was a period after the Smashwords migration where they received complaints about customer service and difficulty in setting up tax information, though I think that is mostly ironed out now.

 

One potential hazard for Draft2Digital with a very specific subset of writers is that if you are a writer of, shall we say, very hard erotica, the sort that ends up in very restricted categories on most stores, you will probably have trouble publishing through Draft2Digital. This is not, however, a problem that's unique to Draft2Digital. Amazon has what is called the “erotica dungeon”, where if you publish certain kinds of, like we said, very harsh erotica, your book isn't searchable on the Amazon store. You can link to it directly, but it will never show up on any search results. Kobo in particular has had problems with erotica.

 

Back in the 2010s, Kobo was also distributing ebooks to some British retailers, and these British retailers suddenly got upset when they noticed that these kinds of hard erotica were showing up on their store pages, which was not a good look for the company. And so there was a kerfuffle until that was all sorted out. My frank opinion with that is if you are writing these kinds of erotica, the big stores and Draft2Digital will never be on your side, and so you are better off pursuing a sort of a Patreon/running your own store on Shopify or Payhip strategy, but that is a bit of a digression.

 

So in terms of royalties, Draft2Digital takes 10% of the book's retail price per copy sold, which is in addition to whatever amount is taken by the specific storefront. So you are paying a bit of money in exchange for convenience for just uploading your book to Draft2Digital and having it push out the book to all the different stores for you.

 

What I do is I use Draft2Digital for Apple mainly because for a while I was using Smashwords, but Smashwords in the 2010s was a bit more persnickety than is now, and you needed to prepare a specially formatted doc file to publish on Smashwords and sometimes getting it through the Smashwords processing onto Apple was a bit of a pain.

Draft2Digital took epub files, which are much easier to work with, and after a while I switched over all my Apple publishing to Draft2Digital entirely. So that's why I use Draft2Digital for Apple and for various library services that tend to be a minor amount of sales. Because of the difficulties on publishing direct to Apple, I do find that that 10% is good trade off in terms of selling books on Apple for me.

 

#5: Now onto Google Play’s ebook self-publishing platform, which is, I think its full name is the Google Books Partner Center, which lets you publish books to the Google Play Store for sale on Android devices.

 

The Pros are that for writers interested in the international market, Google Play is another strong choice for a platform since the international mobile device market is very Android heavy. The iPhone (Apple) tends to be concentrated mainly in the US and a few of the wealthier countries like the UK and Canada, but Android has a much more international reach in general than the iPhone. Google Play also has some interesting promotional options for ebooks, such as offering the buyer a chance to subscribe to a specific series.

 

The cons are that some authors report that their sales reporting doesn't always consistently generate reports, and others are annoyed that it only generates a CSV file, (which isn't that much of a hardship for people who are familiar with Excel).

 

For myself, I found that there is a bit of a reporting lag on Google Play where it will sometimes take as long as five or six days for sales to show up on the dashboard, though usually it's only a delay of two days, though sometimes during the month you'll get these bigger lags and sometimes processing new material on the Google Play Store can be slow, and it can sometimes take two to three days for things to appear, though it usually gets worked out in the end.

Does Google Play have a subscription service? It does not, nor does it require exclusivity, which is another point in its favor. And the royalties, the data is quite nice here. It is 70% for all price points in the countries listed on their support page, which only excludes a handful of countries like India, South Korea, and Japan (because of currency conversion regions or other local laws).

 

So those are the ebook publishing platforms that I currently use, and because I use them myself, I would recommend them. Hopefully that is helpful to you as you are looking for places to self-publish your book as you set out to become an indie author.

 

So that is it for this week. Thank you for listening to The Pulp Writer Show. I hope you found the show useful. A reminder that you can listen to all the backup episodes at https://thepulpwritershow.com. If you enjoyed the podcast, please leave a review on your podcasting platform of choice. Stay safe and stay healthy and see you all next week.