Self-Publishing for Beginners: A Guide to KDP, Lulu, and IngramSpark.

Understanding the various platforms available for book distribution is essential for authors navigating the self-publishing landscape. This article will delve into the nuances of three popular self-publishing platforms: Amazon Kindle Direct Publishing (KDP), Lulu, and IngramSpark. We’ll compare their offerings across several key aspects, including royalty structures, bookstore acceptance, publishing times, customer service, print quality, prices, ISBN allocation, and overall costs including handling and postage.

Royalties

Royalties are the payments that authors receive from publishers for their books. They are calculated as a percentage of the revenue (minus printing, delivery, and handling fees) generated by book sales, and any discounts given to retailers. For example, if a book sells at $20 and the agreed royalty rate is 10%, the author earns $2 per sale, minus printing costs.

The simple formula is this: (Royalty rate x list price) – printing costs = royalty.

Amazon KDP offers up to 70% royalties on ebooks and 60% or 40% on paperbacks (depending if you expand the distribution or not), after printing costs. So, for example, your list price is $15. Your book is a 333-page regular trim size paperback with black ink sold on the US marketplace: (0.60 x $15) – $5.00 = $4.00.
Lulu provides around 80% of the revenue after printing costs. Broad distribution necessitates substantial discounts for retailers, impacting royalties.
IngramSpark: Renowned for its excellent print quality, it is typically the most expensive option, often about 30p more per book than KDP. This premium is justified by the superior presentation, crucial for authors who distribute books at speaking gigs or as high-quality merchandise. You can also access their calculators before proceeding.

Why Care About Printing Quality?

High printing quality can significantly enhance the reader’s experience, reflecting on the author’s professionalism and the book’s perceived value. For authors using books as part of speaking engagements or as a direct business tool, superior print quality ensures that the product aligns with professional branding and audience expectations.

Print Options and Restrictions

The choice of book size and binding type can significantly affect the book’s appeal and functionality.

Popular Sizes: 6×9 and 5×8 inches are popular trim sizes for non-fiction books, offering a balance of readability and portability. These sizes are typically available on all platforms and are often the cheapest and fastest to produce.
Hardback Options: IngramSpark offers multiple hardback options, providing variety but requiring more navigation and separate title setups for each version. Conversely, KDP’s approach is more intuitive, offering fewer hardback options but simplifying the process by allowing authors to link hardback versions with existing paperback data. Lulu also offers a hardback print option, which has a premium feel to it, at a reasonable price (around $6).

Control over print options allows authors to tailor the physical aspects of their books to suit their content and audience’s expectations best. More options and better control can lead to a product that more accurately reflects the author’s vision and meets market demands. However, navigating these options can be more complex on platforms like IngramSpark, highlighting the need for clear decision-making and possibly more guidance during the setup process.

ISBN

An International Standard Book Number (ISBN) is a unique identifier for books, allowing them to be more easily tracked in the global marketplace. Each format of a book (e.g., ebook, paperback, hardback) requires its own ISBN. While free ISBNs are provided by some platforms, they can restrict distribution capabilities.

Amazon KDP provides a free ISBN that restricts distribution mainly to Amazon platforms. Authors aiming for wider distribution should consider purchasing their own ISBN.
Lulu offers a free ISBN that facilitates broader distribution, though purchasing your own gives you complete control.
IngramSpark provides free ISBNs only to US-based authors. Non-US authors need to purchase their own to ensure broad distribution. ISBNs can be purchased from agencies like Nielsen in the UK or Bowker in the US.

When obtaining an ISBN for your book, it’s not necessary to purchase a separate barcode. Distributors generally generate barcodes automatically and incorporate them into your book cover during the publishing process. It’s advisable to refer to the cover templates provided by your distributor and leave a blank space on the back cover for the barcode to be added. However, if you plan to handle printing and sales independently, such as selling directly from your own store, you will need to procure and apply the barcode yourself.

Customer Service

Amazon KDP

Amazon KDP offers a mostly automated, responsive customer service system, with direct access occasionally feeling hidden. To contact them, authors can click the ‘contact us’ button located under ‘help’ on the KDP dashboard, specifically at https://kdp.amazon.com/en_US/contact-us. Responses from KDP can be expected within three hours on good days, 24 hours typically, and up to 72 hours as per their policy. Many authors find their service quite reliable once contact is established.

Lulu

Lulu provides decent customer service, though the main challenge is the slower operational pace compared to Amazon. This includes slower responses and processing times, which requires authors to plan their publishing schedules more conservatively. Despite this, Lulu’s platform is user-friendly and intuitive, aiding in smoother navigation through the publishing process.

IngramSpark

IngramSpark offers robust customer care with live chat support during business hours. Authors need to provide detailed information like their account number, ISBN, and personal details during inquiries, which can be cumbersome. For issues outside of chat hours, a detailed form submission is required. There have been instances where the response could not expedite processes like ISBN changes, potentially delaying projects. IngramSpark’s support is generally helpful, but some authors may find the information requirement and response time less than ideal.

When urgency is a factor, Amazon KDP tends to deliver the quickest and most accessible support, making it a preferable option for those who need prompt resolutions. Lulu and IngramSpark offer substantial support but may require more patience and planning due to their respective operational speeds and procedural demands.

Publishing Times

“Publishing times” refer to the duration it takes from when an author submits their manuscript to when the book is available for purchase. This timeline is crucial as it affects the book’s launch and marketing activities.

Amazon KDP: Renowned for its efficiency, KDP typically processes books within 24-48 hours. This rapid turnaround is ideal for authors eager to get their books to market quickly. Here is a link to their timelines.
Lulu: Offers variable publishing times, generally ranging from a few days to a couple of weeks, depending on the services selected. Authors must plan their launch timelines accordingly to accommodate these variable periods.
IngramSpark: Notably has longer lead times, with book processing often extending up to 10 business days. After the initial 60-day grace period post-publication, IngramSpark charges for any changes made, which can include minor edits like spelling corrections. Each new upload, even for minor changes, resets the processing clock to approximately 7 days. Importantly, authors must have an ISBN ready upon initial upload to enable distribution. Failing to do so necessitates contacting customer service to resolve issues, which can further delay the process. IngramSpark’s approach requires meticulous preparation and timing, especially for authors targeting specific launch dates.

Each platform’s ability to set up pre-orders can help mitigate these challenges by allowing authors to market their books and build anticipation well before the official publication date.

Manuscript Changes and Final File Upload Timelines for Pre-orders

When pre-orders are enabled, the timeline for submitting final files varies across platforms, affecting how authors can manage last-minute changes to their manuscripts.

Amazon KDP: Authors must upload their final content at least 72 hours before the release date set during the pre-order setup (do note that preorders only work for ebooks at this moment).
Lulu: Requires final files to be uploaded a minimum of one week before the launch date.
IngramSpark: Authors should submit final files at least 10 business days before their book’s launch date if they have enabled pre-orders. IngramSpark’s longer processing times necessitate earlier submissions, especially since any changes made post the initial 60-day period incur fees and require reprocessing time.

Each platform’s requirements emphasise the importance of finalising content well ahead of the official publication date to ensure a smooth release and to avoid additional costs or delays associated with last-minute modifications.

Bookstore Acceptance and Distribution Explained

How Books are Picked Up by Retailers:

Retailers and libraries select books based on several factors, including the book’s relevance to their customers, the author’s marketability, and the terms of sale (e.g., discount rates, return policies). Books are often picked from large databases that retailers and libraries use to discover new titles. Maximizing a book’s pickup involves ensuring it is listed in these databases with competitive wholesale terms and compelling marketing materials.

Platform-Specific Distribution:

Amazon KDP: KDP provides distribution primarily through Amazon.com, with an option for expanded distribution that includes other retailers and libraries. However, books printed through Amazon often have “Printed by Amazon” on the last page, which can deter other bookstores from stocking the book due to the direct competition with Amazon. Expanded distribution does not guarantee acceptance by other retailers, especially those wary of promoting a competitor.
Lulu: Lulu offers better acceptance in various retail channels beyond its platform. This is because Lulu does not brand its books in a way that competes with retailers, making them more appealing for bookstore shelves. Their distribution network includes access to major databases that bookstores and libraries use, enhancing visibility and acceptance.
IngramSpark: Known for its excellent bookstore and library acceptance, IngramSpark benefits from being part of Ingram Content Group, one of the largest distributors to bookstores and libraries globally. Books published through IngramSpark are listed in Ingram’s catalogs, which are widely used by retailers and librarians to find new titles. The extensive distribution network and the lack of direct competition branding like Amazon’s make IngramSpark highly favorable for authors seeking broad market penetration.

By understanding the specifics of how each platform manages distribution and the nuances that may affect a book’s acceptance in the market, authors can strategically choose the right platform to maximise their book’s reach and impact.

User Experience and Design

Amazon KDP: User-friendly and intuitive, generally favoured in reviews for its ease of use.
Lulu: The platform’s design is intuitive, though some users find the customisation options confusing.
IngramSpark: More complex user interface, which can be challenging for first-time publishers, as noted in several reviews.

Platform	Royalty	Bookstore	Publishing Time	Customer Service	Print Quality	ISBN	Costs
Amazon KDP	High	Limited	Fast	Limited	Good	Free	Low
Lulu	Very High	Good	Moderate	Good	Variable	Free	Moderate
IngramSpark	High	Excellent	Slow	Excellent	High	Free	Higher

Comparison Table and Selection Tips

When selecting a distribution channel, authors should consider their primary goals:

Wider Distribution: IngramSpark is ideal due to its extensive network.
Higher Royalties: Lulu offers a higher revenue share post-expenses.
Quick Setup and Low Costs: KDP excels for those looking to quickly publish with minimal upfront costs.

Next Steps…

Now you have a roadmap to navigate the exciting world of self-publishing! But choosing the right platform is just the first step. From crafting a compelling manuscript to designing a professional cover and launching a strategic marketing campaign, the journey to publishing success can be complex.

That’s where Brandspire comes in.

We’re here as your self-publishing partner, regardless of whether you’re a seasoned author or fresh off your first manuscript. We understand the challenges of bringing your book to life, and that’s why we offer the guidance, expertise, and resources you need to succeed, all without the hefty price tag.

Ready to turn your vision into a reality?