Everything UK authors need to publish your eBook the right way: a breakdown of every major platform (Amazon KDP, Apple Books, Kobo Writing Life, and Barnes & Noble Press), side-by-side comparison tables covering royalties and reach, the wide-distribution versus Amazon-exclusive debate, and a straightforward decision checklist for choosing where to publish first.
We’ve also answered the exact questions authors search before hitting “publish,” and pointed to where extra support helps if formatting, editing, or marketing feels like the sticking point.
Publish Your eBook: How to Choose the Right Platform
Deciding to publish your eBook is the easy part, deciding where most first-time authors get stuck. There isn’t a single “best” platform; there’s a best platform for your specific book, genre, and goals.
Some platforms offer the biggest reach (Amazon), some offer better royalty terms in specific scenarios (Apple Books), and some offer easier access to reader bases Amazon doesn’t reach as well (Kobo, Barnes & Noble).
This guide breaks each option down clearly, so instead of guessing, you can match your book to the platform (or combination of platforms) that actually gives it the best chance with UK readers.
Why This Decision Is Worth Getting Right
The eBook market isn’t a niche corner of publishing anymore. Amazon alone sells tens of billions of pounds worth of books each year, and platforms like Apple Books and Google Play Books now reach a combined audience of several billion active devices worldwide. That scale is exactly why platform choice matters: the difference between a book that’s easy to find and one that disappears often comes down to which store (or combination of stores) it’s listed on, not just the quality of the writing.
How to Publish an eBook: The Basics Before You Choose a Platform
Before comparing platforms, a few fundamentals apply no matter where you publish:
- Finished, edited manuscript — every platform expects a complete file, not a rough draft
- Formatted file — most platforms accept EPUB or convert from Word/PDF, but formatting quality affects how your book displays on different devices
- Cover design meeting each platform’s size and resolution requirements
- Metadata — title, description, categories, and keywords, which directly affect discoverability
- Pricing strategy — royalty structures vary significantly by platform and price point, covered in detail below
If your manuscript isn’t polished yet, that’s worth solving before platform selection — a great cover on an unedited book still reads as unedited. Book editing services and ebook publishing services exist specifically to get a manuscript from “finished draft” to genuinely publish-ready.
Amazon KDP: Publish an EBook on Amazon
Amazon Kindle Direct Publishing (KDP) is the largest and most searched option for UK authors, and for good reason. Amazon dominates UK eBook sales more than any other retailer.
Strengths:
- Largest reader base in the UK and globally
- Kindle Unlimited access via KDP Select (page-read royalties)
- Free formatting tool (Kindle Create) and straightforward upload process
- 70% royalty option for eBooks priced £1.99–£9.99
Limitations:
- KDP Select requires 90-day exclusivity, blocking sales on other platforms
- Heavy competition means discoverability still depends on marketing, not just listing
- No editorial or design support included
Publishing an eBook on Amazon is often the first step for UK authors, but “publish an eBook on Amazon” and “stop there” aren’t the same decision, many authors later add wider distribution once they understand their reader base.
Apple Books Publishing: How It Compares
Apple Books (accessed via Apple Books for Authors) is less commonly the first stop for UK authors, but it shouldn’t be overlooked, particularly for genres like literary fiction, memoir, and non-fiction that perform well with Apple’s reader demographic.
Strengths:
- 70% royalty rate on all price points, not just a specific price band like Amazon
- Strong integration with iOS devices, appealing to a specific but loyal reader base
- No exclusivity requirement, can be published alongside Amazon KDP freely
Limitations:
- Significantly smaller UK reader base than Amazon
- Less built-in discoverability tooling compared to Amazon’s algorithm and review system
- Direct publishing requires a Mac or the Apple Books for Authors web app, which some Windows-based authors find an added step
Kobo Writing Life: An Overlooked Option for UK Authors
Kobo doesn’t have Amazon’s dominance in the UK, but it holds a genuinely loyal reader base, particularly for authors writing in romance, fantasy, and general fiction and it’s a favourite among indie authors pursuing wide distribution.
Strengths:
- No exclusivity requirements at all
- Strong promotional tools (Kobo Plus, price promotions) with a supportive indie author community
- Straightforward royalty structure, 70% on eBooks over a set minimum price threshold
Limitations:
- Much smaller UK market share than Amazon
- Less brand recognition among casual UK readers compared to Kindle
Draft2Digital: Publish Once, Distribute Everywhere
Draft2Digital is an aggregator rather than a retailer, meaning it doesn’t sell your book directly. Instead, it distributes your eBook to most major stores from a single upload, including Apple Books, Kobo, Barnes & Noble, and (via a separate direct process) Amazon.
Strengths:
- Free automated formatting that converts a plain Word document into a properly structured eBook file, at no cost
- One upload reaches multiple retailers, saving significant time compared to submitting to each platform individually
- Includes an author page, sales tracking dashboard, and (since its merger with Smashwords) an even wider distribution network
- No exclusivity requirements
Limitations:
- Takes a commission (in addition to what each individual retailer takes), which slightly reduces overall royalties compared to publishing direct
- Enforces a minimum price threshold on your book, so you can’t list it for free or at $0 through the platform
- Slightly less control over how your book appears on each individual retailer compared to uploading direct
For UK authors who don’t want to manage separate accounts on Amazon, Apple, Kobo, and Barnes & Noble individually, Draft2Digital is often the easiest way to go wide without the admin overhead.
IngramSpark: Best for Wide and Professional-Grade Distribution
IngramSpark leans more toward the “professional publisher” end of self-publishing, and it’s a common next step for authors who want their eBook (and often a paperback alongside it) to reach beyond the usual retail platforms.
Strengths:
- Distribution network reportedly reaching over 45,000 retailers, libraries, and online stores globally
- Royalties reported at up to 85% of net revenue, among the highest of any platform covered here
- Print and ebook publishing available through a single platform, useful if you want both formats
- Detailed sales reporting through a dedicated author portal
Limitations:
- If you’ve published the same title on Amazon KDP for Kindle in the past 12 months, IngramSpark may not be able to distribute that title to Kindle through their platform
- Ebook content originally published through Apple typically needs to be removed before uploading to IngramSpark
- Less beginner-friendly than KDP, with more technical file preparation expected upfront
IngramSpark suits authors who are thinking beyond a single retailer from the start, particularly those who also want their book to have a realistic chance of reaching libraries and international retailers.
Lulu: A Growing Aggregator Option
Lulu operates similarly to Draft2Digital, distributing your eBook to major retailers including Amazon, rather than selling directly to readers itself.
Strengths:
- Royalties reported as high as 90% in some cases, among the most competitive of any platform on this list
- Straightforward interface for authors managing the process themselves
- Handles distribution to multiple retailers from one upload
Limitations:
- New authors must pass Lulu’s Distribution Review, which carries a small one-time fee, before their book is accepted for wide distribution
- Less established reputation and community support compared to Draft2Digital or Amazon KDP
- Better suited to authors already comfortable with the self-publishing process rather than complete beginners
Lulu is worth considering as a secondary or comparison option once you’ve evaluated Draft2Digital, particularly if the royalty percentage is the deciding factor for you.
Barnes & Noble Press: Is It Worth It for UK Authors?
Barnes & Noble Press is primarily a US-focused platform, given Barnes & Noble’s retail presence is US-only. For UK authors, it’s less immediately useful than the other three platforms, but it can still be a worthwhile addition for reaching US-based readers as part of a wider distribution strategy, rather than a primary UK-focused choice.
Strengths:
- Free to publish, decent royalty rates (around 70% on eBooks)
- Access to a large US reader base if your book has cross-market appeal
Limitations:
- Minimal relevance for UK-only sales strategies
- Smaller platform overall compared to Amazon, Apple, and Kobo
Google Play Books: Reaching Android Readers
Google Play Books doesn’t come up as often in UK self-publishing conversations. Still, it shouldn’t be ignored, especially given how many readers access books through Android devices rather than a dedicated e-reader.
Strengths:
- Access to a very large global Android user base, with no dedicated e-reader required to read your book
- 70% royalty rate on sales
- An additional affiliate programme option, letting authors earn a small extra commission (around 7%) by linking directly to their book
- No exclusivity requirements, so it fits easily alongside Amazon KDP, Apple Books, or Kobo
Limitations:
- The upload and metadata process is less beginner-friendly than KDP’s
- Smaller UK-specific reader habits around Google Play Books compared to Kindle or Apple devices
- Less community support and fewer beginner tutorials than Amazon KDP
Google Play Books tends to work best as an addition to a wider distribution strategy rather than a first (or only) platform, particularly for non-fiction and practical guides where readers are more likely to search directly on Google.
eBook Publishing Platforms UK: Side-by-Side Comparison
| Platform | UK Reader Reach | Royalty Rate | Exclusivity Required? | Best For |
| Amazon KDP | Largest by far | 35–70% (price-dependent) | Optional, via KDP Select | Authors wanting maximum UK reach |
| Apple Books | Moderate | 70% (all price points) | No | iOS readers, literary/non-fiction |
| Kobo Writing Life | Moderate, loyal niche | 70% (above minimum price) | No | Indie fiction, wide distribution strategy |
| Barnes & Noble Press | Minimal (US-focused) | ~70% | No | US market cross-over, not UK-primary |
| Google Play Books | Moderate (Android-driven) | 70% + affiliate option | No | Android readers, non-fiction/guides |
| Draft2Digital | Wide (via multiple retailers) | Varies by retailer, minus D2D commission | No | Authors wanting one upload, wide reach |
| IngramSpark | Very wide (retail + libraries) | Up to 85% of net revenue | No | Print + ebook combined, library reach |
| Lulu | Wide (via distribution) | Up to 90% | No | Authors prioritising royalty percentage |
Do You Need a Platform at All? Selling Direct From Your Own Website
Every option covered so far involves a retailer or aggregator taking a percentage of each sale. There is another route: skipping platforms entirely and selling your eBook directly from your own website.
This works by:
- Saving your finished manuscript as a PDF (most word processors support this for free) or exporting it as an EPUB file
- Hosting the file on your own website or through a simple file-hosting tool
- Selling it directly to readers via a payment link or checkout page, keeping 100% of the revenue minus any payment processing fees
Why authors choose this route:
- No royalty split with a retailer or aggregator
- Full control over pricing, updates, and how the book is presented
- Useful for authors who already have an audience (through a blog, newsletter, or social following) and don’t need a retailer’s discovery tools to find readers
Why most authors still use at least one platform alongside this:
- Retailers like Amazon bring built-in discoverability that a personal website can’t easily replicate
- Readers are often more comfortable purchasing through a familiar platform than an unfamiliar checkout page
- Platforms handle file conversion, device compatibility, and customer support automatically
In practice, many authors use both: a platform like Amazon KDP for discoverability, and direct sales from their own site for readers who already know and follow them, keeping full margin on those sales.
Amazon KDP vs Apple Books: Which Should You Choose First?
This is one of the most commonly searched direct comparisons, and the honest answer depends on your book and goals:
- Choose Amazon KDP first if UK reach and volume matter most, especially for genre fiction or books likely to benefit from Kindle Unlimited readership
- Choose Apple Books first (or alongside) if your book suits a slightly more curated readership, or if you want a flat 70% royalty regardless of price point without exclusivity restrictions
Many authors ultimately use both, publishing wide on Apple Books and Kobo while testing whether Amazon exclusivity (via KDP Select) delivers enough additional benefit to be worth the trade-off.
Wide Distribution vs Amazon Exclusive: The KDP Select Trade-Off
This decision, often searched as “wide distribution vs Amazon exclusive”, sits at the centre of most platform strategy conversations:
Going exclusive (KDP Select) means:
- Access to Kindle Unlimited page-read royalties
- Eligibility for Amazon promotional tools (Countdown Deals, free promotions)
- Concentrated readership and reviews on one platform
Going wide (Amazon + Apple Books + Kobo + others) means:
- Diversified income, not dependent on a single platform’s algorithm changes
- Access to loyal reader bases Amazon doesn’t reach as strongly
- More manageable long-term risk if Amazon policies or visibility shift
Neither approach is objectively better, genre fiction with strong Kindle Unlimited readership often benefits from exclusivity, while non-fiction, literary fiction, and books with broader appeal frequently do better going wide from the start.
eBook Royalties Comparison Across Platforms
| Platform | Royalty Rate | Price Conditions | Payment Frequency |
| Amazon KDP | 70% or 35% | 70% only within £1.99–£9.99 band | Monthly |
| Apple Books | 70% | No price restriction | Monthly |
| Kobo Writing Life | 70% | Above Kobo’s minimum price threshold | Monthly |
| Barnes & Noble Press | ~70% | Varies by price point | Monthly |
Best eBook Platform for New Authors
If you’re publishing your first eBook and want a single, clear starting point: Amazon KDP remains the most practical choice for most UK authors, purely because of reach and reader volume. It’s also the platform with the most tutorials, community support, and free tooling (like Kindle Create) for first-timers.
That said, “best for new authors” doesn’t mean “only option worth using”. Many authors expand to Apple Books and Kobo once their first title is live and they understand their reader base better, rather than starting wide from day one.
Free eBook Publishing Platforms UK
Every platform covered in this guide, Amazon KDP, Apple Books, Kobo Writing Life, and Barnes & Noble Press is free to publish on. None charge listing or setup fees; they generate revenue through royalty splits on sales instead. The real cost for most authors isn’t platform fees, but editing, cover design, and formatting done properly beforehand, which is where budget is best spent rather than on the publishing platform itself.
How to Choose an eBook Platform: Quick Decision Checklist
- Does the platform accept a plain Word document, or do you need to submit EPUB/PDF yourself?
- How long does file conversion typically take, and can you preview the result before it goes live?
- Can you download your converted file for your own records or to use elsewhere?
- If you change your mind later, can you transfer your book to a different platform without starting from scratch?
- Do you need your own ISBN, or does the platform provide one (or make it optional)?
- What currency will you be paid in, and how often are payments made?
- Want maximum UK reach fastest? Start with Amazon KDP
- Want flat royalties regardless of price? Consider Apple Books
- Want a loyal indie-fiction reader base without exclusivity? Try Kobo Writing Life
- Have cross-market appeal in the US? Add Barnes & Noble Press as a secondary platform
- Unsure which fits your genre? Research comparable titles in your category and see which platforms they’re strongest on
Where Book Publishers Online Fits In
Choosing a platform is only one part of actually publishing an eBook successfully. Many authors get the platform decision right but stumble on the steps around it, formatting that looks unprofessional across devices, editing gaps that show up in reviews, or a book that goes live with no plan to reach readers.
That’s where we help:
- Manuscript development to get your book properly structured before it’s ready to publish .
- Professional editing so your eBook reads cleanly across every platform you choose
- eBook formatting and publishing support across Amazon, Apple Books, Kobo, and beyond.
- Marketing strategy to make sure your eBook actually reaches readers once it’s live.
If you’re still deciding between self-publishing and traditional routes more broadly, check how publishing works in the UK.
Frequently Asked Questions
Do I Need an ISBN to Publish My eBook?
Not always. Platforms like Amazon KDP assign a free identifier (an ASIN) instead of requiring an ISBN. However, if you want wider distribution through aggregators like Draft2Digital, IngramSpark, or Lulu, having your own ISBN can make cataloguing and tracking easier across multiple retailers. Some platforms offer a free ISBN; others expect you to purchase one separately.
Can I Sell My eBook Without Using Any Publishing Platform?
Yes. You can save your manuscript as a PDF or EPUB and sell it directly from your own website, keeping all the revenue minus payment processing fees. Most authors still use at least one platform alongside this for the discoverability a retailer like Amazon provides, but a direct sales option works well if you already have an engaged audience.
How do I publish an eBook?
Finish and edit your manuscript, format it for eBook (EPUB or platform-specific tools), design a cover meeting platform requirements, then upload it to your chosen platform, such as Amazon KDP, Apple Books, or Kobo Writing Life, along with pricing and metadata.
What is the best platform to publish an eBook in the UK?
Amazon KDP offers the widest UK reader reach and is generally the best starting point, though many authors expand to Apple Books and Kobo Writing Life for additional reach and royalty flexibility.
Should I publish my eBook on Amazon KDP or Apple Books first?
Amazon KDP suits authors prioritising maximum UK reach and Kindle Unlimited eligibility, while Apple Books suits those wanting a flat 70% royalty at any price point without exclusivity restrictions. Many authors eventually use both.
What is the difference between wide distribution and Amazon exclusive?
Amazon exclusive (via KDP Select) means your eBook is only sold on Amazon for 90 days, unlocking Kindle Unlimited royalties and promotional tools. Wide distribution means publishing across multiple platforms simultaneously, sacrificing exclusivity benefits for broader reach.
Is it free to publish an eBook?
Yes. Amazon KDP, Apple Books, Kobo Writing Life, and Barnes & Noble Press are all free to publish on. Platforms earn revenue through royalty splits rather than upfront fees.
How much do eBook royalties compare across platforms?
Most major platforms offer around 70% royalties, though conditions vary. Amazon KDP restricts its 70% rate to a specific price band, while Apple Books and Kobo Writing Life offer more flexible pricing conditions for the same rate.
Can I publish my eBook on multiple platforms at once?
Yes, as long as you haven’t enrolled in Amazon KDP Select, which requires 90-day exclusivity. Outside of that, publishing simultaneously on Amazon, Apple Books, Kobo, and Barnes & Noble Press is entirely possible.
What should I prepare before publishing my eBook?
A finished, professionally edited manuscript, a properly formatted file, a genre-appropriate cover, and clear metadata (title, description, categories, keywords). The platform choice matters less than having these fundamentals right first.
Your eBook Deserves the Right Launchpad
Publishing your eBook has never required less technical know-how; every platform in this guide is free, accessible, and built for authors without a publishing background. But the platform you choose, and how well-prepared your manuscript is before it goes live, will shape your book’s chances far more than most authors expect going in.
Take the time to match your book to the right platform (or combination of platforms), get the manuscript itself properly edited and formatted first, and treat the launch as a strategy rather than a single upload moment.
If you’d like support with any part of that process, from writing and editing through to publishing and marketing. You can explore how we help authors at every stage of book publishing.