How To Self-Publish a Book in 9 Steps (2026)

Learning how to self-publish a book means you’ll handle everything a traditional publisher would: editing, cover design, distribution, and marketing. In return, authors who go independent keep their rights and royalties.

Ahead, you’ll learn from Julie Broad, author of Self-Publish & Succeed and founder of self-publishing service Book Launchers, about the features and trade-offs of self-publishing, plus how to get started.

What is self-publishing?

Self-publishing means taking responsibility for every stage of bringing a book to market instead of working with a traditional publisher. 

You’ll handle: 

• Writing
• Editing
• Designing
• Publishing
• Selling

In traditional publishing, you pitch your manuscript to agents or publishers. If accepted, they handle distribution, cover design, and marketing. In exchange, authors receive royalties that typically run 10% to 15% on print books, according to the Authors Guild model trade book contract. 

On self-publishing platforms, royalty rates run 35% to 70%, depending on platform and pricing, according to Amazon KDP.

Publishing on platforms like Amazon KDP carries no upfront fees. Most authors choose to invest in professional editing and cover design, but the publishing itself often costs nothing.

Why self-publish your book?

Keep your intellectual property rights

“With traditional publishing, the author sells their intellectual property rights to the publisher,” Julie says. Some authors are comfortable with this arrangement, but it can be problematic for others—especially nonfiction authors.

“If you’re a business owner who spent 20 years developing a methodology, you don’t want a publisher to own that methodology,” Julie says. The same applies to authors with personal stories. “They don’t want to be told how their story has to be presented.” For these writers, self-publishing may offer more control over intellectual property rights.

Make more money per book sold

In traditional publishing, sales go to the publishing company, which then pays royalties to the author. These royalty rates are lower than the rates offered by self-publishing platforms. “You’re lucky if you get a dollar per print book sold,” Julie says.

With self-publishing, you’ll pay distributor fees, but without a traditional publisher taking a share of revenue, you’ll make more money on each book—about $5 to $6 per print book sold, according to Julie.

Control your business and creative decisions

As a self-published author, you decide what to do with your book. “You can give it away for free if you want to, you can sell it in bulk at a discount or trade books for magazine coverage or space on a stage,” Julie says. Publishers may limit promotional options, since their revenue depends on each book sold.

You can even sell your self-published book to a traditional publishing company later. “Some authors will self-publish their book, and then they’ll get a traditional deal, and it will make sense for them to take it,” Julie says. “You’re never tied to self-publishing.”

How much can self-published authors make?

The Authors Guild’s model trade book contract says traditional publishing royalties typically run 10% to 15% on hardcover sales, with agents taking a further 15% to 20% commission. 

According to Amazon KDP, ebook royalties on self-publishing platforms run 35% or 70%, depending on price and territory, with the 70% rate available for books priced between $2.99 and $9.99. Print royalties depend on your list price, with KDP deducting printing costs from each sale rather than charging upfront.

ALLi’s 2025 Indie Author Income Survey found that the median self-published author earned $13,500 annually, compared to $6,000 to $8,000 for the typical traditionally published author.

Robert Kiyosaki self-published Rich Dad, Poor Dad in 1997 after being rejected by every publisher in New York. The book has since sold upward of 44 million copies, according to Publishers Weekly. 

How to self-publish your book in 9 steps

1. Know your reader
2. Hire the right editors
3. Create an eye-catching cover
4. Pick your publishing platform
5. Format your book
6. Get an ISBN
7. Create a Shopify store
8. Market your book
9. Set your pricing strategy

The self-publishing process often includes the following steps:

1. Know your reader

“You should be thinking about how you’re going to market your book before you’re done writing it,” Julie says. That doesn’t mean creating a complete marketing strategy. It’s about understanding your reader.

“Get as specific as you can,” Julie says. “Don’t write for everybody. Really identify a reader and speak to them with the words they use.” Having a clear reader in mind makes writing and publishing easier. “A lot of people write their book and then try to figure out how to market it. But it can be really hard to make a book marketable after it’s already done.”

2. Hire the right editors

“A lot of people end up getting the wrong edit at the wrong time because they don’t realize there are different kinds of editors,” Julie says.

Work with these types of editors, in this order:

• Content editor: Reviews your manuscript and suggests structural changes, like cutting or adding passages.
• Fact checker: Verifies claims and research in nonfiction books.
• Copy editor: Polishes your manuscript with grammar and spelling suggestions.
• Proofreader: Provides a final review to catch any remaining errors before publication.

Before publishing, request a printed or PDF proof of your formatted book to catch layout and formatting issues that don’t appear on screen.

As a self-published author, you choose your own editors. Find freelance editors through these talent marketplaces:

• Reedsy (publishing-specific)
• Upwork
• Fiverr
• Guru

You can also work with a service like Julie’s company, Book Launchers, to get matched with editors, or other self-publishing companies that bundle editing, formatting, and marketing support.

3. Create an eye-catching cover

Browse the bestseller lists in your genre on Amazon and share that research with your designer as a reference point. 

Pay attention to the patterns across:

• Typography styles
• Color palettes
• Imagery
• Layout conventions

When designing your cover, keep these considerations in mind:

• Design for thumbnails. Your cover appears smaller in most online stores.
• Make your title easy to read. Readers scan quickly in crowded marketplaces.
• Include a spine and back cover. It’s required for print book sales.
• Match genre conventions. Readers use cover design as a signal for genre.

Find cover designers through the same freelance platforms you used for editing. If you have design experience, these free tools are available:

• Canva
• Fotor
• Edit.org
• Visme

Your cover is your book’s main visual selling point across retailers, marketplaces, and your online store. 

4. Pick your publishing platform

With your manuscript and cover ready, the next step is deciding where to publish. Julie uses multiple platforms for different purposes:

• Kindle Direct Publishing (KDP) for Amazon sales
• IngramSpark for bookstore distribution
• Bookvault for physical books in her Shopify store
• BookFunnel for ebook newsletter distribution

Here is a comparison of several major platforms:

Most of these platforms offer print-on-demand services, where books are printed and shipped at the point of sale, with no upfront inventory costs. Draft2Digital acts as an aggregator. Upload your book once and it distributes it to multiple retailers simultaneously, taking a 10% commission on sales rather than charging upfront fees. 

Print-on-demand vs. traditional printing

The two main printing options come with different trade-offs:

POD options aside from KDP include Lulu Direct, which integrates with Shopify, and Barnes & Noble Press.

How to publish a book on Amazon

Amazon’s Kindle Direct Publishing (KDP) gives authors direct access to Amazon’s marketplace for both ebooks and print books. Here’s how it works:

• Set up your KDP account. Go to kdp.amazon.com, sign in with your Amazon account, and add your payment and tax information.
• Add a new title. Choose Kindle ebook or Paperback, then fill in details like title, subtitle, author name, description, and keywords.
• Upload your manuscript. Accepted formats include DOCX, EPUB, and PDF (for print). KDP also provides a preview tool to check formatting.
• Upload your cover. Design your own or use KDP’s free Cover Creator tool.
• Set your pricing and royalties. For ebooks, KDP pays 35% or 70% royalties depending on price and territory. Paperbacks earn a percentage of list price minus printing costs.
• Publish and distribute. Once approved, your book appears on Amazon within 24 to 72 hours.

Audiobook distribution

Self-publishing options extend beyond print and ebooks. Spotify Audiobook Selects invites independent authors to submit short-form stories (10,000 to 20,000 words) in romance, mystery/thriller, and sci-fi/fantasy. Selected works receive an advance, full audiobook production, and distribution to Spotify listeners. Authors retain their audio rights.

Independent authors can also upload audiobooks directly via Spotify for Authors, or distribute to major retailers through Voices by INaudio, formerly Findaway Voices.

5. Format your book

Publishing platforms have specific formatting requirements that differ between services. Check each platform’s guidelines before preparing your files.

Most platforms require two files: a manuscript file for interior pages and a cover file for the front cover, spine, and back cover.

A standard manuscript includes these elements:

• Trim and margins: Page height, width, and margin sizes set according to your platform’s specifications
• Half-title page: First right-facing page, title only, no page numbers
• Title page: Author name, subtitle, optional logo 
• Copyright page: First left-facing page after the title page, containing copyright information
• Dedication page: Next right-facing page, no page numbers or headers
• Table of contents: Chapter and section titles with corresponding page numbers
• Chapter title pages: Page numbers included, headers omitted
• Body pages: Headers on left pages show the author name; headers on right pages show the book title
• Bibliography and references: For nonfiction, credits sources used
• Author bio: Photo and brief biography
• Index: For nonfiction, topics listed alphabetically with page numbers

Front and back matter optimization

Front and back matter are the pages before and after your main content. Each serves a specific purpose for readers and for distribution platforms.

Front matter sets up the reading experience:

• Title page: Your book title, subtitle, and author name
• Copyright page: Your copyright notice, ISBN, edition information, and any permissions or disclaimers
• Table of contents: Lists chapters and sections with page numbers, required for nonfiction
• Dedication and acknowledgments: Optional pages recognizing individuals or influences
• Foreword or preface: Sets context for the book by you (preface) or a third party (foreward)

Back matter follows the main content:

• Author bio: Your name, background, website, and social handles
• Call to action: A prompt asking readers to leave a review on Amazon or other platforms
• Email list sign-up: An invitation to subscribe, often paired with a free resource such as a bonus chapter or companion guide
• Other books by the author: A list of your other titles with links
• Resources or bibliography: For nonfiction, a reference list crediting sources used

6. Get an ISBN

An International Standard Book Number (ISBN) is a 13-digit identifier assigned to a specific edition and format of a book. Print, ebook, and audiobook editions each require their own ISBN. 

According to Bowker, the official ISBN agency for the US, an ISBN links to your book’s title, author, publisher, and format information across retailer and library databases worldwide.

How to get an ISBN

Print, ebook, and audiobook editions each require their own unique ISBN. Three routes are available, each with different implications for ownership and distribution:

• Get a free ISBN from your publishing platform. KDP, IngramSpark, and other platforms offer free ISBNs. According to KDP’s own documentation, free ISBNs from KDP can only be used on KDP and cannot be used to publish outside of KDP. 
• Get a free ISBN through an aggregator. Services like Draft2Digital provide free ISBNs. As with platform ISBNs, the aggregator appears as publisher of record rather than the author, and a Draft2Digital ISBN cannot be used to publish elsewhere.
• Purchase your own ISBN through Bowker. According to Bowker, purchasing directly registers you or your publishing entity as the publisher of record, giving you complete control over your book’s metadata. Authors outside the US should purchase through their country’s official ISBN agency.

Book metadata and BISAC codes

Metadata is the information that identifies your book across retail and library databases. It includes: 

• Title
• Subtitle
• Author name
• Description
• ISBN
• Keywords
• Categories

One component of metadata is the BISAC (Book Industry Standards and Communications) subject code. BISAC codes are standardized categories used across the publishing industry to classify and shelve books. Each platform uses them to place your book in the correct category.

For a business or entrepreneurship book, applicable BISAC codes include:

• BUS027000: Business & Economics/Entrepreneurship
• BUS060000: Business & Economics/Small Business
• BUS024000: Business & Economics/Education
• BUS008000: Business & Economics/Business Communication/General

Most platforms allow authors to select multiple BISAC codes per title.

7. Create a Shopify store

Set up an online store to sell your book, even if you use other distribution channels like Amazon or local bookstores.

“One of the reasons why we encourage our clients to sell direct is because Amazon and bookstores don’t tell you who’s buying your book,” Julie says. “When you sell directly, you’re not only making more money per book sold; you’re also getting your customers’ contact information. That’s a huge advantage over just selling through Amazon and never actually knowing who bought your book.”

Selling direct gives you access to customer data, email list growth, and control over bundling and pricing that marketplace distribution doesn’t provide. These are the core differences between direct and platform sales:

• Margin per sale. Retailers and marketplaces deduct a percentage from each sale. Direct sales go through your own store.
• Customer data. Direct sales give you the buyer’s name and email address. On Amazon, that data stays with Amazon.
• Email list. A direct store lets you capture email addresses at the point of purchase and offer opt-ins such as a reader magnet, bonus chapter, or exclusive content.
• Bundling. Shopify lets you offer book bundles, signed editions, and companion products.

“We’ve tested a lot of different platforms and we love how Shopify really sets an author up for success,” Julie says. “Once it’s set up, it’s easy for an author to manage. Shopify handles a lot of the storefront pieces that an author doesn’t necessarily want to be bogged down with,” like bundling and upselling.

To fulfill print orders through your Shopify store, use a print-on-demand integration. Lulu Direct integrates with Shopify and prints and ships orders automatically. Bookvault is another option, used by Julie for her own store.

8. Market your book

Publishing your book is one part of the process. Reaching readers requires a separate marketing effort.

“It doesn’t matter how good your book is, you have to market that book,” Julie says.

Share excerpts on social media

Post samples of your writing on the platforms where your readers spend time. On Instagram and TikTok, video content tends to reach more people than static images. On X, a short excerpt with a link to your store can generate clicks. On LinkedIn, posts about your writing process are common among nonfiction authors.

The book community on TikTok, known as BookTok, has become a significant discovery channel for fiction. Authors who post about their writing process and story tend to attract organic audiences.

Build reader reviews

Before launch, send advance review copies (ARCs) to beta readers, book bloggers, and readers in your genre. Ask for a short, honest review posted on Amazon or Goodreads by your launch date.

After launch, follow up with buyers. Apps like Opinew and Trustify, which integrate with both Shopify and Amazon, automate review requests after purchase.

Partner with social media influencers

Book influencers on BookTok and Bookstagram have built audiences of genre readers. Research influencers whose genre and audience match your book before reaching out. Micro-influencers (10,000 to 50,000 followers) are an option for independent authors. Offering a free copy in exchange for an honest review is one approach.

Connect with literary media

Book podcasts, genre-specific blogs, and online publications cover new releases and author interviews. A one-page media kit with your author bio, book summary, key themes, and a high-resolution cover image makes outreach easier. Pitch a specific topic you can speak to rather than a general book announcement.

Build an author platform

Your author platform covers the channels you own: your website, email list, and social presence. Email subscribers have opted in to hear from you directly. Adding an email sign-up to your Shopify store, paired with a lead magnet such as a bonus chapter or reading guide, gives readers a way to stay connected.

Create content that drives search traffic

Adding a blog to your Shopify store lets you publish content that answers questions your target readers search for. A business book author might write about topics their book covers. A cookbook author might post recipes. Free tools like Google Search Console or Ubersuggest can help identify relevant search terms.

9. Set your pricing strategy

Your pricing will, in part, be determined by your format: 

• Ebook. With Amazon KDP, ebooks priced between $2.99 and $9.99 qualify for the 70% royalty rate, while pricing outside that range drops to 35%. According to Author Imprints, self-published ebooks are nearly always priced below $9.99 and often, depending on category, below $5.99.
• Print.KDP pays 60% on print books priced at $9.99 and above, and 50% below that threshold. Use KDP’s Print Cost and Royalty Calculator to calculate your per-copy printing cost before setting a list price. Paperbacks typically fall between $9.99 and $19.99 depending on page count and genre, according to Author Imprints.
• Series and bundles. Authors publishing a series have the option to price the first book lower than subsequent titles. Shopify’s bundling feature lets you package print books with digital companions or signed editions.
• Promotions. According to KDP’s Kindle Countdown Deals documentation, enrolled authors can discount ebooks below $2.99 while keeping the 70% royalty rate during a promotional period.

Price signals quality, determines your royalty tier, and shapes whether readers take a chance on an unfamiliar author. It also affects how your book will be positioned relative to comparable titles in your category.

Start by browsing the bestseller lists in your subgenre on Amazon and noting the most common price points for ebooks, paperbacks, and hardcovers. Your price should sit within that range.

How much does it cost to self-publish a book?

Here are some self-publishing cost averages:

Common costs include:

Editing

Editing fees depend on the type of edit required. According to the Editorial Freelancers Association’s 2025 rate survey, median rates run about 3.6¢ per word for developmental editing, 2.7¢ per word for copy editing, and 2¢0 per word for proofreading. 

For an 80,000-word manuscript, that puts a full developmental edit at around $2,880 and copy editing at around $2,160.

Cover design

According to Reedsy’s analysis of 9,600 cover design collaborations in 2025, the average cost of a professional book cover is $880, with most projects falling between $625 and $1,250. Free tools like Canva are available for authors who design their own covers.

ISBNs

According to Kindlepreneur, a single ISBN from Bowker costs $125. A 10-pack costs $295. Free ISBNs are available through platforms like KDP and Draft2Digital, with the trade-offs covered in the ISBN section above.

Book printing

For authors printing physical books, costs depend on page count, ink type, and trim size. A standard 300-page black ink paperback costs $4.60 to print via KDP, according to their paperback printing cost documentation,

Marketing

A Written Word Media’s 2025 Indie Author Survey revealed the average monthly marketing spend across all respondents was $636, though this varied widely across income brackets.