Direct Book Sales for Authors: The Pros and Cons of Selling Books Directly to Readers

More and more authors are exploring direct book sales, and it’s in response to real frustrations. Maybe you’ve felt it: the royalty cuts from big platforms, the unpredictable algorithm changes, or the feeling that you’re building a career on someone else’s land. It’s no surprise that many writers are exploring selling books directly as an alternative, or at least a complement to self-publishing platforms.

Selling books directly to readers isn’t a new idea, but it’s becoming more of a thing as authors look for the best ways to earn from their work, build relationships with readers, and retain ownership over their creative output.

This post isn’t here to convince you that direct book sales are the “best” option. Instead, it offers a clear-eyed look at the pros and cons of selling books directly to readers, so you can decide whether it’s the right move for your writing and your brand as an author.

What Direct Book Sales Actually Mean

Selling books directly to readers means you’re offering your books to your readers, without a third-party retailer acting as a middleman. This means instead of selling your books through e.g. Amazon or using Draft2Digital’s book distribution system to get to readers, you sell copies of your books to buyers directly, with the transactions happening on your terms.

This can be done through:

• A store page on your author website
• A shop hosted on platforms like Payhip, Shopify, or Gumroad
• Selling through your email list or social media links

You can sell:

• eBooks delivered automatically after purchase
• Print copies
• Signed or special-edition print copies
• Bundles (eBook + print, or multiple titles together)

The Pros of Direct Book Sales for Authors

1. Higher Profit Per Sale

One of the benefits you have when you sell books directly as an author is higher earnings per transaction. When you sell directly, you’re not giving up a percentage of your royalties to retailers, distributors, or aggregators.

When you sell through Amazon or other retailers, you typically keep 35%–70% of each sale. With direct sales, after small payment processing fees (e.g. from Stripe or PayPal), you keep all the profits (minus print costs if you are selling print copies). That’s a significant difference, especially for indie authors.

2. Full Control Over Pricing and Discounts

Selling books directly to readers gives you complete control over how your work is priced. You decide how much your book costs, when to run a sale, and how to price bundles or special editions. No rules. No pricing restrictions. No waiting days for a price update. There’s no need to adjust your strategy to fit platform rules or pricing structures.

3. Direct Relationship with Readers

Perhaps the most undervalued benefit of direct sales is the relationship it creates. When someone buys your book directly:

• You know who they are
• You can send a thank-you email
• You can continue the relationship beyond a single transaction by inviting them to your newsletter
• You can even send them bonus content

This connection builds trust and loyalty over time. Readers who buy directly often feel more invested in your work, because the interaction feels personal rather than transactional. And you’re not guessing who your readers are, you’re talking to them directly.

4. Ownership of Customer Data

Most third-party platforms never share buyer details. With direct sales, you can collect email addresses, track which books someone bought, and build a real connection over time.

With such data, you can build your email list, share updates about new releases, and offer early access and exclusive content. Owning your audience means you’re not starting from zero every time you release a new book.

5. Freedom from Algorithms and Sudden Changes

Your storefront isn’t at the mercy of a platform’s new policy or a sudden drop in visibility. You decide how your books are displayed, featured, and delivered, and you’re not competing for attention with thousands of other titles on the same shelf.

Platforms change. Policies shift. Algorithms update. Visibility fluctuates.

Direct sales give you independence from those external forces. While you still need to drive traffic to your site, you’re no longer entirely dependent on systems you can’t control.

The Cons of Selling Books Directly to Readers

Despite its benefits, direct book sales also have cons. There are certain challenges to consider.

1. You’re Responsible for Driving Traffic

When you sell books directly, readers won’t find you by accident. There’s no built-in marketplace like Amazon where numerous readers are browsing for books.

On Amazon, readers might find you by chance. With direct sales, they won’t. You need to build your own audience and send them to your store through social media, email, or other platforms.

If book marketing already feels exhausting, this responsibility can feel a lot.

2. Technical Setup and Maintenance

Setting up a store involves choosing a platform, integrating payment processors, setting up delivery tools, and managing backend details. For authors not familiar with technical stuff, this can feel overwhelming.

While tools have made this easier, there may still be a learning curve.

3. You Handle Customer Support

If someone can’t open the eBook file, or a print order goes missing, you’re the one they’ll contact. You’re not just the author, you’re also the customer service team. And if you want to outsource that work, you have to hire and pay the services of a customer service agent.

Customer support means:

• Answering emails
• Managing refunds and returns when necessary
• Handling difficult customers

Not every author may be willing to add that to their to-do’s, aside writing.

4. Sales Taxes and VAT

Selling directly means handling legal and financial responsibilities that platforms usually manage for you. These requirements vary by country and can feel intimidating without proper guidance.

Depending on where you live and who you sell to, you may be responsible for collecting and reporting taxes (especially VAT for EU/UK customers). Some platforms handle this for you, but it’s something to be aware of.

5. It’s a Slow Start Without an Audience

Direct book sales work best when you already have readers who trust you and follow your work. If you’re just starting out and don’t have a newsletter or social following, your book sales may be crickets at first. It takes time to build trust and traffic. Book retailers and other platforms can sometimes offer exposure that’s harder to replicate on your own.

Who Direct Book Sales Work Best For

Selling direct isn’t for everyone, but it can be powerful for the right kind of author. Direct sales are often good for:

• Authors with an engaged email list or fanbase: You have people who already trust you and are happy to buy directly.
• Poets and writers selling special editions or bundles: Signed editions, poetry chapbooks and book bundles feel more personal when sold direct.
• Authors who want total control: If you’re someone who values independence and likes owning the entire process from pricing to presentation, this gives you that freedom.
• Writers comfortable with gradual growth

Who Might Want to Avoid Direct Book Sales (For Now)

Selling direct has its benefits, but it may not be the right choice for you. You might want to hold off if:

• You’re a brand new author without an audience: Focus on visibility first, then build your own store later.
• You’re already overwhelmed: If you’re juggling writing, marketing, and life, adding direct sales may be too much right now.
• You want simplicity, not full control: There’s no shame in letting platforms handle payments, taxes, and delivery while you focus on writing.
• You aren’t familiar with technical stuff: If building an online store is a challenge for you, depending on online retailers may be a better option.

Direct Book Sales vs Platforms: A Hybrid Approach

You can consider following the hybrid approach. You can sell your books on Amazon and on your website. You can run a Shopify store for book bundles or special editions, and still distribute paperbacks through IngramSpark. This hybrid approach gives you the best of both worlds.

Some authors use a hybrid model in this way:

• Platforms for discoverability
• Direct for loyal readers

This approach allows you to benefit from both visibility and ownership. You can experiment with direct sales gradually, without abandoning the retail platforms that already work for you.

Choosing the Right Sales Model for Your Publishing Goals

If you want to build a long-term business with full ownership, direct sales will matter eventually. If you just want to focus on writing and keep things simple, platforms like Amazon or Kobo are completely valid. The hybrid model can also be an option if you don’t want to choose.

The best model is the one you can sustain: the one that fits your time, energy, tech comfort, and creative goals. You as an author get to decide how your books meet the world.