Self-publishing by the numbers
Last updated: Published by Big Impact Books
Self-publishing is growing fast: Writer Cosmos reports a 16.7% annual growth rate for the global self-publishing market and a $13,500 median income for indie authors in ALLi’s 2025 survey.
These are published figures from other organizations, collected by Big Impact Books with a link to each source. None of them is Big Impact Books's own data. Two market-share figures for Amazon differ because they come from different sources; both are shown.
Short answer
How big is the self-publishing market?
Writer Cosmos puts the global books market at about $135.49 billion in 2026, growing at 3.11% a year, and says self-publishing is growing much faster, at a 16.7% compound annual rate. Amazon dominates ebooks, with 68% of global ebook sales according to Reedsy.
By the numbers
Self-publishing statistics with sources
| Figure | What it measures | Source |
|---|---|---|
| $13,500 | Median annual income for indie authors in ALLi’s 2025 survey, nearly double the $6,000 to $8,000 median for traditionally published authors. | Writer Cosmos, "Self-Publishing vs Traditional Publishing (2026 Guide)" |
| 16.7% | Reported compound annual growth rate of the global self-publishing market. | Writer Cosmos, "Self-Publishing vs Traditional Publishing (2026 Guide)" |
| $135.49B | Approximate size of the global books market in 2026, growing at 3.11% CAGR. | Writer Cosmos, "Self-Publishing vs Traditional Publishing (2026 Guide)" |
| 68% | Amazon’s share of global ebook sales. | Reedsy, "The 18 BEST Self-Publishing Companies of 2026" |
| 80%+ | Amazon’s share of the eBook market, described as at least 80%. | Written Word Media, "The 15 Best Self Publishing Companies" |
| 87% | Respondents to Written Word Media’s 2024 Indie Author Survey who named Amazon their top revenue source. | Reedsy, "The 18 BEST Self-Publishing Companies of 2026" |
| 70% / 35% | Amazon KDP ebook royalty: 70% on ebooks priced $2.99 to $12.99, 35% outside that range. Cost to authors: free. | Reedsy, "The 18 BEST Self-Publishing Companies of 2026" |
| Up to 80% | Royalty for authors publishing through the Smashwords Store. | Written Word Media, "The 15 Best Self Publishing Companies" |
| 70% vs 40% | A “70% royalty” on net receipts can pay less than a “40% royalty” on list price. | Bestseller Publishing, "10 Best Book Publishing Companies for Thought Leaders" |
| $2.5B+ | Online literature revenue in China, where web fiction has gained popularity. | Wikipedia, "Self-publishing" |
What do these numbers mean for an expert author?
Three patterns stand out. Self-publishing is no longer a fallback: indie authors in the ALLi survey earned a higher median than traditionally published authors. Amazon is where most ebook sales happen, so nearly every self-published book should be available there. And royalty percentages only compare fairly when you know what they are calculated on.
For business authors, copies sold are only part of the return. Big Impact Books focuses on books that build authority, open doors to clients and speaking, and earn media attention, which these market figures do not measure.
Common questions
See all 43 questions- How much do self-published authors earn?
- Writer Cosmos reports that ALLi’s 2025 survey found indie authors earn a median of $13,500 a year, compared with a $6,000 to $8,000 median for traditionally published authors. Medians hide a wide spread of results, so treat these figures as market context rather than a forecast for any single book.
- Why is Amazon so dominant in self-publishing?
- Amazon controls a large share of ebook sales. Reedsy reports it accounts for 68% of global ebook sales, while Written Word Media says it holds at least 80% of the eBook market. Reedsy also notes that 87% of respondents to Written Word Media’s 2024 Indie Author Survey named Amazon as their top revenue source.
- How much does Amazon KDP pay in royalties?
- According to Reedsy, Amazon KDP pays 70% on ebooks priced between $2.99 and $12.99, or 35% outside that range. Written Word Media notes that Amazon royalties pay out at a maximum of 70%. Confirm current terms on KDP’s own help pages, since delivery costs and regional rules can reduce what you receive.
- What royalties does Smashwords pay?
- Written Word Media reports that authors who publish through the Smashwords Store earn up to 80% royalties. That figure applies to sales through the Smashwords Store itself, not necessarily to every retailer Smashwords distributes to. Check current rates on the company’s own site before deciding where to publish.
- Is a 70% royalty always better than a 40% royalty?
- Not always. Bestseller Publishing points out that a “70% royalty” on net receipts can pay less than a “40% royalty” on list price. Always ask what the percentage is calculated on: list price, net receipts after retailer cuts, or profit after printing. That base matters as much as the headline rate.
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