The Brutally Honest Guide to Self-Publishing in the UK (From Someone Who's Done It)

When I decided to publish my first novel, I knew I wanted control. Not just over the story, but the cover, the price, the marketing. I didn’t want to wait years for gatekeepers to maybe give me a shot. So I self-published. This is everything I wish I knew then, laid out step by step.

The ISBN: Buy Your Own

You can publish without an ISBN if you're just using Amazon KDP (they'll assign one for free). But if you want to sell your book through bookstores, libraries, or anywhere outside Amazon, you need your own. In the UK, ISBNs are bought through Nielsen. In the US, it's Bowker.

A single ISBN is expensive (around £90 / $125), but buying a pack of 10 or 100 is far more cost-effective if you plan on publishing multiple titles. Remember: each format needs its own ISBN (paperback, eBook, hardback).

Tip: Don’t assign the same ISBN to multiple versions of the same book. That’s a fast way to confuse distributors and retailers.

Formatting

You can format your book yourself or hire someone to do it. If you're DIY-inclined, tools like Atticus (PC & Mac) or Vellum (Mac only) are user-friendly and quick to learn. With a bit of patience, you can get a professional result for a one-time fee.

If you prefer to outsource, check platforms like Reedsy, Fiverr, or Upwork — just vet the designer thoroughly and ask for examples of their previous work.

Amazon KDP

Amazon KDP is the easiest way to publish both paperbacks and eBooks, with no upfront cost and a huge reach.

  • Royalties: You earn 60% of the list price, minus printing costs (which average £2–£4 per copy).

  • Print quality: Varies. I've had copies arrive with ink smudges, cover creases, and uneven trimming. They do offer replacements if you provide photo evidence.

  • Distribution: KDP books are not stocked by UK bookstores. Retailers like Waterstones and Foyles order exclusively through Gardners, and Gardners won't buy from KDP.

KDP is great for visibility and convenience, but if quality control or bookstore placement matters to you, it shouldn’t be your only option.

IngramSpark

IngramSpark is the largest global print distributor — covering outlets like Bookshop.org, Waterstones, and Barnes & Noble.

  • Setup fees: Have recently been removed. 

  • Wholesale discount: Must be set between 30%–55%. Most bookstores won’t consider stocking you unless you offer at least 40%.

  • Returns: Optional, but bookstores usually require returnable books. If you enable returns, you could be charged for returned copies.

  • Print cost: Slightly higher than Amazon. 

I found the interface clunky and customer support slow. That said, it’s one of the few viable routes for indie authors wanting to appear in traditional bookstores - they supply to Gardners, which in turn supplies Waterstones. 

Offset Printing (What I Primarily Use Now)

After experimenting with both KDP and IngramSpark, I shifted to offset printing. I now work with CPI Group in the UK.

  • Minimum runs: Usually 300–500 copies.

  • Unit cost: Around £2–£3 per book, which is cheaper than print-on-demand.

  • Full control: I get to choose paper quality, finish, lamination, and can add sprayed edges.

  • Upfront cost: You’ll need to invest hundreds to thousands upfront.

  • Storage + fulfilment: You’ll be packing and posting yourself (unless you use a fulfilment service). I sell through TikTok Shop and Shopify.

If you're building a brand and want premium-quality books with great margins, this is the way to go.

Cover Design: Don’t Be Cheap

Your cover is the first impression — don’t DIY it unless you're genuinely skilled in design.

Instagram, Fiverr, and Twitter are great places to find talented cover artists. Expect to pay anywhere from £100–£600, depending on their experience. A professional cover can dramatically improve your chances of selling.

Fulfilment: You vs. Print-on-Demand

  • Print-on-demand: No hassle. Amazon and Ingram handle printing, packing, and shipping. But you give up control, and the customer experience might suffer.

  • Bulk/offset printing: You handle everything — from packaging to postage. More work, but greater profit and the ability to add custom extras (stickers, bookmarks, signed notes).

If you want a personal, branded experience — it’s worth doing yourself.

Marketing: You're Not Just a Writer Anymore

If you’re self-publishing, you’re running a business. These are the essentials:

  • TikTok: The most powerful tool for viral book sales. Share your journey, themes, reviews, packaging videos.

  • Instagram & Threads: Great for building a visual brand.

  • Email marketing: Start collecting emails early. Use Shopify, Mailchimp, or ConvertKit to manage your list.

  • Paid ads: Facebook and TikTok ads can work — but it takes testing and money. Start small.

  • ARC outreach: Reach out to bookstagrammers, TikTok reviewers, and Goodreads reviewers for early buzz.

It Gets Easier

The first book is the hardest. But once you've done it — bought ISBNs, built your website, figured out packaging, shipping, and marketing — the next books are easier.

Self-publishing is not for the lazy. It’s demanding. But it’s also liberating. You control every aspect, and when you succeed, the reward is fully yours.

Want more help? Join the Mura Society Book Club on Discord, or check out my latest guides on the blog.

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