Amazon KDP vs Lulu: A UK Self-Publisher’s Guide

By Robert Prime

Last reviewed by Robert Prime — March 2026

Self-publishing in the UK has never been more accessible—or more complicated. Choosing the right platform for your book printing and distribution can make or break your project’s success. Amazon Kindle Direct Publishing (KDP) and Lulu are two of the most popular options, but which is best suited for UK authors? This guide cuts through the noise with a brutally honest, experience-driven comparison focused squarely on the UK market.

I’m not here to sugarcoat the process. After 25 years in e-commerce and running multiple publishing-related businesses, including publishing.co.uk and LoveReading.co.uk, I’ve seen firsthand how authors waste time, money, and sanity wrestling with self-publishing platforms that don’t fit their needs. This article will give you the facts, real costs in GBP, practical steps, and expert tips so you can make an informed choice without falling into common traps.

When I wrote Google. Panic. Repeat., the nightmare wasn’t writing but formatting the book to meet KDP’s exacting standards. After hiring a £130 formatter who botched it and wasting hours fiddling with file types, I realised the industry needed a better way. That’s why I founded publishing.co.uk—to automate and simplify this for UK authors.

[IMAGE CALLOUT: Infographic showing key self-publishing terminology with definitions including ISBN, POD, trim size, bleed, and royalty rates.]

Table of Contents

• What You Need to Know Before Starting
• Step-by-Step Guide to Publishing on KDP and Lulu
• UK-Specific Considerations for KDP vs Lulu
• Common Mistakes and How to Avoid Them
• Tools and Resources for UK Authors
• Cost Breakdown: Real UK Pricing
• Expert Tips from 25 Years in the Industry
• Real-World Case Studies and Examples
• Comparison with Alternative Approaches
• Frequently Asked Questions

What You Need to Know Before Starting

Amazon KDP and Lulu both offer Print-on-Demand (POD) publishing that lets authors bypass traditional publishers and print only the copies they sell. Yet, they differ significantly in how they operate, pricing, distribution reach, and suitability for UK-based authors.

KDP is Amazon’s self-publishing platform. It dominates the global market with an integrated Amazon marketplace, making it straightforward to sell books on Amazon’s various marketplaces, including Amazon.co.uk. KDP is primarily geared towards paperback and Kindle eBooks, with an expanding hardcover option.

Lulu is an independent POD and distribution platform with a broader global reach through multiple retail partners beyond Amazon. Lulu offers paperback, hardcover, photo books, and other print formats with a reputation for higher print quality and customisation options.

At first glance, many UK authors jump to KDP because it’s free, tightly integrated with Amazon, and familiar. However, for those serious about professional print quality, multiple channels, or niche formats, Lulu is often a better fit.

Before you commit, understand the terminology and processes involved.

[IMAGE CALLOUT: Side-by-side comparison chart of KDP vs Lulu features including print formats, distribution options, and royalty rates.]

Key Terminology

• Print-on-Demand (POD): A printing technology where books are printed individually or in small quantities after orders are placed, avoiding large upfront print runs.
• ISBN (International Standard Book Number): A unique identifier for books. In the UK, ISBNs are purchased from Nielsen for £93 each or £174 for a block of 10. KDP offers free ISBNs but lists Amazon as the publisher, which can limit your control.
• Trim Size: The final size of your printed book (e.g., 5”x8”, 6”x9”). Both KDP and Lulu support a range of trim sizes, but Lulu offers more custom sizes.
• Bleed: Printing that extends to the edge of the page, requiring specific formatting and margin settings.
• Expanded Distribution: The option to sell your book through additional retailers beyond the primary platform, often at reduced royalties. Lulu offers wider expanded distribution than KDP.
• Royalty Rate: The percentage of sales revenue paid to the author after printing costs. KDP and Lulu have different royalty structures that impact earnings.
• File Formats: KDP prefers PDF for print and MOBI or EPUB for Kindle eBooks. Lulu accepts PDFs and offers more flexible file options.

[IMAGE CALLOUT: Diagram illustrating bleed area, trim size, and safe margins in book formatting.]

Step-by-Step Guide to Publishing on KDP and Lulu

Publishing on either platform requires a series of technical and strategic steps. Here’s a detailed walkthrough highlighting the differences, especially for UK authors.

Publishing on Amazon KDP

1. Create a KDP Account: Visit kdp.amazon.co.uk and sign up with your existing Amazon account or create a new one.
2. Prepare Your Manuscript: Format your manuscript in Microsoft Word or convert it to a PDF. KDP requires strict margin, bleed, and font guidelines. For UK authors, pay particular attention to trim sizes common in the UK market, such as 129 x 198 mm (5” x 7.8”).
3. Get an ISBN: You can use a free KDP ISBN (Amazon listed as publisher) or buy one from Nielsen to maintain control. For UK authors, I strongly advise purchasing your own ISBN to retain publishing rights and appear more professional in bookstores and libraries.
4. Upload Your Manuscript and Cover: Navigate to Bookshelf > Create Paperback on your KDP dashboard. Upload your interior file and cover (PDF preferred, or use KDP’s Cover Creator tool).
5. Set Trim Size and Paper Type: KDP offers UK-friendly trim sizes; choose cream or white paper depending on your genre (cream is popular for novels, white for non-fiction and children’s books).
6. Preview the Book: Use KDP’s online previewer to check formatting issues. I recommend also ordering a physical proof copy before going live.
7. Set Pricing and Royalties: Enter your list price in GBP. KDP’s royalty for paperbacks is 60% of list price minus printing costs for books sold on Amazon UK. For example, a 200-page paperback priced at £7.99 might net you around £3.50 per sale after printing costs.
8. Select Distribution Channels: By default, your book will be available on Amazon.co.uk and other Amazon marketplaces. You can opt into Expanded Distribution, which makes your book available to other retailers, though royalties drop significantly (usually 40% of the list price minus printing costs).
9. Publish: Once approved (usually within 24-72 hours), your book goes live on Amazon.co.uk and other selected marketplaces.

Publishing on Lulu

1. Create a Lulu Account: Visit lulu.com and sign up.
2. Choose Your Project Type: Lulu offers paperback, hardcover, photo books, calendars, and more. For UK authors, paperback and hardcover are the most common.
3. Upload Manuscript: Lulu prefers print-ready PDFs but accepts Word and other file formats, converting them as needed. Their conversion tool is more forgiving than KDP’s but I still recommend submitting a PDF for the best quality.
4. Select Trim Size and Paper: Lulu supports a wider range of UK standard and custom trim sizes than KDP. You can choose premium paper options (e.g., 80lb gloss or matte), which can be crucial for photo books or art projects.
5. ISBN: You must supply your own ISBN from Nielsen. Lulu does not provide free ISBNs, which means upfront investment but better control.
6. Design and Upload Cover: Upload a print-ready PDF or use Lulu’s Cover Design Wizard. For UK markets, ensure the cover matches UK printing specifications—this includes spine width calculation based on page count and paper type.
7. Set Pricing and Royalties: Lulu lets you set your own retail price. Royalties are calculated after deducting printing costs and retailer commissions. For UK authors, Lulu’s royalty rates can be more flexible than KDP’s, especially when distributing through Ingram and other partners.
8. Distribution Options: Lulu offers global distribution through Amazon, Barnes & Noble, Ingram, and other retailers. This gives UK authors a significantly wider retail reach, including access to independent bookstores and libraries that Amazon’s Expanded Distribution does not reach.
9. Review and Publish: Lulu reviews your files within 3-5 business days, then lists your book on your selected platforms.

[IMAGE CALLOUT: Step-by-step process diagram comparing KDP and Lulu publishing workflows side-by-side for UK authors.]

UK-Specific Considerations for KDP vs Lulu

The devil is in the details when it comes to serving UK authors effectively. Many US-centric guides gloss over these crucial points.

ISBNs and Publishing Rights

Unlike the US Bowker system, in the UK ISBNs are exclusively sold by Nielsen. A single ISBN currently costs £93; a block of 10 ISBNs costs £174, which is a better investment if you plan multiple titles or editions.

Many authors opt for free KDP ISBNs, but this means Amazon is listed as the publisher, not you. This can cause problems with rights, limit distribution options outside Amazon, and reduce your professional credibility, especially if targeting bricks-and-mortar bookshops and libraries.

Lulu requires you to provide your own ISBN, which aligns better with full author control and is preferred by UK retailers.

VAT and Taxation

UK print books are zero-rated for VAT, meaning no VAT is charged on the sale price. However, eBooks attract a 20% VAT rate. KDP automatically handles VAT for sales on Amazon.co.uk, but if you use Lulu’s expanded distribution, you need to understand VAT applications for different retailers and territories. This can be complex if selling internationally.

If you are VAT-registered in the UK, keep clear records of your sales on both platforms for HMRC reporting. KDP provides detailed royalty reports, and Lulu offers sales data, but you may need to reconcile multiple currency conversions if selling abroad.

Printing and Shipping

KDP’s print facility closest to the UK is in the UK and Europe, ensuring fast delivery and lower shipping costs for UK buyers. For authors ordering copies themselves, KDP’s shipping is often faster and cheaper.

Lulu prints in the US and Europe, but shipping costs to the UK can be significantly higher, especially on small orders. For example, shipping a single author copy can cost £5-£9 on Lulu, versus £2.50-£6.50 on KDP, depending on shipping speed and location.

For bulk orders, Lulu can offer competitive rates, but you must plan carefully and request quotes when possible.

Distribution Reach

KDP’s distribution is primarily Amazon-centric. Its Expanded Distribution option is limited to selected retailers and libraries, mostly in the US and Europe, and royalties drop sharply when using it.

Lulu partners with Ingram, one of the largest book distributors globally, providing UK authors access to a wider retail network, including independent bookstores and libraries. This is a major advantage if you want your book stocked beyond Amazon or available for wholesale purchase in the UK.

Print Quality and Customisation

Lulu generally offers better print quality, with more paper types, finishes, and trim sizes. This can be critical for genres like art, photography, children’s books, or premium editions.

KDP’s print quality is improving but still more limited. For standard fiction and non-fiction paperbacks, it’s usually sufficient, but I have seen reports of colour inconsistencies and paper quality variations. For UK authors seeking a premium feel, Lulu is often the preferred choice.

I consult for a billion-pound business that was struggling with the exact same print quality issues and distribution limitations that many indie authors face. The difference in print quality and reach between KDP and Lulu was literally stopping them from scaling their back catalogue effectively in the UK and EU markets.

[IMAGE CALLOUT: Bar chart comparing print quality ratings and distribution reach of KDP vs Lulu in UK and EU markets.]

Common Mistakes and How to Avoid Them

Having formatted thousands of books myself and helped many UK authors through publishing.co.uk, I’ve seen these mistakes too often:

• Skipping ISBN Purchase: Relying on free KDP ISBNs limits your control and professionalism. Buy your own from Nielsen early.
• Ignoring UK Market Nuances: Many US-centric pricing or distribution tips don’t apply to the UK market. For example, paperbacks priced below £6 often struggle in the UK market due to perceived value.
• Poor Formatting Leading to Rejections: Misaligned margins, missing bleed, or wrong file formats cause delays and frustration. UK printers have specific requirements on bleed and spine width calculations that differ slightly from US specs.
• Underestimating Shipping Costs: Ordering author copies without comparing shipping fees leads to unexpected expenses. Always order a test copy before bulk printing.
• Assuming Expanded Distribution Is Equal: KDP’s Expanded Distribution is far narrower than Lulu’s global reach via Ingram and other distributors. Don’t assume your book is widely available just because Amazon says it is.
• Not Accounting for VAT Properly: Especially when selling eBooks or distributing internationally, VAT can eat into your profits if not managed correctly.
• Neglecting Proof Copies: Skipping the physical proof copy stage is a costly mistake. I’ve seen authors launch books with formatting or colour errors that a proof copy would have revealed.

[IMAGE CALLOUT: Checklist infographic of key requirements and common pitfalls for UK authors publishing on KDP vs Lulu.]

Tools and Resources for UK Authors

Choosing the right tools can save hours of frustration. Here are my recommendations grounded in UK realities:

• Professional Formatting: Use UK-specialist services like publishing.co.uk that specialise in KDP and Lulu formatting standards. Avoid low-cost Fiverr gigs that often miss UK-specific requirements. A professional formatter familiar with UK trim sizes, ISBN placement, and bleed settings is priceless.
• Cover Design: UK cover designers such as Spiffing Publishing typically charge between £300-£600 for a professional print-ready cover. Avoid generic free tools for serious projects, as they often fail to meet print specs or lack UK market appeal.
• File Preparation: For KDP, prepare your manuscript in Microsoft Word using Layout > Margins > Custom Margins to set correct gutter and bleed. Export as a print-ready PDF using Adobe PDF/X-1a standard if possible.
• ISBN Purchasing: Always buy ISBNs from Nielsen (nielsenisbnstore.com) to retain publishing rights and ensure compatibility with UK retailers.
• Distribution Monitoring: Track sales using KDP’s Sales Dashboard and Lulu’s Sales Report. For UK retail, monitor Nielsen BookScan data where possible (note this is a paid service but invaluable for market insights).
• Proof Copy Ordering: Order physical proof copies from both KDP and Lulu before finalising your book to compare print quality, paper feel, and colour fidelity.

[IMAGE CALLOUT: Tool comparison matrix for formatting, cover design, and ISBN purchase options tailored for UK authors.]

Cost Breakdown: Real UK Pricing

Let’s break down the key costs UK authors face on each platform, with actual GBP figures.

ISBN costs: The upfront ISBN cost is often overlooked but critical for UK authors serious about rights and distribution. Buying a block of 10 ISBNs (£174) is a cost-efficient option if you plan multiple titles or editions.

Printing and shipping: Costs depend heavily on page count and book size. For example, a 200-page paperback at 129 x 198 mm might cost around £2.50 to print on KDP and £4.00 on Lulu. Shipping author copies can be a shocker; always compare before ordering.

Royalties: KDP’s royalty rate on Amazon sales is 60% minus printing costs. Lulu’s royalties are more flexible but depend on which distribution channel you use — direct sales through Lulu offer better royalties than sales through Amazon or Ingram.

[IMAGE CALLOUT: Bar chart comparing typical UK print and shipping costs for KDP vs Lulu author copies.]

Expert Tips from 25 Years in the Industry

When I wrote Google. Panic. Repeat., the nightmare wasn’t writing but formatting the book to meet KDP’s exacting standards. After hiring a £130 formatter who botched it and wasting hours fiddling with file types, I realised the industry needed a better way. That’s why I founded publishing.co.uk—to automate and simplify this for UK authors.

Here are some battle-tested tips:

• Invest in Your ISBN: It’s your publishing identity. Don’t give it away for free with KDP ISBNs. Owning your ISBN ensures your imprint is listed as publisher and you maintain full control.
• Order Proof Copies: Always order physical proof copies from both KDP and Lulu before finalising. Print quality and colour rendering differ significantly between the two.
• Consider Distribution Goals: If your priority is Amazon UK sales, KDP is unbeatable. For wider UK and global retail channels, Lulu’s partnership with Ingram is gold.
• Use Professional Formatting Services: Don’t waste time on fiddly Word tweaks or low-quality Fiverr gigs. The right formatting saves headaches, avoids costly rejections, and ensures your book looks professional. Publishing.co.uk specialises in UK-compliant formatting for both KDP and Lulu, removing the guesswork.
• Plan Your Pricing Strategically: UK market data shows paperbacks priced between £6 and £10 sell best. Underpricing can lower your book’s perceived value and hurt royalties.
• Leverage Your Network: Use platforms like LoveReading.co.uk for reviews and UK market exposure beyond Amazon. Building relationships with local booksellers and libraries can also open doors.
• Keep Your Metadata Consistent: Make sure your book title, author name, and ISBN metadata are consistent across KDP, Lulu, and any other distributors to avoid confusion and maximise discoverability.
• Understand Tax Implications: If you’re VAT-registered, keep detailed records of sales and VAT on eBooks and print copies. Consult an accountant familiar with UK publishing if unsure.

[IMAGE CALLOUT: Before/after example showing a poorly formatted manuscript vs professionally formatted KDP/Lulu file.]

Real-World Case Studies and Examples

Case Study 1: Fiction Author Sarah from London

Sarah self-published her debut fantasy novel using KDP with a free Amazon ISBN. Her book sold well on Amazon UK but struggled to gain traction in independent bookshops. A local bookstore refused to stock her book citing the lack of a proper ISBN and publisher imprint.

After switching to Lulu with her own Nielsen ISBN, Sarah was able to distribute through Ingram. Her book was stocked by several UK indie retailers and featured in a regional book festival. Sarah reports that Lulu’s print quality and wider distribution helped her build a more sustainable author business.

Key takeaway: For authors targeting UK bookshops and library markets, owning your ISBN and using Lulu’s distribution channels can be a game-changer.

Case Study 2: Non-Fiction Author James from Manchester

James opted for KDP due to its simplicity and integration with Amazon UK. He priced his business book at £7.99, which performed well. However, he found KDP’s expanded distribution limited and with lower royalties.

James experimented with Lulu for his next title to access Barnes & Noble and UK libraries via Ingram. Although Lulu’s upfront ISBN cost and shipping fees were higher, he appreciated the professional print quality and the ability to sell directly via his website with Lulu’s print-on-demand fulfilment.

Key takeaway: KDP excels for Amazon-focused sales; Lulu offers advantages for multi-channel UK and international reach.

Case Study 3: Children’s Book Illustrator Emma from Bristol

Emma published a high-quality illustrated children’s book with Lulu to take advantage of premium paper and hardcover options. The colour fidelity and print quality were critical, and Lulu met her expectations better than KDP.

Emma also used Lulu’s global distribution to reach independent bookstores across the UK and Europe, which was vital for her niche market. Although costs were higher, Emma felt the investment was worthwhile to maintain brand integrity and product quality.

Key takeaway: For illustrated, photo, or art books, Lulu’s print quality and format flexibility justify the higher costs.

Comparison with Alternative Approaches

While KDP and Lulu dominate UK self-publishing print-on-demand, there are alternative approaches worth considering depending on your goals:

Hybrid Publishing Companies

UK-based hybrid publishers offer a combination of services including editing, design, and distribution for a fee or revenue share. This can be appealing if you want a more hands-off approach but beware of high costs and loss of control.

Local Print Shops and Short Runs

Some UK authors opt for local printers offering short print runs (e.g., 100-500 copies). This can be cost-effective for selling at events or via direct sales but requires upfront investment and logistics handling.

Other POD Services

• IngramSpark: Offers wide distribution and excellent print quality, similar to Lulu, but with upfront fees (£49 setup fee per title) and more complex setup.
• Blurb: Popular for photo and art books, but less UK-focused and pricier shipping.
• BookBaby: US-based with high-quality printing but shipping costs and VAT can be prohibitive for UK authors.

Each alternative has pros and cons. For most UK authors balancing cost, quality, and distribution, KDP and Lulu remain top choices.

Frequently Asked Questions

What is the most common mistake UK authors make with KDP vs Lulu?

The biggest mistake is relying on free KDP ISBNs, which list Amazon as the publisher. This limits your control, restricts distribution outside Amazon, and looks unprofessional to bookshops and libraries.

How much does KDP vs Lulu cost in the UK?

KDP can be free upfront if you use their ISBN, but printing and shipping add costs (~£2-6 per copy). Lulu requires you to buy your own ISBN (£93+) and typically charges higher print and shipping fees, but offers better quality and distribution options.

What tools do UK authors recommend for KDP vs Lulu?

Professional formatting services like publishing.co.uk are highly recommended. For cover design, UK specialists charging £300-600 ensure print-ready files that meet platform specs. Microsoft Word with proper margin settings and PDF export is standard.

How long does the KDP vs Lulu process typically take?

KDP usually publishes within 24-72 hours after upload and approval. Lulu’s review and distribution process can take 3-5 business days. Formatting and proofing time varies depending on your preparation.

Can I handle KDP vs Lulu myself or should I hire a professional?

Technically, you can do it yourself, but the risk of formatting errors and distribution issues is high. Many UK authors benefit from professional services to save time and avoid costly mistakes. Publishing.co.uk specialises in UK-compliant formatting and can take the headache off your plate.

What are the UK-specific requirements for KDP vs Lulu?

You must have a UK ISBN from Nielsen if you want full publishing rights. Pricing in GBP, VAT considerations, and shipping logistics must be factored in. Both platforms require precise trim sizes and bleed settings tailored for UK printing standards.

Is it worth buying a block of 10 ISBNs from Nielsen?

If you plan to publish more than one title or multiple editions (paperback, ebook, audiobook), buying a block of 10 ISBNs for £174 is more cost-effective than purchasing singles. It also future-proofs your publishing business and gives full control over your imprints.

How do royalties differ between KDP and Lulu for UK sales?

KDP pays 60% of the list price minus printing costs on Amazon sales. Lulu’s royalties vary by distribution channel but can range from 40% to 60% after printing and retailer fees. Lulu offers higher royalties on direct sales, while KDP’s strength is Amazon sales volume.

[IMAGE CALLOUT: FAQ infographic summarising key differences in cost, royalties, and timelines between KDP and Lulu for UK authors.]

Publishing a book is hard enough without battling outdated or US-centric platforms that don’t fit UK realities. Whether you choose KDP or Lulu, understanding the full picture—ISBN rights, print quality, distribution, and costs—is essential.

From my experience, the key is to pick the right platform for your goals, invest in professional formatting, and treat publishing like the serious business it is. publishing.co.uk exists to remove the technical headache so UK authors can focus on writing and marketing.

Your book deserves nothing less.

About the Author

Robert Prime is a best-selling self-published author, veteran eCommerce strategist, and the founder of publishing.co.uk. With over 25 years of experience in digital business and 15 successful exits, he brings a battle-tested perspective to the publishing industry. After experiencing firsthand the archaic, headache-inducing process of formatting a KDP-compliant book for his own best-seller, Google. Panic. Repeat., Robert built publishing.co.uk to solve the problem for other authors. He is also a co-owner of the LoveReading.co.uk network (the UK’s largest book review platform), founder of the Amazon growth agency MrPrime.com, and a member of the Forbes Business Council.

If you found this guide helpful, feel free to reach out via publishing.co.uk or follow me on social media for more UK author-focused publishing advice.

[IMAGE CALLOUT: Publishing.co.uk logo with tagline “Simplifying UK Self-Publishing for Authors.”]