Last reviewed by Robert Prime — July 2026
Verdict: There's no single winner — each platform serves a different sales channel. KDP is the best route to Amazon (free, fastest listing, highest Amazon royalties). IngramSpark is the route to UK bookshops and libraries (prints in the UK, feeds Gardners and Bertrams). Lulu is useful for direct sales, author copies, and niche formats but weak for UK retail distribution. Most serious UK self-publishers use KDP + IngramSpark and skip Lulu.
KDP vs IngramSpark vs Lulu at a glance
| KDP Print | IngramSpark | Lulu | |
|---|---|---|---|
| Setup fee | Free | Free (removed 2024) | Free |
| Print location | UK, EU, US, and others | UK, EU, US, AU, and others | US primarily, some EU |
| UK wholesale (Gardners/Bertrams) | No | Yes | No |
| UK bookshop distribution | Amazon only | Yes — industry-standard route | No |
| UK library distribution | No | Yes — via Ingram network | No |
| Amazon listing | Direct (best royalties) | Yes (via wholesale — lower margin) | Via Lulu's distribution (limited) |
| Print cost (250pp B&W, 6"×9") | ~£3.35 | ~£3.10 | ~£4.20 |
| Wholesale discount control | No (Amazon sets) | Yes (you choose %) | Limited |
| Returnability | No | Yes (you choose) | No |
| Hardcover | Yes | Yes | Yes |
| Formats | Paperback, hardcover | Paperback, hardcover, large format | Paperback, hardcover, coil, dust jacket, more |
| ISBN | Free (Amazon as publisher) or own | Must own | Free (Lulu as publisher) or own |
| Best for | Amazon sales | Bookshops + libraries | Direct sales + author copies |
How the three platforms actually differ
These are not three alternatives to the same problem. They're three platforms that do different things. Understanding what each one is for matters more than comparing feature lists.
KDP Print — the Amazon channel
KDP Print is Amazon's print-on-demand arm. You upload your files, set a price, and your paperback or hardcover appears on Amazon.co.uk (and all other Amazon marketplaces) within 72 hours. Amazon handles printing, fulfilment, and customer service. You earn a royalty on each sale — roughly 60% of list price minus the printing cost.
KDP is free to use, has no setup fees, and gives the best royalty rate for Amazon sales because there's no middleman. It also prints in the UK, so UK customers get fast delivery.
What it doesn't do: distribute to bookshops, libraries, or any retailer that isn't Amazon. KDP is Amazon, and only Amazon.
IngramSpark — the trade channel
IngramSpark is the self-publisher's gateway to the same distribution network that traditional publishers use. Ingram is the world's largest book wholesaler. When you publish through IngramSpark, your book becomes available to any bookshop, library, or retailer that orders through Ingram — which is virtually all of them.
In the UK, that means Gardners and Bertrams (the two main UK wholesalers) can see and order your book. A Waterstones branch, an independent bookshop, or a public library can order it through their normal supply chain. IngramSpark also prints in the UK via Lightning Source, so UK orders are fulfilled locally.
IngramSpark requires you to own your ISBN (no free platform ISBNs), and to make your book attractive to the trade, you typically offer a 55% wholesale discount and returnability. Those eat into your margin — but they're the price of bookshop access.
Lulu — the direct-sales and niche-format channel
Lulu is a print-on-demand platform that's strongest for direct sales (via Lulu's own storefront or your website), author copies (often at good prices), and niche formats (coil-bound, dust-jacket hardcovers, large-format).
Lulu offers optional distribution to Amazon and other retailers through its Lulu Direct programme, but the reach is limited compared to IngramSpark, and UK bookshop/library distribution is effectively nonexistent. Lulu prints primarily in the US, so UK delivery is slower and shipping costs are higher for UK buyers.
Lulu is genuinely useful for a specific set of needs — but it's not a KDP or IngramSpark replacement for UK retail distribution.
Print costs compared — real GBP numbers
All figures are for a 250-page, black-and-white interior, 6"×9" trim paperback, as of July 2026. Verify current pricing on each platform before relying on these — costs change.
| KDP Print | IngramSpark | Lulu | |
|---|---|---|---|
| Base/fixed cost | £0.85 | ~£0.70 | ~£1.10 |
| Per-page cost | £0.010/page | ~£0.010/page | ~£0.012/page |
| Total print cost | ~£3.35 | ~£3.20 | ~£4.10 |
| List price (example) | £9.99 | £9.99 | £9.99 |
| Amazon royalty (direct) | £9.99 × 60% − £3.35 = £2.64 | N/A (sold via wholesale) | N/A |
| Bookshop margin (55% discount) | N/A | £9.99 − £5.49 − £3.20 = £1.30 | N/A |
| Direct sale (no retailer cut) | N/A | N/A | £9.99 − £4.10 = £5.89 |
Key takeaways:
- KDP gives the best margin on Amazon because there's no wholesale discount.
- IngramSpark gives bookshop access but the 55% trade discount crushes margins on lower-priced books.
- Lulu gives the best margin on direct sales (no retailer cut) but the higher print cost and US printing make it impractical for UK retail.
Colour interior example
For a 100-page full-colour interior (cookbook, children's book, art book), costs rise sharply:
| KDP Print | IngramSpark | Lulu | |
|---|---|---|---|
| Print cost | ~£6.50–£8.00 | ~£5.50–£7.00 | ~£7.00–£9.00 |
IngramSpark is typically cheapest for colour printing and offers the widest trim-size range for illustrated books. KDP is competitive. Lulu is the most expensive but supports formats (like coil-bound) that the other two don't.
The two-platform strategy most UK authors use
The combination that works for most UK self-publishers:
- KDP Print for Amazon sales — free, fast, best Amazon margin.
- IngramSpark for everything else — bookshops, libraries, international retailers.
Use different ISBNs for each edition (one for KDP, one for IngramSpark). This is standard practice and avoids distribution conflicts. Both ISBNs come from Nielsen — buy a block of 10 (£174) to cover your needs.
Disable IngramSpark's Amazon distribution (or be prepared for it to compete with your KDP listing at a lower margin). Some authors leave it enabled as a backup; others disable it to keep their KDP listing clean.
Where does Lulu fit?
Add Lulu as a third platform if you need:
- Author copies at competitive prices for events, signings, or giveaways
- Niche formats — coil-bound workbooks, dust-jacket hardcovers, square trim
- Direct sales via your own website (Lulu integrates with Shopify and WooCommerce)
- Short-run printing for proofs or limited editions
Most UK authors don't need Lulu for their core publishing strategy. It's a useful supplement, not a foundation.
ISBN strategy for UK authors
| Platform | Free ISBN available? | Publisher of record | Recommendation |
|---|---|---|---|
| KDP | Yes | "Independently published" (Amazon) | Use your own Nielsen ISBN for print; free KDP ISBN is acceptable for ebook-only |
| IngramSpark | No — must own | You (your imprint) | Buy from Nielsen — required |
| Lulu | Yes | Lulu | Use your own Nielsen ISBN |
Buy ISBNs from Nielsen (nielsenisbnstore.com): £93 for one, £174 for a block of ten. A block covers a paperback + ebook across KDP and IngramSpark for multiple titles.
Free ISBNs from Amazon or Lulu list them as the publisher of record. This looks unprofessional to UK trade buyers and limits your flexibility. For any book you take seriously, buy your own.
Common mistakes
- Using IngramSpark for Amazon sales. IngramSpark's Amazon listing works, but the margin is worse than KDP. Use KDP for Amazon, IngramSpark for the rest.
- Setting IngramSpark's wholesale discount below 55%. UK bookshops won't order a book with a 40% discount. The industry standard is 55% with returnability. It hurts your margin, but it's the price of bookshop access.
- Assuming availability = visibility. IngramSpark makes your book orderable, not displayed. Bookshops stock books that customers request or that reps pitch. You still need to market.
- Forgetting UK print matters. If your platform prints in the US, UK customers pay more for shipping and wait longer. KDP and IngramSpark both print in the UK. Lulu mostly doesn't.
- Skipping the file check. All three platforms reject files with incorrect specs. Run a free KDP Readiness Score before uploading.
Frequently asked questions
Do I need all three platforms?
Most UK authors need two: KDP (for Amazon) and IngramSpark (for bookshops/libraries). Add Lulu only if you need author copies, direct sales, or niche formats.
Which is cheapest for print-on-demand in the UK?
IngramSpark has the lowest per-unit print cost for standard books printed in the UK. KDP is close and gives better Amazon royalties. Lulu is typically the most expensive.
Can I use the same ISBN on KDP and IngramSpark?
You can, but most authors use separate ISBNs to avoid distribution conflicts. Each format (paperback, hardcover, ebook) needs its own ISBN anyway.
Does Lulu distribute to UK bookshops?
Effectively, no. Lulu offers some retail distribution via its Lulu Direct programme, but UK bookshops order through Gardners and Bertrams (connected to Ingram, not Lulu). For UK bookshop distribution, you need IngramSpark.
How do I get my book into Waterstones?
List on IngramSpark with a 55% wholesale discount and returnability enabled. This makes your book orderable through Gardners, which Waterstones uses. Then contact your local branch — most are willing to stock local authors, especially if the book is professionally produced and returnable.
Whichever platform you choose, getting the formatting right is what separates amateur from professional. Run a free KDP Readiness Score to check your file, or let us format it for you from £49.
