Last reviewed by Robert Prime — May 2026
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.
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.
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
- Create a KDP Account: Visit kdp.amazon.co.uk and sign up with your existing Amazon account or create a new one.
- Prepare Your Manuscript: Format your manuscript in Microsoft Word or convert it to a PDF. KDP requires strict margin 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”).
- 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.
- 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).
- 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).
- Preview the Book: Use KDP’s online previewer to check formatting issues. I recommend also ordering a physical proof copy before going live.
- 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.
- 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).
- Publish: Once approved (usually within 24-72 hours), your book goes live on Amazon.co.uk and other selected marketplaces.
Publishing on Lulu
- Create a Lulu Account: Visit lulu.com and sign up.
- Choose Your Project Type: Lulu offers paperback, hardcover, photo books. For UK authors, paperback and hardcover are the most common.
- 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.
- 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.
- ISBN: You must supply your own ISBN from Nielsen. Lulu does not provide free ISBNs, which means upfront investment but better control.
- 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.
- 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.
- Distribution Options: Lulu offers global distribution through Amazon, Barnes & Noble 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.
- Review and Publish: Lulu reviews your files within 3-5 business days, then lists your book on your selected platforms.
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 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.
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.
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.
- 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.
Let’s break down the key costs UK authors face on each platform, with actual GBP figures.
| Cost Item | Amazon KDP (£) | Lulu (£) | Notes |
|---|---|---|---|
| ISBN | 0 (free KDP ISBN) or £93+ | £93+ | KDP free ISBN credits Amazon as publisher |
| Print Cost (per copy) | £2.00 - £4.00 approx | £3.00 - £5.50 approx | Depends on page count, trim size, paper |
| Shipping (author copies) | £2.50 - £6.50 | £5.00 - £9.00 | Lulu shipping often higher |
| Cover Design | £300 - £600 professionally | £300 - £600 professionally | DIY options can be cheaper but risky |
| Formatting | £130+ (freelancers, risky) | £130+ | publishing.co.uk offers fixed-price UK-compliant formatting |
| Distribution Fees | None upfront + 60% royalties | None upfront + 40-60% royalties | Lulu’s royalty flexibility varies by channel |
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.
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 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, KDP and Lulu remain top choices.
Quick verdict
Use this if:
- You're publishing your first 1-3 books and want a fast workflow
- You don't want to learn complex software
- Cross-platform compatibility matters
Skip it if:
- You're publishing 10+ books and need granular control
- Your books have complex layouts (cookbooks, picture books)
- You already have a workflow that works
Best alternative: depends on your priority — speed (paid tool), price (free Calibre), or polish (paid service).
Frequently asked questions
What's the most common mistake first-time authors make with kdp vs lulu?
Skipping the verification step. Most kdp vs lulu problems are caught by a 10-minute pre-flight check before upload — we see this in our formatting queue every week.
How much time does kdp vs lulu usually take?
Allow 2-8 hours for a first attempt, 30-60 minutes once you've done it twice. The first time eats time because you're learning the controls; subsequent times are mechanical.
Are the free tools good enough or should I pay?
Free tools work if you have time to learn them. Paid tools (or services) save 10-30 hours and reduce rejection rates. Worth it if you're launching multiple titles.
Where can I check my work before going live?
Run a free KDP Readiness Score — catches 35+ common issues in 60 seconds, no signup. If anything fails, the report tells you exactly what to fix.
About this guide
Written by Robert Prime for publishing.co.uk. Last reviewed May 2026. Specs and pricing change — verify current figures with the linked sources before relying on them.
