Subscription reading has changed the way readers consume books, and for authors, it has created both new opportunities and new challenges. Platforms like Kindle Unlimited, Kobo Plus, and Scribd allow readers to access thousands of books for a flat monthly fee, making reading more affordable and convenient.
At the same time, many authors are questioning whether they should rely on these platforms or focus on selling directly to readers. Subscription services can provide steady income and exposure, but they also come with limitations, especially for self-published authors who want full control over their pricing, audience, and distribution.
Deciding whether to stick with retailers or sell direct depends on your long-term publishing goals, marketing strategy, and how you want to connect with your readers.
The biggest appeal of subscription platforms is the potential for consistent earnings through page reads.
Unlike traditional book sales, where an author gets paid per purchase, Kindle Unlimited and similar services pay authors based on how much of their book is read. This means that even if a reader wouldn’t have bought a book outright, they might still start reading it through a subscription, allowing the author to earn money they otherwise wouldn’t have made.
For some authors, especially those who publish frequently, this can lead to steady and reliable income. In genres like romance, thriller, fantasy, and self-help, where readers consume multiple books per month, being available in a subscription service can boost visibility and attract binge-readers.
However, relying too heavily on subscription services comes with major trade-offs. The most significant drawback of Kindle Unlimited (KU) is exclusivity. To be part of KU, authors must enrol their books in KDP Select, which means they can’t sell their eBook anywhere else, not even on their own website.
This limits an author’s ability to reach readers outside of Amazon, build a direct relationship with their audience, or sell books at full price. While some authors do well in KU, others find that the exclusivity requirement prevents them from growing their business beyond Amazon.
Selling direct, on the other hand, allows authors to keep full control over their pricing, audience, and marketing. Platforms like Shopify, Payhip, Gumroad, and WooCommerce let authors sell eBooks, audiobooks, and even subscription-based content directly to readers.
This means authors can set their own prices, offer discounts, create bundles, and build an email list. Instead of being dependent on Amazon or other retailers, selling directly allows authors to own their customer relationships and increase their profit margins.
One of the biggest benefits of selling direct is higher royalties. On Amazon, an eBook priced between $2.99 and $9.99 earns 70% royalties, but if the book is outside that range, royalties drop to 35%.
In contrast, when an author sells directly, they keep 90% or more of the revenue after transaction fees. If an author builds a strong readership and promotes their books effectively, they can make significantly more money per sale than they would through KU or traditional retailers.
Selling directly also allows for subscription-based models that go beyond just books. Some authors have started their own membership programs, offering exclusive content to paying subscribers.
Platforms like Patreon, Substack, and Ream let authors create a steady stream of income by delivering bonus chapters, early access to new books, writing insights, or serialised fiction. This model allows authors to earn recurring revenue, rather than relying solely on individual book sales or fluctuating KU payouts.
Another advantage of selling directly is the ability to create special editions and exclusive content. Authors who own their distribution can sell signed copies, hardcover editions, box sets, and limited-run collector’s items, something that’s difficult to do on subscription platforms. Readers who love an author’s work often want extras that go beyond just an eBook. Being able to offer those directly can deepen reader engagement and increase sales.
That said, selling direct requires more effort in terms of marketing and audience-building. Unlike subscription platforms, where books are exposed to a large pool of readers, direct sales depend on an author’s ability to drive traffic to their website, convert visitors into buyers, and maintain an engaged audience.
This means investing time and effort into email marketing, social media promotion, and possibly running ads. While this might seem overwhelming, authors who build a strong email list can generate consistent, high-profit sales without relying on algorithms or platform changes.
Another factor to consider is discoverability. Subscription platforms give books built-in exposure to readers who are actively looking for new content. This is especially helpful for new authors who haven’t built an audience yet.
If a book ranks well in Kindle Unlimited, it can attract more page reads and lead to better organic recommendations. On the other hand, authors selling directly have to find their own audience, whether through social media, paid ads, or collaborations with other authors.
Those who already have a following may find it easier to sell directly, while new authors may benefit more from the visibility boost of KU or other retailer platforms. One strategy that combines the best of both worlds is a hybrid approach.
Some authors put the first book in a series on Kindle Unlimited to attract readers, then sell the rest of the series directly or widely (on multiple retailers). Others use KU for short-term boosts but eventually remove their books from exclusivity and go wide.
Some even sell special editions and companion products directly while keeping their eBooks in KU. This allows them to benefit from Amazon’s large reader base while still maintaining some control over their sales.
Another effective hybrid strategy is using subscription-based crowdfunding platforms like Patreon while still publishing books through retailers. This allows authors to earn money from their most devoted readers while still tapping into the general audience of Amazon, Kobo, or Apple Books.
By offering early access to new releases, serialised content, or behind-the-scenes material, authors can generate consistent monthly income while maintaining control over their pricing and marketing.
For authors who want complete independence, platforms like Ream and Substack offer the ability to build a direct-reader community without relying on retailers at all. Some authors have transitioned entirely to these models, releasing books chapter-by-chapter to paying subscribers.
While this works well for some, it’s not a quick path to success. It requires strong audience engagement and a clear value proposition to convince readers to pay for content outside of traditional bookstores.
Ultimately, the decision between subscription services and direct sales comes down to control, visibility, and revenue goals. If an author prioritises reach, discoverability, and consistent page reads, platforms like Kindle Unlimited can be an effective strategy.
If they want higher profits, ownership of their audience, and long-term business growth, selling directly offers more stability and freedom. The best approach depends on an author’s willingness to market, build a reader base, and take control of their publishing strategy.
Subscription reading is here to stay, and while it offers convenience for readers, it doesn’t have to mean sacrificing control for authors. Whether you choose to embrace KU, sell direct, or experiment with both, the key is to understand your audience, diversify your income streams, and create a publishing plan that aligns with your long-term goals.
Until Next Time
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