Lulu Self-Publishing: Complete Guide for Authors
Lulu specializes in what Amazon KDP does least well: hardcover printing, Lulu Direct storefront sales, and global distribution through the Ingram network. If you want hardcovers, direct-to-reader sales, or maximum print flexibility, Lulu belongs in your publishing toolkit.
Launch with Reviews →Best Use Cases for Lulu
Hardcover Books
Lulu is the go-to for self-published hardcovers — case laminate, dust jacket, and coil binding options KDP doesn't fully match
Direct Sales (Lulu Direct)
Sell from your own website via Lulu's embedded storefront. Keep higher margins than retail distribution
Print ARC Copies
Order author copies at print cost for physical ARC distribution to bookfluencers and review bloggers
Special Editions
Annotated editions, illustrated editions, and box sets work well on Lulu due to flexible trim and binding options
Non-Fiction / Textbooks
Large-format instructional books and course materials use Lulu's 8.5×11 options and coil binding
Global Distribution
Lulu distributes to 40,000+ retailers globally including Ingram network, reaching independent bookstores
Lulu Pricing: How Royalties Work
Lulu's royalty structure depends on the sales channel:
Strategic recommendation: use Lulu Direct for your website sales (highest margin), retail distribution for discovery and availability, and author copies for events and ARC distribution.
Pair Your Lulu Launch with ARC Reviews
Whether you're launching on Lulu, Amazon, or wide, reviews drive launch momentum. iWrity connects you with genre-matched ARC readers who write the reviews that convert.
Get Started Free →Frequently Asked Questions
What makes Lulu different from Amazon KDP for print books?+
Lulu's primary advantage is its hardcover printing capability and Lulu Direct storefront. Amazon KDP offers paperback and hardcover, but Lulu Direct lets you sell directly to readers and keep a higher margin — you set your own price and pay only print cost. Lulu also offers more trim sizes and binding options (coil, hardcover with dust jacket, casewrap) than KDP.
What royalties does Lulu pay for books distributed to retailers?+
When distributing through Lulu to retailers (Amazon, B&N, bookstores), you keep approximately 10–20% of list price after Lulu's cut and print cost. Direct sales through Lulu Direct are significantly more profitable: you pay only manufacturing cost and keep the remainder. A $20 paperback with $5 print cost means $15 gross on direct sales vs. $1–3 through retail distribution.
Does Lulu offer ebook publishing?+
Yes. Lulu supports EPUB and PDF ebook publishing and distributes to major retailers including Barnes & Noble, Apple Books, and Kobo. Lulu is not the primary ebook platform most authors use — Amazon KDP handles ebook volume better — but Lulu's ebook distribution works well as part of a wide distribution strategy alongside its print capabilities.
What are Lulu's print quality and paper options?+
Lulu offers black-and-white and color printing with standard or premium paper, multiple trim sizes (5×8, 6×9, 8.5×11, and more), and binding types including perfect bound paperback, case laminate hardcover, coil, and saddle stitch. Lulu's print quality is generally considered on par with KDP for paperback and slightly superior for hardcovers with dust jackets.
How long does Lulu take to ship print books?+
Lulu's standard production time is 3–5 business days for POD orders, plus shipping time. Lulu Direct orders ship from print facilities in the US, UK, EU, and Australia. Lulu also offers bulk order discounts for authors who want physical copies for events, signings, or direct selling.
Is Lulu exclusive like Kindle Unlimited?+
No. Lulu is fully non-exclusive. You can publish the same book on Lulu (for POD/direct sales) and on Amazon KDP simultaneously. Many authors use Lulu for hardcovers and direct sales while using KDP for Kindle Unlimited ebook enrollment — the platforms serve different audiences and purposes.