Many of you have noticed that my books are now available at multiple retailers.
But not all of my books are available at multiple retailers.
There are reasons for this. Allow me to explain.
As recently as last year, I was Amazon-exclusive on all titles (with the exception of a few non-fiction books). All of my fiction was in Kindle Unlimited.
That’s not the way it is anymore.
Why?
The publishing landscape is changing.
Amazon is still the dominant player in the ebook retailing space (and will continue to be so for the foreseeable future).
But Kobo is rapidly emerging as a viable alternative for many readers (as the video below demonstrates). Other readers will toggle back and forth between the two.
Kobo is not the only non-Amazon e-book retailer, of course. There are also Apple Books, Google Play, and Barnes & Noble.
But Kobo, with its high-profile line of e-readers, seems to be the one that is making the most headway. Kobo is serious about increasing its market share.
Where readers go, authors will follow, and vice versa.
The wild card here is Kindle Unlimited’s exclusivity clause. If a title is enrolled in Kindle Unlimited, it can’t be sold (in ebook format) at any of the other retailers. Historically, this has meant that thousands of titles listed at Amazon aren’t available at Kobo, Google Play, etc.
Many readers, I suspect, aren’t even aware of this.
I’ve noticed a trend: More romance authors are publishing their books “wide”, with an emphasis on Kobo.
Yes, romance… the genre that dare not speak its name at this blog. Regular readers will know how I hate werebear shapeshifter romance, reverse harem romance, and all the other ridiculous romance genres.
But I don’t deny their collective footprint in the marketplace. Those weird romance genres, much as I disdain them, may be instrumental in propelling Kobo’s growth in the near future.
This will indirectly benefit the other non-Amazon retailers—not only Kobo. Because if you’re publishing your book on Kobo, then you had might as well publish it on Google Play, Apple Books, and Barnes & Noble too.
Readers will go where the books go. This is the network effect in action.
But for me, publishing wide doesn’t mean abandoning Kindle Unlimited. I will still be keeping many backlist and new titles in Amazon’s exclusive subscription program.
Yes—I know that means that those titles will only be available at Amazon. But Amazon’s Kindle Unlimited program is a major player in its own right. In my opinion, part of being “wide” means having a footprint in Kindle Unlimited.
This diversified strategy may strike some readers as needlessly complicated. But remember: I’m from the 1980s. And back in the 1980s, content publishers regularly thought in terms of market segmentation.
For example: there were movies and TV shows that were available on network television for free.
Other movies and shows were available on HBO (a subscription program).
Others required viewers to access them via a pay-per-view system.
Then there were all those VHS rentals.
And finally, there were movies that could only be seen at the cinema.
I’m doing something very similar. Some of my titles are exclusively at Amazon, other titles are “wide”.
Nor have I forgotten about free, frictionless discovery venues: I’ve also been adding readings of some of my books and stories to my YouTube channel.
The 2026 content distribution marketplace is complicated; but in some ways, it’s no more convoluted than it was in 1986. So we go back to the 1980s yet again.
-ET
