When Amazon first launched in 1995, it described itself as “the world’s biggest bookshop”. In 2026, that description is not far from the truth. The company has grown into the most dominant player in the global book market.
It has totally changed the way that books are published, discovered, and sold.
For authors, especially those like myself who self-publish, Amazon created an unprecedented opportunity. Today, the unknown writer can see their work published alongside best-selling, big-name authors. And if your book sells, it can be life-changing, like winning the lottery.
However, while Amazon makes the process of submitting a book for publication a relatively straightforward process, it has also introduced new challenges in what has become an increasingly crowded marketplace.
The Numbers That Powered Amazon’s Book Market Dominance
The scale of Amazon’s presence in the book world is remarkable. Today, the company takes approximately 37–38% of global book sales revenue (SmartBuy). It is the largest bookseller in the world by a wide margin.
The dominance of Amazon is even bigger online. Across the world, the majority of readers buy books through Amazon. It has become the online go-to place for those looking to buy a book. In the UK, around 68% of book buyers report purchasing from Amazon in the past year (Statistica).
The platform also dominates the digital reading market:
- They sell around 487 million Kindle e-books annually (Marketing Scoop).
- Kindle takes about 67–68% of the e-book market. That number increases when subscription services like Kindle Unlimited are included (About E-Books).
- Amazon lists more than 32 million titles online (The Small Business Blog).
When it comes to self-publishing, Amazon is the first place many writers will go to. Kindle Direct Publishing (KDP) dominates the self-publishing sector. Estimates suggest it controls over 80% of the self-publishing market (Gitnux).
Around 31% of all e-books sold on Amazon are self-published (Marketing Scoop).
The Opportunities for Self-Published Authors
In the past, writers had to persuade a traditional publisher to take them on. This can be a difficult and lengthy process. It is also one where you have to have a “thick skin”, as rejection is the norm. It can take years to be accepted, and even then, it might never happen.
The truth is, you not only need to be an excellent writer but also get lucky. Traditional publishers can be, and are, picky. For them, it is an investment, and they don’t always get it right. Many a bestseller was rejected by a traditional publisher before finally being accepted.
I chose to go the self-publishing route for one reason alone — my age. To put it simply, I don’t have the time left in my life to go chasing the rainbow of a publishing contract. I’m not against the idea; I would love to be offered one! There are obvious advantages to it, but I couldn’t wait.
