"Every indie should get their books distributed to as many retailers as possible. Every author should be at Amazon, but they should avoid the temptation to enroll in the KDP Select program because of its exclusivity requirements.
From a global market share perspective (and this is a global market!), Amazon’s share is declining over the last few years. Authors who go exclusive – even if only for three months at a time – are harming their ability to capture this global growth.
The other retailers are rising in importance. Keep an eye on the Apple iBookstore (already in 32 countries), Barnes & Noble (rumored to be going global soon) and Kobo (has always had a global focus).
Smashwords-distributed authors have seen impressive growth at these three retailers over the last 12 months, especially at Apple. Apple’s the dark horse in this race, and probably the biggest single threat to Amazon’s dominance.
Amazon is playing indie authors like pawns in its greater battle to harm other ebook retailers by getting authors to make their books exclusive to Amazon. Unlike Amazon, Apple doesn’t attempt exclusivity, and doesn’t do draconian price matching. Amazon’s the only retailer that threatens its authors with account termination if they don’t obey Amazon’s strict price-parity requirements." Mark Coker, creator and owner of smashwords
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