Tuesday, April 22nd
2025 Self Publishing Service Reviews
Lulu
- Price is per book, which varies based on page numbers and other choices; a 200-page paperback was at $6.41 and a 160-page hardcover was at $20.22
- Variety of printing options including eBooks, yearbooks, magazines, calendars, cookbooks, graphic novels, notebooks, and photo books
- Website offers many training videos and free tools to help you along the way
- Authors receive 80-90% of the gross profit
- $4.99 fee for eBook distribution
- "A+” BBB rating
- Speedy turnaround
- Certified B Corporation
- In business since 2002
Lulu was started in 2002 after company founder Bob Young tried unsuccessfully to publish his story through traditional publishing and then hybrid publishing. The company states it is "dedicated to making the world a better place, one book at a time,” emphasizing customer service, quality products, and sustainable practices.
No pricey packages here
Traditional print books and eBooks can be published with Lulu, though they also offer yearbooks, magazines, calendars, cookbooks, graphic novels, notebooks, and photo books for self-publishing. Where many of the publishers we reviewed offer packages based on what they can do for you, Lulu operates on the model of providing custom and affordable book printing, charged per book based on the styles you want to include. For example:
- A paperback novella with 200 pages, perfect bound, with standard black and white printing on 60# cream uncoated paper was estimated at $6.41 per printed book.
- A trade hardcover with 160 pages, linen wrap with dust jacket, standard color printing on 60# white uncoated paper was estimated at $20.22 per book.
A bulk discount chart at the bottom of the pricing calculator tells you the price when you print 100, 500, 1000, or more. The calculator shows what your minimum list price should be if you add global distribution through Lulu's network of 40,000 retailers. Lulu Direct, a direct-to-consumer sales tool which permits an author to sell books directly from his own website, helps you estimate the profit when you price and sell your book yourself.
Super-granular product selection
The products page on Lulu boasts over 3,000 possible combinations to create the perfect book. You choose the size, paper type, binding option, interior color option of standard or premium, and cover finish. There is no cost to publish your book because Lulu simply charges for the number of books to print and ship. For an eBook with global distribution, there is a $4.99 distribution fee.
Tools to help you create your book
Lulu offers many free resources for self-publishing authors, whether or not you use their services. First, there are guides and templates to give you a feel for what the company offers. This page offers a brief video walkthrough of the process as well as free PDF downloads to aid in the publication of your book. Then there is a page of other companies it recommends as its "toolkit” for creating your own book, with writing programs, design tools, and website enhancers. The "Hire a Pro” tab gives you access to vetted services which aid you in the creation, editing, and marketing if desired. A pricing calculator can be used to help you know what you can expect to earn from your book's sales.
No personalized services
These are just some of the offerings available for anyone to use. Lulu itself does not offer copyediting, cover design, or marketing services. If you want free help making your cover, Lulu's Book Builder includes a tool to do that. Print book templates are also available to download from the pricing calculator, which will help you design the interior of your book. Unlike some rival self-publishing companies, this will require a little technology knowledge from you, but it can save you hundreds of dollars or more. Additionally, you are encouraged to provide your email to receive publishing and marketing tips for creating and selling your book.
It's all yours
Since Lulu is simply acting as a distributor for the books, authors retain ownership. Books printed on Lulu using the ISBN owned by Lulu are published by the company, and therefore are paid royalties when sales are made through their distribution service. Authors receive 80% of the gross profit for print books. The eBook distribution profits are paid at 90%.
No frills publishing
Unlike the packages other companies offer, you pay only for what you want at Lulu. This also means creating one project at a time. There is not an option to take one manuscript and simultaneously create an eBook, hardcover, and paperback. Lulu does not offer audiobook publishing.
Speedy process
Since you only bring your book to Lulu to print when you're done with it, the process is speedy. The standard production time is 3-5 business days, plus shipping depending on the method chosen. Books are printed worldwide at the printer closest to the shipping destination using the Lulu global network of printers.
Bonus tool for fulfilling orders
The Order Import Tool on Lulu permits authors to dropship multiple orders at once to customers throughout the country and around the world. Billed as the "perfect way” for authors filling pre-orders, sending rewards for Kickstarters, and even taking in-person orders at an event, Lulu gives authors a way to manage multiple orders, improve cash flow, and save time and money with this tool.
Good for the environment and your pocketbook
Lulu is a Certified B Corporation, providing 100% renewable energy consumption, paid volunteer days for its employees, and in-office composting and gardening. If it is important to you to work with a company which values these priorities, this could be something to take into consideration. As part of their commitment to the environment, Lulu offers Lulu Print API so authors can print on demand. This free service has no upfront cost; authors pay only for printing and fulfillment.
Lots to like
Lulu is a BBB accredited business with an "A+” rating. Complaints mention the lack of phone support on customer service issues and poor printing for photo books. On Trustpilot, Lulu earns 4 out of 5 stars. Users recommend the company for the ease and quality of self-publishing books. Negative reviews say the quality is not what it once was and shipping issues. Also, The Alliance of Independent Authors has rated Lulu with a pending rating due to value and service concerns. This label remains until the organization re-evaluates their performance, after the steps the company has taken to improve its customer service.
Good but not great
Providing a myriad of options for printing without charging large package fees seems to be the superpower of Lulu. We will note, though, that service and quality concerns have to be taken into consideration, which is why we rank it as just average.
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Where Can You Find the Best Place to Self-Publish Your Book?
You have a story to tell. Your written words convey a message to share with the world. Sure, you could go the traditional route and start by finding an agent, writing a book proposal, and hoping someone will pay you for your masterpiece. But, that's only one way to share your writing with others.
Only about 10% of book proposals are accepted and published traditionally each year. There is another way to get your masterpiece to the world, and that's through self-publishing. In fact, according to The Alliance of Independent Authors, self-published authors earn more than traditionally published authors, and in 2023 they made up over 50% of Kindle's Top 400 Books.
Self Publishing Service FAQ
Continued from above...
In traditional publishing, the money made from book sales is split between the author, publisher, agent, and others. That often leaves the writer with a small percentage. But with self-publishing, authors usually keep a much larger share of each sale. Platforms like Amazon Kindle Direct Publishing and others make it easier to sell books to readers all over the world. For many writers, this means they have a better chance of making a living from their writing, especially if they build a loyal audience.
Self-publishing services also give writers a lot more control over their books. In traditional publishing, editors and publishers often make decisions about the story, cover, and even the title. These changes might not always match what the writer originally wanted. With self-publishing, the author gets to make all those choices. They decide how the book looks, what it says, and how it's presented to readers.
Another big benefit of self-publishing is how quickly a book can be published. Traditional publishing can be a slow process. It often takes months or even years to get a book accepted, edited, printed, and finally released. On the other hand, self-publishing platforms let writers upload their finished book and have it available online in just a few days or weeks.
Confused about where to start? It's true that there are a lot of options out there, and they vary widely in terms of what they offer with respect to price and services, how they distribute your book, what add-ons they make available, how much money you can make off your sales, how long the process will take, what support you will receive, and what reviews say about the publishers.
To get rolling, we suggest making a list of what is most important to you when publishing your book. Some people just want to get their book into the world. Others want a guarantee that they will have a bestseller (news flash- there are no guarantees). Some are on a strict budget while others have an inheritance to spend. Control of the finished product is important to some authors, while others prefer a more hands-off approach.
Once you have decided on your priorities, here are the key considerations to keep in mind when looking for a publishing company for your book:
- Cost. How much are you willing to spend and for what? Some people are willing to do a lot of the work themselves or have connections to others who will help them. If that's not you, be prepared to spend money on services such as editing, design, and marketing.
- Length of time involved. While there are ways to have your book available almost overnight, other self-publishing processes take months. If you are in a hurry, you will need to consider doing some of the tasks yourself.
- User-friendly tools. Are you pretty tech savvy? If so, you can save a lot of money by learning how to use formatting programs, design programs, and other offerings from some of these publishing houses for your work. There are even companies which offer you free use of their online tools - even if you choose to publish elsewhere. This is something to keep in mind when you are comparing companies.
- Formats. Do you have your heart set on a hardcover book with a dust jacket for your manuscript? Are you a believer in the power of audiobooks? Would an eBook meet your needs? Not all publishers offer all formats, so remember this while you shop for a company.
- Sales. If you want to make a certain amount of money, you will need a publisher which allows you to set your own price (most do) and keep as much of your profits (royalties) as you possibly can. The amounts vary greatly on this point so this will be something worth comparing. Remember, these companies are in business to make money, so they will have to get it somewhere - from upfront fees, from a portion of your book sales, or from subscription services.
We at Top Consumer Reviews want to see you succeed as an author, whatever that looks like to you. To that end, we have reviewed and ranked some of today's most popular self-publishing services, ranging from "no fee and no frills” to packages costing in five digits to do all of the work for you. While often the mantra "you get what you pay for” rings true, we advise you to especially keep in mind customer experiences and reviews when choosing a place to publish your masterpiece.
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