Today’s guest post is by Tanya Hall, CEO of Greenleaf Book Group.
If you spend enough time talking to publishers, you will hear the same phrase repeated again and again: “We have distribution.” Sometimes that statement is accurate. More often, it is used loosely enough that it becomes difficult for authors to evaluate what it really means.
The challenge is that distribution has become one of the least clearly defined terms in publishing. When authors rely on the term alone, rather than understanding the underlying systems, they often make decisions based on potentially misleading language instead of reality. In practice, distribution requires infrastructure.
A more useful approach, then, is to ask a different question: What systems are actually supporting the book once it is in the market, and will you have visibility into them?
Availability is not the same as distribution
One of the most common misconceptions is the belief that if a book is “available” through a wholesaler, it is therefore distributed. In reality, availability is a passive state, while brick and mortar distribution is an established process involving a proactive salesforce.
A book can be technically orderable by a retailer and still never be presented to a buyer, positioned competitively, tracked in a meaningful way, or adjusted based on performance. The difference between those two realities is the difference between being present in the system or being championed through it. That support is enabled by tools, processes, and the flow of information behind the scenes.
Those tools reflect deliberate choices. Where a publisher invests its time and resources is often the clearest indicator of what it prioritizes. A publisher that invests in data visibility, sales infrastructure, and author data access is demonstrating that it views distribution as an ongoing priority.
A note on Ingram
Ingram Content Group is the largest book wholesaler in the United States, and through digital publishing platforms like IngramSpark, virtually any publisher can list a title in Ingram’s wholesale catalog, making it technically orderable by bookstores, libraries, and online retailers. When a publisher says a book is “available through Ingram,” that is often all they mean.
However, Ingram also operates a formal distribution division through Ingram Publisher Services (IPS), which includes sales representation and established retailer relationships. Specialized distribution brands including Two Rivers Distribution operate under that umbrella and maintain their own dedicated sales forces. In those arrangements, titles are not just listed in a catalog; they are actively presented to buyers.
The phrases “available from Ingram” and “distributed by Ingram” sound nearly identical but describe fundamentally different levels of support. One means a retailer can place an order if they find a title in Ingram’s database. The other means a sales force is working to generate that retail awareness in the first place. Knowing which arrangement a publisher has is an important early question. If you’re looking for wide distribution, look for a wide field sales force.
Who actually owns the distribution?
Before evaluating specific tools, it is important to understand how distribution is structured.
Some publishers manage distribution directly, while others outsource it to a third-party partner (like the Two Rivers, or often Simon & Schuster’s distribution division). There is nothing inherently wrong with outsourcing, and in many cases, it provides access to established infrastructure and retailer relationships.
However, outsourcing introduces an additional layer between the author and the systems that are driving performance. When distribution is handled by a partner, the underlying tools typically live with that partner rather than the publisher. As a result, the publisher may not have direct access to all of the data, and the author’s visibility into performance depends on how effectively that information is shared.
For that reason, the most important question is not simply who handles distribution, but how information flows through that system and what access you will have to it as the author.
What to look for behind the scenes
A publisher’s technology stack is one of the clearest indicators of how well a book will be supported in the market. There are three areas in particular worth evaluating.
Market visibility
Serious publishers invest in third-party data that provides insight into the broader book market, not just individual titles. Tools such as Circana BookScan allow publishers to understand category trends, evaluate comparable titles, and make more informed decisions about positioning. BookScan also provides weekly data on sell-through performance, which is critical for understanding the effectiveness of marketing efforts.
If distribution is outsourced, a publisher may rely on a partner for that insight. The important question is how that information is regularly communicated back to you.
Sales execution
Before distribution is about logistics, it is about sales. Retail buyers typically evaluate books through curated sales rep presentations using platforms like Edelweiss+ rather than raw listings.
When distribution is handled in-house, the publisher is directly responsible for how titles are positioned. When it is outsourced, that role may reside with the partner.
That model can still be effective, but authors should understand whether their book is being actively presented on the platforms that retailers are accustomed to seeing.
Data access
The most significant differences between publishers often emerge in how they handle data and reporting.
Some rely entirely on their distribution partner, which can result in delayed updates and limited visibility. Others invest in their own systems, sometimes alongside their distribution partner, to provide more direct insight into performance, including tools such as Iobyte Solutions’ MarketView for advanced Amazon analytics.
In stronger models, authors have access to sales performance, inventory levels, and preorder activity on a regular cadence. That level of visibility allows for informed decisions while the book is still gaining traction versus after the fact.
Why this matters
A publisher’s technology stack reflects how they define their role. It indicates whether distribution is treated as “availability” or as an ongoing responsibility informed by data. It also determines whether authors will have to wait for data insights or if they can leverage them closer to real time.
Publishers with true distribution leverage systems that give authors visibility into their sales performance, inventory position, and preorder activity so that authors are not in the dark once the book reaches the market. Ultimately, the systems behind the scenes can help determine whether a book is simply available or truly supported in the market.
Tanya Hall is the CEO of Greenleaf Book Group, the leading hybrid publisher and distributor. Greenleaf uses all of the tech tools mentioned in this article and provides authors with weekly access to the data. Tanya is the author of Ideas, Influence, and Income: Write a Book, Build Your Brand, and Lead Your Industry.
