Yeah, my sales go Kindle >>>>> Apple >>> Kobo >>>>>>>>> everything else. One other bit of advice -- I'd put it out as a hardback as well, through Lulu. Not because you'll get many sales that way (though you might get a few -- I usually get the odd sale that way) but because when people look at Amazon and see the ebook for £5 and the paperback for £10 (or whatever), both of those suddenly look cheaper if there's a £20 hardback there as well. You can use the same PDF file and cover art you used for the paperback, so there's no real additional effort Plus if, once Covid is over if ever, you decide you want to do speaking gigs or signings or something, a small stack of hardbacks along with the paperbacks can look impressive.
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One other bit of advice -- I'd put it out as a hardback as well, through Lulu. Not because you'll get many sales that way (though you might get a few -- I usually get the odd sale that way) but because when people look at Amazon and see the ebook for £5 and the paperback for £10 (or whatever), both of those suddenly look cheaper if there's a £20 hardback there as well. You can use the same PDF file and cover art you used for the paperback, so there's no real additional effort
Plus if, once Covid is over if ever, you decide you want to do speaking gigs or signings or something, a small stack of hardbacks along with the paperbacks can look impressive.