Brandwave

Self publishing platforms:Which brands are most popular in search?

In August 2026, Amazon KDP was the most searched among self publishing platforms worldwide, with an estimated 1.5M branded searches and 90.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Amazon KDP90.3%
  2. IngramSpark5.4%
  3. Draft2Digital2%
  4. Smashwords1.6%
  5. Lulu0.6%

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Share of SearchLeaderboard

Compare the platforms authors publish books through. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among self publishing platforms worldwide, by month

Share of Search by month for Amazon KDP, IngramSpark. The figures are in the table below the chart.

View monthly share of search table
MonthAmazon KDPIngramSparkDraft2DigitalSmashwordsLulu
Oct 202589.2%5.4%2.4%2.4%0.59%
Nov 202587.1%6.4%2.9%2.9%0.71%
Dec 202589.2%5.4%2.4%2.4%0.59%
Jan 202688.2%5.4%2.9%2.9%0.59%
Feb 202687.7%6.5%2.9%2.4%0.58%
Mar 202689.2%5.4%2.4%2.4%0.59%
Apr 202689.1%5.4%3%2%0.59%
May 202689.6%5.4%2.4%2%0.59%
Jun 202690%5.5%2%2%0.6%
Jul 202689.2%5.4%2.4%2.4%0.59%
Aug 202690.3%5.4%2%1.6%0.6%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Amazon KDP

    90.3%

    Held 1st. 1.5M estimated branded searches, +23% vs prior month. Share +1.2 points.

  2. 2.IngramSpark

    5.4%

    Held 2nd. 90.5K estimated branded searches, +22.3% vs prior month. Share 0 points.

  3. 3.Draft2Digital

    2%

    Held 3rd. 33.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  4. 4.Smashwords

    1.6%

    Held 4th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.8 points.

  5. 5.Lulu

    0.6%

    Held 5th. 9.9K estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among self publishing platforms worldwide?

In August 2026, Amazon KDP was the most searched among self publishing platforms worldwide, with an estimated 1.5M branded searches and 90.3% estimated Share of Search within this set. IngramSpark is in 2nd place, 84.9 percentage points behind at 5.4% Share of Search.

Global self publishing platforms, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Amazon KDP89.2% → 90.3%90.3%Aug 202687.1%Nov 20251st
IngramSpark5.4%6.5%Feb 20265.4%Jan 20262nd
Draft2Digital2.4% → 2%3%Apr 20262%Aug 20263rd
Smashwords2.4% → 1.6%2.9%Jan 20261.6%Aug 20264th
Lulu0.59% → 0.6%0.71%Nov 20250.58%Feb 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Amazon KDP’s estimated Share of Search among self publishing platforms worldwide increased from 89.2% to 90.3%.
  • Across the 11 months ending August 2026, Smashwords’ estimated Share of Search among self publishing platforms worldwide decreased from 2.4% to 1.6%.
  • Across the 11 months ending August 2026, Amazon KDP’s estimated Share of Search among self publishing platforms worldwide peaked at 90.3% in August 2026 and was lowest at 87.1% in November 2025.
  • Across the 11 months ending August 2026, IngramSpark’s estimated Share of Search among self publishing platforms worldwide peaked at 6.5% in February 2026 and was lowest at 5.4% in January 2026.
  • Across the 11 months ending August 2026, Smashwords’ estimated Share of Search among self publishing platforms worldwide peaked at 2.9% in January 2026 and was lowest at 1.6% in August 2026.
  • Across the 11 months ending August 2026, IngramSpark, Draft2Digital and Lulu held steady: their estimated Share of Search among self publishing platforms worldwide each moved less than 0.5 percentage points.

How did search popularity change for self publishing platforms worldwide in August 2026?

  1. In August 2026, Amazon KDP gained estimated Share of Search among self publishing platforms worldwide, from 89.2% to 90.3%.

  2. In August 2026, Smashwords lost estimated Share of Search among self publishing platforms worldwide, from 2.4% to 1.6%.

  3. Estimated monthly branded searches for IngramSpark worldwide rose 22.3% over 11 measured months, from 74K to 90.5K in August 2026.

  4. Estimated monthly branded searches for Lulu worldwide rose 22.2% over 11 measured months, from 8.1K to 9.9K in August 2026.

How the Brand Demand Index is measured

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