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I haven't found a great data source for book market-share, but I don't think Amazon is quite as dominant as you imply.

"about a 50% market share for books sold online (that’s ebooks and printed books sold via the Internet)" http://www.digitalbookworld.com/2013/is-amazon-invincible/

You don't even need to not sell through Amazon to compete with them, just be willing to take a smaller cut with competitors that give you a more favorable terms (allowing them to undercut Amazon).



So a smaller cut with a worse outlet with smaller reach.

That sounds like a recipe for success to me. What about you?


That's the exact strategy that worked for Amazon.




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