IngramSpark vs Lulu: Which Print-on-Demand Platform Is Right for Your Book?

When it comes to self-publishing print books, IngramSpark and Lulu are two of the most popular print-on-demand (POD) services available. Both allow you to publish without inventory costs, but they serve different audiences and offer distinct advantages. Here's an in-depth comparison to help you decide which platform fits your publishing goals.

Overview

IngramSpark IngramSpark is the self-publishing division of Ingram Content Group, the world's largest book distributor. It's designed for authors and publishers who want professional-grade distribution and are willing to navigate a steeper learning curve.

Lulu Lulu is a user-friendly POD platform that's been around since 2002. It caters to beginners and hobbyists while also offering professional options for serious authors. The platform emphasizes ease of use and flexibility.

Pricing and Setup Costs

IngramSpark

• Setup Fee: $49 per title (ebook or print) - occasionally waived with promo codes
• Cover Changes: $25 per change
• Interior File Changes: $25 per change
• Annual Fee: None
• Proof Copies: Full retail price minus your author discount

Lulu

• Setup Fee: FREE
• Cover Changes: FREE (unlimited)
• Interior File Changes: FREE (unlimited)
• Annual Fee: None
• Proof Copies: Print cost only (very affordable)

Winner: Lulu - The lack of setup and revision fees makes Lulu far more accessible for beginners and anyone who anticipates making changes to their files.

Print Quality

IngramSpark

• Professional-grade printing
• Standard, premium color, and economy options
• Consistent quality across print runs
• Wide variety of trim sizes and binding options
• Specialty options: case laminate, dust jackets, textured covers

Lulu

• Good quality printing, generally comparable to IngramSpark
• Standard and premium color options
• Slightly more limited specialty finishing options
• Some users report occasional quality inconsistencies

Winner: Tie/Slight edge to IngramSpark - Both offer excellent quality, but IngramSpark's professional options and consistency give it a marginal advantage for those seeking premium presentation.

Distribution Reach

IngramSpark

• Access to Ingram's massive distribution network (39,000+ retailers worldwide)
• Books available to Barnes & Noble, Amazon, indie bookstores, libraries, and international markets
• Retailers can order and return books (if you enable returns)
• Appears in retailer databases as "available"
• Books eligible for bookstore shelf placement
• Library distribution through Ingram

Lulu

• Direct sales through Lulu.com
• Distribution to Amazon (through Lulu Direct)
• Limited access to Barnes & Noble and other retailers (through Lulu's global reach)
• Not typically stocked by physical bookstores
• Primarily designed for direct-to-consumer sales

Winner: IngramSpark - If you want your book in bookstores, libraries, and have maximum retail availability, IngramSpark is the clear choice.

Ease of Use

IngramSpark

• Steeper learning curve
• Strict file specifications
• Files must be print-ready (may require professional formatting)
• Template system can be confusing for beginners
• Customer support can be slow
• Best suited for authors with technical skills or budget for professional formatting

Lulu

• Extremely user-friendly interface
• Wizard-based setup process
• More forgiving file specifications
• Free design tools and templates included
• Responsive customer support
• Great for beginners and DIY authors

Winner: Lulu - Hands down, Lulu is more beginner-friendly and less intimidating for first-time self-publishers.

Royalties and Pricing

IngramSpark

• You set your list price
• Royalty = List price - (printing cost + distribution fee)
• Wholesale discount: 30-55% (you choose, 55% recommended for bookstore distribution)
• Lower printing costs generally mean higher royalties
• Must calculate pricing carefully to ensure profit
• Compensation paid 90 days after month of sale

Lulu

• You set your list price
• Royalty = List price - (printing cost + distribution fee)
• Lulu takes a percentage for retail distribution
• Generally higher printing costs than IngramSpark
• Easier pricing calculator
• Payment terms vary by distribution channel

Winner: IngramSpark - Lower printing costs typically result in better profit margins, especially at higher volumes. However, Lulu's calculator makes it easier to understand your earnings.

Retail Pricing Flexibility

IngramSpark

• Must price competitively for distribution
• Wholesale discounts affect your royalty
• Some retailers expect 55% wholesale discount
• Less flexibility if you want bookstore placement

Lulu

• More pricing freedom for direct sales
• Can set different prices for different channels
• Better for niche or specialty books with smaller audiences

Winner: Lulu - More flexibility, especially for direct sales, though IngramSpark's pricing model works better for traditional retail.

Amazon Presence

IngramSpark

• Books appear on Amazon through Ingram distribution
• Creates a "multiple sellers" situation if you also use KDP
• Print-on-demand through Ingram
• Less control over Amazon-specific features

Lulu

• Distributes to Amazon through Lulu Direct
• Can work alongside KDP
• Some authors report confusion with multiple ISBNs

Note: Most authors use Amazon KDP (Kindle Direct Publishing) for Amazon distribution rather than either IngramSpark or Lulu, as KDP offers better royalties and integration on Amazon specifically.

ISBNs

IngramSpark

• Must provide your own ISBN
• You own the ISBN (control and publishing rights)
• More professional for retail distribution
• Cost: $125 for one, $295 for 10 (from Bowker in the US)

Lulu

• Free ISBN provided by Lulu
• Lulu is listed as publisher of record
• Option to use your own ISBN
• Free ISBN fine for personal projects; own ISBN better for professional branding

Winner: Tie - IngramSpark requires you to bring your own (better for branding), while Lulu offers free options (better for budget).

Return Policy Options

IngramSpark

• Can enable returns (recommended for bookstore distribution)
• Returns reduce your royalties
• Essential for Barnes & Noble and most bookstores
• Industry-standard practice

Lulu

• Generally no return option for retail distribution
• Less attractive to bookstores
• Fine for direct sales

Winner: IngramSpark - The ability to offer returns is crucial for serious bookstore distribution.

Ideal Use Cases

Choose IngramSpark If:

• You want your book in physical bookstores and libraries
• You're serious about professional distribution
• You have (or can afford) professional formatting and design
• You're comfortable with technical specifications
• You're publishing multiple books and can justify setup costs
• You want maximum retail presence
• You're willing to invest upfront for long-term distribution

Choose Lulu If:

• You're a first-time self-publisher
• You want to test the waters without upfront costs
• You're primarily selling direct to readers (at events, online, etc.)
• You want design flexibility and easy revisions
• You're publishing a family history, photo book, or personal project
• You value ease of use over maximum distribution
• You want to learn self-publishing without financial risk

The Hybrid Approach

Many savvy authors use both platforms strategically:

• Lulu for initial proofs, testing, and direct sales
• IngramSpark for bookstore distribution once the book is finalized
• Amazon KDP specifically for Amazon sales (best royalties on Amazon)

This approach gives you:

• Low-cost testing with Lulu
• Maximum distribution with IngramSpark
• Best Amazon royalties with KDP

You'll need separate ISBNs for each edition, but the expanded reach often justifies the cost.

Other Considerations

Global Reach:

• IngramSpark: Superior international distribution
• Lulu: Good international presence but more limited

Author Copies:

• IngramSpark: Can be expensive (full retail minus your discount)
• Lulu: Very affordable (printing cost only)

Customer Service:

• IngramSpark: Often criticized as slow and difficult to reach
• Lulu: Generally responsive and helpful

Educational Resources:

• IngramSpark: Extensive guides but assumes knowledge
• Lulu: Step-by-step tutorials for beginners

For Beginners: Start with Lulu. The free setup, unlimited revisions, and user-friendly interface make it perfect for learning self-publishing without financial risk.

For Professional Distribution: Choose IngramSpark. If you're serious about getting your book into bookstores and libraries, the investment is worthwhile.

For Maximum Results: Use both—Lulu for direct sales and testing, IngramSpark for retail distribution, and KDP for Amazon. This three-pronged approach maximizes your reach while optimizing costs.

Neither platform is universally "better"- they serve different purposes. Lulu excels at accessibility and flexibility, while IngramSpark dominates in professional distribution and bookstore presence. Your choice should align with your publishing goals, technical comfort level, and budget.

What's most important is choosing the platform that removes obstacles between you and your readers. Whether that's Lulu's simplicity or IngramSpark's reach, both can help you get your book into the hands of people who want to read it—and that's what really matters.