I've heard Lulu (https://lulu.com https://lulu.com) mentioned the most as a direct competitor of sorts to Amazon's KDP (with a much wider reach than just KDP) i

I've heard Lulu (https://lulu.com https://lulu.com) mentioned the most as a direct competitor of sorts to Amazon's KDP (with a much wider reach than just KDP) if you still want something of a "real retail" type reach. Also, I've seen a surprising number of DRM free novels turn to itch.io if you are looking for a "non-traditional" approach, but someone to handle a lot of the "storefront basics" for you. This seems to be an extension of itch.io becoming a major hub for indie TTRPGs, because a indie designer can just throw a simple PDF (and maybe a DOCX or an EPUB) on itch.io as opposed to the effort that DriveThruRPG/RPGNow want in PDF formatting. Then a few TTRPG related novels started using the platform, and like I've said I've seen a surprising set of novels that aren't even directly game related at this point. itch.io's flexibility in what they will publish/host is an interesting strength (though makes it a bit more caveat emptor than a traditional retailer from a consumer side searching for interesting books).