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

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/ 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).