The Five Largest Book Markets in the World: Where Should Authors Publish Globally?

The publishing industry has changed dramatically over the past decades. Authors are no longer limited to a single country or a single language; with just a few clicks, a book can reach millions of readers across multiple continents. But the truth is simple: not all global markets are the same. Some countries have stronger digital ecosystems, some have powerful print markets, and others offer massive potential simply because of their population size and purchasing power.

In this article, we explore the five biggest book markets in the world—markets that every author, translator, and independent publisher should understand and include in their global distribution plan.

1. United States

(The Largest Book Market in the World)**

The United States is unquestionably the global leader in book consumption, both in digital and print formats. With more than 300 million people, thousands of bookstores, and the world’s most advanced online retail environment, the U.S. is the most profitable destination for global authors.

Key characteristics:

• Amazon KDP dominates the digital publishing landscape.

• Audiobook sales are exploding, especially via Audible.

• Bestselling genres include self-help, business, romance, thriller, and science fiction.

• Readers are accustomed to paying for books and valuing digital content.

Why it matters:
Success in the U.S. often creates momentum in other English-speaking markets. If your book gains visibility on Amazon.com, it becomes easier to gain traction globally.

2. China

(The Fastest-Growing Book Market of the 21st Century)**

China is the world’s second-largest print market, but its digital reading ecosystem is unique and exceptionally large. Instead of Amazon-like systems, Chinese readers rely on domestic platforms:

• WeChat Reading

• Douban Books

• Dangdang

• JD Books

Important note:
Entering the Chinese market without a local publisher is extremely difficult. Strict regulations around content, censorship, and translation make this market challenging. But if a book is properly translated and approved, sales can be extraordinary—especially in:

• Self-help

• Business and finance

• Educational books

• Young Adult fiction

Why it matters:
With a population exceeding 1.4 billion, even a tiny fraction of readers can create massive sales volume.

3. Japan

(A Market Built on a Strong Reading Culture)**

Japan has one of the most deeply rooted reading cultures in the world. This is a country where:

• People read extensively during train and subway commutes

• E-books are highly popular

• Manga and graphic novels dominate print sales

• Literary fiction, philosophy, and science fiction have dedicated audiences

Major platforms include:

• Rakuten Kobo Japan

• Amazon Japan (Kindle JP)

• BookLive!

• ComicWalker

Important insight:
Japan values high-quality translation. A well-translated book can succeed across genres, but poor translation will be immediately rejected by readers.

Why it matters:
Japan is the third-largest economy in the world, and its readers spend more than the global average on books.

4. United Kingdom

(The Gateway to Europe)**

England, Scotland, Wales, and Northern Ireland together form one of the most culturally influential book markets. The UK is home to:

• Classic English literature

• World-famous universities

• Some of the oldest and most powerful publishing houses

Key platforms:

• Amazon UK

• Waterstones

• Apple Books UK

• Book Depository

Why it matters:
The UK market is similar to the U.S. in language and consumer behavior but leans more toward literary and historical works. British readers appreciate thoughtful writing, well-researched nonfiction, and strong storytelling.

Popular genres:

• Historical fiction

• Crime & mystery

• Fantasy

• Literary fiction

• Biographies and memoirs

If your book has literary qualities or tackles philosophical or historical themes, the UK is an ideal market.

5. Germany

(The Largest Book Market in Europe)**

Germany holds the strongest and most stable book market in Europe. What sets it apart is that most German readers prefer books in the German language, even when they speak English.

Key features:

• Extremely strong print sales

• Fixed book pricing laws (Buchpreisbindung)

• The world’s largest book fair: Frankfurt Book Fair

• High demand for educational, scientific, and historical works

Major platforms:

• Amazon DE

• Thalia

• Tolino (a major competitor to Kindle in Germany)

• Hugendubel

Why it matters:
The German-speaking region includes Germany, Austria, and Switzerland—forming a powerful market of about 100 million people.

Conclusion: Which Market Should Authors Target First?

If you’re looking for the most accessible, profitable, and globally visible markets, these three are the strongest starting points:

1) United States → 2) United Kingdom → 3) Germany

Because:

• Platforms are open to independent authors

• No local publisher is required

• Payments and royalties are transparent

• Readers accept foreign authors easily

However, if you have the budget and capability to invest in high-quality translation and local publishing partnerships:

China and Japan can become the most profitable markets in the world.

Their populations, reading habits, and willingness to pay for digital content can generate extraordinary success—once you have a proper entry strategy.