You’ve written the book, edited it, designed a beautiful cover, and hit publish. But how do you get readers to the right place to buy it? Particularly for authors who publish wide, discoverability can be even more challenging; multiple storefronts means multiple listings to advertise and promote to readers.

That’s where universal book links (UBLs) come in. A UBL is a shareable link that directs readers to your book across multiple retailers and formats. Instead of pasting a cluttered list of retailer logos or multiple URLs, you share a single link. There, readers are presented with a simple menu of all available storefront options, so they can choose the store they prefer.

This small tool can make a big difference in how professional your marketing looks and how easily readers can purchase your books. Some also make it easier to track engagement and sales across platforms, so you can determine which sites are more popular among your audience. But like every tool in publishing, UBLs come with both benefits and drawbacks, and choosing the right one depends on your individual author business.

The Pros of Using UBLs

UBLs streamline your marketing. Instead of cluttering your website, Facebook ads, or newsletters with five different buttons, they allow you to use a single link and make your calls-to-action look sharper and more professional.

If you’re publishing widely, UBLs reinforce the fact that your book isn’t just on Amazon. This can broaden your audience beyond Kindle readers and help you reach fans who prefer Kobo in Canada, Tolino in Germany, or Apple Books in the US. Even for authors who are exclusive to one platform or sell directly on their website, UBLs provide a way to link readers to multiple local stores at once.

Pro Tip: UBLs aren’t just for ebooks. Many services allow you to add links to your print and audiobook editions as well, so readers can choose the format they prefer from a single entry point.

Most UBL providers offer services beyond link consolidation. Several platforms let you customize your link with a short, memorable tag, making it easier for readers to type or recall later, or for authors to share in an interview or on promotional materials. UBLs also often include built-in tracking. Books2Read, for example, lets users see which retailers get the most clicks, from which countries readers are coming, and which devices they’re using. This data can be used to fine-tune your marketing spend and make decisions about additional formats, such as translations, in the future.

Finally, UBLs provide flexibility and can simplify the work needed to update metadata or marketing materials over time. If your retailer links change or release additional formats or listings on new platforms, UBLs allow you to forgo tracking down every blog post or newsletter where you dropped a link. You can update the destinations behind your UBL, and the front-facing link stays the same.

The Cons of Using UBLs

UBLs are a useful marketing and promotional tool for authors to consider, though they aren’t universally beneficial. Before choosing a UBL service, consider potential challenges UBLs may pose within your business as well as their benefits.

Not Always Ad-Friendly

Certain ad platforms, such as Amazon Ads, don’t allow UBLs. Others may permit them but perform less effectively with them. Whenever you’re running paid advertising, test whether a direct retailer link gives you stronger results.

Data Ownership

Using a UBL service to create your links often means the analytics are hosted by the service as well. If that company ever shuts down or changes its terms of service, you could lose both your data and the functionality of your links. Although this is unlikely for established providers, it’s a risk worth noting any time you rely on an outside service provider within your business.

Limited Branding Control

Some services lock you into using their domain in your UBL. Although you can customize the tail end of the link, the overall look is branded to the provider, not you. Authors who want everything under their own domain may prefer to create a custom redirect link on their website instead.

Extra Click for Readers

UBLs add an extra step for readers to find your book: a reader clicks your link, then must click again to select their store. In marketing terms, this is called “friction.” Even one extra click can reduce conversions, especially for impulse buys.Pro Tip: If your readership is overwhelmingly Kindle- or KU-focused, sending them through a UBL may feel unnecessary. In some scenarios, such as with targeted Amazon ads, a direct Amazon link can actually outperform a UBL and may be a better option.

Several platforms offer UBL creation services. Books2Read, from Draft2Digital, is among the most popular platforms for wide authors, and Booklinker is among the most popular platforms for authors selling on Amazon but who want to direct readers to the appropriate local storefront. Other platforms, such as PublishDrive’s link generator or Author Helper Suite’s ReaderLinks, offer similar functionality with additional customization or analytics.

When deciding on a UBL service, some factors to consider are compatibility with your existing website, security, cost, and additional tools or features offered as a part of the service or as available add-ons.

Books2Read

  • Cost/Pricing: Free
  • Customization & Link Control: Custom slug, manual link edits, preferred store
  • Analytics/Tracking: Clicks, store breakdowns, geo/device
  • Affiliate Support: Yes (for supported stores)
  • Special Capabilities: Reading lists, rescan, multi-format
  • Limitations: Locked to books2read.com domain; simpler feature set
  • Cost/Pricing: Free (Booklinker); starting at $6 per month (Geniuslink)
  • Customization & Link Control: Vanity landing pages, geo-targeting, routing rules (Geniuslink only)
  • Analytics/Tracking: Geniuslink offers more robust tracking of affiliate links and retargeting abilities
  • Affiliate Support: Yes (Amazon and others)
  • Special Capabilities: Advanced routing, campaign control
  • Limitations: More complexity; cost scales with use

BookFunnel

  • Cost/Pricing: Tiered (starting at $1.67 per month)
  • Customization & Link Control: Full landing pages, formatting, image, layout, expiry
  • Analytics/Tracking: Page analytics, exports, pixel data
  • Affiliate Support: Yes
  • Special Capabilities: Read now links, free giveaway pages, domain mapping
  • Limitations: Private landing pages (not SEO); plan-based feature gating
  • Cost/Pricing: $24.99 per month (or $239 per year)
  • Customization & Link Control: Geo-links, custom links, QR codes, MyBooks catalog
  • Analytics/Tracking: Integrated link and marketing analytics
  • Affiliate Support: Yes
  • Special Capabilities: Full author tool suite (links, planning, and analytics)
  • Limitations: Price includes robust suite of tools, so may not be the best fit for those looking for stand-alone link service; subscription dependency
  • Cost/Pricing: Free or tiers ranging from $6 to $30 per month, if paying yearly (Tiers increase as customization, additional tools added)
  • Customization & Link Control: Basic layout, some Book Link customization
  • Analytics/Tracking: Basic click metrics; advanced analytics in Pro
  • Affiliate Support: Yes (via affiliate token in Pro)
  • Special Capabilities: Central “hub” link with book listings
  • Limitations: Not a full landing-page tool, limited design; is a link-in-bio format

Where to Use UBLs (and Where to Avoid Them)

Even if you choose to use a UBL, the links aren’t a one-size-fits-all solution. They work brilliantly in some contexts and less so in others.

Use UBLs in places such as:

  • On your author website, which is clean, central, and easy to update;
  • In your newsletter, where you’re writing to fans who may shop at different stores;
  • In social media bios, where space is limited and you want one memorable link;
  • In cross-promotion swaps with other wide authors.

Avoid UBLs:

  • In ads targeting readers on a specific platform, such as Amazon. These readers want the fastest route possible, and the extra click could hurt conversions;
  • In time-sensitive promos, such as flash sales, where speed matters more than optionality;
  • In promotions or marketing campaigns in which a discount or sale is exclusive to a particular platform and not available through every storefront. In these cases, direct readers solely to the listings that are part of the promotion rather than to every store where a book is available.

Tips for Making the Most of UBLs

When using UBLs as part of your marketing strategy, consider these additional steps and best practices around the links.

  1. Always Customize Your Links. A branded tail (e.g., /distilledmagic) looks far more professional than a random string of letters and numbers.
  2. Group Series Together. Books2Read allows you to create reading lists or a single UBL for your whole series. Investigate whether you can group books or series under one link using your UBL platform.
  3. Test in Ads. Run A/B tests with a UBL versus a direct Amazon link and track which converts better in your business’s marketing strategies. Don’t assume one will always outperform the other.
  4. Use QR Codes. Create QR codes for your UBLs for print marketing, such as on business cards, bookmarks, or swag. Readers can scan the code, and they'll be taken to your retailer list.

UBLs are a simple but powerful tool in an indie author’s marketing toolkit. They clean up your calls-to-action, support wide distribution, and provide valuable insights about where your readers are buying. They also keep your marketing future-proof by providing one stable link you can use across all channels.

For those wanting more control, an alternative to UBLs is to create a page on your site that lists all retailer links, then promote that page link instead of relying solely on a third-party provider.

That said, UBLs aren’t always the best choice, especially if your audience is primarily based on Amazon or if you’re running conversion-sensitive ads. Like any tool, they work best when used strategically.

Think of UBLs as the Swiss Army knife of author marketing: flexible, reliable, and incredibly handy when you need one tool that does it all. Sometimes, a single-purpose screwdriver, like a direct Amazon link, is the sharper choice. But when used wisely, UBLs can help you and your marketing look more professional, sell more books across multiple platforms, and make your readers’ buying experience smoother. That’s what every indie author wants: more books in more readers’ hands, with as little friction as possible.

Jenn Mitchell

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