Lulu
Thinking about publishing with Lulu? Here’s an independent, sourced look at whether it’s a legitimate self-publishing service or one to avoid — measured against the IBPA hybrid-publisher criteria, the ALLi Watchdog, and Writer Beware, and last checked on 2026-06-09.
Key findings
- Legitimate service — meets 7 of the 11 IBPA hybrid-publisher criteria.
- Author pays: Free to publish (print-on-demand, no upfront fee); $4.99 one-time non-refundable fee per new title submitted to Global Distribution (applies to both print and ebook); per-unit print costs at cost (e.g. approximately $5.34 for a 200-page B&W paperback); retail distribution deducts 50–65% of list price before author revenue is calculated.
- Author keeps their rights.
- Distribution: trade distribution.
Our assessment
Lulu (Lulu Press, Inc.) is a US-based print-on-demand and self-publishing platform founded in 2002 by Bob Young (co-founder of Red Hat), headquartered in Morrisville, North Carolina (Research Triangle area). It is privately held with no identified parent network; Lulu acquired The Tilt newsletter and Creator Economy Expo in 2023, but was not itself acquired.
Craig Petersen became CEO effective January 1, 2026, succeeding Kathy Hensgen. Lulu operates as a service platform, not a traditional publisher: authors retain full copyright and publishing rights, and Lulu explicitly holds no claim over content per its terms and conditions.
There are no upfront publishing fees; however, a one-time $4.99 non-refundable Global Distribution review fee applies per new title submitted for trade distribution — this applies to both print books and ebooks (not ebooks only as sometimes reported). Authors receive 80% of gross profit on print and 90% on ebooks; gross profit is calculated after print costs and retailer distribution fees (typically 50–65% of list price), meaning effective per-copy earnings on trade-distributed books can be very low.
Free ISBNs provided by Lulu list "Lulu" as publisher/imprint; authors who want their own imprint must purchase ISBNs independently through Bowker or similar. Distribution reaches over 40,000 retailers via Ingram's network, qualifying as trade distribution.
Lulu holds a BBB A+ rating (accredited since 2003), though consumer review scores on BBB and other platforms are very low, with persistent complaints about print quality, customer service responsiveness, and delivery delays. Lulu is a certified B Corporation since 2016.
Writer Beware has not flagged the company as problematic. No ALLi rating could be confirmed — Lulu does not appear in the ALLi partner directory or watchdog lists.
Lulu does not editorially vet submissions, does not provide editorial or design quality oversight, and does not provide its own imprint/ISBNs under default free service.
This is Glass Elevator’s assessment based on the sources listed below. Facts are attributed; opinions are the watchdogs’ own.
IBPA hybrid criteria
- Defines a clear mission & vision
- Vets submissions (is selective)
- Commits to truth & transparency
- Provides a negotiable, clear contract
- Publishes under its own imprint & ISBNs
- Publishes to industry standards
- Ensures editorial & design quality
- Manages a range of rights
- Provides real distribution
- Demonstrates respectable sales
- Pays higher-than-standard royalties
Watchdog ratings
- ALLi Watchdog
- Not rated
- Writer Beware
- Not listed · source
- BBB
- A+ (BBB Accredited since August 22, 2003; consumer review scores on BBB are very low, averaging approximately 1.27/5 stars, with recurring complaints about print quality, slow customer service, and delivery delays)
Writer Beware has not flagged Lulu as a problematic publisher. A 2009 post noted Lulu's acquisition of the Poetry.com domain (formerly tied to a vanity anthology scheme), but explicitly distinguished Lulu's legitimate services from that prior operation and noted Lulu had already ended the anthology practice.
Observable red flags
- Vague or hidden pricing
Terms
- Typical cost
- Free to publish (print-on-demand, no upfront fee); $4.99 one-time non-refundable fee per new title submitted to Global Distribution (applies to both print and ebook); per-unit print costs at cost (e.g. approximately $5.34 for a 200-page B&W paperback); retail distribution deducts 50–65% of list price before author revenue is calculated
- Royalty to author
- 80% of gross profit on print sales; 90% of gross profit on ebook sales. Gross profit is calculated after deducting print costs and distribution fees (retailers typically take 50–65% of list price). Effective per-copy earnings can be very low on trade-distributed copies, requiring high list prices for meaningful margins.
- Author keeps rights
- Yes
- Distribution
- Trade distribution
- What you get
- Print-on-demand book printing and fulfillment; ebook publishing (EPUB/PDF); global retail distribution via Ingram to 40,000+ retailers (one-time $4.99 fee per new title); direct storefront sales via Lulu.com; integrations with Shopify, WooCommerce, and Wix; ISBN assignment options (free Lulu-imprinted ISBN or author's own purchased ISBN); no inventory requirement; author retains all rights.
- Website
- www.lulu.com
Lulu: frequently asked questions
Is Lulu a legitimate hybrid publisher or a vanity press?
Glass Elevator's assessment is "Legitimate service." A reputable paid service that does not claim to be a traditional or hybrid publisher. It meets 7 of the 11 IBPA Hybrid Publisher Criteria.
How much does Lulu cost?
Free to publish (print-on-demand, no upfront fee); $4.99 one-time non-refundable fee per new title submitted to Global Distribution (applies to both print and ebook); per-unit print costs at cost (e.g. approximately $5.34 for a 200-page B&W paperback); retail distribution deducts 50–65% of list price before author revenue is calculated Always get the full, itemized price in writing before you commit.
What royalties does Lulu pay authors?
80% of gross profit on print sales; 90% of gross profit on ebook sales. Gross profit is calculated after deducting print costs and distribution fees (retailers typically take 50–65% of list price). Effective per-copy earnings can be very low on trade-distributed copies, requiring high list prices for meaningful margins.
Does Lulu take your rights?
No — authors retain their rights. Still read the contract's rights and termination clauses before signing.
Should I publish with Lulu?
That's your call, but here's the basis: A reputable paid service that does not claim to be a traditional or hybrid publisher. Compare it against the IBPA checklist and watchdog ratings above, get every term in writing, and remember that traditional trade publishers pay authors rather than charging them.
Sources
- Lulu official website (lulu.com)
- Lulu Terms and Conditions (lulu.com)
- Lulu Creator Revenue Guide (official help) (help.lulu.com)
- Lulu Global Distribution: The Basics (official help — $4.99 fee applies to print and ebook) (help.lulu.com)
- Lulu Copyright FAQ (official help) (help.lulu.com)
- Lulu ISBN: The Basics (official help) (help.lulu.com)
- Lulu Retail Distribution page (lulu.com)
- Lulu About Us page (lulu.com)
- Lulu B Corp announcement (blog.lulu.com)
- Lulu appoints Craig Petersen as CEO (Jan 2026) (blog.lulu.com)
- Reedsy: Lulu Publishing Review (reedsy.com)
- Lulu.com Wikipedia article (en.wikipedia.org)
- BBB profile: Lulu Press Inc. (bbb.org)
- Writer Beware: Lulu Acquires Poetry.com (2009) (writerbeware.blog)
- ALLi Watchdog self-publishing services page (selfpublishingadvice.org)
- WritersWeekly: Complaints about Lulu Press (writersweekly.com)
- Lulu acquires The Tilt (2023) (blog.lulu.com)