The trilogy, originally titled Master of the Universe, was first posted online in 2009 as Twilight fan fiction. Finding the 37,000 reader reviews and comments encouraging, James brought her work to a publisher. The first book, titled Fifty Shades of Grey, was released as an ebook and a print on demand paperback in May 2011 by The Writers' Coffee Shop, a virtual publisher based in Australia. The second volume, Fifty Shades Darker, was released in September 2011, and the third, Fifty Shades Freed, followed in January 2012.

The Writers' Coffee Shop had a limited marketing budget and relied on book blogs and Goodreads reviews for early publicity. These online reviews inspired the word-of-mouth recommendations that would later drive James all the way to a seven-figure book deal. Though Writer's Coffee Shop couldn't handle the distribution for significant print orders, the trilogy still sold a combined 250,000 copies in ebook and POD paperback editions.

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Since the success of the Fifty Shades trilogy, the consensus among publishers seems to be that a self-published book gone viral will translate into a bestselling print book. The consensus among self-published authors is that traditional publishers can accomplish what they can't, including distribution, marketing, and selling foreign translation rights. One must consider Hugh Howey's Wool (2012), which sold over half a million copies through Kindle Direct Publishing. Howey turned down multiple seven-figure print and digital book deals to sign with Simon & Schuster for a six-figure print-only deal. He was already earning $120,000 a month in Amazon ebook royalties. Howey didn't need an ebook distributer; he wanted a print distributer and translation rights revenue. The industry's most recent example is Beth Reekles, the 17-year-old self-published high school student who signed a million-dollar three-book deal with Random House's Delacorte imprint after her YA novel, The Kissing Booth (2012), racked up 19 million views.

Originally self-published as an ebook and print-on-demand in June 2011, the publishing rights to Fifty Shades of Grey were acquired by Vintage Books in March 2012, topping best-seller lists around the world. It has been translated into 52 languages and set a record as the fastest-selling paperback of all time in the United Kingdom. Critical reception of the book, however, has tended towards the negative, with the quality of its prose generally seen as poor, while its portrayal of BDSM has been targeted for criticism from a variety of perspectives. Universal Pictures and Focus Features produced an American film adaptation, which was released on 13 February 2015,[3] and was also panned upon release, though it was a box office success.

The phenomenon of self-publishing is often linked to online book production methods, which allow authors to produce an ebook with a few strokes of the keyboard, making their work available to a global audience. However, there is a much richer history of self-publishing that goes further back than its digital counterpart.

In the past 10 plus years, self-publishing has kept growing as an industry potentially due to ebook adoption and online publishing companies, which indicates that it certainly has the possibility to have a permanent place in the publishing ecosystem.

First released as an ebook before flowering into a publishing phenomenon, Fifty Shades Of Grey has sold more than 5.3 million copies (including 1.5 million ebooks) in the UK to become the best-selling book in British history. 

While print copy sales of the infamous manifesto remain stagnant, the ebook features on several of Amazon's bestseller charts, and is currently topping its propaganda and political philosophy list, as well as its "fascism and nazism" politics chart.

Rowberry documents the first decade of the Kindle with case studies of Kindle Popular Highlights, an account of the digitization of books published after 1922, and a discussion of how Amazon's patent filings reflect a shift in priorities. Rowberry argues that while it was initially convenient for the book trade to outsource ebook development to Amazon, doing so has had adverse consequences for publishers in the mid- and long term, limiting opportunities for developing an inclusive and forward-thinking digital platform. While it has forced publishers to embrace digital forms, the Kindle has also empowered some previously marginalized readerships. Although it is still too early to judge the long-term impact of ebooks compared with that of the older technologies of clay tablets, the printing press, and offset printing, the shockwaves of the Kindle continue to shape publishing.

Users of hardware such as the Kindle tend to have a preferred format, sometimes refusing to replace the device until it has completely gone beyond the point of use. This is just one of the phenomena that Simon Peter Rowberry hits on in his book Four Shades of Gray: The Amazon Kindle Platform (a nod to the greyscale used in the first Kindle back in 2007) as he delves into the inner workings of the Kindle, both as a platform and a larger tool in the Amazon ecosystem. This work balances the line in giving the reader valuable technical information, but remaining readable to most of the scholars, students, and publishers who will find merit in this book. 0852c4b9a8

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