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I sell my books at Amazon and Smashwords, letting SW handle the distribution to the other online stores. More than 90% of my SW sales have been through Barnes and Noble, with the rest split between SW itself and the Sony store. Diesel, Kobo, and Apple just don't seem to sell well for me.
I like the features others have noted, including the ease of updating and the convenience of automatic distribution and registering for ISBNs. Plus Smashwords has some nice features for gifting books, offering discounts/coupons, and so on.
One issue to be aware of with Smashwords is that the affiliate sales reporting can be sporadic. For most of the stores, sales reports are quarterly, though B&N has been better of late, updating every two weeks or so. So if you're like me and you check your sales frequently it can seem like nothing is moving, then suddenly you get a deluge of sales when the affiliates get around to reporting in.
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