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There must be a thread every two days about this... Look... It is simple. Now before the naysayers get here, let me give you a couple of positives.
Smashwords allows you a no hassle one stop distribution point to Kobo, Apple, eDiesel, Sony, Barnes & Noble and Barker & Taylor (which gets you into library's). That is the power behind SW there distribution, because you will rarely get a sale direct from the website. Now given if you are in the USA you can go to B&N via Pubit direct, which I recommend. They do this for pennies on the backend including providing a free ISBN.
Now, you have to format your document via there style guide. After writing your book it really isn't that hard to do and actually gives you are clean format that you can port into pubit and kdp. Remember fancy styling is nice, but you are working on a compromise that fits all screens.
Good luck in your search, in the end you it is up to you choose an option that you feel works for you.
Arigato,
Nick Davis
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