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Further to market share, the wisdom seems to be that Amazon has 60 percent of all e-book sales (I suspect that's in the United States, not worldwide) but that self-pubbers do better than that on Amazon because it's search engine is better and its customers are accustomed to searching for books rather than simply following the advertisements in the NYT, NYRB, or TNY, where self-pubbers can't afford to play. Over the past five years (before 2010 there was no effective competition outside Sony, and self-pubbers weren't accommodated on the Sony platform) I have consistently sold 80 percent of my books on Amazon, 20 percent on B&N, Apple, and elsewhere. Every once in a while there will be a change in this ratio, but over the long run it has always returned to 80/20.
I began using the DTP (as it was then known) toward the end of November 2007, which I think was the first month it was available. I uploaded Word docs, then (certainly as early as 2009) zipped html, and finally (at your suggestion, bless you) epub, I think at the start of 2012.
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