The direct market is the dominant distribution and retail network for American comic books. The concept of the direct market was created in the 1970s by Phil Seuling. The network currently consists of:three major comic distributors: Lunar Distribution ; Penguin Random House Publisher Services, which since 1 October 2021 distributes Marvel Comics, since 1 June 2022 distributes IDW Publishing, and since 1 June 2023 distributes Dark Horse Comics; and Diamond Comic Distributors, which distributes most, if not all, non-DC/Marvel/Image/IDW/Dark Horse comics and wholesales Marvel Comics, Image Comics, IDW Publishing, and Dark Horse Comics. the majority of comics specialty stores, and other retailers of comic books and related merchandise.

An American comic book is a thin periodical originating in the United States, on average 32 pages, containing comics. While the form originated in 1933, American comic books first gained popularity after the 1938 publication of Action Comics, which included the debut of the superhero Superman. This was followed by a superhero boom that lasted until the end of World War II. After the war, while superheroes were marginalized, the comic book industry rapidly expanded and genres such as horror, crime, science fiction and romance became popular. The 1950s saw a gradual decline, due to a shift away from print media in the wake of television and the impact of the Comics Code Authority. The late 1950s and the 1960s saw a superhero revival and superheroes remained the dominant character archetype throughout the late 20th century into the 21st century.