I'll be the first to tell you I'm a writer, not a salesperson. And I'm sure not the technical type.
But I finally, yes finally, put my book up for sale in Amazon's Kindle store. I had hemmed and hawed forever. I thought it would be too technical. I wouldn't know what to do. I'd get confused. Blah, blah, blah ... excuse, excuse, excuse. Then one day, I just realized that nobody was going to do it for me.
So I ventured tentatively onto the KDP site, the Kindle Digital Platform for self-publishing. http://kdp.amazon.com
After a few false starts, I uploaded my book. Just. Like. That. It was actually pretty easy, even for a techno-saur like me. And I'm even selling a few copies - not only here, but on Kindle UK. (Go figure). Maybe I'll be realy popular in Europe - you know, the David Hasselhoff of self-publishers, if you will. Or ... not.
So if your e book is completed and you just have a case of nerves, take a deep breath and dive in. It's really not that bad. I swear.