11 Popular Amazon Competitors You Need To Know About in 2024

Looking for the top Amazon competitors?

We get it. With the rising number of sellers, it’s getting tougher to stand out on Amazon and generate revenue.

While Amazon drove nearly 38% of US eCommerce sales last year, other platforms like eBay and Walmart are gaining traction and giving new sellers a shot at success.

In this article, you’ll find a list of the top 11 Amazon competitors with loads of untapped potential.

Let’s dive in:

Top 11 Amazon Competitors

Starting an Amazon FBA business has become incredibly challenging. Recent stats showed that the eCommerce giant had nearly 2 million active sellers as of 2023.

This landscape translates into fierce competition and market saturation, not to mention Amazon’s unruly algorithm that penalizes you for the slightest of mistakes.

However, all is not lost. Platforms like eBay, Walmart, and Etsy offer access to millions of potential customers craving diverse shopping experiences.

And diversifying into these marketplaces might be your ticket to success.

Let’s take a look at these Top 11 Amazon Competitors below:

1. eBay: Largest Amazon Competitor


eBay has been one of Amazon’s biggest competitors for a long time. It offers a unique shopping experience with its customizable listings. Sellers on eBay can tailor how they showcase their products, giving them a personal touch.

eBay’s payment system is different, too. Most transactions happen via credit or debit card, or through PayPal. This setup means customers pay sellers directly, which contrasts with Amazon’s method of bank account deposits.

A key feature of eBay is the auction format, alongside fixed-price listings. This variety allows for potentially higher prices on in-demand items and adds an engaging element for buyers.

Another advantage of eBay is its less restrictive policy on what can be sold. From new to used items, eBay’s marketplace is wide open for a diverse range of products, provided they’re legal.


It’s free to list your items on eBay. If you can sell it, eBay charges 13.25% of the sale price and a $0.35 listing fee.

Brands can also get one of eBay’s store subscriptions to skip the extra charges:

  • Starter: $4.95 per month (Up to 250 listings)
  • Basic: $21.95 per month (Up to 1,000 listings)
  • Premium: $59.95 per month (Up to 10,000 listings)
  • Anchor: $299.95 per month (Up to 25,000 listings)
  • Enterprise: $2,999.95 per month (Up to 100,000 listings)

2. Shopify: Top Choice For E-commerce Stores


When it comes to building your own brand, Shopify is one of the most sought-after platforms after Amazon. It gives you more freedom of customization, personalizing customer journeys, and building a scalable brand.

The main downside of choosing Shopify over Amazon is you miss out on their 200 million strong customer base. To get online sales, you will have to handle all marketing efforts by yourself. 

While choosing Shopify does open up new channels like email marketing and SEO, the process of building consistent traffic is long and strenuous. 

On the other hand, you’ll no longer be at the mercy of Amazon’s algorithm. Shopify will give you full freedom to run your store and won’t randomly shut you down. 

Another major benefit of selling from your own store is you keep all profits—no more commissions or extra charges. Just choose a plan from Shopify’s website, upload your products, and you’re ready!


Shopify lets you start for free and pay just $1/month for the first 3 months.

After that, you can select one of the following paid plans:

  • Basic: $25 per month
  • Shopify: $65 per month
  • Advanced: $399 per month

If you want a more comprehensive overview, check out our Shopify Review: Worthy Of Its Reputation As The Leading eCommerce Platform?


Third on our list of top Amazon competitors is Alibaba, a platform primarily known for facilitating B2B transactions.

While mostly popular in China, the Alibaba group has been expanding its reach globally.

This expansion includes establishing platforms tailored to different regions, offering local and international sellers access to the vast Alibaba network and competitive prices. 

Alibaba offers powerful marketing tools that help with SEO and branding on your storefront. Plus,  it simplifies the process of uploading and selling products in bulk. The platform’s “Intelligent Posting” system then suggests optimizations for listings.

Note that Alibaba doesn’t offer fulfillment services like Amazon. This is both a benefit and drawback, depending on the type of 3PL you partner with. 


Alibaba’s global gold supplier (GGS) membership gives you access to a variety of industry-leading features.

Plans are priced as follows:

  • Standard: $3,499 per year
  • Standard Extended: $6,498 per two years
  • Premium: $6,999 per year

4. Etsy


Etsy is one of the largest arts-and-craft online marketplaces in the globe. It’s the go-to platform for thousands of new sellers due to its ease of use and relaxed rules compared to Amazon.

When it comes to product diversity, Etsy is made for selling handmade items, print-on-demand, and digital prints.

Even though it lacks variety, buyers on Etsy are typically more brand loyal and particularly active during holiday seasons (29 million buyers in 2022 Q4 alone).

But where Etsy really excels over Amazon is its ease of use. Setting up a store only takes a couple of minutes. You can start selling digital products and print-on-demand goods instantly without worrying about warehouse management.

As for charges, Amazon and Etsy are somewhat neck and neck, except for referral fees, which Etsy does not charge.

Both platforms offer various marketing tools and customization options. But if you’re an artist who’s just entering the eCommerce world and doesn’t want to deal with unnecessary complexities, Etsy is one of the best Amazon competitors to go with.


Etsy has a basic fee structure that involves the following:

  • Listing Fee: $0.20 per item (for 4 months)
  • Transaction Fee: 6.5% of total sales price
  • Payment Processing Fee: Varies depending on method/country

Sellers can also upgrade to Etsy Plus for just $10 per month. This package comes with listing credits, ad credits, extra customization options, and more.

Not convinced about launching your store on Etsy? Check out How Emily McDermott Earns $100,000/year Selling Budgeting Spreadsheets On Etsy.

5. Walmart


Walmart has become a formidable competitor to Amazon, with the company approaching over 120 million unique monthly visitors in 2023.

This surge in growth has made Walmart a trending marketplace for brands in the USA, from those retailing everyday products to luxury brands and more.

A key advantage for sellers on Walmart is the zero-fee setup. This contrasts with Amazon’s model, which includes a $39.99 monthly subscription fee for all sellers.

Even though Walmart’s eligibility criteria are much stricter than Amazon’s, it comes with extra perks like same-day support and business optimization for those who fulfill requirements.

This leads us to our second benefit of using Walmart: lower competition for sellers. The marketplace currently has around 33,000 sellers versus Amazon’s 2 million.

Therefore, it’s less crowded and offers new sellers a better chance to stand out and attract customers.

Even though Walmart runs a tight ship and mainly caters to the US region, it’s a worthy option for established businesses looking to diversify their online presence and fulfillment channels.


You can list your items completely free on Walmart Marketplace.

The platform only charges you when you make a sale with this fee structure:

  • Referral Fee: 6% to 15% (depends on category)
  • Fulfillment Fee: Variable (starting $3.45 for 1lbs)
  • Sales Tax: Varies on state/tax ID

6. Flipkart


Flipkart is one of the biggest Amazon competitors in India. Their brand reflects India’s vibrant culture and diversity. With multiple language options and a colorful interface, it resonates well with the local audience.

Creating an account on Flipkart is just as quick as Amazon, apart from a couple of documentation requirements. Once set up, Flipkart puts listings through a checking criteria before they go live.

Orders are typically fulfilled through their own eKart shipment network, something in which Amazon provides more leniency.

Flipkart also offers tailored customer support to sellers, including expert account management and catalog photoshoot assistance. Sellers can also use Flipkart ads to promote their products effectively, just like Amazon.

Additionally, Flipkart offers diverse payment options like ‘Flipkart Pay Later’ and ‘Cardless Credit’ that make it easier for customers to make purchases, even when they’re tight on cash.


It’s free to list your products on Flipkart.

When you make a sale, the platform charges you the following fee:

  • Referral Fee
  • Transaction Fee
  • Fulfillment Fee

To view the complete pricing structure of Flipkart, visit the link here.

7. Target Plus


Target Plus is stepping up as a major competitor to Amazon with its exceptionally reliable and trusted online marketplace.

Launched in 2019, Target Plus is currently visited by over 5 million active shoppers. Unlike Amazon, sellers can only set up a store on Target Plus after receiving an invite.

You can also submit an application on their website if you have a registered business and a decent retail/online presence. 

As a marketplace, Target Plus is extremely unsaturated, and third-party sellers can enjoy high sales volume.

It has expert account managers to help optimize your product selection and pricing. Target also offers catalog and photoshoot support to enhance product listings. 

Sellers can leverage Target’s exceptional fulfillment service to streamline deliveries. Fee structures are also similar to Amazon, with charges decided by subtype referral rates.

With Target’s brand reputation in the USA and limited competition, it’s an excellent platform to boost sales and build a reliable multichannel presence. 


Target Plus lets you list and sell items for free.

You only have to pay a referral fee depending on the category of item, which falls between 5% and 15%.

8. Rakuten


Hailing from Japan, Rakuten competes with Amazon on various fronts. It’s known for allowing extensive customization of storefronts and product pages—this appeals to consumers who prefer a personalized shopping experience.

Rakuten’s layout resembles a department store, which contrasts with Amazon’s. Essentially, the company positions itself as a destination for higher-value items.

To assist international sellers, Rakuten provides onboarding consultants. They help with application, registration, and setup processes. They also offer advice on navigating cross-border eCommerce efficiently.

However, Rakuten adopts a partnership approach. This means more responsibility for business owners and eCommerce managers in terms of setting up online stores and managing customer service.

But considering its 20% market share in Japanese eCommerce, Rakuten is one of the top Amazon competitors for those seeking access to one of the world’s largest and most lucrative markets. 


Rakuten has the following basic fee structure:

  • Registration Fee: 60,000 JPY (apx. $405)
  • Monthly Subscription Fee: 50,000 JPY (apx. $340)

After you start selling products, you will be charged the following fee:

  • Referral Fee: 2% to 4%
  • Payment Processing Fee: 2.5% to 3.5%
  • Affiliate fee: 2.6% to 10.4% (for sales via affiliate)

9. Best Buy


Best Buy dominates the electronics market in North America. With over 200 million monthly visitors in 2023, the eCommerce giant made over $43 billion in revenue by selling cell phones, stereos, and home appliances.

In 2021, Best Buy launched its marketplace within Canada, allowing third-party sellers to use its reputation to list and sell various consumer electronics online.

You can get started with a monthly fee of $29.99 CAD, which also comes with excellent onboarding support and dedicated account managers. 

For delivery, Best Buy relies on third-party delivery partners like Canada Post and GoBolt.

Applicants are thoroughly screened before getting an account, but once you do, the competition is relatively low since Best Buy is a newcomer in the eCommerce space.

In addition, Best Buy accounts offer considerable flexibility and customization. This includes the option to set transaction limits, choose payment methods, and invoicing solutions tailored to individual business needs. 


Best Buy has a seller plan that starts at $29.99 CAD per month.

Apart from that, you only have to pay a Commission Fee (varies on category) and Shipping Fee for your products.

10. Otto


Otto is often dubbed as the German counterpart of Amazon. With over 11.3 million active customers as of 2023, the local eCommerce powerhouse has been giving tough competition to Amazon for years.

A key edge Otto has over Amazon is the higher average shopping cart value. Customers on Otto generally spend more per transaction compared to those on Amazon.

Additionally, Otto boasts a lower rate of product returns. This should appeal to sellers looking for stability and predictability in their sales.

Otto also offers lower costs for pay-per-click advertising campaigns. Plus, its fast, competent, and personalized support is beneficial for sellers who rely on the platform’s team to resolve their business issues.


Otto has a seller plan that starts at $42.99 per month.

You also have to pay a Commission Fee that varies between 7% and 18% depending on your category.

11. Netflix


Netflix is the largest competitor to Amazon’s Prime Video on the video streaming front.

While Prime Video has the edge in the content library with over 8,000+ movies/TV shows, Netflix shines with its original shows and exclusive documentaries unavailable elsewhere.

Netflix offers a more user-friendly experience with social features like profile creation and sharing recommendations. This makes it ideal for those seeking a community aspect in their video streaming services. 

Pricing is another area where Netflix differs. It tends to be more expensive than Amazon Prime Video, especially if you opt for the 4K streaming plan.

But for users not already using Amazon Prime, the diverse library and quality of content can justify the cost.

Moreover, Netflix operates in more countries than Amazon Prime Video. This especially benefits users in regions where Amazon’s service isn’t available.


Netflix offers the following subscription plans for users:

  • Standard with ads: $6.99 per month (up to 2 screens)
  • Standard: $15.49 per month (up to 2 screens)
  • Premium: $22.99 per month (up to 4 screens)

Subscribers can also add an extra member for $7.99 per month. 4K streaming is only available with the Premium plan.

How You Can Compete With Amazon 

Amazon has built an exceptional reputation in the eCommerce market. With the average seller making nearly $230,000 on the platform, it’s a no-brainer for both new and vetted sellers.

But this reliance comes at a cost. Amazon is notorious for shutting down accounts due to negative reviews or the slightest of policy violations.

That’s why it’s important to build a multi-channel presence or, even better, your own online store.

Here’s how to do so:

1. Provide A More Personalized Shopping Experience

Know what makes customers loyal?

Feeling special. Amazon provides the same bland online shopping experience to everyone, whether you’re buying from Adidas or a local wholesaler. 

With your own website, you can design an interactive and personalized shopping experience that keeps your customers hooked. Give them VIP fitting room vibes with virtual try-ons. Let them see your sneakers or tops on their own digital self. 

Next up, ease up on their wallets. Introduce ‘Buy Now, Pay Later’ and add multiple payment options. This is likely to give a significant boost to your conversion rates.

Also, make the return process so smooth that your customers will want to come back for more. Use AI-powered chatbots or hire VAs to solve customer queries.

All of this helps retain customers and keep them returning to shop some more.

2. Offer Faster And More Flexible Shipping 

Beating Amazon in the shipping game is tough. But it’s not all about speed—it’s also about choices.

Offer shipping options that are more convenient for your customers. Late-night delivery? Why not. Choose-your-date shipping? Absolutely.

Also, consider working with local suppliers. Being close to the source means your products fly out the door and into your customer’s hands faster.

Plus, it gives a great boost to the local economy.

3. Launch A Loyalty Program

Loyalty programs are another way to differentiate your brand from Amazon competitors.

Offer something irresistible just for signing up. Print out loyalty cards with engraved names for regular customers.

You can find tons of reward program plugins for all major CMS, including WordPress and Shopify.

When your customers feel appreciated, they will return to your brand.

4. Build Your Brand Value

Your brand is more than a logo. It’s your story, your identity, and your voice.

Smaller businesses have a special edge in this area. You can chat, connect, and advise your customers on a personal level.

This personalized shopping experience is what people crave in today’s fast-paced market.

Brands can also host events, share behind-the-scenes peeks, and show off happy customers to strengthen their image.

Try to get shoutouts from local influencers/celebrities to further boost your image and trustworthiness.

5. Focus On A Niche Market

Forget trying to sell everything to everyone. Find a niche and make it yours.

Say you’re into fashion—how about print-on-demand tees for couples? Or maybe you’re all about pets. Think of flavored chew toys or frozen pet treats.

When you pick out a particular group to serve, you become the go-to brand for that audience.

Combining this with strong brand value and an attractive website, you automatically become the leader in that niche. 

Final Verdict on Amazon Competitors

Amazon will likely remain the dominant player in eCommerce for the foreseeable future. But this doesn’t mean other platforms aren’t worth considering.

Out of these top Amazon competitors, your business can tap into different customer bases, whether you’re running physical stores or just starting out. 

Each platform has its unique strengths and audience. This diversity is key for brands looking to broaden their reach. So, keep an eye on these alternatives—they might be your next big break!

Want to multiply your Amazon FBA revenue? Check out our list of 25 Amazon Marketplaces To Help Expand Your Ecommerce Business.

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