In today’s fast-moving eCommerce landscape, choosing the right platform can be the difference between launching a successful brand or struggling to get noticed. Two of the most popular options are Shopify and Amazon—but which one is right for you?
This guide breaks down Shopify vs Amazon in detail, comparing everything from features and fees to seller support and fulfillment. Whether you’re just starting out or looking to scale, we’ll help you decide which platform fits your business goals best.
Shopify vs Amazon: Quick Overview
Before diving into deep comparisons, here’s a quick breakdown of both platforms:
- Shopify is an all-in-one eCommerce website builder. You create your own branded online store and manage everything—from inventory to checkout.
- Amazon is a global online marketplace with over 300 million active users. You list your products on Amazon, where customers search and buy.
Amazon vs Shopify is not about which platform is better overall—but which is better for your business model, control preferences, and target audience.
Shopify vs Amazon: Business Ownership and Brand Control
If brand identity is important to you, Shopify gives you full control. You can customize your website, create a unique customer journey, and build your email list.
On the other hand, Amazon keeps customers within its ecosystem. Buyers trust Amazon, but you don’t own the customer relationship. That means no branding flexibility, limited remarketing, and almost zero retention control.
Verdict:
- Shopify is ideal if you want to build a long-term brand.
- Amazon is better if you want faster access to millions of buyers but are okay with less control.
Shopify vs Amazon: Pricing & Fees Breakdown
Let’s talk money. Here’s how both platforms stack up when it comes to costs:
Shopify Pricing:
- Basic Plan: $19/month
- Advanced Plan: $299/month
- Plus: $2300/month
- Transaction fees: 2.0%–0.5% unless you use Shopify Payments
Amazon Pricing:
- Individual Account: $0.99 per sale
- Professional Account: $39.99/month
- Referral fees: 6%–45% depending on product category
- FBA (Fulfillment by Amazon) fees if you choose FBA
Shopify vs Amazon FBA adds more complexity. FBA handles shipping and returns for you, but it eats into your margins. Shopify lets you choose your own fulfillment method—giving you more control over cost.
Verdict:
- Choose Shopify for predictable monthly costs.
- Choose Amazon if you’re okay with variable fees in exchange for exposure.
Shopify vs Amazon: Fulfillment and Shipping Options
This is where Shopify vs Amazon FBA becomes important.
Amazon FBA:
- Amazon picks, packs, and ships your orders.
- Includes Prime eligibility.
- Excellent for scalability, but expensive.
Shopify Fulfillment Options:
- Shopify Fulfillment Network (limited availability)
- Third-party logistics (3PLs)
- Manual shipping via courier services
Amazon vs Shopify in fulfillment depends on how hands-on you want to be. If you want logistics handled for you, Amazon FBA is appealing. If you want flexibility and lower costs, Shopify gives you the freedom to choose.
Verdict:
- Choose Amazon FBA for convenience and Prime trust.
- Choose Shopify for flexibility and brand control.
Shopify vs Amazon: Audience and Traffic Potential
Amazon’s Advantage:
- Built-in traffic of over 300 million monthly users
- Search-driven buying behavior
- Great for product discovery
Shopify’s Challenge:
- No built-in audience
- You must drive traffic through SEO, ads, or social media
- More effort, but long-term rewards and ownership
With Amazon, customers are already searching for products. With Shopify, you’re building your own storefront and must bring people to it.
Verdict:
- Amazon wins in instant visibility.
- Shopify wins in long-term marketing control.
Shopify vs Amazon: Ease of Use for Beginners
Both platforms are beginner-friendly, but in different ways.
- Amazon: Set up an account, list your product, and start selling. The interface is functional but can feel complex with so many rules.
- Shopify: Easy drag-and-drop website builder. Clean, modern interface. You control everything—but setup can take longer.
From a beginner’s perspective depends on your willingness to learn. If you want a faster start, Amazon wins. If you want a customizable store and are willing to invest time, Shopify is better.
Shopify vs Amazon: Marketing & SEO Capabilities
Marketing is where Shopify shines.
- Full control of SEO, meta tags, blogs, and URLs
- Integrated email marketing & apps (like Klaviyo, Mailchimp)
- Facebook, Google, and TikTok ads integrations
Amazon limits your branding and marketing. You can use Amazon PPC (pay-per-click ads), but SEO is based on Amazon’s algorithm—not Google.
Verdict:
- Choose Shopify for marketing freedom and organic growth.
- Choose Amazon for paid ads inside Amazon’s platform.
Shopify vs Amazon FBA: Which Is More Profitable?
Profit margins vary based on your product, pricing strategy, and fulfillment method.
- Amazon FBA increases conversion rates but has high fees (storage, fulfillment, referral).
- Shopify allows for higher margins, especially if you’re doing DTC (direct-to-consumer) and handling fulfillment smartly.
Verdict:
- Amazon FBA offers scale, but with lower margins.
- Shopify offers better control over profit, but requires more work.
Shopify vs Amazon: Pros and Cons Summary
| Feature | Shopify | Amazon |
| Brand Control | Full | Limited |
| Traffic | You generate it | Built-in |
| Fees | Flat monthly + transaction | Referral + FBA + subscription |
| Fulfillment | Manual or 3PL | FBA or self-fulfillment |
| Setup Speed | Medium | Fast |
| SEO/Marketing | Full control | Limited |
| Customer Ownership | Yes | No |
| Scalability | High, but depends on traffic | Very high with FBA |
Amazon vs Shopify: Which One Should You Choose in 2025?
Choose Shopify if:
- You want to build a long-term brand
- You care about customer data & remarketing
- You want full control over your store’s design and functionality
Choose Amazon if:
- You want fast access to millions of buyers
- You’re testing new products and don’t want to build a website
- You’re okay with giving up some control in exchange for volume
Pro Tip: Many successful sellers use both Shopify and Amazon. They start with Amazon for quick validation and later build a Shopify store to scale their brand.
Final Thoughts on Shopify vs Amazon
The battle between this platform isn’t about choosing the “winner”—it’s about understanding your goals, budget, and brand vision.
If you’re serious about long-term eCommerce success, consider using both platforms strategically. Start with Amazon to take advantage of instant traffic, then migrate your loyal customers to your Shopify store to build brand equity.
Whether it’s Shopify vs Amazon FBA, or Amazon vs Shopify for beginners, the best decision is the one aligned with your business strategy.
FAQ’S
Amazon is better for beginners who want quick setup and instant access to buyers. Shopify is ideal if you’re willing to invest time in building your brand and driving your own traffic.
Shopify lets you run your own branded store, while Amazon FBA handles storage and shipping for your Amazon listings. Shopify gives more control; Amazon FBA offers convenience.
Yes! Many successful sellers use both platforms. They leverage Amazon for exposure and use Shopify to build a long-term brand and customer base.
Shopify often provides better profit margins due to lower transaction and fulfillment fees, while Amazon takes a bigger cut but offers high volume and visibility.