In the ever-changing world of e-commerce and digital services, Amazon has been the leading force for several years. However, in 2025, a growing number of platforms are stepping up to challenge Amazon’s dominance across e-commerce, cloud computing, streaming, and many more.Whether you are a seller looking for the right marketplace to sell your goods, a consumer who is in search of better deals, or a business keeping an eye on trends, knowing Amazon’s competitors can be beneficial in your quest.
Why Knowing Amazon’s Competitors Is Crucial in 2025
Undoubtedly, Amazon has been the e-commerce leader for years. However, in 2025, this dominance is being actively challenged by several platforms. For online sellers, consumers, and business strategists, knowing and understanding Amazon’s main competitors is crucial to navigating the modern digital market space. Whether it is the decision of where to shop or where to sell, knowing the alternatives to the platform can help anyone make smarter and more strategic decisions.
Top E-Commerce Competitors to Amazon
While Amazon might be the biggest and the leading player in e-commerce, it is far from the only player in the space.
Here are the top e-commerce platforms that are in competition with Amazon in 2025:
Walmart
In the US, combining its large network of physical stores with a growing online presence, Walmart is the biggest competition Amazon needs to face. Walmart’s hybrid model gives it an edge in groceries and everyday essentials.
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Massive fulfillment infrastructure
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Same-day delivery and in-store pickup
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Competitive pricing with loyalty rewards
eBay
eBay is one of the key players, especially in secondhand goods and auctions. While it lacks the speed Amazon has, eBay shines in unique and hard-to-find items.
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Ideal for vintage, rare, and used items
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Niche buyer communities
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Flexible seller terms
Target
Target is able to combine affordable style with convenience, both online and in-store. Target appeals to shoppers who are looking for curated and on-trend items.
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Exclusive in-house brands
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Strong mobile app experience
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Two-day shipping with Target Circle
Best Buy
When it comes to the commerce of electronics, Best Buy is the go-to alternative to Amazon. In addition, Best Buy is able to offer support that Amazon is unable to match.
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Expert customer service and tech support
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Price matching and extended returns
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Pickup and delivery flexibility
Costco
Costco has a membership model that offers bulk deals. While Costco is not about speed, it is able to offer value and ongoing trust.
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Great for families and small businesses
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High-quality private-label products
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Reliable customer satisfaction
Temu
As one of the newest additions to the e-commerce space, Temu has exploded in popularity due to aggressive pricing and viral marketing. Temu is able to attract budget-conscious users with its gamified shopping experience.
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Rock-bottom prices on thousands of items
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Flash deals and app-exclusive promotions
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Direct-from-manufacturer supply chain
Etsy
Etsy is mostly known as the platform for handmade, vintage, and custom goods. Etsy is able to capture a one-of-a-kind spirit that Amazon lacks.
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Home to independent artists and small businesses
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Focus on personalization and uniqueness
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Supportive seller tools for creatives
Shopify
Shopify is not a marketplace but rather a platform that supports independent stores. For sellers who want freedom and independence, Shopify is one of the top choices.
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Full control over branding and design
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Predictable fees without per-sale commissions
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Scalable for businesses of any size
AliExpress & Alibaba
AliExpress and Alibaba are dominant in global sourcing, particularly in China. These platforms are essential for everyone looking to sell internationally or source in bulk.
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Huge selection of low-cost products
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Ideal for dropshipping and resellers
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Access to global suppliers at wholesale prices
Global Alternatives to Amazon (Outside US)
Amazon is a leading platform, however, its reach isn’t universal. In many countries, local platforms are more dominant and culturally attuned.
Flipkart (India)
Owned by Walmart, Flipkart is Amazon’s biggest rival in India. Due to its understanding of the local consumers, Flipkart is able to serve better than any global player.
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Strong regional logistics
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Mobile-first shopping design
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Local payment and customer support systems
Rakuten (Japan)
With an ecosystem that extends beyond e-commerce, Rakuten is a household name in Japan, thriving on brand trust and national pride.
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Generous loyalty rewards
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Focus on Japanese brands and merchants
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Integration with banking, mobile, and media services
JD.com, Lazada, Shopee
All across Asia, JD.com, Lazada, and Shopee are reshaping e-commerce sales.
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JD.com offers fast delivery and direct sales in China
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Lazada and Shopee lead in Southeast Asia with mobile-first platform.
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Both use gamified experiences to drive engagement. In these regions, Amazon is often an outsider compared to these hyper-localized competitors.
Cdiscount, Tesco, Yahoo! Shopping Japan
In Europe and some parts of Asia, Cdiscount, Tesco, and Yahoo! Shopping Japan maintain strongholds in local markets. Local loyalty and cultural alignment give these platforms a solid edge.
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Cdiscount (France) competes through discounts and electronics
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Tesco (UK) leads in online groceries and hybrid retail
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Yahoo! Shopping Japan offers a familiar, trusted environment for local buyers
Non-Ecommerce Amazon Competitors
Amazon’s reach goes well beyond e-commerce. In streaming, cloud services, and digital content, it faces equally tough competition.
Streaming
Within the streaming sector, Amazon Prime is only one of the many players. Amazon bundles streaming with Prime, but competitors often have higher-quality content and better discovery tools.
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Netflix: Continues to be dominant in the sector with its original content.
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Disney+: Holds exclusive rights to some of the most major franchises.
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Hulu: The Platform offers current shows and attractive bundles.
Cloud
Amazon Web Services, also known as AWS, powers a large portion of the internet, but there are several rivals within the sector. While AWS is still on top, many companies are now spreading their cloud strategy across multiple providers.
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Azure: As a cloud developed by Microsoft, it integrates easily with enterprise systems.
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Google Cloud: Excels in AI and machine learning practices.
Music
Amazon Music is growing, but it lags behind the industry leaders. Amazon’s music platform benefits from Prime bundling, but doesn’t win on user experience.
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Spotify: Offers unmatched playlists as well as some social features.
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Apple Music: It is deeply integrated with iOS and Siri.
Book Services (Kobo, Scribd)
While Amazon has revolutionized digital reading with Kindle, alternatives are emerging. These alternatives offer variety and value, especially for readers tired of Amazon’s ecosystem.
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Kobo: Popular in Canada with a strong local bookstore presence.
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Scribd: Provides a subscription model with unlimited reading and audiobooks.
Strategic Differences Between Amazon and Its Rivals
Each platform brings something unique to the table.
Fulfillment & Delivery
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Amazon sets the gold standard for fast, reliable delivery through its own logistics network.
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Competitors like Walmart and Target offer hybrid models, combining shipping with in-store pickup.
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Platforms like Etsy and Shopify rely on sellers to manage their own fulfillment.
Pricing & Discounts
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Amazon uses algorithmic pricing and frequent deals.
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Temu and AliExpress compete primarily on ultra-low pricing.
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Costco and Target focus on membership savings and value bundles.
Platform Fees & Margins
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Amazon charges referral fees, FBA fees, and more, which can eat into profits.
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Shopify has flat monthly fees and gives sellers more pricing control.
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eBay has simpler, category-based commissions.
Branding Control
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On Amazon, sellers have limited room for customization.
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Shopify allows full control over branding, design, and customer data.
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Etsy gives creative sellers more visual freedom than Amazon, but less than Shopify.
Marketplace Rules & Seller Freedom
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Amazon has strict seller rules and is quick to suspend accounts.
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Platforms like Walmart and Target are more curated, with limited seller access.
To stand out on Amazon despite the strict competition, mastering tools like Amazon Platinum Keywords can be a game-changer.
💡 To learn more about it, you can read What Are Amazon Platinum Keywords & Why Are They Useful? [Your 2025 Guide].
Frequently Asked Questions
Who are the top Amazon competitors in 2025?
Walmart, Shopify, eBay, and Temu lead the e-commerce space. In other industries, AWS competes with Azure and Google Cloud, while Prime Video is up against Netflix and Disney+.
Is Temu really competing with Amazon?
Yes. Temu’s ultra-low prices and massive ad spend have positioned it as a strong alternative, especially for budget-conscious buyers.
Which platform is better for handmade or artisanal products?
Etsy is the top choice for handmade and unique goods. Its community and seller tools are tailored for creatives, unlike Amazon Handmade, which lacks visibility.
Can you sell internationally outside Amazon?
Definitely. Shopify, Etsy, and AliExpress all support international sales. Shopify in particular gives merchants full control over shipping and payment setups.
What are Amazon’s biggest weaknesses?
Amazon's biggest weaknesses are limited seller branding, high fees, overcrowded listings, and strict policy enforcement.
Should small businesses consider Shopify over Amazon?
Yes, especially if brand control, customer ownership, and creative freedom are priorities. Shopify lets you build your own store, on your own terms.
