Updated 2026-05-30 · Verified Comparison

Shopify vs Amazon (2026): Which Is Better for Selling Online?

Shopify is your own store. Amazon is the world's biggest marketplace. They're not the same thing — and the best sellers use both. Here's how to think about which to start with and when to add the other.

Winner: Use both strategically

Start with Amazon if you want immediate sales with zero marketing — 300M buyers are already there. Add Shopify when you're generating consistent revenue and want brand control, lower fees, and customer data ownership. At scale, your own Shopify store should deliver 10–20% higher margins than Amazon due to referral fees.

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Side-by-Side Comparison

	Shopify	Amazon
Monthly cost	$39/month (Basic)	$39.99/month (Professional) or $0.99/item
Transaction/referral fees	0% with Shopify Payments	6–45% referral fee (avg 8–15%)
Built-in buyers	No — you drive traffic	300M+ active buyers
Brand ownership	Full — your store, your brand	Amazon brand dominates checkout
Customer data	You own all data	Amazon owns customer data
FBA fulfilment	No (use 3PL)	Yes — FBA handles pick/pack/ship
Custom domain	Yes	No
Competition	Your own channel	Sell next to direct competitors
Returns	You control policy	Amazon controls — often liberal
Suspension risk	Low	Account suspension risk is real

The Real Cost Difference

Sell a $50 product, 100 units/month = $5,000 revenue:

Shopify: $39/month + ~2.9% payment processing = ~$184 in fees (~3.7%)
Amazon: $39.99/month + 15% referral + FBA fees (~$4/unit) = ~$1,139 in fees (~22.8%)
Shopify saves ~$955/month at this volume — that's $11,460/year on margin alone

Why Smart Sellers Use Both

Amazon generates discovery traffic; Shopify converts returning customers at lower cost
Amazon account suspension risk is real — Shopify is your backup channel
Amazon buyers can find your Shopify store and subscribe/repeat purchase directly
Shopify gives you email capture; Amazon does not share buyer emails

Frequently Asked Questions

Is Shopify better than Amazon for selling?

Shopify is better for building a brand and owning customer relationships. Amazon is better for immediate sales volume through its 300M+ active buyers. Most serious ecommerce businesses eventually use both — Amazon for discovery/volume, Shopify for brand and margin.

What percentage does Amazon take?

Amazon referral fees range from 6–45% depending on category (most categories are 8–15%). Add $0.99/item for Individual plan or $39.99/month for Professional. FBA (Fulfilled by Amazon) adds fulfilment fees of $3.22–$6.00+ per unit depending on size/weight.

Can I sell on both Shopify and Amazon?

Yes — Shopify has a native Amazon sales channel that syncs your Shopify products to Amazon. Many successful brands generate 40–60% of revenue from Amazon and 40–60% from their Shopify store, with inventory managed centrally.

Do I need a Shopify store if I sell on Amazon?

Not necessarily, but strongly recommended once you're established. Amazon can ban your account or change terms at any time. A Shopify store gives you a backup channel, lets you own customer emails, and typically delivers 10–20% higher margins due to lower fees.

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Methodology: All tools independently tested by SaaSpare. Pricing verified 2026-05-30. We receive commissions on some purchases — this does not affect rankings. Full disclosure.