Shopify vs Amazon: A 2025 Firsthand Experience and Final Verdict

If you're trying to decide between Shopify vs Amazon, you're not alone. We tested both platforms and have worked closely with sellers using both platforms, from early-stage entrepreneurs to scaling brands, and the experience isn't the same. Amazon gives you speed and built-in traffic. Shopify gives you freedom, control, and the tools to scale your brand your way.

In this guide, we unpack Shopify vs Amazon across key selling factors ( setup, fees, fulfillment, branding, marketing, and more). Backed by seller experience and platform insight, each section ends with a clear verdict to help you decide where your product and goals will thrive.

Shopify vs Amazon at a Glance

Let’s begin by breaking down the core difference between Amazon vs Shopify.

• Amazon is a centralized marketplace where all sellers operate within the same platform. Sellers do not build their own websites; instead, they create product listings inside Amazon’s system. All listings follow Amazon’s design and structure, appearing under a unified storefront. Customers visit Amazon, search for products, and browse results from many different sellers presented side by side. The entire shopping process (product discovery, checkout, and payment) happens within Amazon’s controlled environment. Sellers interact with buyers through Amazon’s interface, and all customer experiences are shaped by the platform’s standardized system.
  
• Shopify, by contrast, is a platform that enables each seller to create an independent online store. Sellers use Shopify’s tools to build a separate website with its own branding, layout, and domain. The seller controls how products are displayed, how the checkout process works, and how the customer journey is managed. Customers do not browse a central Shopify site; they visit individual stores directly, usually via ads, search engines, or social media links. Everything, from storefront design to backend operations, is managed by the store owner.
  

Shopify vs Amazon: A Seller-Tested Comparison

Making the right choice between selling on Shopify vs Amazon requires understanding how they perform across critical business factors. Here's a comprehensive feature-by-feature comparison:

Ease of use and setup: Too close to call

When selling on Shopify and Amazon, the setup experience is quite different. 

Amazon

On Amazon, the process begins with registering a seller account, which takes around 30–60 minutes if you have documents ready. Once approved, you can start listing products almost immediately. There’s no need to design a storefront, set up payment gateways, or configure layouts; Amazon handles all of that. You simply fill out listing forms and upload images. This makes it fast to get started, especially for sellers with standard products ready to go.

However, what comes next is where things get more complex: sellers must learn how to navigate Amazon’s internal systems, understand listing optimization rules, and compete for Buy Box visibility. 

Shopify

Shopify, on the other hand, gives you full ownership of your online store, which means more steps upfront, but also more long-term flexibility (more details are on our Shopify tutorial post). Setting up a Shopify store typically takes a few hours to a day (even more) for most new users. You’ll need to choose a theme, configure payment and shipping settings, and customize your homepage and product pages.

The process may sound technical, but Shopify simplifies it with a robust library of themes. Options like Hyper or Sleek come with pre-built layouts and polished designs, so most of the heavy lifting is already done. All that’s left is adjusting colors, uploading your brand assets, and adding your content. 

If you are looking for further customization, try a Shopify page builder like Foxify. By using one, the process becomes even faster, and sellers can still build and launch a full storefront without any coding. Foxify’s pre-made templates for product pages, landing pages, and homepages allow even first-time users to go live in one working day with a store that feels polished and professional.

👉 Verdict: We see it as 50:50. Amazon wins on speed, Shopify wins on clarity.

Note: Still exploring your options beyond Shopify and Amazon? Don’t miss our deep dive into top Shopify competitors to compare other platforms that may fit your business needs.

Costs and fees: Shopify wins 

Understanding the true cost implications is crucial when deciding between Shopify vs Amazon. 

Amazon

On Amazon, the pricing structure looks simple at first but becomes more layered as you scale. There are two selling plans:

• Individual: $0.99 per sale (no monthly fee)
• Professional: $39.99/month

In addition, Amazon charges:

• Referral fees: 8–15% of each sale, depending on the product category
• FBA fulfillment fees: Typically $2.50–$5+ per unit, based on size and weight
• Storage fees: Monthly inventory storage charges, which increase if inventory moves slowly
  

These fees stack quickly, especially for sellers using FBA. In practice, we’ve seen many high-volume sellers paying 15–20% of their total revenue in combined fees, not including advertising costs.

Shopify

Shopify's pricing model is more transparent:

• Basic Shopify: $29/month + 2.9% + 30¢ per transaction
  
• Shopify: $79/month + 2.6% + 30¢ per transaction
  
• Advanced Shopify: $299/month + 2.4% + 30¢ per transaction
  
• Shopify Plus: Starts at $2,300

On Shopify, the pricing model is simpler and more predictable:

• Basic: $29/month + 2.9% + 30¢ per transaction
• Shopify: $79/month + 2.6% + 30¢ per transaction
• Advanced: $299/month + 2.4% + 30¢ per transaction
  
• Shopify Plus: Custom

Unlike Amazon, Shopify does not take a cut of your sales based on category or fulfillment. Sellers can also choose external payment gateways to potentially reduce transaction fees. Most important: Shopify’s costs scale with your plan, not your revenue.

👉 Verdict: Shopify wins on cost. The pricing is clearer, the fees don’t scale with your revenue, and that gives sellers real room to grow.

For a detailed breakdown of Shopify’s pricing, features, and real user experiences, check out our in-depth Shopify review.

Control and branding: Shopify wins

Control

Amazon operates as a closed ecosystem. Sellers must follow a fixed structure for listings, product layouts, and checkout. You can’t edit the shopping experience or change how customers interact with your brand. Worse, Amazon can remove listings or suspend accounts without notice, triggered by keyword flags, complaints, or unclear policy violations. Appeals often take days, and resolution isn’t guaranteed.

In contrast, Shopify gives you full control over your storefront. You decide the layout, structure, navigation, and overall experience. You’re not operating under another company’s rules; you’re building on your own terms.

Branding and customization

Amazon doesn't support real brand building in the traditional sense. Shoppers usually buy from “Amazon,” not from you. Your logo and messaging are nearly invisible unless you're a registered brand with A+ Content, and even then, the branding space is limited.

With Shopify, branding is front and center. Every page reflects your identity, from fonts and colors to the way products are introduced. To make that even more powerful, the Shopify ecosystem includes a range of tools that help merchants shape a cohesive brand experience. One standout is Foxify, a flexible page builder that allows you to design fully custom storefronts with rich visual sections and layouts that align perfectly with your brand voice. 

Learn more about Foxify

👉 Verdict: Again, Shopify wins. You get full control, full brand visibility, and no one else’s rules in the way. 

Want to grab more industry insights? Don’t forget to check out our eCommerce blog once you’ve finished reading this one! 

Customer reach and marketing power: Shopify wins

Amazon gives sellers access to over 300 million active buyers. Listings can gain visibility quickly, especially with strong SEO. For new sellers, it feels like an easy win. However, you’re competing with thousands of sellers, including Amazon itself. Sponsored ads are often necessary to stay visible, and costs can spiral fast. You also don’t own the traffic or customer data, making retargeting or remarketing nearly impossible.

Meanwhile, Shopify doesn’t send you free traffic, but it gives you the tools to build your own. You can drive traffic through SEO, content marketing, social media, email, paid ads, and partnerships. Yes, it takes effort, but it’s traffic you control. More importantly, every customer you attract becomes part of your ecosystem: you can re-engage, upsell, and build loyalty on your terms.

👉 Verdict: So, is it better to sell on Amazon or Shopify when it comes to reach and marketing? We chose Shopify. Amazon just gives you reach; Shopify gives you results that compound.

Fulfillment and logistics: Amazon wins 

Amazon FBA

Fulfillment by Amazon (FBA) is one of Amazon’s strongest assets due to its offering:

• Prime eligibility: Products are automatically eligible for fast Prime shipping, which builds trust and increases conversion.
  
• All-in-one logistics: Amazon handles storage, picking, packing, shipping, returns, and even customer service.
  
• Instant infrastructure: No need to manage warehousing or negotiate with 3PLs, it's all bundled in.
  
• Global reach: FBA is built to scale, with fulfillment centers across the U.S. and internationally.
  

FBA is fast, integrated, and highly optimized. That’s why it's the go-to solution for high-volume sellers who prioritize convenience and delivery performance. 

The tradeoff? Limited control over packaging and branding. Amazon dictates how products are handled and shipped. Storage fees can increase quickly, especially for slow-moving or oversized inventory.

Shopify Fulfillment Network (SFN)

With Shopify, sellers have two fulfillment options:

• Self-fulfillment or 3PLs: Merchants can choose how and where to store, pack, and ship orders.
  
• Shopify Fulfillment Network (SFN): Offers warehousing, fast delivery, and integrations, though still expanding in scale.
  

Shopify’s core strength is control:

• You decide how products are packaged
  
• You can create a branded unboxing experience
  
• You own the shipping relationship and customer data
  
• You’re not locked into a single system
  

This flexibility makes Shopify fulfillment attractive for DTC brands focused on brand presentation and lifetime value. But the setup is more complex, and logistics responsibility stays on the merchant’s side.

👉Verdict: Amazon wins. FBA delivers scale and speed most sellers can’t match.

Product types and niche alignment: It depends

The type of product you sell plays a major role in deciding whether Amazon or Shopify is the better fit.

Amazon: Best for demand-driven, utility-based products

Amazon is ideal for products that are already in demand and actively searched for. Shoppers on Amazon prioritize convenience, price, and fast shipping. As a result, sellers perform best with:

• Commodity or utility products like phone chargers, kitchen tools, pet supplies, and household items
  
• Everyday consumables such as vitamins, skincare, and cleaning products
  
• Low-content books published through Amazon KDP (e.g., journals, planners, coloring books)

• Generic but popular gadgets or seasonal items with keyword-driven demand
  

These products succeed on Amazon because they don’t require storytelling or branding; they sell based on visibility, price competitiveness, and reviews. Fulfillment by Amazon (FBA) further boosts sales by enabling Prime delivery. However, profit margins are typically lower (around 10–25%) due to fees and price competition.

Shopify: Best for niche, branded, or unique products

Shopify, on the other hand, excels with niche or emotionally resonant products that benefit from strong branding, visual presentation, and a direct relationship with the customer. Sellers have full creative and strategic control, making Shopify ideal for:

• Branded apparel and accessories, especially with a lifestyle or mission-driven angle
  
• Handmade, artisanal, or custom products like candles, jewelry, or home décor
  
• Subscription boxes offering curated experiences (e.g., pet care, wellness, snacks)
  
• Digital products and services, such as eBooks, online courses, or templates
  
• Wellness and personal development items with premium positioning
  

These products typically enjoy higher profit margins because they are sold through a fully owned storefront, with customer loyalty built through storytelling, design, and community engagement.

For a deeper look into what sells well on Shopify, including niche ideas and brand examples, check out our full guide: What to Sell on Shopify (with Niche Ideas)

Scalability and growth potential: Shopify wins

Amazon

Amazon enables you to grow fast if your model aligns with Amazon’s infrastructure: 

• You can scale from 10 orders to 10,000 thanks to FBA, without investing in logistics or support.
  
• Tools like Amazon Seller Central, bulk listing uploads, and advertising automation help manage high volume.
  
• Global expansion is accessible through Amazon Global Selling with minimal setup.
  

But here’s the limit:

• You don’t control the customer relationship. You can’t build long-term loyalty.
  
• You can’t expand your business model beyond Amazon, like wholesale, retail, or subscriptions, without starting from scratch elsewhere.
  
• As you grow, you’re still just “a seller on Amazon.” The brand isn’t really yours.
  

Shopify

Scaling on Shopify takes more time at first, but you’re building your own systems, not someone else’s: 

• You decide when to expand to retail, marketplaces, or international markets.
  
• You own the tools, the data, the team, and the tech stack.
  
• Want to go B2B? Shopify Plus supports that.
  
• Want to sell across 5 brands or 10 countries? You can do that too.

👉 Verdict: So, if you're deciding between Amazon and Shopify for scaling purposes, you should select Shopify

Support for dropshipping: Shopify wins

Shopify not only allows you to dropship, but it also makes it possible for you to do it effectively. You can:

• Design your own store with your own brand
  
• Use powerful dropshipping apps like DSers, CJdropshipping, Zendrop, Spocket, or Printful to automate the entire ordering and shipping process

• Actively test new products, change suppliers, or adjust prices based on your advertising campaign
  
• Most importantly, you own the customer, from email to after-sales experience. This allows you to increase LTV (customer lifetime value) and build a sustainable brand instead of just eating temporary price differences.
  

Meanwhile, although Amazon allows dropshipping, the policy is extremely strict:

• You must be the official seller in charge of the order, including the packing list and invoice
  
• Do not disclose third-party suppliers such as AliExpress or CJdropshipping
  
• You are 100% responsible for any supplier errors (slow delivery, defective goods). If customers complain about long delivery times (due to dropship from China), your account may be permanently locked.
  

Verdict: When comparing  Shopify vs Amazon dropshipping, Shopify is the dropshipper’s platform of choice.

Note:  If you’re looking for inspiration, here are some dropshipping business ideas to get started with Shopify.

Should You Sell on Amazon or Shopify?

Shopify is a better fit for businesses that want full control over branding, customer relationships, and the overall shopping experience. It works especially if you: 

• Want full control over how your store looks, feels, and functions
  
• Plan to build a long-term brand with loyal customers
  
• Sell niche, high-ticket, handmade, or emotionally-driven products
  
• Want to own your marketing channels (email, SEO, content, influencer)
  
• Need flexibility in fulfillment, packaging, and post-purchase experience
  
• Focus on customer lifetime value, retention, and brand storytelling
  

Amazon, on the other hand, has pretty much to offer, including:

• Mass-market, utility, or high-volume products with clear demand
  
• Large audience reach with minimal setup
  
• Low control over branding or customer relationships
  
• Fast delivery, Prime trust, and transactional sales
  
• Amazon FBA’s convenience for warehousing, shipping, and service
  

You might also like: Shopify vs Etsy: Start Fast with Etsy, Scale Smarter with Shopify

Is Shopify Better than Amazon: More FAQs 

• Is Shopify better for high-ticket products than Amazon?
  

Shopify generally performs better for high-ticket products. The platform allows unlimited product descriptions, videos, and educational content that high-value purchases require. You can build trust through detailed about pages, customer testimonials, and professional branding.

Amazon's standardized format limits your ability to differentiate expensive products and justify premium pricing.

• What is more profitable: Shopify or Amazon FBA 
  

Profitability depends on your business model and execution. Amazon FBA offers immediate market access but charges 15-20% in total fees.

Shopify has lower transaction fees (2.4-2.9%) but requires marketing investment. Generally, Shopify becomes more profitable as you scale, while Amazon FBA provides quicker initial profitability. High-volume sellers often find Shopify more profitable long-term.

• What are the pros and cons of affiliate marketing on Amazon and Shopify?  
  

Amazon's affiliate program offers 1-10% commissions with high conversion rates due to customer trust. However, cookie duration is only 24 hours, and commission rates are relatively low. Shopify stores can offer higher commission rates (10-30%) and longer cookie durations, but require more effort to build affiliate relationships.

Shopify's flexibility allows custom affiliate programs, while Amazon's program has strict guidelines and limited customization options.

• Can I sell on both Shopify and Amazon at the same time?
  

Yes, many successful businesses operate on both platforms simultaneously. This multi-channel approach allows you to maximize reach while building brand loyalty. Also, you can use inventory management tools to sync products across platforms, ensuring consistent availability.

However, be aware that Amazon requires you to match or beat prices offered elsewhere, which may affect your pricing strategy.