Shopify vs. Amazon

Customize your brand

Take full control of your brand

Pick from over 70 no-code themes or create your own. Claim your own domain and customize your checkout, product pages, and more with simple, easy-to-use tools.

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Customize every branding aspect

Select from fast, customizable templates or partner with a developer to build a unique online store experience of your own.

Explore Shopify stores

Level up with 21,000+ apps

Add more features and functionality with more than 21,000 apps built by trusted Shopify developers.

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Own your customer relationships

Manage your own customer data and leverage built-in marketing tools like Shopify Messaging and Inbox to build deeper connections with your customers.

Explore marketing tools

About 1.5% lower conversion for every 32 ms slower response

Make your store easy to find and accelerate your site speed with SEO tools and step-by-step guides. In Shopify store data, conversion tends to drop about 1.5% for every 32 milliseconds slower a store responds to interactions.⁹

Explore our SEO checklist

Shopify is our day-to-day breath. We sell on Amazon, we sell in Walmart and on Shopify’s Shop app, and a couple miscellaneous channels. Everything flows right into Shopify, and we fulfill orders right out of Shopify.
Corbin Collet — President and CEORead case study

15% better checkout conversion

Sell more with the best-converting checkout

Shopify’s checkout lifts conversion by 15% on average, and it’s built into every store. Pack it with features customers love like express checkout, discounts, gift cards, and local pickup and delivery.

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$68.1 billion in cross-border sales⁷

Reach buyers around the world with native multi-language and multi-currency features, plus a host of local payment gateways for an optimized checkout experience that converts.

Start selling internationally

Market from one place

Create ad campaigns directly from Shopify to reach new customers across email, social, and marketplaces like TikTok, Instagram, Amazon, and Etsy.

Build a campaign

Shop Pay converts up to 50% better than guest checkout⁸

Shop Pay is the best-converting accelerated checkout on the internet. With more than 200 million buyers, brands can convert first-time visitors into customers with a single tap.

Explore Shop Pay

$100B+ in offline sales since Shopify POS launched¹⁴

Accept in-person payments quickly and easily with Shopify Point of Sale. Track your whole business with real-time data from both online and retail sales.

Explore Shopify POS

Start selling for US$1

Earn up to US$8,000 back in credits

You agree to receive Shopify marketing emails.

$0 listing fees on unlimited products

Keep more money in your pocket

Get a higher return on investment while scaling—without compromising your bottom line.

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No commission on sales

Shopify charges lower fees on the sale price than Amazon and it doesn’t charge transaction fees when merchants use Shopify Payments.

Your prices, your way

Set your own prices without the pressures of competitor pricing or marketplace search algorithms.

Unlimited products with no listing fees

Never pay extra to list more products on Shopify for the same monthly price plan you sign up for.

Find a Shopify plan that’s best for you

Whether you’ve got a new idea you want to explore or if you’re ready to sell all over the world, there’s a Shopify plan that’s right for you. Check out plans and pricing.

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150+ updates every six months

Technology that grows with you

Commerce is changing like never before, but Shopify is single-mindedly focused on keeping you at the cutting edge. With thousands of engineers, Shopify is shipping hundreds of annual commerce updates—from integrating AI across the platform, to offering omnichannel selling tools.

We never stop shipping.
150+ updates unpacked every six months.

Explore Shopify Editions

99.9% uptime during the biggest flash sales¹³

Shopify maximizes security without compromising performance or affecting compatibility. The platform handles the internet’s biggest flash sales with ease.

Do more with analytics and insights

Access powerful real-time business data and customer insights that let you drive growth in strategic ways.

Migrate from Amazon to Shopify

Migrate your way

There are tons of ways to migrate your data to Shopify. Choose the one that works for you based on your business needs.

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An icon of CSV file that leads to a product inventory window

For smaller businesses

Migrate manually

For a simpler approach, manually transfer your store’s data using a CSV file. This will import products and customers to your new Shopify store.

Note that some data like orders and blog posts can’t be moved this way.
Copy text from your current store’s pages and paste it in your new Shopify store where you need.

Explore manual migration

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For fast setup

Move with a migration app

Migrate your store quickly. Use a third-party migration app from the Shopify App Store.

Transfer essential store data, including products, orders, customers, reviews, and more.
Keep your store's SEO and overall integrity intact throughout migration.

Explore migration apps

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For large businesses

Hire a Shopify Partner

Work with a Shopify Partner to manage and complete your migration.

Collaborate with a Shopify Partner that specializes in migration for your industry and size.
Some partners may use Shopify’s API to create a custom migration solution tailored to your needs.

Find a Shopify Partner

Customer support

24/7 Support

Get help at any point in the process, from importing data to building your store from our award-winning customer support team.

Shopify support is available 24/7, no matter which plan you’re on. You’ll also have access to help docs, webinars, blog posts, and online courses to guide you along the way.

Contact support

Explore resources

Do more with Amazon and Shopify

Discover helpful resources on the differences, similarities, and how you can use both platforms to grow your business.

Guides

10 top ecommerce companies list and guide

Learn about the top commerce companies and how to choose the best options for your business.

Read the blog

Sell online

Is selling on Amazon worth it for you?

Let’s look at the pros and cons of selling on Amazon, so you can decide whether it’s worth it.

Read the blog

Apps

Fulfill Shopify orders with Amazon MCF and Buy with Prime

Use the Amazon-built app to fulfill Shopify orders from the same Amazon inventory you use for FBA, with delivery to the US, UK, EU, Japan, Canada, and Australia.

Explore the app

Sell online

How a jewelry business generates 76.8% of orders selling on Amazon with Shopify

From some Amazon listings to a thriving brand, we’ll look at how Sarah Tripp and David Shoap conquered Amazon (and then scaled with Shopify).

Read the article

Case study

How Shopify Marketplace Connect streamlined marketplace operations for Blu Technology

Blu Technology, a company that specializes in UVC technology for water filtration, used Shopify Marketplace Connect to expand its online presence across marketplaces like Amazon and Walmart.

Read case study

Help center

Migrate from Amazon

This guide outlines how to migrate your store to Shopify from Amazon.

Follow the steps

Shopify vs. Amazon comparison

How selling on your own Shopify store compares with selling on Amazon’s US site, as of October 2026.

Comparison of Shopify and Amazon on business model, selling plans, listing fees, fees on each sale, payment processing, brand and customer data, traffic and discoverability, fulfillment, and selling on both.
Buyer concern	Shopify	Amazon
Business model	Shopify Your own online store, plus social and in-person sales²	Amazon Product listings in the Amazon store¹
Selling plan	Shopify Plans from $25.00 USD/month billed yearly, with no setup fees²	Amazon Professional: $39.99 a month. Individual: $0.99 per item sold¹
Listing fees	Shopify Unlimited products, with no fee per listing²	Amazon Standard selling fees are “divided into two basic types: selling plan fees and referral fees”¹
Fees on each sale	Shopify Card rate set by plan; no commission on sales²	Amazon Referral fee on each item, 15% in many categories, $0.30 minimum in most¹
Payment processing	Shopify No third-party transaction fee with Shopify Payments²	Amazon Not a separate fee in Amazon’s standard selling fees¹
Brand and customer data	Shopify Custom domain and customer segments,² plus a customer list you can export with their details¹¹	Amazon Brand tools like a digital store require Amazon Brand Registry;¹ buyer contact must go through Buyer-Seller Messaging¹²
Traffic and discoverability	Shopify Find customers through SEO, social channels, marketplaces, marketing automations, and the Shop app¹⁰	Amazon Amazon says millions of customers search Amazon.com every day¹
Fulfillment	Shopify Buy and print shipping labels in Shopify²	Amazon Optional FBA, with fulfillment and monthly storage costs³
Selling on both	Shopify Marketplace Connect syncs Amazon listings, orders, and inventory, plus eBay, Walmart, and Target Plus⁴	Amazon A supported Marketplace Connect marketplace⁴

Sources: footnotes 1 to 4 and 10 to 12. Amazon figures are for the US site, in USD.

Shopify vs. Amazon FAQ

¹ Amazon, “Selling on Amazon pricing,” sell.amazon.com/pricing, US site, USD, accessed October 16, 2026. Referral fees and minimums vary by category, and media items also pay a $1.80 closing fee.

² Shopify pricing, accessed October 16, 2026. Card rates and third-party transaction fees depend on your plan. Shopify Payments is available in certain countries.

³ Amazon, “Fulfillment by Amazon,” sell.amazon.com/fulfillment-by-amazon, US site, accessed October 16, 2026. FBA costs depend on the product’s price, weight, and dimensions.

⁴ Shopify App Store, “Shopify Marketplace Connect”, accessed October 16, 2026.

⁵ Shopify Help Center, “Migrate from Amazon”, accessed October 16, 2026.

⁶ Shopify App Store, “Amazon MCF and Buy with Prime”, accessed October 22, 2026.

⁷ Shopify, “The Entrepreneur Effect” (2026), note 2: Shopify platform data for July 1, 2025, to June 30, 2026. Cross-border sales are sales shipped outside of the merchant’s home country.

⁸ Shopify Enterprise Blog, “Shopify Checkout”, accessed October 16, 2026. When used, Shop Pay can lift conversion by as much as 50% compared with guest checkout.

⁹ Shopify Enterprise Blog, “Store Speed and Conversion: What the Data Shows”, April 27, 2026. Analysis of actively selling Shopify stores over a 28-day window in January and February 2026, excluding the slowest 5% of stores. These figures show correlation, not causation.

¹⁰ Shopify, “Marketing on Shopify”, accessed October 22, 2026.

¹¹ Shopify Help Center, “Importing and exporting customer lists”, accessed October 22, 2026.

¹² Amazon Seller Central, “Communication program policy,” sellercentral.amazon.com/help/hub/reference/external/G1701, US site, accessed October 22, 2026.

¹³ Shopify Enterprise Blog, “Shopify is a Leader in the 2025 Gartner Magic Quadrant for Digital Commerce”, accessed October 23, 2026. Platform uptime through the biggest flash sales and events of the year.

¹⁴ Shopify Investor Relations, Q2 2024 earnings materials, August 7, 2024. Cumulative offline gross merchandise volume (GMV) since the launch of Shopify POS.

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