Choosing between Shopify vs Amazon is a major decision for anyone starting or scaling an ecommerce business. These two platforms dominate the online selling world but take very different approaches. One gives you full control over branding and the customer experience, while the other offers immediate exposure and built-in trust from millions of shoppers.
In this blog, we’ll compare Shopify and Amazon in detail and this Shopify vs Amazon comparison will help you understand how each platform supports different selling strategies—so you can decide which one aligns better with your business goals.
What is Shopify?
Shopify is a platform that allows you to build your own online store. You can customize the design, manage products, process orders, and even run marketing campaigns—all under your brand name. It’s a standalone ecommerce solution that gives you complete ownership of your store, from layout to domain.
In the debate between Shopify vs Amazon, Shopify appeals to sellers who want full creative and operational control. Unlike Amazon’s shared marketplace, Shopify lets you create a unique brand experience. Everything from the homepage to the checkout page is yours to control. For entrepreneurs comparing Shopify and Amazon, Shopify is often the choice for building long-term customer relationships and owning every part of the sales process.
Pros and Cons of Shopify
Pros:
- Full control over your brand: You can design your store, control the messaging, and choose how customers interact with your products.
- Access to customer data: Shopify gives you detailed insights into customer behavior and full access to their contact information.
- Scalable features: You can start small and grow your store by adding apps, launching email campaigns, or expanding internationally.
Cons:
- No built-in traffic: Unlike Amazon, Shopify doesn’t bring you customers. You have to generate your own traffic through SEO or marketing.
- Monthly cost regardless of sales: Shopify charges a monthly fee whether or not you make sales.
- You manage fulfillment: Shipping and logistics are your responsibility unless you pay for third-party services.
What is Amazon?
Amazon is a massive online marketplace where sellers can list their products and gain access to millions of buyers. Instead of creating your own store, you create product listings on Amazon’s platform. Buyers search on Amazon, find your product, and check out using Amazon’s system.
The biggest advantage of Amazon is its audience. People already trust the platform and come there ready to buy. Sellers benefit from this trust and can sell products quickly without having to build a brand or drive traffic from scratch. When comparing Shopify and Amazon, Amazon clearly wins in terms of immediate reach and visibility. However, the Shopify vs Amazon debate often centers on whether sellers prefer long-term brand control or fast marketplace access.
Pros and Cons of Amazon
Pros:
- Built-in customer base: Amazon has millions of active users, meaning you don’t have to work hard to get eyeballs on your listings.
- Fulfilled by Amazon (FBA): Amazon handles storage, packing, and shipping—making logistics extremely easy.
- High buyer trust: Customers are more likely to buy from Amazon thanks to its reputation, return policies, and Prime shipping.
Cons:
- Very limited branding: Your product is just one among thousands. It’s difficult to build a recognizable brand.
- Lack of customer data: You don’t own the customer relationship or get access to their contact information.
- High competition and fees: Amazon is competitive and takes a cut from every sale, which can quickly eat into profits.
Bringing in Customers: Shopify vs Amazon
Amazon comes with traffic already built in. Shoppers search for products there every day. If your listing performs well, you can get sales even without marketing. This is one of the biggest advantages when comparing Shopify and Amazon.
Shopify doesn’t bring traffic by default. You’ll need to drive people to your store using SEO, social media, email campaigns, or ads. Building a customer base takes effort, but you own it entirely. In the Shopify vs Amazon debate, it comes down to whether you prefer instant exposure or full control over your customer relationships.
Ease of Use
When comparing Shopify vs Amazon in terms of ease of use, it really comes down to what kind of experience you want.
Amazon is quicker to start. You sign up, list a product, and can start selling the same day. Everything is standardized and you don’t have to think about design or setup.
Shopify takes more time upfront. You’ll need to choose a theme, build product pages, set up payment gateways, and configure shipping settings. But Shopify’s dashboard is user-friendly, and once it’s set up, managing the store becomes easy.
For speed, Amazon wins. For long-term usability, Shopify offers more once you’re past the setup.
Customization and Flexibility
This is where Shopify clearly stands out.
With Shopify, you control every element—site layout, product pages, checkout experience, and even the domain name. You can also use thousands of third-party apps to extend your store’s functionality.
Amazon doesn’t give you much flexibility. All product listings follow the same format. Even with a brand registry, you’re working within Amazon’s structure, and it’s hard to differentiate visually from competitors.
In terms of Shopify vs Amazon customization, Shopify allows a unique, tailored experience. Amazon focuses on simplicity and consistency—but limits creative freedom.
Price and Cost of Shopify and Amazon
Here’s a direct comparison of pricing structures between the two:
| Feature | Shopify (Basic Plan) | Amazon Individual | Amazon Professional |
| Monthly Fee | $39 | $0 | $39.99 |
| Per Sale Fee | None | $0.99 per item | None |
| Referral Fee | None | 8–15% | 8–15% |
| Transaction Fees | 2.9% + 30¢ (Shopify Payments) | Included | Included |
| Fulfillment Costs | Optional (self or 3PL) | FBA fees | FBA fees |
Shopify has a consistent monthly cost, ideal for brands that want to grow steadily. Amazon’s fees are tied to how much you sell, and fulfillment adds another layer of cost. For high-volume sellers, Amazon’s fees can add up fast.
SEO
When it comes to search engine optimization, Shopify vs Amazon shows a clear difference in strategy. Shopify gives you full control over SEO—you can customize product titles, meta descriptions, blog posts, and URLs. This helps your store rank in Google searches and attract organic traffic over time, without relying solely on ads.
Amazon, on the other hand, has a powerful internal search engine—but it’s limited to Amazon shoppers. You optimize your listings for Amazon’s algorithm, not for Google, and have no control over URLs or page structure.
Conclusion
Shopify and Amazon aren’t direct alternatives—they’re built for different types of sellers. Shopify is for those who want to build a brand, control the customer experience, and invest in long-term growth. Amazon is ideal for sellers who want fast access to buyers and don’t mind operating within a marketplace.
The Shopify vs Amazon choice comes down to how you want to sell, scale, and grow. If you’re focused on building something of your own, Shopify gives you the foundation. If you want convenience and instant traffic, Amazon gets you in front of customers faster. Many successful sellers eventually use both—leveraging Amazon for reach and Shopify for branding.
Frequently Asked Questions
1. Can I sell on both Shopify and Amazon at the same time?
Yes, many sellers use both platforms. Shopify for building their brand and Amazon for reaching a larger audience quickly.
2. Which platform is better for beginners: Shopify or Amazon?
Amazon is easier to start with due to its built-in traffic, while Shopify requires more setup and marketing but offers more control.
3. Do I need technical skills to use Shopify?
No, Shopify is beginner-friendly and doesn’t require coding. You can use drag-and-drop tools and templates to build your store.
4. Which is cheaper: Shopify or Amazon?
Shopify has predictable monthly fees, while Amazon’s fees vary based on your sales volume and fulfillment method. Costs depend on how you sell.
5. Can I build a brand on Amazon?
It’s limited. Amazon restricts customization and customer access, making brand-building harder compared to Shopify, which offers full branding control.