Shopify vs Amazon – Complete Comparison 2023

In order to help you decide which best suits your needs, let’s compare Shopify vs Amazon’s key features, costs, and advantages and disadvantages.

To select the platform that best suits your needs, it is essential to comprehend how Shopify and Amazon differ from one another.

If you choose to sell on Amazon, you can benefit from the platform’s sizable, already-existing Amazon audience without having to engage in a lot of small-business marketing yourself. But with Shopify, you have complete control over your online store’s branding, design, and user experience. Before choosing either one or both, consider the following.

An Overview of Shopify


With the help of the robust cloud-based e-commerce store platform known as Shopify, online merchants can quickly create and maintain independent digital stores. Shopify is scalable as well; large companies like Staples, Bombas, Heinz, and Crate & Barrel all use it to power their online stores, but the platform’s entry-level service plans work just as well for one-person businesses.

Users can select from more than 80 professionally designed templates and modify them as needed. Shopify Payments, the platform’s integrated payment processor, which is powered by Stripe, allows users to accept payments online. Then, you can benefit from Shopify’s enormous selection of store- and customer-management features, including social media integration, discounts and gift cards, secure customer information storage, connections with fulfillment centers (including Amazon), and more.

If Shopify doesn’t offer the answer you’re looking for, you’ll probably be able to find it on the Shopify App Store, which compiles thousands of apps that are appropriate for your Shopify store and that can help you further automate your procedures. Additionally, you can utilize Shopify POS, the platform’s selection of physical point-of-sale hardware, if you need to sell your goods offline in addition to online.

An Overview of Amazon

Millions of people around the world are automatically available to you as a customer base if you sell your goods on Amazon (or if you sell your services through Amazon Home Services). Selling on Amazon is therefore incredibly helpful for new or very small businesses that don’t yet have enough inventory to set up a standalone online store and garner a clientele. Both as an additional source of income and as a way to attract new customers to their dedicated online stores, Amazon is valuable for established online businesses.

Setting up your seller profile and listing your products are fairly simple, but learning how to sell on Amazon can take some practice. You must also make sure you are in compliance with all of Amazon’s policies. You can also benefit from Fulfillment by Amazon (FBA), which allows Amazon to store your inventory on your behalf and handle packing and shipping when orders come in. (However, if you only sell a few items, you have the option of managing fulfillment on your own.)

Related: Amazon FBA vs Dropshipping

Shopify vs Amazon – What Are the Differences?

Even though you can sell products online with both Shopify and Amazon for a monthly fee, their operations are very dissimilar.

The main distinction between Amazon and Shopify is that the latter is a marketplace, whereas the former is an eCommerce platform. In other words, Shopify gives you the resources to create your own online shop, whereas Amazon allows you to sell on its marketplace alongside other sellers.

Shopify lets you build websites for your brand where you get to choose your own domain and customize the design of the front end. By doing this, you can develop the distinctiveness that makes you stand out from rivals and strengthens your brand. Compared to the industry average of 21% that year, online retail companies built on Shopify grew by 50% in 2019.

Check these beautiful Shopify stores to find more creative ideas!


To give you a quick overview of Shopify’s features, here is a short review.

Selling through Amazon is comparable to having a booth in a market, on the other hand. Customers will visit the Amazon website and conduct similar searches to those they would on eBay. The goods you offer will be shown next to those from other suppliers. This makes it more challenging to distinguish between your store and others’. Customers’ decision to purchase your products is entirely based on your price and customer reviews.

You can sell CBD in Shopify but Amazon does not permit the sale of CBD products on its platform.

The Amazon Webstore is the name of the company’s full-featured eCommerce platform. It functions just like any other cloud-based eCommerce platform, with the added ability to integrate with the portfolio of Amazon Services, which includes products like Fulfillment by Amazon, Prime shipping, and Amazon Product Ads.

Starting an ecommerce business on Amazon involves a series of strategic steps and considerations, making it a topic worth exploring for aspiring entrepreneurs.

For those who are pressed for time, let’s quickly compare Shopify and Amazon using our infographic to better understand their advantages and disadvantages.

But let’s scroll down if you need a detailed feature comparison of Shopify and Amazon’s marketplaces.

Shopify vs Amazon – Features Comparison

#1 Pricing

Shopify Pricing

Shopify offers a 3-day free trial and 3 pricing plans:

  • Basic Shopify plan: $29/month
  • Shopify plan: $79/month
  • Advanced Shopify plan: $299/month

Your Shopify plan comes with more features as it becomes more expensive. It is also noteworthy that you have the option to change your plan at any time. Besides, Shopify is currently running an exclusive time-limited offer during which you pay only $1/month for 3 months trial.


TIPS: Before it expires, get 50% off the Shopify annual plan. Explore more!

Amazon Pricing

Amazon has 2 pricing plans:

  • Individual sellers: 99 cents per item sold. Only if you choose to, you can use Fulfillment by Amazon and add new products to the Amazon catalog. This plan, according to Amazon, is appropriate for vendors who are testing their products.
  • Professional sellers: $39.99 per month. You can add multiple users or integrate APIs with this plan, giving you access to more sophisticated tools.

You must pay extra selling fees like referral fees and fulfillment fees in addition to the Amazon plans you have chosen.

  • Referral fees: Each item sold on Amazon carries a referral fee starting at 8%. Your product category will determine the referral fee percentage.
  • Fulfillment fees: Whether you use Fulfillment by Amazon (FBA) or self-fulfill your orders will affect how much it will cost to ship your orders. Amazon only charges for shipping books, music, videos, and DVDs when you self-fulfill orders. Amazon determines the cost of the FBA service based on the dimensions and weight of your pack. If you use FBA, Amazon will also charge you storage fees.
  • Other fees: In some circumstances, extra expenses might be incurred. A high-volume listing fee is an illustration of the kind of fee you might be required to pay. Amazon will charge a monthly fee of $0.005 per eligible listing when you have a large number of active, non-media listings that have not sold in the previous 12 months. This fee goes toward covering cataloging expenses.

Shopify vs. Amazon: The Verdict

It is hard to conclude that Amazon or Shopify is more affordable as these two platforms provide different pricing plans. The number of features you have access to determines how Shopify divides its pricing plans. Amazon offers a plan that charges you per item in addition to its monthly plan, which still has many sophisticated tools.

#2 Support

Shopify Support

This hosted solution provides excellent customer support. Like any other eCommerce platform, Shopify offers a forum where you can ask questions of experts and other users. You can also find documents and video tutorials that explain how to use the platform to find solutions to your problems. Another resource for the most recent updates is the Shopify Changelog.

Additionally, the Shopify Help Center offers phone, email, and live chat support that is available around the clock. You will receive a response from the support staff shortly.

Amazon Support


Similar to Shopify, Amazon has a forum where users can post questions and receive help from other users. Additionally, this website has a Help Center with a ton of FAQs already included. Amazon offers email, live chat, and phone support around the clock if you want to talk to a customer service representative directly.

Shopify vs Amazon: The Verdict

Since both platforms provide 24/7 support via email, live chat, and phone, it is a tie. You can access the support whenever you need it, regardless of whether you are a new business owner or a large corporation.

Shopify vs Amazon

#3 Ease of Use

Instead of dealing with technical difficulties, you would undoubtedly prefer to have a seamless and enjoyable selling experience with your eCommerce platform. Fortunately, both Shopify and Amazon are straightforward and easy to use.

Shopify Ease of Use

With its drag-and-drop interface, Shopify stores can be created without the need for coding knowledge. You must first create a Shopify account. After that, by dragging and dropping media elements anywhere on the page, you can manage and change the layout, colors, text, and other elements. You won’t ever feel lost when designing your online store because it also has an intuitive interface with visual cues. Everything you need is displayed on the left sidebar of Shopify’s back-end dashboard, making it simple to navigate.

Amazon Ease of Use

Simply follow the setup instructions to register a store with Amazon. After that, you must upload your products’ data, which includes the product category, SKU, product identifier, offer information (price, shipping method, etc.), product information (name, brand, etc.), and search terms, before you can start selling.

Amazon has tools that make selling simple and straightforward while you are doing it. For instance, you can use FBA to avoid handling the shipping.

Shopify vs Amazon: The Verdict

In terms of user-friendly, both Amazon and Shopify are famous for their clear and simple dashboard to navigate and manage. The instructions are simple to follow when setting up your website.

#4 Design

You wouldn’t want to lose customers to poor design as a store owner, I’m sure. Thankfully, Shopify and Amazon both offer gorgeous designs. However, when it comes to design flexibility, Shopify gives you more freedom than Amazon.

Shopify Themes

With Shopify, you can pick your store’s design from 81 different themes, including 10 for free and 71 for money.

To create a distinctive brand image, you can edit and customize your theme design. Shopify users can easily customize the template directly at the front end by using the theme editor. You can add and remove content, modify your settings, and view a preview of the theme using the toolbar and theme editor. Another way to edit your store-front design is by using Liquid – Shopify’s Template Language which interacts with the JavaScript, HTML, and CSS for your theme.

Are you feeling overrun by the abundance of Shopify themes available? Before making a purchase, let’s look over our list of the best Shopify themes.

Need Help to Migrate Your Store?

If you intend to migrate to Shopify, A fantastic migration service provided by LitExtension makes it easy for you to accurately, painlessly, and with the highest level of security move your data from your current eCommerce platform to a new one.

Amazon Templates


Sadly, you are not able to customize your storefront on Amazon to a great extent. It is easy to tell that an Amazon page is not your own because of how all Amazon pages are organized similarly. The product detail page comes in just three different templates. You are able to upload content and images, but you cannot edit the design.

Additionally, your products are displayed on the homepage next to those of your rivals. Although customers may find this convenient, it is extremely challenging for you to direct customers to your stores.

Shopify vs Amazon: The Verdict

The winner is Shopify. Both Shopify and Amazon give you beautiful designs. However, when it comes to design flexibility, You have more freedom with Shopify than with Amazon. Shopify users can easily customize the template directly at the front end by using the Shopify theme editor.

#5 Marketing

Shopify Marketing

To reach your potential customers when you sell online, marketing is a necessity. Shopify offers you a variety of marketing tools, such as Helium 10. For users to optimize the store-level content in order to achieve higher SERP positions, Shopify provides a fundamental set of SEO features. In addition to creating 301 redirects and auto XML sitemaps, you can edit meta tags and add alt text to images.

Users cannot fully personalize their URLs, though. Numerous authors, simple tag creation, and customizable SEO parameters are just a few of the impressive blog features that Shopify offers.

Shopify Email also makes it simple to conduct email marketing. This tool has pre-made email templates and a report generator, just like any email marketing app. You can use it to send your customers up to 2,500 emails for no cost.

Notably, the integrations between Shopify Google and Facebook allow you to easily create ads for these platforms. You can always install additional marketing apps from the Shopify marketplace if these tools do not adequately address your needs.


Amazon Marketing

On the other hand, if you operate an Amazon store, potential customers will visit the site and look for the goods they need. To rank as high as possible on search result pages, you should therefore concentrate on Amazon SEO rather than Google SEO. Your product information content and search terms need to be optimized in order to accomplish that.

In addition, Amazon offers a variety of marketing resources. As an illustration, Amazon gives you access to Amazon DSP, a demand-side platform that enables you to purchase display, video, and audio ads both on and off of Amazon. Another example is Amazon Live, which lets you stream real-time videos that are interactive and shoppable on the entire Amazon site.

Shopify vs Amazon: The Verdict

We can see that both Shopify and Amazon offer effective marketing tools. However, Amazon will not be as ideal as Shopify if you want to build up your personal brand.

#6 ECommerce Features

The default eCommerce features of the two platforms must always be taken into account when contrasting them, and this is also true when contrasting Shopify and Amazon.

Shopify ECommerce Features

This hosted solution offers many powerful built-in features:

  • Shopify product management: You can add new products using the back-end interface or by importing CSV files. You can categorize your products and it’s simple to fill out the product information.
  • Shopify inventory tracking system: You can avoid selling out-of-stock products by managing your inventory more effectively. Without installing apps, you are unable to create subcategories on your Shopify store. More than 3 product variants and more than 100 combinations are also not permitted by default in Shopify. If your Shopify variant images fuction not working, our guide may help you!
  • Abandoned Cart Recovery: All pricing plans automatically include this feature. It allows you to track down the causes of customers’ cart abandonment and contact them via email. Additionally, Shopify provides tools like a logo creator, an automatic tax calculation, and a QR code generator.

Amazon ECommerce Features

Managing your products conveniently is another Amazon feature.

Using the Amazon interactive listing tool, you can individually add new products. Amazon has Excel-editable inventory file templates available if you want to add several products at once.

While adding your products to your seller account, you can also quickly add variants. However, since only Amazon is permitted to sell downloadable content, you can only sell tangible goods that can be shipped and services.

Amazon offers a wide range of tools to help you with your online selling, just like Shopify. For instance, you can use FBA to completely delegate Amazon’s responsibility for product storage, packaging, and shipping. You simply need to ship your goods to Amazon’s storage facility to use Amazon FBA. Amazon will pack and ship your products whenever a customer purchases them.

Amazon also facilitates seamless international selling. This platform offers a Seller Central Language Switcher that supports French, German, Italian, Spanish, and Japanese. If you already use Fulfillment by Amazon, a feature known as Multi-Channel Fulfillment allows you to control online sales from other channels using the same inventory pool.

All in all, both Amazon vs Shopify have some robust eCommerce tools and services to help with your business.

#7 Attracting Customers


With Shopify, you must create your very own brand – people actually need to search for your business to find you. This indicates that marketing is essential if you want to increase the size of your customer base.

For your brand to develop and attract customers, it’s crucial to use email campaigns, multichannel selling, a robust social media presence, personalized shopping, abandoned cart recovery, and SEO.



As you wait, Amazon will handle your email marketing and SEO needs. The odds are tantalizingly stacked in your favor thanks to the millions of visitors each month. Customers arrive at Amazon with their wallets prepared and their eyes open.

However, there is a lot of competition for customers’ attention, much like a coin with two sides. Once they arrive at your website, visitors should choose your goods over those of your competitors. Even more challenging, Amazon sells on the same marketplace.

Shopify vs Amazon: The Verdict

Amazon has more advantages since it will do Email marketing and SEO campaigns are used to draw customers. With Shopify, however, you will have to do the marketing yourself in order to get customers to visit your website.

Shopify vs Amazon: Pros & Cons

Now that we’ve compared Amazon and Shopify in detail, let’s move on. You must already know which platform you prefer to use at this point. A few benefits and drawbacks of both platforms will serve as a summary for you.

#1 Shopify Pros & Cons

Shopify Pros

  • Easy to build your own website: Among all eCommerce platforms, Shopify has the best user interface. To create your website, all you have to do is select a template and utilize its drag-and-drop design function. Even if you have no coding experience, you can still create a Shopify website to start online selling.
  • A diverse range of eCommerce tools: You have access to a wide range of tools with Shopify to assist you in creating the ideal website for your company. For all pricing tiers, there are options for abandoned cart recovery, inventory management, logo and slogan creation, etc.
  • Various payment options: In terms of the number of payment gateways, Amazon cannot compete with Shopify. PayPal, Stripe, Apple Pay, Amazon Pay, and Shopify Payments are just a few of the more than 100 options that Shopify offers. You don’t pay any transaction fees if you use Shopify Payments.

Shopify Cons

  • Building your reputation is a must: Owning a website for your brand is a requirement for selling with Shopify. As a result, your website will not receive any traffic if you do not advertise your store.
  • Limited customizability: Shopify, as a hosted platform, has less customization options when compared to open-source eCommerce platforms. As a result, even if you change the template they provide, your options for site design and functionality are still limited. As a result, your website might end up looking like other websites that make use of the same template.

#2 Amazon Pros & Cons

Amazon Pros

  • More traffic: Monthly visitors to the Amazon marketplace number in the hundreds of millions. An enormous number of potential customers are available to you as you sell your products on Amazon because they are searching this website for the items they need.
  • Having Amazon handle your product: I have to point out FBA as a significant benefit of Amazon even though it is an optional program. Being free from the hassle of product fulfillment, packaging, and shipping makes life much simpler for sellers. Furthermore, if customers have a problem with your FBA products, Amazon offers customer service. The point is that you’ll discover that Amazon is the only company offering this program. Shopify does not process orders on your behalf.

Amazon Cons

  • Lots of competitors: Because so many other sellers are offering the same products as you on Amazon, this is one of the biggest disadvantages of trying to sell there. Furthermore, Amazon only gives you a tiny amount of room for customization. As a result, it’s more difficult to stand out in the crowd.
  • Limited payment options: Only credit and debit cards are accepted by Amazon Pay, and transfers are only made from your available balance. Third-party payment methods, such as PayPal, are not an option.

Integrate Amazon into Shopify

Some of you may have already made your choice by this point. However, some of you might still be on the fence. But fret not, here’s the good news for the waverers: Amazon can be integrated into your Shopify store. This implies that you can create your own eCommerce website while also promoting your goods on the biggest marketplace on the planet.

After successfully integrating Amazon with Shopify, you can do a lot of things like create Amazon offers and listings directly from Shopify, sync inventory and product information, link products, and more.

Shopify – Amazon integration with a multi-channel selling tool

Using a multi-channel tool like LitCommerce is preferable for non-tech merchants who want to expand their business without knowing a line of code. With Shopify’s integration with Amazon, you can bulk list your already-existing products on Amazon, enable inventory sync to maintain consistency across all sales channels and handle order fulfillment in one location.

By walking through 4 simple steps, you can reach tons of million potential buyers worldwide by the following:

  • #1: Enter the Store URL and API password to link Shopify to Amazon.
  • #2: Simply click to add items to Amazon.
  • #3: Inventory on Shopify and Amazon is synced.
  • #4: From the LitCommerce dashboard, manage Amazon orders.

Shopify vs Amazon – FAQs

What is Cheaper, Shopify, Or Amazon?

Shopify is the least expensive option available among the monthly subscriptions. The Basic Shopify plan, which costs $29 per month, is the least expensive one offered. In addition to additional selling fees, Amazon’s Professional Selling plan costs $39.99 per month.

Instead of paying a monthly fee, you pay a $0.99 fee for each item you sell when you sign up for Amazon’s Individual Seller plan. This plan is also subject to additional seller fees.

The cheapest option for those who sell in small quantities is the Amazon Individual Seller plan, but it’s only appropriate for those who sell fewer than 40 items per month. Be cautious though, as this plan could result in you paying about $40 monthly. Also read how Shopify outfoxed Amazon.

Will I Make More Money Using Shopify Or Amazon?

There is no definitive response, and it entirely depends on what you’re selling and all the other elements involved in running a business! Both Shopify and Amazon have achieved success.

Generally speaking, Shopify helps your company grow more steadily over time and differentiates you from the competition.

Amazon is typically visited by customers looking for discounts and deals, so there is increased pressure to offer competitive pricing.

Either platform will let you succeed in the big time, but Shopify gives you more power. To benefit from both platforms, we advise registering with Shopify first and then integrating with Amazon.

What is Shopify and How is Different from Amazon?

The philosophical approaches of Shopify and Amazon differ, as was already mentioned. Amazon is an online marketplace, and Shopify is a specialized eCommerce platform.

Can You Sell on Amazon Without Shopify?

Yes. Anyone can sign up to sell on either Amazon or Shopify, even if you do not have a registered business.

Does Shopify Work With Amazon?

Yes. Now, you can add Amazon as a Sales Channel in your Shopify store and create directly from the Shopify admin panel, create Amazon listings from already-existing products, and process orders.

Shopify vs. Amazon: Conclusion

Both Shopify and Amazon have strong sales platforms. We’ve delved into their features, pricing, designs, and more in-depth in this article, along with why they’re unique.

You are not required to select either Shopify or Amazon, though. You can get a combination of these two top-notch platforms by using Shopify Amazon integration.

Hopefully, this Shopify vs. Amazon comparison has the details you need and has helped you make a decision.

Searching for the perfect e-commerce platform for your business? Don’t miss our comprehensive VS articles. Click the following logo to start exploring the differences among these platforms.

Ivy Smith

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