Is it better to sell on Shopify or Amazon?

Amazon is better for fast volume and reach because of its massive built-in audience and FBA fulfillment. Shopify is better for margins, brand control, and owning your customers. For most sellers the ideal answer is both: Amazon for discovery and Shopify for repeat, higher-margin sales.

Which has higher fees, Shopify or Amazon?

Amazon’s combination of referral fees, FBA fees, and subscription typically takes a larger share of each sale than Shopify’s flat subscription plus payment processing. However, Amazon’s built-in traffic can offset this. Verify current fee structures on both platforms before committing.

Can I use Amazon FBA with a Shopify store?

Yes. Amazon’s Multi-Channel Fulfillment can ship orders that come from your Shopify store using your FBA inventory. This lets you centralize logistics while selling across multiple channels.

Do I own my customer list on Amazon?

No. Amazon controls the customer relationship and restricts direct marketing to buyers. On Shopify you fully own your customer email list and data, which is a major long-term advantage for retention and remarketing.

Which is easier for beginners?

Amazon can be easier to get a first sale because the audience already exists, but its policies and competition are demanding. Shopify is straightforward to set up technically but harder to get traffic. Beginners often start on a marketplace, then add a store as they grow.

How do I sell on a store and marketplaces at once?

Run a Shopify store as your brand hub and connect it to marketplaces for reach. Marqetir syncs your Shopify catalog to European marketplaces like Allegro, Kaufland, and bol.com, rewriting titles and categories per marketplace and keeping inventory and prices in sync.

ShopifyvsAmazon

Which marketplace is better for sellers?

Last updated: June 2026

Quick Verdict

Amazon offers instant access to hundreds of millions of shoppers and world-class fulfillment through FBA, but you compete fiercely on price and never own the customer. Shopify gives you a branded store, full data ownership, and better margins, but you must generate your own traffic. The strongest sellers use Amazon for reach and a Shopify store for brand-building and repeat revenue.

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Sale Price (EUR)

Scoring Breakdown

Buyer Traffic

Shopify4/10

Amazon10/10

Amazon has hundreds of millions of active shoppers with high purchase intent, so listings can sell immediately. A Shopify store has no native audience and depends entirely on the traffic you bring through ads, SEO, and social.

Brand & Data Ownership

Shopify10/10

Amazon3/10

Shopify gives you your own domain, full branding, and ownership of customer data and email lists. On Amazon the customer belongs to Amazon, and your branding is constrained by Amazon’s template.

Fulfillment

Shopify6/10

Amazon10/10

Amazon FBA is the gold standard — storage, picking, packing, shipping, and returns handled for you, with Prime eligibility. Shopify relies on you or third-party providers for fulfillment, which is more work to coordinate.

Margins & Fees

Shopify8/10

Amazon5/10

Amazon charges referral fees plus FBA fees and often a subscription, which compresses margins; verify current rates. Shopify charges a flat subscription plus payment processing, leaving more margin per sale once you have traffic.