Quick answer
- Amazon: huge built-in demand, but referral fees on every sale, tough competition, and Amazon owns the customer.
- Shopify: your brand, your customer data, better margins, but you drive the traffic.
- Best of both: build on Shopify, add Amazon as a sales channel.
Shopify vs Amazon compared
| Shopify | Amazon | |
|---|---|---|
| What it is | Your own online store | Third-party marketplace |
| Monthly cost | $29/mo (Basic, yearly) | Professional plan ~$39.99/mo or per-item fee |
| Per-sale fees | Card processing only (Shopify Payments) | Referral fee (commonly ~8–15%) + FBA fees if used |
| Traffic | You bring it | Built-in |
| Branding | Full control | Limited |
| Customer data | You own it | Amazon owns it |
| Account risk | Low | Suspension can halt sales overnight |
Margins and fees
Amazon's referral fees, plus fulfillment fees if you use FBA, can take a significant share of each sale. On Shopify, you pay a predictable monthly plan plus processing, so more of each sale stays with you. See Shopify transaction fees.
Control and risk
On Amazon you're subject to policy changes, fee increases and listing competition, including from copycats. Your Shopify store is an asset you control, and an email list you can market to anytime.
Using both together
Many brands use Amazon for discovery and volume, and Shopify for brand, repeat customers and higher margins. Shopify's marketplace integrations let you manage Amazon listings alongside your store.
Build your brand on Shopify (opens in a new tab)
Our verdict
Amazon is a powerful channel, but it's rented land. Build your business on Shopify where you own the brand and customers, and add Amazon as a channel when it makes sense.
Try Shopify free (opens in a new tab)Frequently asked questions
Is it better to sell on Amazon or Shopify?
Amazon is better for immediate access to buyers; Shopify is better for building a brand and owning customer relationships. Many brands do both.
Can I sell on Amazon through Shopify?
Yes. Integrations let you list Shopify products on Amazon and manage orders, so your inventory stays in sync.
What fees does Amazon charge sellers?
Typically a monthly or per-item selling plan fee plus a referral fee on each sale (commonly around 8–15% depending on category), plus fulfillment fees if you use FBA.