Global auction and fixed-price marketplace hosting 2.3+ billion listings across virtually all product categories.
Vintage dealers, collectibles sellers, liquidators, small-batch producers, and sellers prioritizing profit margins over volume
Short Answer
Amazon is a curated marketplace dominated by new products and Prime fulfillment, while eBay is an auction-based platform specializing in used, vintage, and collectible items with lower seller fees. Amazon offers greater reach and convenience, whereas eBay provides better margins for sellers of niche and second-hand goods.
Our Verdict
AI-assisted
Amazon dominates in reach, convenience, and market share, making it ideal for sellers of new retail products seeking maximum exposure. eBay excels for niche sellers, vintage dealers, and those seeking lower fees and direct customer relationships. The choice depends on your product type and business model rather than overall platform superiority.
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Amazon9.3
5.7eBay
Choose Amazon if
Retailers selling new products, brands seeking scale, sellers needing managed fulfillment and access to millions of buyers
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Key Differences at a Glance
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Business Model:eBay wins (Pure marketplace (auction + fixed price) vs First-party sales + third-party marketplace)
Vintage dealers, collectibles sellers, liquidators, small-batch producers, and sellers prioritizing profit margins over volume
15% base commission
12.9% base commission
+16%
Annual Gross Merchandise Value (GMV)(billions USD)
$638 billion
$85-95 billion
+609%
Mobile App Downloads (All-Time)(millions)
500+ million
476 million
+5%
Market Dominance Share(%)
40% US e-commerce market share
8-10% US e-commerce market share
+344%
Company Market Capitalization(trillions USD)
$2.36 trillion (July 2026)
$72 billion (July 2026)
+3178%
Fulfillment Cost (FBA/Self)(% of sale)
15-25% (FBA included)
Variable based on shipping chosen
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User Base Growth Rate (YoY)(%)
8-10% annual growth
0% (flat 2024-2026)
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Prime/Membership Benefits(members)
240 million Prime members
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Average Shipping Time(days)
1-2 days (Prime)
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Market Share (E-Commerce)(%)
40% global e-commerce market share
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Annual Revenue (2025)(Billion USD)
$638B (e-commerce only)
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Subscription/Membership Base(Millions)
240M+ Prime members
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YoY Revenue Growth (2025)(Percent)
12-15% (estimated)
—
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Prime Members(millions)
220+
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Ad Revenue (2026)(billion USD)
$68.5
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Prime Day 2026 Revenue(billion USD)
$24.1
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AI Rufus Interaction Growth(percent)
+210%
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Free Shipping Minimum(USD)
$35
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Standard Non-Perishable Pet Delivery Time(days)
1-2 days (Prime)
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Pet-Specific Product SKU Count(SKUs)
~50,000-100,000 (estimated pet section)
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Total Product Categories(categories)
500+ million SKUs across all categories
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Return Window (Standard Pet Supplies)(days)
30 days (standard Amazon)
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Commission Fee (Per Transaction)(%)
8-45% + 30-50% FBA
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Monthly Base Cost(USD)
$0 (pay per sale)
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Built-in Customer Base(millions)
300+ active customers
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Average Time to First Sale(days)
3-7 days (instant access)
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Brand Customization Level(scale 1-10)
Minimal (2/10)
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Customer Data Access(percentage)
0% customer data; Amazon owns relationship
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Payment Gateway Options(count)
1 (Amazon Pay only)
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Active Users (2026)(millions)
Amazon 380 million
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Avg Product Price(USD)
$15-50
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Standard Shipping Time(days)
5-7 days
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Avg Customer Rating(stars)
4.1/5
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Premium Membership Cost($)
Prime $139
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Total Active Product Listings(millions)
300+ million
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Number of Active Sellers(millions)
2+ million
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Standard Shipping Time (Domestic)(days)
2 days (Prime)
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Return Window(days)
30 days standard
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Prime/Premium Subscription Cost(USD/year)
$139/year (Prime)
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Average Customer Rating System(stars)
4.4/5 average seller rating
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Mobile App Downloads(millions)
2.5 billion downloads
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Handmade/Artisanal Product Percentage(%)
<2% handmade items
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Annual Revenue (2025)(USD billions)
$575 billion
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Global Physical Store Locations(stores)
0 stores
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Product SKU Count(products)
300+ million
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Average Standard Delivery Time(business days)
1-2 days (Prime)
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Entry Membership Cost(USD per year)
$139
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Customer Product Reviews Published(millions)
250+ million
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Renewable Energy Usage(percentage)
85%
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Year Created/Founded
1994
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Global User Base(millions)
150+ million customers
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AWS Cloud Market Share(%)
32%
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Employees(count)
1.5 million
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Package/Service Ecosystem(count)
200+ AWS services
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Market Capitalization(USD trillions)
2.1 trillion
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Total Product Selection(SKUs)
500,000+
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Average Price Markup vs Wholesale(%)
20-30% markup
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Standard Shipping Delivery Time(business days)
1-2 days (Prime)
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Grooming Service Availability(locations)
0 locations
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Subscribe & Save Discount(%)
5-20% discount
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Physical Store Locations (US)(count)
0 physical stores (online only)
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Active Buyers(millions)
134 million (2026)
134 million (2026)
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Active Sellers(millions)
18.3 million (2026)
18.3 million (2026)
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Active Listings(billions)
2.3+ billion (2026)
2.3+ billion (2026)
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Year-over-Year Growth(percent)
Flat/stagnant 2024-2026
Flat/stagnant 2024-2026
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All figures sourced from publicly available data. Last updated Jun 2026.
240+ million Prime members worldwide🏆
Active User Base
132 million monthly active users
500+ million all-time downloads🏆
Mobile App Downloads
476+ million all-time downloads
FBA (Fulfillment by Amazon) - fully managed🏆
Fulfillment Options
Self-fulfillment or managed shipping
$638 billion🏆
Annual GMV (2026)
$85-95 billion (estimated)
Moderate to high - algorithm-dependent
Seller Learning Curve
Low - direct buyer-seller interaction🏆
Business Model
Amazon
First-party sales + third-party marketplace
eBay
Pure marketplace (auction + fixed price)🏆
Seller Fees
Amazon
15% commission + FBA fees
eBay
12.9% commission + optional insertion fees🏆
Product Category Focus
Amazon
New retail products
eBay
Used, vintage, collectibles, niche items
Active User Base
Amazon
240+ million Prime members worldwide🏆
eBay
132 million monthly active users
Mobile App Downloads
Amazon
500+ million all-time downloads🏆
eBay
476+ million all-time downloads
Fulfillment Options
Amazon
FBA (Fulfillment by Amazon) - fully managed🏆
eBay
Self-fulfillment or managed shipping
Annual GMV (2026)
Amazon
$638 billion🏆
eBay
$85-95 billion (estimated)
Seller Learning Curve
Amazon
Moderate to high - algorithm-dependent
eBay
Low - direct buyer-seller interaction🏆
Pros & Cons
Amazon
5 pros3 cons
Pros
Massive customer base with 240+ million Prime members globally
Advanced fulfillment through FBA with two-day/same-day shipping
Sophisticated search algorithm and recommendation engine
Strong brand trust and buyer confidence
Integrated payment and logistics infrastructure
Cons
High seller fees (15% commission + FBA costs can reach 30-40% total)
Strict seller performance metrics and account suspension risks
Heavy competition and algorithm dependency for visibility
eBay
5 pros3 cons
Pros
Lower seller fees (12.9% commission, significantly cheaper than Amazon)
Ideal for used, vintage, and collectible items with dedicated buyer base
Direct buyer-seller interaction without algorithmic intermediation
Auction format drives competitive pricing and higher final values
Less restrictive seller policies and lower account suspension risk
Cons
Frequently Asked Questions
eBay has lower base seller fees at 12.9% commission compared to Amazon's 15% base commission. However, Amazon's total cost can vary significantly with FBA fees (15-25% additional), while eBay sellers typically pay lower combined costs unless choosing premium services. The actual cost difference depends on your fulfillment method and category.
