Global e-commerce giant with 220M+ Prime members and $68.5B ad revenue in 2026.
Retailers selling new products, brands seeking scale, sellers needing managed fulfillment and access to millions of buyers
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
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.
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.
Choose Amazon if
Retailers selling new products, brands seeking scale, sellers needing managed fulfillment and access to millions of buyers
| Metric | Amazon | eBay | Diff |
|---|---|---|---|
| Annual Revenue(USD) | $514 Billion | — | — |
| Market Cap(USD) | $1.8 Trillion | — | — |
| Global User Base(millions) | 240+ Prime members + broader reach | 132 million active users | +82% |
| Seller Commission Rate(%) |
Choose eBay if
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 | — |
| User Base Growth Rate (YoY)(%) | 8-10% annual growth | 0% (flat 2024-2026) | — |
| Prime/Membership Benefits(members) | 240 million Prime members | — | — |
| Average Shipping Time(days) | 1-2 days (Prime) | — | — |
| Market Share (E-Commerce)(%) | 40% global e-commerce market share | — | — |
| Annual Revenue (2025)(Billion USD) | $638B (e-commerce only) | — | — |
| Subscription/Membership Base(Millions) | 240M+ Prime members | — | — |
| YoY Revenue Growth (2025)(Percent) | 12-15% (estimated) | — | — |
| Prime Members(millions) | 220+ | — | — |
| Ad Revenue (2026)(billion USD) | $68.5 | — | — |
| Prime Day 2026 Revenue(billion USD) | $24.1 | — | — |
| AI Rufus Interaction Growth(percent) | +210% | — | — |
| Active Buyers(millions) | 134 million (2026) | 134 million (2026) | — |
| Active Sellers(millions) | 18.3 million (2026) | 18.3 million (2026) | — |
| Active Listings(billions) | 2.3+ billion (2026) | 2.3+ billion (2026) | — |
| Year-over-Year Growth(percent) | Flat/stagnant 2024-2026 | Flat/stagnant 2024-2026 | — |
All figures sourced from publicly available data. Last updated May 2026.
Amazon
First-party sales + third-party marketplace
eBay
Pure marketplace (auction + fixed price)🏆
Amazon
15% commission + FBA fees
eBay
12.9% commission + optional insertion fees🏆
Amazon
New retail products
eBay
Used, vintage, collectibles, niche items
Amazon
240+ million Prime members worldwide🏆
eBay
132 million monthly active users
Amazon
500+ million all-time downloads🏆
eBay
476+ million all-time downloads
Amazon
FBA (Fulfillment by Amazon) - fully managed🏆
eBay
Self-fulfillment or managed shipping
Amazon
$638 billion🏆
eBay
$85-95 billion (estimated)
Amazon
Moderate to high - algorithm-dependent
eBay
Low - direct buyer-seller interaction🏆
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.
Dive deeper with these curated resources
| Attribute | Amazon | |
|---|---|---|
| Annual Revenue(USD) | $514 Billion | — |
| Market Cap(USD) | $1.8 Trillion | — |
| Global User Base(millions) | 240+ Prime members + broader reach | 132 million active users |
| Mobile App Downloads (All-Time)(millions) | 500+ million | 476 million |
| Seller Commission Rate(%) | 15% base commission | 12.9% base commission |
| Fulfillment Cost (FBA/Self)(% of sale) | 15-25% (FBA included) | Variable based on shipping chosen |
| Annual Gross Merchandise Value (GMV)(billions USD) | $638 billion | $85-95 billion |
| Market Dominance Share(%) | 40% US e-commerce market share | 8-10% US e-commerce market share |
| Market Share (E-Commerce)(%) | 40% global e-commerce market share | — |
| Company Market Capitalization(trillions USD) | $2.36 trillion (July 2026) | $72 billion (July 2026) |
| User Base Growth Rate (YoY)(%) | 8-10% annual growth | 0% (flat 2024-2026) |
| Year-over-Year Growth(percent) | Flat/stagnant 2024-2026 | — |
| Prime/Membership Members(millions) | 220 million Prime members | — |
| Subscription/Membership Base(Millions) | 240M+ Prime members | — |
| Physical Store Locations(count) | 500+ Amazon Go/Fresh stores | — |
| Average Delivery Speed(days) | Same-day to 1 day (Prime) | — |
| Return Window(days) | 30-90 days (category dependent) | — |
| Annual Membership Cost(USD) | $139 per year | — |
| Furniture Pricing Advantage(%) | Competitive on items under $50 | — |
| Annual Revenue(billions USD) | $638 billion | — |
| Annual Revenue (2025)(Billion USD) | $638B (e-commerce only) | — |
| Market Capitalization(trillions USD) | $2,360B | — |
| YoY Revenue Growth (2025)(Percent) | 12-15% (estimated) | — |
| Gross Margin Trend (Q4 2025)(Basis Points) | Industry average ~40-45% | — |
| Prime/Membership Benefits(members) | 240 million Prime members | — |
| Average Shipping Time(days) | 1-2 days (Prime) | — |
| Home Goods Focus(%) | Multi-category general retailer | — |
| Primary Seller Type | General merchants and resellers | — |
| Design Curation Tools | Basic category and keyword filters | — |
| In-House Brands(count) | Limited home furniture brands | — |
| Product Category Focus | All categories (diversified) | All categories, generalist |
| Autoship/Subscription Discount Range(Percent) | 5-20% on Subscribe & Save | — |
| Geographic Coverage(states) | 190+ countries and territories | — |
| Prime Members(millions) | 220+ | — |
| Ad Revenue (2026)(billion USD) | $68.5 | — |
| Physical Locations(stores) | Limited | — |
| AI Shopping Assistant(users) | Rufus 250M users | — |
| AI Rufus Interaction Growth(percent) | +210% | — |
| Prime Day 2026 Revenue(billion USD) | $24.1 | — |
| Product Categories(count) | All categories | — |
| In-Person Support(availability) | Online support only | — |
| Active Buyers(millions) | 134 million (2026) | — |
| Active Sellers(millions) | 18.3 million (2026) | — |
| Active Listings(billions) | 2.3+ billion (2026) | — |
| Q1 2026 GMS(billions USD) | Not publicly disclosed | — |
| Market Position | Global generalist leader | — |
Side-by-side comparison of numeric attributes