companies
Amazon vs Etsy 2026: Which Platform to Shop
Amazon is a massive general marketplace with 300+ million products, competitive pricing, and fast 2-day shipping, while Etsy specializes in handmade and vintage items with 4.7 million active sellers focused on artisanal products. The choice depends on whether you prioritize convenience and selection (Amazon) or unique, creator-made goods (Etsy).
A
Amazon
Global e-commerce marketplace offering 500+ beauty brands alongside millions of other products with Prime fast shipping.
Budget-conscious shoppers seeking convenience, speed, and product variety for everyday items
Score63%
VS
Etsy
Specialized marketplace with 4.7 million sellers offering handmade, vintage, and unique artisanal products.
Shoppers prioritizing unique, artisanal goods and wanting to support independent creators over convenience
Score63%
Quick Answer
AI SummaryAmazon is a massive general marketplace with 300+ million products, competitive pricing, and fast 2-day shipping, while Etsy specializes in handmade and vintage items with 4.7 million active sellers focused on artisanal products. The choice depends on whether you prioritize convenience and selection (Amazon) or unique, creator-made goods (Etsy).
Our Verdict
AI-assistedChoose Amazon if you need fast delivery, competitive prices, extensive product selection, and consistent customer support for everyday items. Choose Etsy if you're seeking unique, handmade, vintage, or artisanal products with a focus on supporting independent creators and small businesses, even at premium prices.
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A
Amazon
7.5/10
Etsy
7.5/10
TIE — neck and neck
A
Choose Amazon if
Budget-conscious shoppers seeking convenience, speed, and product variety for everyday items
Choose Etsy if
Shoppers prioritizing unique, artisanal goods and wanting to support independent creators over convenience
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Key Differences at a Glance
- Primary Product Focus:✓ Etsy wins(Handmade, vintage, and craft items vs General retail (electronics, clothing, home goods, etc.))
- Total Active Listings:✓ Amazon wins(300+ million products vs 94 million listings)
- Average Shipping Time:✓ Amazon wins(2 days (Prime members) vs 3-7 days (varies by seller))
Key Facts & Figures
131 numeric metrics compared
| Metric | Amazon | Etsy | Ratio |
|---|---|---|---|
| Market Cap(USD) | $1.8 Trillion | — | — |
| Global User Base(millions) | 240+ Prime members + broader reach | — | — |
| Seller Commission Rate(%) | 15% base commission | — | — |
| Annual Gross Merchandise Value (GMV)(billions USD) | $638 billion | — | — |
| Mobile App Downloads (All-Time)(millions) | 500+ million | — | — |
| Market Dominance Share(%) | 40% US e-commerce market share | — | — |
| Company Market Capitalization(trillions USD) | $2.36 trillion (July 2026) | — | — |
| Fulfillment Cost (FBA/Self)(% of sale) | 15-25% (FBA included) | — | — |
| User Base Growth Rate (YoY)(%) | 8-10% annual growth | — | — |
| 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% | — | — |
| Free Shipping Minimum(USD) | $35 | — | — |
| Standard Non-Perishable Pet Delivery Time(days) | 1-2 days (Prime) | — | — |
| Pet-Specific Product SKU Count(SKUs) | ~50,000-100,000 (estimated pet section) | — | — |
| Total Product Categories(categories) | 500+ million SKUs across all categories | — | — |
| Return Window (Standard Pet Supplies)(days) | 30 days (standard Amazon) | — | — |
| Commission Fee (Per Transaction)(%) | 8-45% + 30-50% FBA | — | — |
| Monthly Base Cost(USD) | $0 (pay per sale) | Free (listing fees apply) | |
| Built-in Customer Base(millions) | 300+ active customers | — | — |
| Average Time to First Sale(days) | 3-7 days (instant access) | — | — |
| Brand Customization Level(scale 1-10) | Minimal (2/10) | — | — |
| Customer Data Access(percentage) | 0% customer data; Amazon owns relationship | — | — |
| Payment Gateway Options(number) | 1 (Amazon Pay only) | — | — |
| Active Users (2026)(millions) | Amazon 380 million | — | — |
| Avg Product Price(USD) | $15-50 | — | — |
| Standard Shipping Time(days) | 5-7 days | — | — |
| Avg Customer Rating(stars) | 4.1/5 | — | — |
| Premium Membership Cost($) | Prime $139 | — | — |
| Total Active Product Listings(millions) | 300+ million | 94 million | |
| Number of Active Sellers(millions) | 2+ million | 4.7 million | |
| Standard Shipping Time (Domestic)(days) | 2 days (Prime) | 3-7 days | |
| Prime/Premium Subscription Cost(USD/year) | $139/year (Prime) | $20/year (Etsy Plus optional) | |
| Average Customer Rating System(stars) | 4.4/5 average seller rating | 4.6/5 average seller rating | |
| Mobile App Downloads(millions) | 2.5 billion downloads | 280 million downloads | |
| Handmade/Artisanal Product Percentage(%) | <2% handmade items | 85%+ handmade/vintage | |
| Annual Revenue (2025)(USD billions) | $575 billion | — | — |
| Global Physical Store Locations(stores) | 0 stores | — | — |
| Product SKU Count(products) | 300+ million | — | — |
| Average Standard Delivery Time(business days) | 1-2 days (Prime) | — | — |
| Entry Membership Cost(USD per year) | $139 | — | — |
| Customer Product Reviews Published(millions) | 250+ million | — | — |
| Renewable Energy Usage(percentage) | 85% | — | — |
| Year Created/Founded | 1994 | — | — |
| Global User Base(millions) | 150+ million customers | — | — |
| AWS Cloud Market Share(%) | 32% | — | — |
| Employees(count) | 1.5 million | — | — |
| Package/Service Ecosystem(count) | 200+ AWS services | — | — |
| Market Capitalization(USD billions) | 2.1 trillion | — | — |
| Total Product Selection(SKUs) | 500,000+ | — | — |
| Average Price Markup vs Wholesale(%) | 20-30% markup | — | — |
| Standard Shipping Delivery Time(business days) | 1-2 days (Prime) | — | — |
| Grooming Service Availability(locations) | 0 locations | — | — |
| Subscribe & Save Discount(%) | 5-20% discount | — | — |
| Physical Store Locations (US)(locations) | 0 | — | — |
| Average Product Price Index(% difference from market average) | -12% | — | — |
| Product Selection(estimated items) | 2,000,000+ | — | — |
| Standard Shipping Time(business days) | 1-2 days (Prime) | — | — |
| Loyalty Program Cost(USD per year) | $139 | — | — |
| Customer Review Rating(out of 5 stars) | 4.4 | — | — |
| Average Shipping Speed(days) | 2-3 days (Prime) | — | — |
| Return Window(days) | 30 days | 14-30 days (varies) | |
| Average Product Price Index (baseline=100)(relative price) | 100 | — | — |
| Product Description Accuracy Rate(%) | 96% | — | — |
| Active Global Users(millions) | 150M | — | — |
| Prime/Membership Cost(USD/year) | $139 | — | — |
| Non-Delivery/Lost Package Rate(%) | 0.3% | — | — |
| Annual Revenue(USD billions) | $575.5B | — | — |
| US E-commerce Market Share(%) | 38.7% | — | — |
| Standard Delivery Time(days) | 1-2 days (Prime) | — | — |
| US Grocery Market Share(%) | 2.1% | — | — |
| Estimated Active Users(millions) | 310M | — | — |
| Available Product SKUs(millions) | 300M+ | — | — |
| Annual Revenue (2024)(USD billions) | $575.2 billion | — | — |
| Customer Satisfaction Score(/100) | 68/100 | — | — |
| Physical Store Count(locations) | 0 (e-commerce only) | — | — |
| Product Catalog Size(SKUs) | 798 million | — | — |
| Membership Cost (Annual)(USD) | $139 (Prime basic tier) | — | — |
| Operating Margin(%) | 7.2% | — | — |
| Member Renewal Rate(percent) | ~85% (estimated) | — | — |
| Median Delivery Time(days) | 1-2 days (Prime members in metro areas) | — | — |
| Number of Beauty Brands(brands) | 500+ brands | — | — |
| Average Price Difference on Beauty Products(% below MSRP) | 10-25% discount below MSRP | — | — |
| Physical Store Locations(stores) | 0 (online only) | — | — |
| Product Return Window(days) | 30 days | — | — |
| Free Samples per Purchase(samples) | 0 | — | — |
| Fastest Delivery Speed (Prime/Premium)(business days) | Same-day or 1-day with Prime | — | — |
| Loyalty Rewards Earn Rate(% cash back) | Varies; typically 1-5% with Prime | — | — |
| Total Product Categories(categories) | 40+ categories | — | — |
| Average Delivery Time (Standard)(days) | 1-2 days (Prime members) | — | — |
| Monthly Active Users(millions) | 2,100 million | — | — |
| Average Product Price(USD) | $25-75 | — | — |
| Prime/Membership Cost (Annual)(USD) | $139 (Amazon Prime US) | — | — |
| Buyer Protection Duration(days) | 180 days (A-to-Z Guarantee) | — | — |
| Total Products Available(millions) | 500+ million | — | — |
| Global Annual Revenue (2024)(billion USD) | $575 billion | — | — |
| Total Product SKUs(millions) | 350+ million items | — | — |
| Prime/Premium Membership Cost(USD/year) | $139/year | — | — |
| Standard Return Window(days) | 30 days | — | — |
| Prime Eligible Items with Two-Day Shipping(millions) | 100+ million items | — | — |
| Average Furniture Delivery Time(weeks) | 2-3 weeks | — | — |
| Free Shipping Threshold (Standard Members)(USD) | $35 (with Prime; $100 without) | — | — |
| Number of Home Brands(brands) | 500+ furniture brands available | — | — |
| Average Beauty Product Price Comparison (Foundation)(USD) | $39 | — | — |
| Number of Beauty Brands Available(brands) | 500+ | — | — |
| Return Window for Members(days) | 30 days | — | — |
| Standard Shipping Time(business days) | 1-2 days with Prime | — | — |
| Prime/Loyalty Annual Cost(USD/year) | $139 (Prime) | — | — |
| Customer Review Average Rating (Beauty Products)(stars) | 4.2 stars | — | — |
| Active Buyers(millions) | 81.9 million (2020) | 81.9 million (2020) | |
| Q1 2026 GMS(billions USD) | $2.38-2.43 billion | $2.38-2.43 billion | |
| Year-over-Year Growth(percent) | 2-4% growth Q1 2026 | 2-4% growth Q1 2026 | |
| Transaction Fee Rate(percentage + fixed fee) | 10.4% | 10.4% | |
| Monthly Costs at 100 Sales ($50/item)(USD) | $520 | $520 | |
| Base Monthly Subscription (Starter Plan)(USD) | $0 | $0 | |
| Listing Renewal Fee(USD per listing) | $0.16 | $0.16 | |
| Product Variant Limit(variants) | 70 variants max | 70 variants max | |
| Monthly Active Buyers (Marketplace Access)(millions) | 90+ | 90+ | |
| Transaction Fee Percentage(%) | 6.5% | 6.5% | |
| Payment Processing Fee(%) | $0.20 | $0.20 | |
| Annual Marketplace Visitors(billions) | 1.7 billion | 1.7 billion | |
| Store Design Flexibility(scale 1-10) | Limited (3/10) | Limited (3/10) | |
| Available Apps/Extensions(count) | 2,000+ | 2,000+ | |
| Payment Methods Supported(count) | 15+ | 15+ |
Sourced from publicly available data ·
Key Differences
7 attributes compared head-to-head
A
5AmazonAmazon leads
Amazon
Attribute
Etsy
- General retail (electronics, clothing, home goods, etc.)Primary Product FocusHandmade, vintage, and craft items(winner)
- 300+ million products(winner)Total Active Listings94 million listings
- 2 days (Prime members)(winner)Average Shipping Time3-7 days (varies by seller)
- 2+ million sellers worldwideSeller Base Size4.7 million active sellers(winner)
- Lower prices due to scale and competitive pressure(winner)Price CompetitivenessHigher prices reflecting artisanal/unique nature
- 30 days for most items(winner)Return Policy StandardSeller-determined (varies, often 14-30 days)
- 24-48 hours(winner)Customer Support Response Time24-72 hours (seller dependent)
- Primary Product Focus
Amazon
General retail (electronics, clothing, home goods, etc.)
Etsy
Handmade, vintage, and craft items(winner)
- Total Active Listings
Amazon
300+ million products(winner)
Etsy
94 million listings
- Average Shipping Time
Amazon
2 days (Prime members)(winner)
Etsy
3-7 days (varies by seller)
- Seller Base Size
Amazon
2+ million sellers worldwide
Etsy
4.7 million active sellers(winner)
- Price Competitiveness
Amazon
Lower prices due to scale and competitive pressure(winner)
Etsy
Higher prices reflecting artisanal/unique nature
- Return Policy Standard
Amazon
30 days for most items(winner)
Etsy
Seller-determined (varies, often 14-30 days)
- Customer Support Response Time
Amazon
24-48 hours(winner)
Etsy
24-72 hours (seller dependent)
Full Comparison
| Attribute | Amazon | Etsy |
|---|---|---|
| Market Cap(USD) | $1.8 Trillion | — |
| Global User Base(millions) | 240+ Prime members + broader reach | — |
| Mobile App Downloads (All-Time)(millions) | 500+ million | — |
| Monthly Active Users(millions) | 2,100 million | — |
| Seller Commission Rate(%) | 15% base commission | — |
| Fulfillment Cost (FBA/Self)(% of sale) | 15-25% (FBA included) | — |
| Commission Fee (Per Transaction)(%) | 8-45% + 30-50% FBA | — |
| Annual Gross Merchandise Value (GMV)(billions USD) | $638 billion | — |
| Active Global Users(millions) | 150M | — |
| Market Dominance Share(%) | 40% US e-commerce market share | — |
| Market Share (E-Commerce)(%) | 40% global e-commerce market share | — |
| AWS Cloud Market Share(%) | 32% | — |
| US E-commerce Market Share(%) | 38.7% | — |
| US Grocery Market Share(%) | 2.1% | — |
| Company Market Capitalization(trillions USD) | $2.36 trillion (July 2026) | — |
| User Base Growth Rate (YoY)(%) | 8-10% annual growth | — |
| Year-over-Year Growth(percent) | 2-4% growth Q1 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 | — |
| Global Physical Store Locations(stores) | 0 stores | — |
| Physical Store Count(locations) | 0 (e-commerce only) | — |
| Physical Store Locations(stores) | 0 (online only) | — |
| Average Delivery Speed(days) | Same-day to 1 day (Prime) | — |
| Return Window(days) | 30 days (standard) | — |
| Return Window(days) | 30 days(winner) | 14-30 days (varies) |
| Product Return Window(days) | 30 days | — |
| Annual Membership Cost(USD) | $139 per year | — |
| Furniture Pricing Advantage(%) | Competitive on items under $50 | — |
| Monthly Base Cost(USD) | $0 (pay per sale) | Free (listing fees apply) |
| Avg Product Price(USD) | $15-50 | — |
| Premium Membership Cost($) | Prime $139 | — |
Show 17 more attributesPrime/Premium Subscription Cost(USD/year) $139/year (Prime) $20/year (Etsy Plus optional) Average Furniture Price Range(USD) $150-$1,200 — Average Price Markup vs Wholesale(%) 20-30% markup — Subscribe & Save Discount(%) 5-20% discount — Average Product Price Index(% difference from market average) -12% — Average Product Price Index (baseline=100)(relative price) 100 — Prime/Membership Cost(USD/year) $139 — Membership Cost (Annual)(USD) $139 (Prime basic tier) — Average Product Price(USD) $25-75 — Prime/Membership Cost (Annual)(USD) $139 (Amazon Prime US) — Average Beauty Product Price Comparison (Foundation)(USD) $39 — Transaction Fee Rate(percentage + fixed fee) 10.4% — Monthly Costs at 100 Sales ($50/item)(USD) $520 — Base Monthly Subscription (Starter Plan)(USD) $0 — Listing Renewal Fee(USD per listing) $0.16 — Transaction Fee Percentage(%) 6.5% — Payment Processing Fee(%) $0.20 — | ||
| 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% | — |
Show 4 more attributesAnnual Revenue(USD billions) $575.5B — Annual Revenue (2024)(USD billions) $575.2 billion — Operating Margin(%) 7.2% — Global Annual Revenue (2024)(billion USD) $575 billion — | ||
| Prime/Membership Benefits(members) | 240 million Prime members | — |
| Loyalty Program Cost(USD per year) | $139 | — |
| Prime/Loyalty Annual Cost(USD/year) | $139 (Prime) | — |
| Average Shipping Time(days) | 1-2 days (Prime) | — |
| Average Standard Delivery Time(business days) | 1-2 days (Prime) | — |
| Average Shipping Speed(days) | 2-3 days (Prime) | — |
| Standard Delivery Time(days) | 1-2 days (Prime) | — |
| Home Goods Focus(%) | Multi-category general retailer | — |
| Primary Seller Type | Artisans and creative entrepreneurs | — |
| Design Curation Tools | Basic category and keyword filters | — |
| In-House Brands(count) | Limited home furniture brands | — |
| Product Category Focus | All categories (diversified) | Handmade, vintage, crafts only |
| Specialty Pet Food Availability (Exotic/Medical Diets)(inventory depth) | Limited; depends on seller listings | — |
| Autoship/Subscription Discount Range(Percent) | 5-20% on Subscribe & Save | — |
| Geographic Coverage(states) | 190+ countries and territories | — |
| Prime Members(millions) | 220+ | — |
| Member Renewal Rate(percent) | ~85% (estimated) | — |
| Ad Revenue (2026)(billion USD) | $68.5 | — |
| Physical Locations(stores) | Limited | — |
| Physical Store Locations (US)(locations) | 0 | — |
| AI Shopping Assistant(users) | Rufus 250M users | — |
| AI Rufus Interaction Growth(percent) | +210% | — |
| Prime Day 2026 Revenue(billion USD) | $24.1 | — |
| In-Person Support(availability) | Online support only | — |
| Free Shipping Minimum(USD) | $35 | — |
| Standard Non-Perishable Pet Delivery Time(days) | 1-2 days (Prime) | — |
| Standard Shipping Time (Domestic)(days) | 2 days (Prime)(winner) | 3-7 days |
| Pet-Specific Product SKU Count(SKUs) | ~50,000-100,000 (estimated pet section) | — |
| Total Product Categories(categories) | 500+ million SKUs across all categories | — |
| Product Selection(estimated items) | 2,000,000+ | — |
| Active Listings(billions) | Undisclosed | — |
| 2025 Pet Supplies Market Position (GMV Rank)(rank) | Not #1 in pet supplies | — |
| Return Window (Standard Pet Supplies)(days) | 30 days (standard Amazon) | — |
| Autoship Subscription Discounts(percent) | Limited pet-specific subscriptions | — |
| Built-in Customer Base(millions) | 300+ active customers | — |
| Average Time to First Sale(days) | 3-7 days (instant access) | — |
| Brand Customization Level(scale 1-10) | Minimal (2/10) | — |
| Customer Data Access(percentage) | 0% customer data; Amazon owns relationship | — |
| Payment Gateway Options(number) | 1 (Amazon Pay only) | — |
| Product Listing Limits(count) | Varies by category and account tier | — |
| Active Users (2026)(millions) | Amazon 380 million | — |
| Standard Shipping Time(days) | 5-7 days | — |
| Standard Shipping Delivery Time(business days) | 1-2 days (Prime) | — |
| Standard Shipping Time(business days) | 1-2 days (Prime) | — |
| Product Categories(count) | 30+ main categories | — |
| Product SKU Count(products) | 300+ million | — |
| Total Product Selection(SKUs) | 500,000+ | — |
| Available Product SKUs(millions) | 300M+ | — |
| Number of Beauty Brands(brands) | 500+ brands | — |
Show 5 more attributesTotal Product Categories(categories) 40+ categories — Total Products Available(millions) 500+ million — Total Product SKUs(millions) 350+ million items — Number of Home Brands(brands) 500+ furniture brands available — Number of Beauty Brands Available(brands) 500+ — | ||
| Avg Customer Rating(stars) | 4.1/5 | — |
| Customer Review Average Rating (Beauty Products)(stars) | 4.2 stars | — |
| Seller Verification(text) | Strict vetting, A9 quality standards | — |
| Total Active Product Listings(millions) | 300+ million(winner) | 94 million |
| Number of Active Sellers(millions) | 2+ million | 4.7 million(winner) |
| Average Customer Rating System(stars) | 4.4/5 average seller rating | 4.6/5 average seller rating(winner) |
| Mobile App Downloads(millions) | 2.5 billion downloads(winner) | 280 million downloads |
| Estimated Active Users(millions) | 310M | — |
| Handmade/Artisanal Product Percentage(%) | <2% handmade items | 85%+ handmade/vintage(winner) |
| Annual Revenue (2025)(USD billions) | $575 billion | — |
| Entry Membership Cost(USD per year) | $139 | — |
| Prime/Premium Membership Cost(USD/year) | $139/year | — |
| Free Shipping Threshold (Standard Members)(USD) | $35 (with Prime; $100 without) | — |
| Customer Product Reviews Published(millions) | 250+ million | — |
| Renewable Energy Usage(percentage) | 85% | — |
| Year Created/Founded | 1994 | — |
| Global User Base(millions) | 150+ million customers | — |
| Annual Revenue(USD billions) | $575 billion (2025) | — |
| Q1 2026 GMS(billions USD) | $2.38-2.43 billion | — |
| Employees(count) | 1.5 million | — |
| Package/Service Ecosystem(count) | 200+ AWS services | — |
| Product Variant Limit(variants) | 70 variants max | — |
| Payment Methods Supported(count) | 15+ | — |
| Licensing Model | Proprietary (freemium model) | — |
| Market Capitalization(USD billions) | 2.1 trillion | — |
| Grooming Service Availability(locations) | 0 locations | — |
| Prescription Pharmacy Services(availability) | Not offered; external pharmacy required | — |
| Training Classes Availability(program status) | Not offered | — |
| In-Store Grooming Services(availability) | Not available | — |
| Professional Veterinarians(on-staff) | No | — |
Show 2 more attributesInterior Design Service(cost) Not available — In-Store Beauty Consultation Available No — | ||
| Customer Review Rating(out of 5 stars) | 4.4 | — |
| Product Description Accuracy Rate(%) | 96% | — |
| Non-Delivery/Lost Package Rate(%) | 0.3% | — |
| Data Privacy Compliance(text) | GDPR/CCPA Compliant | — |
| Customer Satisfaction Score(/100) | 68/100 | — |
| Product Catalog Size(SKUs) | 798 million | — |
| Median Delivery Time(days) | 1-2 days (Prime members in metro areas) | — |
| Average Price Difference on Beauty Products(% below MSRP) | 10-25% discount below MSRP | — |
| Free Samples per Purchase(samples) | 0 | — |
| Fastest Delivery Speed (Prime/Premium)(business days) | Same-day or 1-day with Prime | — |
| Prime Eligible Items with Two-Day Shipping(millions) | 100+ million items | — |
| Average Furniture Delivery Time(weeks) | 2-3 weeks | — |
| Standard Shipping Time(business days) | 1-2 days with Prime | — |
| Loyalty Rewards Earn Rate(% cash back) | Varies; typically 1-5% with Prime | — |
| Average Delivery Time (Standard)(days) | 1-2 days (Prime members) | — |
| Buyer Protection Duration(days) | 180 days (A-to-Z Guarantee) | — |
| Standard Return Window(days) | 30 days | — |
| Data Privacy/Regulatory Status | US-regulated, transparent data policies | — |
| Return Window for Members(days) | 30 days | — |
| Active Buyers(millions) | 81.9 million (2020) | — |
| Active Sellers(millions) | Undisclosed | — |
| Market Position | Niche specialist leader | — |
| Sales Breakeven Point(USD/month) | Optimal below $1,350 | — |
| Available App Integrations(count) | Limited marketplace integrations | — |
| Available Apps/Extensions(count) | 2,000+ | — |
| Monthly Active Buyers (Marketplace Access)(millions) | 90+ | — |
| Annual Marketplace Visitors(billions) | 1.7 billion | — |
| Store Design Flexibility(scale 1-10) | Limited (3/10) | — |
| Suitable Product Categories(primary focus) | Handmade, vintage, craft | — |
AAmazon
EtsyMarket Cap(USD)
$1.8 Trillion
—
Global User Base(millions)
240+ Prime members + broader reach
—
Mobile App Downloads (All-Time)(millions)
500+ million
—
Monthly Active Users(millions)
2,100 million
—
Seller Commission Rate(%)
15% base commission
—
Fulfillment Cost (FBA/Self)(% of sale)
15-25% (FBA included)
—
Commission Fee (Per Transaction)(%)
8-45% + 30-50% FBA
—
Annual Gross Merchandise Value (GMV)(billions USD)
$638 billion
—
Active Global Users(millions)
150M
—
Market Dominance Share(%)
40% US e-commerce market share
—
Market Share (E-Commerce)(%)
40% global e-commerce market share
—
AWS Cloud Market Share(%)
32%
—
US E-commerce Market Share(%)
38.7%
—
US Grocery Market Share(%)
2.1%
—
Company Market Capitalization(trillions USD)
$2.36 trillion (July 2026)
—
User Base Growth Rate (YoY)(%)
8-10% annual growth
—
Year-over-Year Growth(percent)
2-4% growth Q1 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
—
Global Physical Store Locations(stores)
0 stores
—
Physical Store Count(locations)
0 (e-commerce only)
—
Physical Store Locations(stores)
0 (online only)
—
Average Delivery Speed(days)
Same-day to 1 day (Prime)
—
Return Window(days)
30 days (standard)
—
Return Window(days)
30 days
14-30 days (varies)
Product Return Window(days)
30 days
—
Annual Membership Cost(USD)
$139 per year
—
Furniture Pricing Advantage(%)
Competitive on items under $50
—
Monthly Base Cost(USD)
$0 (pay per sale)
Free (listing fees apply)
Avg Product Price(USD)
$15-50
—
Premium Membership Cost($)
Prime $139
—
Show 17 more attributes
Prime/Premium Subscription Cost(USD/year)
$139/year (Prime)
$20/year (Etsy Plus optional)
Average Furniture Price Range(USD)
$150-$1,200
—
Average Price Markup vs Wholesale(%)
20-30% markup
—
Subscribe & Save Discount(%)
5-20% discount
—
Average Product Price Index(% difference from market average)
-12%
—
Average Product Price Index (baseline=100)(relative price)
100
—
Prime/Membership Cost(USD/year)
$139
—
Membership Cost (Annual)(USD)
$139 (Prime basic tier)
—
Average Product Price(USD)
$25-75
—
Prime/Membership Cost (Annual)(USD)
$139 (Amazon Prime US)
—
Average Beauty Product Price Comparison (Foundation)(USD)
$39
—
Transaction Fee Rate(percentage + fixed fee)
10.4%
—
Monthly Costs at 100 Sales ($50/item)(USD)
$520
—
Base Monthly Subscription (Starter Plan)(USD)
$0
—
Listing Renewal Fee(USD per listing)
$0.16
—
Transaction Fee Percentage(%)
6.5%
—
Payment Processing Fee(%)
$0.20
—
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%
—
Show 4 more attributes
Annual Revenue(USD billions)
$575.5B
—
Annual Revenue (2024)(USD billions)
$575.2 billion
—
Operating Margin(%)
7.2%
—
Global Annual Revenue (2024)(billion USD)
$575 billion
—
Prime/Membership Benefits(members)
240 million Prime members
—
Loyalty Program Cost(USD per year)
$139
—
Prime/Loyalty Annual Cost(USD/year)
$139 (Prime)
—
Average Shipping Time(days)
1-2 days (Prime)
—
Average Standard Delivery Time(business days)
1-2 days (Prime)
—
Average Shipping Speed(days)
2-3 days (Prime)
—
Standard Delivery Time(days)
1-2 days (Prime)
—
Home Goods Focus(%)
Multi-category general retailer
—
Primary Seller Type
Artisans and creative entrepreneurs
—
Design Curation Tools
Basic category and keyword filters
—
In-House Brands(count)
Limited home furniture brands
—
Product Category Focus
All categories (diversified)
Handmade, vintage, crafts only
Specialty Pet Food Availability (Exotic/Medical Diets)(inventory depth)
Limited; depends on seller listings
—
Autoship/Subscription Discount Range(Percent)
5-20% on Subscribe & Save
—
Geographic Coverage(states)
190+ countries and territories
—
Prime Members(millions)
220+
—
Member Renewal Rate(percent)
~85% (estimated)
—
Ad Revenue (2026)(billion USD)
$68.5
—
Physical Locations(stores)
Limited
—
Physical Store Locations (US)(locations)
0
—
AI Shopping Assistant(users)
Rufus 250M users
—
AI Rufus Interaction Growth(percent)
+210%
—
Prime Day 2026 Revenue(billion USD)
$24.1
—
In-Person Support(availability)
Online support only
—
Free Shipping Minimum(USD)
$35
—
Standard Non-Perishable Pet Delivery Time(days)
1-2 days (Prime)
—
Standard Shipping Time (Domestic)(days)
2 days (Prime)
3-7 days
Pet-Specific Product SKU Count(SKUs)
~50,000-100,000 (estimated pet section)
—
Total Product Categories(categories)
500+ million SKUs across all categories
—
Product Selection(estimated items)
2,000,000+
—
Active Listings(billions)
Undisclosed
—
2025 Pet Supplies Market Position (GMV Rank)(rank)
Not #1 in pet supplies
—
Return Window (Standard Pet Supplies)(days)
30 days (standard Amazon)
—
Autoship Subscription Discounts(percent)
Limited pet-specific subscriptions
—
Built-in Customer Base(millions)
300+ active customers
—
Average Time to First Sale(days)
3-7 days (instant access)
—
Brand Customization Level(scale 1-10)
Minimal (2/10)
—
Customer Data Access(percentage)
0% customer data; Amazon owns relationship
—
Payment Gateway Options(number)
1 (Amazon Pay only)
—
Product Listing Limits(count)
Varies by category and account tier
—
Active Users (2026)(millions)
Amazon 380 million
—
Standard Shipping Time(days)
5-7 days
—
Standard Shipping Delivery Time(business days)
1-2 days (Prime)
—
Standard Shipping Time(business days)
1-2 days (Prime)
—
Product Categories(count)
30+ main categories
—
Product SKU Count(products)
300+ million
—
Total Product Selection(SKUs)
500,000+
—
Available Product SKUs(millions)
300M+
—
Number of Beauty Brands(brands)
500+ brands
—
Show 5 more attributes
Total Product Categories(categories)
40+ categories
—
Total Products Available(millions)
500+ million
—
Total Product SKUs(millions)
350+ million items
—
Number of Home Brands(brands)
500+ furniture brands available
—
Number of Beauty Brands Available(brands)
500+
—
Avg Customer Rating(stars)
4.1/5
—
Customer Review Average Rating (Beauty Products)(stars)
4.2 stars
—
Seller Verification(text)
Strict vetting, A9 quality standards
—
Total Active Product Listings(millions)
300+ million
94 million
Number of Active Sellers(millions)
2+ million
4.7 million
Average Customer Rating System(stars)
4.4/5 average seller rating
4.6/5 average seller rating
Mobile App Downloads(millions)
2.5 billion downloads
280 million downloads
Estimated Active Users(millions)
310M
—
Handmade/Artisanal Product Percentage(%)
<2% handmade items
85%+ handmade/vintage
Annual Revenue (2025)(USD billions)
$575 billion
—
Entry Membership Cost(USD per year)
$139
—
Prime/Premium Membership Cost(USD/year)
$139/year
—
Free Shipping Threshold (Standard Members)(USD)
$35 (with Prime; $100 without)
—
Customer Product Reviews Published(millions)
250+ million
—
Renewable Energy Usage(percentage)
85%
—
Year Created/Founded
1994
—
Global User Base(millions)
150+ million customers
—
Annual Revenue(USD billions)
$575 billion (2025)
—
Q1 2026 GMS(billions USD)
$2.38-2.43 billion
—
Employees(count)
1.5 million
—
Package/Service Ecosystem(count)
200+ AWS services
—
Product Variant Limit(variants)
70 variants max
—
Payment Methods Supported(count)
15+
—
Licensing Model
Proprietary (freemium model)
—
Market Capitalization(USD billions)
2.1 trillion
—
Grooming Service Availability(locations)
0 locations
—
Prescription Pharmacy Services(availability)
Not offered; external pharmacy required
—
Training Classes Availability(program status)
Not offered
—
In-Store Grooming Services(availability)
Not available
—
Professional Veterinarians(on-staff)
No
—
Show 2 more attributes
Interior Design Service(cost)
Not available
—
In-Store Beauty Consultation Available
No
—
Customer Review Rating(out of 5 stars)
4.4
—
Product Description Accuracy Rate(%)
96%
—
Non-Delivery/Lost Package Rate(%)
0.3%
—
Data Privacy Compliance(text)
GDPR/CCPA Compliant
—
Customer Satisfaction Score(/100)
68/100
—
Product Catalog Size(SKUs)
798 million
—
Median Delivery Time(days)
1-2 days (Prime members in metro areas)
—
Average Price Difference on Beauty Products(% below MSRP)
10-25% discount below MSRP
—
Free Samples per Purchase(samples)
0
—
Fastest Delivery Speed (Prime/Premium)(business days)
Same-day or 1-day with Prime
—
Prime Eligible Items with Two-Day Shipping(millions)
100+ million items
—
Average Furniture Delivery Time(weeks)
2-3 weeks
—
Standard Shipping Time(business days)
1-2 days with Prime
—
Loyalty Rewards Earn Rate(% cash back)
Varies; typically 1-5% with Prime
—
Average Delivery Time (Standard)(days)
1-2 days (Prime members)
—
Buyer Protection Duration(days)
180 days (A-to-Z Guarantee)
—
Standard Return Window(days)
30 days
—
Data Privacy/Regulatory Status
US-regulated, transparent data policies
—
Return Window for Members(days)
30 days
—
Active Buyers(millions)
81.9 million (2020)
—
Active Sellers(millions)
Undisclosed
—
Market Position
Niche specialist leader
—
Sales Breakeven Point(USD/month)
Optimal below $1,350
—
Available App Integrations(count)
Limited marketplace integrations
—
Available Apps/Extensions(count)
2,000+
—
Monthly Active Buyers (Marketplace Access)(millions)
90+
—
Annual Marketplace Visitors(billions)
1.7 billion
—
Store Design Flexibility(scale 1-10)
Limited (3/10)
—
Suitable Product Categories(primary focus)
Handmade, vintage, craft
—
Pros & Cons
10 pros·6 cons across both
A
A
Amazon
+5-3
Pros
- Amazon Prime 2-day shipping on 200+ million items
- Highly competitive pricing with daily deals and price matching
- Robust 30-day return policy with prepaid return labels
- Advanced search algorithms and personalized recommendations
- 24/7 customer support via chat, email, and phone
Cons
- Dominance has reduced merchant diversity and quality in some categories
- Counterfeit products occasionally slip through despite efforts
- Third-party seller policies frequently criticized as unfair
Etsy
+5-3
Pros
- Curated selection of handmade and vintage items unavailable elsewhere
- Direct relationship with independent creators and small businesses
- Customization options on many products (personalized engraving, custom orders)
- Strong community focus with maker stories and transparent seller information
- Etsy Payments structure supports small seller profitability
Cons
- Shipping costs often high and delivery times lengthy (3-7+ days typical)
- Limited return protections compared to Amazon (seller-dependent policies)
- Inconsistent product quality and seller reliability across platform
Frequently Asked Questions
5 questions
No. Amazon typically offers lower prices due to economies of scale, bulk purchasing, and intense competition. Etsy prices are higher because items are often handmade, unique, or vintage, reflecting the creator's labor and materials. On Etsy, you're paying a premium for exclusivity and supporting independent makers.
Resources & Learn More
Curated sources to dive deeper
Learn More
Wikipedia
- W
Amazon on Wikipedia (opens in new tab)
Global e-commerce marketplace offering 500+ beauty brands alongside millions of other products with Prime fast shipping.
- W
Etsy on Wikipedia (opens in new tab)
Specialized marketplace with 4.7 million sellers offering handmade, vintage, and unique artisanal products.
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