companies
Amazon vs Etsy 2026: Which Marketplace Is Best?
Amazon is a massive general-purpose marketplace with 300+ million products, competitive pricing, and 2-day shipping via Prime, while Etsy specializes in handmade and vintage items with 90+ million unique listings focused on artisanal goods and niche products. Amazon dominates in speed and selection; Etsy dominates in unique, crafted items.
A
Amazon
Global e-commerce and cloud services giant offering 300+ million products with Prime fast delivery.
Consumers seeking fast delivery, mainstream products, and buyer protection; bulk purchases and regular shoppers who benefit from Prime membership.
Score63%
VS
Etsy
Specialized marketplace for 90+ million handmade, vintage, and artisanal products.
Shoppers seeking unique, handmade, or personalized items; consumers who prioritize supporting independent creators over speed and convenience.
Score63%
Quick Answer
AI SummaryAmazon is a massive general-purpose marketplace with 300+ million products, competitive pricing, and 2-day shipping via Prime, while Etsy specializes in handmade and vintage items with 90+ million unique listings focused on artisanal goods and niche products. Amazon dominates in speed and selection; Etsy dominates in unique, crafted items.
Our Verdict
AI-assistedChoose Amazon if you prioritize fast shipping, competitive pricing on mainstream products, extensive selection, and buyer protection through consistent policies. Choose Etsy if you seek unique, handmade, or vintage items, want to support independent artisans directly, and are willing to accept longer shipping times for quality craftsmanship.
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A
Amazon
7.3/10
Etsy
7.7/10
A
Choose Amazon if
Consumers seeking fast delivery, mainstream products, and buyer protection; bulk purchases and regular shoppers who benefit from Prime membership.
Choose Etsy if
Best pickShoppers seeking unique, handmade, or personalized items; consumers who prioritize supporting independent creators over speed and convenience.
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Key Differences at a Glance
- Product Focus:General retail (electronics, clothing, home goods, etc.) vs Handmade, vintage, and craft supplies primarily
- Total Active Listings:✓ Amazon wins(350+ million products vs 90+ million listings)
- Average Shipping Time (Standard):✓ Amazon wins(1-2 days with Prime (membership required) vs 3-7 business days typical)
Key Facts & Figures
154 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 | — | — |
| 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)(billion USD) | $575 billion | — | — |
| Global Physical Store Locations(stores) | 0 stores | — | — |
| Product SKU Count(products) | 300+ million | — | — |
| Average Standard Delivery Time(days) | 2 days (Prime) / 5-7 days (standard) | — | — |
| 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) | 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(items) | 2,000,000+ | — | — |
| Standard Shipping Time(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) | 30-60 days (Prime) | 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 | — | — |
| Standard Delivery Time(days) | 1-2 days (Prime) | — | — |
| US Grocery Market Share(%) | 2.1% | — | — |
| Estimated Active Users(millions) | 310M | — | — |
| Available Product SKUs(millions) | 300M+ | — | — |
| Customer Satisfaction Score(points) | 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 | — | — |
| Total Annual Revenue(USD (billions)) | $575 billion | — | — |
| US E-commerce Market Share(%) | 41% | — | — |
| Physical Store Locations(stores) | 600+ | — | — |
| Annual Membership Cost (Standard Plan)(USD) | $139 (Prime) | — | — |
| Cloud/Tech Services Revenue(USD (billions)) | $88 billion (AWS) | — | — |
| Estimated Available Products(millions) | 300+ million | — | — |
| Average Delivery Time (Standard)(days) | 1-2 days (Prime members) | — | — |
| Monthly Active Users(millions) | 2,100 million | — | — |
| Average Product Price(USD) | $25-75 | — | — |
| 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(products) | 500,000,000+ | — | — |
| 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 | — | — |
| Total Active Product Listings(millions) | 350+ million | 90+ million | |
| Average Shipping Time (Standard)(days) | 1-2 days (Prime) | 3-7 days | |
| Prime/Membership Cost (Annual)(USD) | $139/year | No membership required | |
| Seller Commission/Fees(percent) | Up to 45% (varies by category) | 9.5% total (6.5% + 3% payment) | |
| Return Window (Standard Policy)(days) | 30 days standard | 14-30 days (seller-dependent) | |
| Customer Trust Rating(percent) | 91% trust Amazon (2024) | 87% trust Etsy for handmade (2024) | |
| Percentage of Small/Independent Sellers(percent) | 65% third-party sellers (mostly resellers/aggregators) | 98% small independent businesses | |
| Average Customer Review Rating(stars out of 5) | 4.4/5 stars (platform average) | 4.6/5 stars for handmade category | |
| Pet Category Market Share (U.S. Online)(%) | 18% | — | — |
| Same-Day Delivery Cities(cities) | 3,000+ | — | — |
| Free Shipping Threshold(USD) | $35 | — | — |
| Auto-Delivery Maximum Discount(%) | 20% | — | — |
| Customer Service Response Time(hours) | 24-48 hours average | — | — |
| Annual Revenue (2024)(USD billions) | $575B | — | — |
| Total Product Selection(millions) | 300+ million | — | — |
| Physical Store Locations (US)(stores) | ~600 (Whole Foods only) | — | — |
| Prime/Membership Annual Cost(USD) | $139 | — | — |
| Standard Delivery Speed (Prime)(days) | 1-2 days | — | — |
| Same-Day Service Availability(metro areas) | 100+ metro areas (Prime) | — | — |
| 2024 Annual Revenue (US)(billions USD) | $575.5 | — | — |
| Market Valuation (2024)(billions USD) | $2,100+ | — | — |
| 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(% + fixed) | $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
4AmazonAmazon leads1 tie
Amazon
Attribute
Etsy
- General retail (electronics, clothing, home goods, etc.)Product FocusHandmade, vintage, and craft supplies primarily
- 350+ million products(winner)Total Active Listings90+ million listings
- 1-2 days with Prime (membership required)(winner)Average Shipping Time (Standard)3-7 business days typical
- Moderate; allows third-party resellersSeller Verification ProcessStrict; sellers must verify shop ownership and legitimacy(winner)
- Up to 45% depending on categoryPlatform Fees (Seller Commission)6.5% transaction fee + 3% + $0.20 payment processing(winner)
- 30 days standard; 90 days for Prime members on select items(winner)Return PolicyVaries by seller; typically 14-30 days
- 91% of shoppers trust Amazon (2024 survey)(winner)Customer Trust Rating87% of shoppers trust Etsy for authentic handmade goods (2024 survey)
- Product Focus
Amazon
General retail (electronics, clothing, home goods, etc.)
Etsy
Handmade, vintage, and craft supplies primarily
- Total Active Listings
Amazon
350+ million products(winner)
Etsy
90+ million listings
- Average Shipping Time (Standard)
Amazon
1-2 days with Prime (membership required)(winner)
Etsy
3-7 business days typical
- Seller Verification Process
Amazon
Moderate; allows third-party resellers
Etsy
Strict; sellers must verify shop ownership and legitimacy(winner)
- Platform Fees (Seller Commission)
Amazon
Up to 45% depending on category
Etsy
6.5% transaction fee + 3% + $0.20 payment processing(winner)
- Return Policy
Amazon
30 days standard; 90 days for Prime members on select items(winner)
Etsy
Varies by seller; typically 14-30 days
- Customer Trust Rating
Amazon
91% of shoppers trust Amazon (2024 survey)(winner)
Etsy
87% of shoppers trust Etsy for authentic handmade goods (2024 survey)
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 | — |
| 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 Grocery Market Share(%) | 2.1% | — |
| US E-commerce Market Share(%) | 41% | — |
Show 1 more attributePet Category Market Share (U.S. Online)(%) 18% — | ||
| 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) | — |
| Physical Store Locations (US)(stores) | ~600 (Whole Foods only) | — |
| Average Delivery Speed(days) | Same-day to 1 day (Prime) | — |
| Return Window(days) | 30 days (standard) | — |
| Return Window(days) | 30-60 days (Prime)(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 20 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) — Annual Membership Cost (Standard Plan)(USD) $139 (Prime) — Average Product Price(USD) $25-75 — Average Beauty Product Price Comparison (Foundation)(USD) $39 — Free Shipping Threshold(USD) $35 — Auto-Delivery Maximum Discount(%) 20% — Prime/Membership Annual Cost(USD) $139 — 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(% + fixed) $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 3 more attributesTotal Annual Revenue(USD (billions)) $575 billion — Global Annual Revenue (2024)(billion USD) $575 billion — Annual Revenue (2024)(USD billions) $575B — | ||
| 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 Shipping Speed(days) | 2-3 days (Prime) | — |
| Standard Delivery Time(days) | 1-2 days (Prime) | — |
| Same-Day Delivery Cities(cities) | 3,000+ | — |
| 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(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(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 7 more attributesTotal Product Categories(categories) 40+ categories — Estimated Available Products(millions) 300+ million — Total Products Available(millions) 500+ million — Total Product SKUs(products) 500,000,000+ — Number of Home Brands(brands) 500+ furniture brands available — Number of Beauty Brands Available(brands) 500+ — Total Active Product Listings(millions) 350+ million 90+ million | ||
| Avg Customer Rating(stars) | 4.1/5 | — |
| Customer Review Average Rating (Beauty Products)(stars) | 4.2 stars | — |
| Average Customer Review Rating(stars out of 5) | 4.4/5 stars (platform average) | 4.6/5 stars for handmade category(winner) |
| Seller Verification(text) | Strict vetting, A9 quality standards | — |
| 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)(billion USD) | $575 billion | — |
| Average Standard Delivery Time(days) | 2 days (Prime) / 5-7 days (standard) | — |
| 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) | — |
| Prime/Membership Cost (Annual)(USD) | $139/year | No membership required(winner) |
| 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) | — |
| 2024 Annual Revenue (US)(billions USD) | $575.5 | — |
| Market Valuation (2024)(billions USD) | $2,100+ | — |
| 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) | 2.1 trillion | — |
| Monthly Active Buyers (Marketplace Access)(millions) | 90+ | — |
| 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 | — |
| Annual Revenue(USD billions) | $575.5B | — |
| Monthly Active Users(millions) | 2,100 million | — |
| Customer Satisfaction Score(points) | 68/100 | — |
| Product Catalog Size(SKUs) | 798 million | — |
| Operating Margin(%) | 7.2% | — |
| 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 | — |
| Standard Free Shipping Threshold(USD) | $0 with Prime / $25 without | — |
| 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 | — |
Show 2 more attributesStandard Delivery Speed (Prime)(days) 1-2 days — Same-Day Service Availability(metro areas) 100+ metro areas (Prime) — | ||
| Loyalty Rewards Earn Rate(% cash back) | Varies; typically 1-5% with Prime | — |
| Physical Store Locations(stores) | 600+ | — |
| Cloud/Tech Services Revenue(USD (billions)) | $88 billion (AWS) | — |
| 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 | — |
| Return Window (Standard Policy)(days) | 30 days standard(winner) | 14-30 days (seller-dependent) |
| Data Privacy/Regulatory Status | US-regulated, transparent data policies | — |
| Return Window for Members(days) | 30 days | — |
| Average Shipping Time (Standard)(days) | 1-2 days (Prime)(winner) | 3-7 days |
| Seller Commission/Fees(percent) | Up to 45% (varies by category) | 9.5% total (6.5% + 3% payment)(winner) |
| Customer Trust Rating(percent) | 91% trust Amazon (2024)(winner) | 87% trust Etsy for handmade (2024) |
| Percentage of Small/Independent Sellers(percent) | 65% third-party sellers (mostly resellers/aggregators) | 98% small independent businesses(winner) |
| Customer Service Response Time(hours) | 24-48 hours average | — |
| Total Product Selection(millions) | 300+ million | — |
| 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+ | — |
| 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
—
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 Grocery Market Share(%)
2.1%
—
US E-commerce Market Share(%)
41%
—
Show 1 more attribute
Pet Category Market Share (U.S. Online)(%)
18%
—
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)
—
Physical Store Locations (US)(stores)
~600 (Whole Foods only)
—
Average Delivery Speed(days)
Same-day to 1 day (Prime)
—
Return Window(days)
30 days (standard)
—
Return Window(days)
30-60 days (Prime)
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 20 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)
—
Annual Membership Cost (Standard Plan)(USD)
$139 (Prime)
—
Average Product Price(USD)
$25-75
—
Average Beauty Product Price Comparison (Foundation)(USD)
$39
—
Free Shipping Threshold(USD)
$35
—
Auto-Delivery Maximum Discount(%)
20%
—
Prime/Membership Annual Cost(USD)
$139
—
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(% + fixed)
$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 3 more attributes
Total Annual Revenue(USD (billions))
$575 billion
—
Global Annual Revenue (2024)(billion USD)
$575 billion
—
Annual Revenue (2024)(USD billions)
$575B
—
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 Shipping Speed(days)
2-3 days (Prime)
—
Standard Delivery Time(days)
1-2 days (Prime)
—
Same-Day Delivery Cities(cities)
3,000+
—
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(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(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 7 more attributes
Total Product Categories(categories)
40+ categories
—
Estimated Available Products(millions)
300+ million
—
Total Products Available(millions)
500+ million
—
Total Product SKUs(products)
500,000,000+
—
Number of Home Brands(brands)
500+ furniture brands available
—
Number of Beauty Brands Available(brands)
500+
—
Total Active Product Listings(millions)
350+ million
90+ million
Avg Customer Rating(stars)
4.1/5
—
Customer Review Average Rating (Beauty Products)(stars)
4.2 stars
—
Average Customer Review Rating(stars out of 5)
4.4/5 stars (platform average)
4.6/5 stars for handmade category
Seller Verification(text)
Strict vetting, A9 quality standards
—
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)(billion USD)
$575 billion
—
Average Standard Delivery Time(days)
2 days (Prime) / 5-7 days (standard)
—
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)
—
Prime/Membership Cost (Annual)(USD)
$139/year
No membership required
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)
—
2024 Annual Revenue (US)(billions USD)
$575.5
—
Market Valuation (2024)(billions USD)
$2,100+
—
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)
2.1 trillion
—
Monthly Active Buyers (Marketplace Access)(millions)
90+
—
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
—
Annual Revenue(USD billions)
$575.5B
—
Monthly Active Users(millions)
2,100 million
—
Customer Satisfaction Score(points)
68/100
—
Product Catalog Size(SKUs)
798 million
—
Operating Margin(%)
7.2%
—
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
—
Standard Free Shipping Threshold(USD)
$0 with Prime / $25 without
—
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
—
Show 2 more attributes
Standard Delivery Speed (Prime)(days)
1-2 days
—
Same-Day Service Availability(metro areas)
100+ metro areas (Prime)
—
Loyalty Rewards Earn Rate(% cash back)
Varies; typically 1-5% with Prime
—
Physical Store Locations(stores)
600+
—
Cloud/Tech Services Revenue(USD (billions))
$88 billion (AWS)
—
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
—
Return Window (Standard Policy)(days)
30 days standard
14-30 days (seller-dependent)
Data Privacy/Regulatory Status
US-regulated, transparent data policies
—
Return Window for Members(days)
30 days
—
Average Shipping Time (Standard)(days)
1-2 days (Prime)
3-7 days
Seller Commission/Fees(percent)
Up to 45% (varies by category)
9.5% total (6.5% + 3% payment)
Customer Trust Rating(percent)
91% trust Amazon (2024)
87% trust Etsy for handmade (2024)
Percentage of Small/Independent Sellers(percent)
65% third-party sellers (mostly resellers/aggregators)
98% small independent businesses
Customer Service Response Time(hours)
24-48 hours average
—
Total Product Selection(millions)
300+ million
—
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+
—
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
- Prime membership delivers most items in 1-2 days at no extra cost
- 360+ million active products across all categories
- Amazon A-to-Z Guarantee protects buyers with full refunds on disputes
- Competitive pricing due to volume discounts and price matching
- Integrated customer reviews (average 4.4/5 stars across platform)
Cons
- Saturated with counterfeit products and third-party reseller quality inconsistency
- Seller fees exceed 45% in some categories, limiting selection of niche items
- Prime membership costs $139/year in 2024, offsetting free shipping savings
Etsy
+5-3
Pros
- 90+ million unique listings focused on handmade and vintage items unavailable elsewhere
- Direct support of independent artisans and small businesses (98% of Etsy sellers are small businesses)
- Lower seller fees at 9.5% total cost vs Amazon's 45%, driving broader product variety
- Buyer Protection covers orders up to $200 with Etsy Purchase Protection
- Strong community focus with artisan storytelling and authenticity verification
Cons
- Shipping times average 3-7 days; many sellers ship internationally with 2-4 week delays
- Inconsistent return policies vary by seller; some are final sale with no returns
- Higher counterfeiting risk on vintage items with weaker verification than Amazon
Frequently Asked Questions
5 questions
Amazon typically offers lower per-unit prices on mainstream products (15-25% cheaper) due to its scale and bulk discounts. However, Etsy's lower seller fees (9.5% vs 45%) mean handmade artisans can price competitively without markups. For unique or customized items, Etsy often has better value since you're buying directly from makers. For standard products (electronics, home goods), Amazon wins on price.
Resources & Learn More
Curated sources to dive deeper
Learn More
Wikipedia
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