Amazon is a global powerhouse with a presence in multiple industries — from eCommerce and cloud computing to video streaming and digital services. Yet, in every field Amazon dominates, there are always competitors striving to match its growth, innovation, and market reach.
| So, who exactly are Amazon’s top competitors? What strategies helped them succeed? And how do they position themselves to compete with Amazon across such diverse industries? |
Let’s explore the leading players — from global marketplaces to streaming giants — and uncover how they challenge Amazon’s dominance in today’s competitive landscape.
Top 25 Amazon Competitors in the eCommerce Game
Let’s start with eCommerce, the foundation of Amazon’s global empire.
Founded in 1995 as an online bookstore, Amazon has evolved into the world’s largest online marketplace, shaping how people shop worldwide.
Today, Amazon.com attracts over 2.5 billion visits each month, offering millions of products across every category imaginable.
In the U.S. alone, 57% of online shoppers begin their product search on Amazon.
By 2023, around 71% of U.S. Amazon users were Prime members — roughly 180 million subscribers, proving their strong brand loyalty and high purchase intent.
However, as Amazon expands globally, it faces fierce competition from major players in every region:
- Asia: Rakuten, Shopee, Flipkart, Taobao.
- United States & North America: eBay, Walmart, Target, Best Buy.
- Europe: Otto, Cdiscount, OnBuy.
Each of these competitors brings unique strengths — from regional dominance and localized logistics to specialized shopping experiences — making the global eCommerce game more competitive than ever.
eBay
eBay stands as one of Amazon’s strongest rivals in the global eCommerce landscape. Founded around the same era, eBay remains a trusted online marketplace where millions of users buy and sell both new and used goods across multiple categories.
The rivalry between Amazon and eBay continues to shape the online retail industry. eBay holds a solid position in top markets such as the United States, Canada, the United Kingdom, and Germany, operating through regional platforms like eBay.com, eBay.ca, eBay.co.uk, and eBay.de.
Unlike Amazon’s fixed-price approach, eBay’s signature auction model lets buyers bid competitively while sellers set flexible prices. This peer-to-peer dynamic has made eBay the ultimate digital garage sale, empowering individuals to easily list pre-owned or collectible items for global buyers.
Amazon, on the other hand, focuses on large-scale retail through its vast product range and fulfillment service — Amazon FBA — which manages storage, packaging, and delivery for sellers. In contrast, eBay does not provide fulfillment services but continues to dominate the resale and secondhand markets.
According to a March 2024 CivicScience report, 57% of U.S. adults purchased secondhand luxury fashion and accessories through eBay in 2023. In Q1 2024, Amazon achieved $143.3 billion in net sales, while eBay recorded $18.6 billion in gross merchandise volume (GMV). Despite the gap, eBay remains a powerful competitor and key player in online commerce.
| Amazon excels in new product variety and logistics efficiency, while eBay stands out for affordability, uniqueness, and its vibrant pre-owned marketplace — the go-to destination for sellers and buyers of used goods worldwide. |
Walmart
Walmart stands as Amazon’s largest competitor in North America, generating $420.6 billion in net sales in 2023 compared to Amazon’s $574.8 billion. Although Walmart’s core strength lies in its vast network of physical stores, the company continues to pour resources into technology, logistics, and digital marketing to expand its online reach and enhance eCommerce performance.
With around 10,500 retail stores and warehouse clubs across 19 countries, Walmart dominates the brick-and-mortar retail sector. In contrast, Amazon’s physical presence remains modest, with only 22 Amazon Go, 41 Amazon Fresh stores in the US and UK, and 2 Amazon Style outlets focused on fashion as of May 2024. This stark contrast underscores Walmart’s unmatched physical scale in global retail.
The Walmart vs. Amazon rivalry has intensified as Walmart’s online marketplace evolves into a major eCommerce platform, offering third-party sellers the ability to list products directly for millions of shoppers. The company’s long-standing low-price strategy continues to be a key pillar that drives customer loyalty and positions Walmart as a powerful Amazon alternative.
Research from Tinuiti shows that more than 57% of Amazon customers also shop on Walmart.com, proving that consumers view Walmart as a competitive and reliable online shopping destination. To further challenge Amazon, Walmart launched Walmart+ in 2021 — a membership program designed to rival Amazon Prime — offering free shipping with no order minimums, same-day store delivery, fuel savings, and mobile scan-and-go convenience.
| Walmart competes aggressively with Amazon by combining its vast store network, growing digital infrastructure, and everyday low-price philosophy to capture both in-store and online consumers across North America. |
Target
Target ranks among the largest and most recognized Amazon competitors in the U.S. retail industry, alongside Walmart. Established in 1902, Target operates more than 1,900 stores nationwide and has cultivated a loyal following that values its balance of quality, affordability, and convenience across both in-store and online experiences.
To compete directly with Amazon, Target introduced its online marketplace, Target Plus, in 2019. This platform expands Target’s digital catalog and offers shoppers a curated selection of trusted brands and products. Its biggest advantage lies in delivering an online experience that mirrors Target’s hallmark in-store service — personalized, convenient, and dependable.
Unlike Amazon’s open marketplace, Target Plus operates on an invitation-only model, ensuring product quality and consistency for its customers. This selective approach helps maintain a premium retail atmosphere online while strengthening Target’s reputation for reliability and trust.
For sellers, Target Plus eliminates monthly subscription fees but applies a referral commission ranging between 5% and 15%, depending on the product category. This flexible fee structure makes it an appealing alternative for established brands seeking access to Target’s high-intent customer base.
| Target stands as a formidable Amazon rival in both traditional and digital retail. Its hybrid strategy — combining brick-and-mortar convenience with Target Plus’s curated eCommerce experience — continues to reinforce its competitive edge in the evolving U.S. retail market. |
Etsy
Etsy is a leading rival to Amazon—especially Amazon Handmade—in the handmade, vintage, and craft goods niche. Founded in 2005, the marketplace attracts shoppers looking for unique, personalized gifts and artisanal services for holidays, birthdays, and special occasions. In 2023, Etsy reported 97.3 million active buyers worldwide, underscoring its scale and demand for creative goods.
A signature differentiator is Gift Mode, a guided discovery feature that recommends products by recipient, budget, and occasion (Mother’s Day, birthdays, holidays). This experience streamlines gift selection and highlights Etsy’s strength in personalized shopping and curated inspiration.
Comparing Amazon Handmade vs. Etsy, Amazon limits listings to items hand-crafted by artisans or their employees. Etsy, while celebrating creativity, also permits sellers to offer mass-produced items, expanding catalog breadth and sales opportunities for merchants seeking scale alongside custom work.
On fees, Etsy is generally more affordable for many sellers. Etsy charges $0.20 per listing plus a 6.5% transaction fee on each sale. By contrast, Amazon Handmade has no listing fee but applies a 15% referral fee per sale, which can reduce margins for lower-priced or high-volume items.
Etsy’s interface and search emphasize aesthetics, storytelling, and seller branding, helping artisans surface distinctive catalogs and reach high-intent gift buyers. Merchants benefit from flexible production options, robust category coverage, and tools that elevate discoverability for seasonal demand spikes.
| Etsy stands out as the biggest Amazon competitor in the handmade, vintage, and craft segments. With Gift Mode, broad listing eligibility, and lower fees than Amazon Handmade, Etsy offers creators and small brands a compelling platform to sell unique goods at scale while meeting buyers’ desire for personalized, meaningful products. |
Read more: Amazon Trending Products (Last 2025): What Everyone’s Buying Now
Best Buy
Best Buy is a major Amazon competitor in the United States and Canada, competing head-to-head in consumer electronics retail. Unlike Amazon’s broad marketplace, Best Buy focuses on tech, operating roughly 1,125 physical stores across North America and specializing in categories like smartphones, laptops, home audio, cameras, drones, and gaming accessories.
While most revenue still flows through its brick-and-mortar footprint, Best Buy also scales online via BestBuy.com, offering nationwide eCommerce fulfillment and in-store pickup. In 2023, the company recorded $46.3 billion in global sales, with over 90% of revenue generated in the U.S., underscoring its domestic strength and brand recognition in electronics.
To challenge Amazon Prime, Best Buy runs My Best Buy, a tiered membership that elevates the shopping journey. The program includes Standard (free), Plus ($50/year), and Total ($180/year), each unlocking perks aligned to tech buyers’ needs. Members can receive free two-day shipping, member-only pricing, exclusive sales events, and savings on device protection and repairs.
Best Buy’s competitive edge blends expert in-store service (Geek Squad support, knowledgeable associates) with a robust digital experience (real-time inventory, omnichannel pickup/returns). This hybrid model helps the retailer capture high-intent electronics shoppers who value hands-on advice, rapid fulfillment, and post-purchase care.
| Best Buy ranks among the biggest Amazon competitors in the U.S. and Canada, leveraging its electronics specialization, strong retail presence, and My Best Buy membership to deliver Prime-like benefits while maintaining a trusted, service-led in-store experience. |
Otto
Otto is one of Amazon’s largest competitors in Germany—and a major player across Europe. Founded in 1949 in Hamburg, the company began as a mail-order catalog, later accepted orders by phone, and moved online in 1995, making it one of the oldest marketplaces to embrace eCommerce.
Like Amazon, OTTO.de spans many categories, from furniture, home & living, and appliances to fashion, lifestyle, and electronics. Yet Otto differentiates with a strict, curated approach to assortment and seller eligibility, aiming to protect shoppers with consistent quality and responsible sourcing.
This curated strategy is central to Otto’s brand positioning. The marketplace emphasizes reliability, consumer trust, and long-term value over rapid, low-cost expansion. Merchants face tighter onboarding and compliance standards designed to elevate product integrity, customer service, and post-purchase experiences for European buyers.
Quality and sustainability sit at the core of Otto’s marketplace governance. As CEO Marc Opelt notes, “We rely on products that meet the highest quality and sustainability standards. Therefore, we carefully select who may sell their goods on our marketplace—and who may not. In the future, cheaply produced disposable items will also not play a role in Otto’s business model.”
| Otto stands as one of the biggest Amazon competitors in Germany by combining broad selection with high entry thresholds, sustainability criteria, and a curated shopping journey. The result is a marketplace experience that favors trusted brands, durable goods, and responsible retail—distinctly aligned with European consumer expectations. |
Cdiscount
Cdiscount is France’s second-largest online marketplace and a principal Amazon competitor in the country. Although a gap remains between Amazon and Cdiscount, the platform attracts 23+ million monthly visitors and 10+ million active customers, making it a promising channel for merchants aiming to reach French shoppers at scale.
Like Amazon.fr, Cdiscount spans broad categories—electronics, home goods, fashion, toys, sports equipment—while leaning into its price-led positioning. True to its name, the marketplace differentiates with frequent deals across thousands of SKUs, helping value-conscious customers discover bargains without sacrificing choice.
Cdiscount further competes through reliable delivery options, aggressive pricing, and its popular membership program “Cdiscount à Volonté,” which mirrors many Amazon Prime-style perks for loyal customers. These benefits reinforce retention, repeat purchases, and brand affinity within the French eCommerce landscape.
For sellers, Cdiscount offers growth infrastructure comparable to Amazon’s ecosystem, including Cdiscount Fulfilment for end-to-end logistics and Cdiscount Ads for sponsored placements and performance marketing. These tools streamline operations, improve visibility, and support conversion.
With broad assortment, strong discounts, fast shipping, and a Prime-like membership, Cdiscount stands as a credible alternative to Amazon.fr for both buyers and sellers. Its customer-first approach and merchant enablement make it one of the biggest Amazon competitors in France, balancing value, convenience, and marketplace reach.
| With broad assortment, strong discounts, fast shipping, and a Prime-like membership, Cdiscount stands as a credible alternative to Amazon.fr for both buyers and sellers. Its customer-first approach and merchant enablement make it one of the biggest Amazon competitors in France, balancing value, convenience, and marketplace reach. |
OnBuy
OnBuy is a fast-rising UK online marketplace and a notable Amazon competitor in the United Kingdom. While Amazon remains the nation’s largest eCommerce platform, OnBuy has carved out a distinctive position that sellers and brands should watch closely for growth opportunities and diversified channel mix.
Launched in November 2016 in the UK, OnBuy has reported rapid expansion—claiming 600%+ year-over-year growth across the past three years. The platform now serves 8+ million active buyers and lists 35+ million products spanning books, toys, cosmetics, musical instruments, and many adjacent retail categories that appeal to mainstream and niche shoppers alike.
A core differentiator is marketplace neutrality and transparency. OnBuy doesn’t sell first-party inventory, giving third-party merchants full front-of-store visibility without competing against the platform itself. By contrast, Amazon offers private-label lines (e.g., AmazonBasics, Amazon Essentials) alongside third-party listings, intensifying intra-marketplace competition and diluting organic exposure for independent sellers. OnBuy’s model fosters a level playing field for SMEs and established brands.
Seller onboarding is designed for speed and simplicity: complete a short online form and, in many cases, start selling within a day. This friction-light process, combined with a supportive seller ecosystem and affordable fees, makes OnBuy an appealing alternative for brands seeking incremental UK market penetration without heavy operational overhead.
| OnBuy stands among the UK’s strongest Amazon challengers, offering a fair, transparent marketplace focused on independent sellers, streamlined onboarding, and cost-effective participation—all while scaling buyer demand and catalog breadth. |
Rakuten
Rakuten is Amazon’s biggest competitor in Japan, operating a large multi-category marketplace where businesses sell directly to consumers across electronics, clothing, cosmetics, and more. In popularity, the two platforms are neck and neck: Amazon Japan records about 556 million monthly visits, while Rakuten reaches roughly 544 million, reflecting a highly competitive landscape in Japanese eCommerce.
What sets Rakuten apart is its virtual shopping mall experience. Instead of listing items in a uniform feed like Amazon, Rakuten encourages shoppers to “stroll” brand storefronts, blending discovery, curation, and loyalty into a more immersive journey that mirrors an offline department store feel.
To rival Amazon Prime, Rakuten runs a powerful loyalty ecosystem called Rakuten Super Points, enabling customers to earn and redeem points across a wide range of products and services. This program strengthens retention and repeat purchasing while rewarding shoppers for everyday spending.
| Rakuten competes strongly with Amazon in Japan through a diversified product range, a distinctive virtual mall experience, and the sticky value of Rakuten Super Points, making it a premier destination for Japanese online shoppers and merchants alike. |
Flipkart
Flipkart is Amazon India’s main competitor and the country’s largest homegrown eCommerce marketplace. Founded in 2007 by Sachin Bansal and Binny Bansal, the company was acquired by Walmart in 2018 for $16 billion. Since then, Flipkart has broadened its ecosystem to include groceries, travel services, digital payments, and more. As of 2023, Amazon and Flipkart together account for about 30% of India’s retail eCommerce market.
Flipkart serves 400+ million registered users and lists 150 million products across 80+ categories, including mobiles, fashion, appliances, furniture, and books. For merchants, platform tools such as Flipkart Fulfillment, Flipkart Ads, and Flipkart Seller Hub mirror Amazon’s FBA, Amazon Advertising, and Seller Central, offering scalable logistics, paid visibility, and operational control.
For shoppers, the newly introduced Flipkart VIP program delivers benefits that rival Amazon Prime, bolstering loyalty and repeat purchases. Crucially, Flipkart differentiates through a local-first approach—supporting Indian payment methods and regional shipping carriers—making the buyer journey more intuitive and accessible for diverse consumers across India’s states and languages.
| Flipkart stands as Amazon’s biggest competitor in India, matching key marketplace capabilities while winning favor with localized payments, regional delivery networks, and category depth tailored to Indian shoppers and sellers. |
Taobao
Taobao is a dominant Chinese marketplace and a significant Amazon competitor. Launched in 2003 by Alibaba, Taobao has scaled into a massive platform serving both B2C (business-to-consumer) and C2C (consumer-to-consumer) segments. With 500+ million registered buyers and sellers and throughput around 50,000 sales per minute, it anchors everyday eCommerce behaviors across China.
The marketplace spans an enormous product range—from low-cost phone cases and home goods to niche components like CNC machine parts—fueling comparison shopping and long-tail discovery. Crucially, Taobao’s ecosystem emphasizes value pricing, flash deals, and promotion-led merchandising, making it a preferred destination for budget-conscious consumers seeking variety and savings.
By contrast, Amazon struggled to gain traction amid fierce competition and entrenched local platforms. Reflecting these challenges, Amazon officially closed its China marketplace in July 2019, shifting focus to cross-border imports and global storefronts while ceding domestic marketplace share to local leaders.
| Taobao stands as a powerful Amazon challenger. Its vast selection, aggressive pricing dynamics, and dual C2C/B2C model—backed by Alibaba’s data, payments, and logistics stack—enable shoppers to find goods at remarkably low prices and keep sellers engaged at national scale. |
Shopee
Shopee is one of Amazon’s biggest competitors in Southeast Asia, alongside Lazada. Operating across Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam, and the Philippines, Shopee has scaled rapidly: from 245 million orders in 2017 to 8.2 billion orders in 2023, driving $78.5 billion in gross merchandise volume (GMV).
Like Amazon, Shopee spans a wide catalog—electronics, fashion accessories, groceries, baby products, toys, and home goods—serving both everyday needs and seasonal peaks. Its marketplace structure supports diverse sellers, from local SMEs to larger brands, while marketplace tools streamline listing, fulfillment partnerships, and customer support.
What sets Shopee apart is a mobile-first experience optimized for app-based browsing, social discovery, and quick checkout. The platform energizes demand with frequent, gamified promotions: Double-Date festivals (e.g., 5.5, 6.6), Flash Sales, Free Shipping vouchers, and Coins Cashback programs that reward engagement and repeat purchases.
To deepen conversion and brand storytelling, Shopee Live enables real-time demos, drops, and Q&A—similar to Amazon Live—boosting visibility for sellers and creating interactive shopping moments that compress awareness-to-purchase cycles. This live-commerce layer complements in-app deals, push notifications, and influencer tie-ins.
| Shopee is the most formidable Amazon competitor in Southeast Asia, combining a mobile-centric interface, relentless promotion cadence, and live-commerce features to drive engagement, order frequency, and marketplace growth across the region. |
10 other Amazon marketplace competitors
Amazon dominates global eCommerce across nearly every category—from tech gadgets to groceries—but it faces growing competition from niche-focused marketplaces that specialize in distinct verticals and customer experiences. Below are 10 notable Amazon competitors and the sectors where they lead:
Books:
- Barnes & Noble – A U.S. retail icon offering books, eBooks, magazines, and stationery, blending online and in-store shopping for readers.
- Books-A-Million (BAM!) – A major North American bookstore chain that serves passionate book lovers through curated collections and exclusive author events.
Fashion:
- Zalando – Europe’s top online fashion destination, offering thousands of global brands with localized logistics and returns.
- Shein – A global fast-fashion giant known for trend-driven apparel and ultra-competitive pricing through direct-to-consumer manufacturing.
- Fashion Nova – A viral social-first fashion retailer popular for influencer collaborations and inclusive sizing.
- ASOS – A UK-based leader in online apparel and accessories, catering to Gen Z and Millennial audiences with over 850 brands.
Home & Garden:
- Wayfair – A specialized marketplace for furniture and décor, providing millions of home products and direct-to-door delivery.
- Home Depot – A dominant DIY and hardware retailer integrating digital and in-store shopping for home improvement enthusiasts.
- IKEA – The global furniture powerhouse, expanding its online ecosystem with modular design tools and sustainable product lines.
Cosmetics:
- Sephora – A beauty marketplace offering premium skincare, fragrance, and makeup, recognized for its loyalty program and experiential retail model.
Together, these platforms diversify the eCommerce landscape, each excelling within its niche—offering tailored product ranges, pricing strategies, and brand experiences that make them compelling alternatives to Amazon for specialized consumer needs.
4 Amazon Competitors in Video Streaming
Beyond its dominance in global eCommerce, Amazon has become a powerful force in the entertainment industry with Amazon Prime Video. The streaming platform differentiates itself through a diverse mix of classic television hits, blockbuster films, and exclusive originals that appeal to a wide global audience. Popular titles like The Office, Everything Everywhere All at Once, and Amazon Originals such as The Rings of Power, Mr. Robot, and Vikings have built strong viewer loyalty.
In 2024, Prime Video scored a major success with the release of The Idea of You starring Anne Hathaway, amassing 50 million global viewers within its first two weeks—a testament to Amazon’s growing influence in premium streaming content.
However, Prime Video competes fiercely in the subscription-based streaming arena. The main Amazon Prime Video competitors in 2024 include:
| Streaming Platform | Subscribers (millions) | Key Strengths |
| Netflix | 260.3 | Global leader with vast international reach, original content library, and strong brand recognition. |
| Disney+ | 149.6 | Family-oriented catalog featuring Disney, Pixar, Marvel, Star Wars, and National Geographic franchises. |
| Max (formerly HBO Max) | 99.6 | Known for prestige TV and blockbuster hits from HBO, Warner Bros., and DC. |
| Apple TV+ | ≈44.1 | Focuses on high-quality, award-winning original productions like Ted Lasso and Severance. |
Bottom line: While Amazon Prime Video boasts 200 million subscribers, placing it second only to Netflix, competition remains intense. Each rival platform leverages exclusive content, brand heritage, and user experience to capture viewer attention—making the video streaming war one of the most dynamic frontiers in Amazon’s global expansion strategy.
Netflix
Netflix is the biggest Amazon competitor in video streaming and the category leader, reporting 260.28 million subscribers across 200+ countries. By comparison, Amazon Prime Video does not consistently disclose subscriber totals, but an April 2024 CEO letter cited “over 200 million” members, underscoring Prime Video’s scale within Amazon’s broader ecosystem of retail, Prime shipping, and digital services.
On revenue, Amazon Prime Video led in Q1 2024 with $10.48 billion in net sales from subscription services alone, outpacing Netflix’s $9.37 billion for the same quarter. This highlights a strategic contrast: Netflix dominates on sheer subscriber count, while Amazon leverages bundled value, diversified monetization, and cross-platform synergies to drive higher quarterly sales.
Both platforms offer vast catalogs of series, movies, and documentaries, but differentiation hinges on originals and brand IP. Netflix Originals include global hits like Stranger Things, Orange Is the New Black, The Crown, and Tiger King, fueling cultural moments and international growth. Prime Video counters with exclusive franchises and prestige shows, integrating content with Prime benefits and commerce touchpoints that enhance retention.
Bottom line for the streaming war: Netflix leads on subscribers and global cultural resonance; Amazon Prime Video excels in quarterly revenue performance and ecosystem-driven engagement. For viewers and creators alike, the rivalry pushes investment in premium originals, better discovery, and improved product experiences across devices and regions.
Disney
Disney ranks as a leading Amazon Prime Video competitor in the streaming industry. In Q1 2024, the service reported 149.6 million subscribers and was projected to reach 153.6 million by Q2. Disney’s streaming business also expanded financially, with 2023 revenue up 13% to over $8 billion, signaling strong momentum in the ongoing streaming wars.
This Amazon rival differentiates with exclusive, franchise-driven storytelling. Flagship originals like The Mandalorian—the biggest-debut Star Wars series—anchor a deep catalog spanning the Marvel Cinematic Universe (MCU), Disney Channel, Pixar, and legacy Fox libraries. The result is a family-first, franchise-rich platform that appeals to fans seeking branded universes, not just classic films and TV series available on Amazon.
Bottom line: With robust subscriber growth, rising revenue, and powerhouse IP from Star Wars to Marvel and Pixar, Disney+ stands as a formidable alternative to Amazon Prime Video, leveraging iconic franchises and exclusive originals to win loyalty in a crowded streaming market.
Max
Max (formerly HBO Max) is a leading Amazon Prime Video competitor in the streaming wars. According to Warner Bros. Discovery’s Q1 earnings, Max recently added 2 million subscribers, raising its total base to 99.6 million, signaling steady momentum and strong audience retention across key markets.
The platform’s edge comes from an expansive library anchored by HBO and Warner Bros. film and television catalogs. Signature Max titles include House of the Dragon, Succession, The Last of Us, Veep, and The Wire—series that define prestige TV and continue to drive binge-worthy engagement, critical acclaim, and long-tail discovery for new subscribers and returning fans alike.
Positioned as “The One” streaming platform to watch, Max leans on premium storytelling, award-winning productions, and deep IP to differentiate in a crowded field. While many competitors—including Amazon Prime Video—offer limited access to this caliber of HBO programming, Max serves as the primary destination for these franchises, consolidating must-see series under one subscription.
Despite dropping several popular shows last year—such as Westworld—Max’s distinctive catalog and brand identity keep it firmly in the conversation for 2024. With a blend of tentpole hits, library depth, and ongoing content refreshes, Max remains a formidable rival to Amazon, appealing to viewers who prioritize high-quality originals and curated cinematic experiences.
Apple TV
Apple TV is a notable Amazon Prime Video competitor launched in 2019. Compared to Amazon’s vast catalog, Apple TV+ offers a leaner slate of originals, centered on prestige series and films. Its flagship titles include Ted Lasso, The Morning Show, and Severance, which have built strong brand recognition despite the platform’s comparatively smaller library.
For Apple’s ecosystem loyalists, Apple TV+ delivers convenience and premium viewing. Subscribers can stream across multiple Apple and non-Apple devices in ultra-HD, benefiting from seamless integration with Apple IDs, family sharing, and unified billing. New Apple customers may receive up to one year free, and ongoing pricing is positioned as value-friendly at $6.99/month, making it an accessible add-on alongside other services.
While Amazon Prime Video still dominates with depth and breadth of content, Apple TV+ continues to grow on the strength of high-quality originals and hardware synergy. According to Statista estimates, Apple TV+ could reach 44.1 million viewers in the United States, underscoring its momentum as a focused, premium alternative within the streaming market.
2 Biggest Amazon Web Services Competitors
Beyond eCommerce and streaming, Amazon dominates another critical frontier—cloud computing—through Amazon Web Services (AWS). This division enables organizations to access on-demand computing power, storage, and database management without the cost or complexity of maintaining physical IT infrastructure. AWS underpins millions of businesses globally, from startups to large enterprises, powering web applications, AI, analytics, and enterprise systems.
As of 2024, AWS commands approximately 34% of the global cloud market, retaining its position as the industry leader. However, it faces strong competition from two major rivals that continue to innovate and expand aggressively:
1. Microsoft Azure
Microsoft Azure is AWS’s closest competitor, holding an estimated 23% market share. It offers a comprehensive suite of cloud solutions including AI services, hybrid cloud integration, and enterprise software compatibility through products like Microsoft 365, Dynamics 365, and Windows Server. Azure’s deep ties with corporate IT systems and hybrid deployment flexibility make it especially appealing for large enterprises transitioning from on-premises to cloud-based operations.
2. Google Cloud Platform (GCP)
Google Cloud ranks third globally, with roughly 11% market share, distinguishing itself through innovation in data analytics, AI, and machine learning. Core offerings like BigQuery, TensorFlow, and Vertex AI empower developers and data scientists with advanced modeling tools. GCP also excels in sustainability, committing to 100% renewable energy use for its data centers—an area increasingly prioritized by enterprise customers.
Bottom line: While Amazon Web Services remains the dominant force in cloud computing, Microsoft Azure and Google Cloud Platform continue to close the gap, leveraging innovation, integration, and sustainability to compete in an industry driving the backbone of the digital economy.
Microsoft Azure
Microsoft Azure stands as the strongest competitor to Amazon Web Services (AWS), holding over 24% global market share in 2024. Azure delivers a full-scale cloud computing platform offering virtual machines, scalable storage, databases, analytics, and advanced Artificial Intelligence (AI) solutions. Its enterprise-grade infrastructure and seamless integration with Microsoft’s ecosystem make it one of the most trusted platforms for organizations migrating to the cloud.
Azure’s flexibility appeals to businesses of all sizes—from startups to Fortune 500 companies—seeking reliable performance, high security, and global scalability. Compared to AWS, one of Azure’s standout advantages lies in its pricing structure, which often provides more cost-efficient options for services such as large-scale data storage, processing, and hybrid cloud deployment.
Through products like Microsoft 365, Power BI, Dynamics 365, and Windows Server integration, Azure strengthens its ecosystem advantage, allowing businesses to unify productivity, analytics, and IT management within a single framework.
Bottom line: As the #1 Amazon competitor in the cloud services industry, Microsoft Azure rivals AWS with competitive pricing, deep enterprise integration, and robust hybrid-cloud capabilities—positioning itself as a cornerstone of modern digital transformation across industries.
Google Cloud Platform (GCP)
Google Cloud Platform (GCP) is one of the world’s three largest cloud providers—alongside Amazon Web Services (AWS) and Microsoft Azure. Launched in 2008, it is widely viewed as a cost-effective Amazon alternative, with pricing that appeals to businesses seeking predictable spend without sacrificing performance or security.
In Q1 2024, GCP captured an 11% global cloud market share, underscoring steady momentum in enterprise adoption. Its core strength is a unified, highly integrated infrastructure that emphasizes interconnectivity, streamlined management, and a superior user experience. This cohesion helps teams move faster—from experimentation to production—supporting rapid iteration, modern application development, and data-driven decision-making at scale.
Compared to AWS, GCP focuses on simplicity and efficiency, often delivering relatively cheaper pricing that benefits workloads like storage, data processing, and analytics. Organizations value this clarity when forecasting budgets or optimizing cloud TCO across projects and regions.
That said, GCP offers fewer services than AWS in certain domains—particularly computing options, IoT solutions, and enterprise applications—which can limit choice for highly specialized use cases or legacy migrations requiring extensive service parity.
Bottom line: Google Cloud Platform stands as a formidable competitor to AWS, combining competitive pricing with a unified platform that accelerates innovation, improves user experience, and enables connected, scalable cloud operations—while acknowledging service breadth gaps in specific categories.
Amazon Competitors – FAQs
Who are the competitors of Amazon?
Amazon’s major rivals include eBay, Walmart, Target, Etsy, and localized marketplaces such as Shopee and Otto. In streaming, key competitors are Netflix, Disney+, Max, and Apple TV+. In web services, Microsoft Azure is Amazon’s biggest competitor.
Who is Amazon’s biggest competitor in the UK?
Based on Similarweb monthly visits, eBay is Amazon’s largest UK eCommerce rival. In May 2024, eBay.co.uk drew 224 million visits, behind Amazon.co.uk at 333.7 million. Other notable competitors include JohnLewis.com, Currys.co.uk, Etsy.com, and AliExpress.com.
Who is Amazon’s rival in Canada?
Top rivals to Amazon Canada include Walmart Canada (walmart.ca) and eBay Canada (ebay.ca). In May 2024, eBay and Walmart were the most-visited online marketplaces in Canada.
Are Amazon competitors as reliable as Amazon?
Yes. Major competitors such as eBay, Walmart, Target, and Etsy maintain strong reputations for reliability.
Are there any companies like Amazon that offer free shipping?
Yes. Walmart offers free two-day shipping on orders over $35, Target provides free two-day shipping on orders over $35 for RedCard holders, and Chewy offers free one-to two-day shipping on orders over $49.
What is Amazon’s new competitor?
Heavily investing in U.S. online shopping, Shein, TikTok, and Temu are among Amazon’s newest competitors. TikTok launched an in-app shopping tool, enabling purchases through links or directly within the platform. Shein has become a leading fast-fashion seller in the U.S. Additionally, when Amazon enters new countries, local players become key competitors (e.g., Lazada and Shopee in Southeast Asia).
Amazon Competitors in Summary
Amazon remains a powerhouse across eCommerce, cloud computing, and video streaming, yet formidable competitors thrive in each domain. Every rival doubles down on its strengths—price leadership, curated selection, localized logistics, or exclusive content—to deliver distinct value propositions that challenge Amazon’s scale and speed.
Retail & eCommerce: Major challengers include eBay, Walmart, Target, Etsy, Best Buy, Otto, Rakuten, Flipkart, Cdiscount, AliExpress, Alibaba Group, Taobao, Shopee, Shopify, and specialized category players. These marketplaces leverage niche focus, regional trust, omnichannel networks, and promotional engines to win shoppers and sellers.
Streaming Services: Key rivals are Netflix, Disney+, Max, and Apple TV+. Competition centers on originals, franchise IP, user experience, pricing tiers, and global distribution, with each platform courting audiences through exclusive series, films, and bundles.
Web Services (Cloud): In IaaS/PaaS, Microsoft Azure and Google Cloud Platform stand out, competing via enterprise integration, AI/analytics depth, hybrid/multi-cloud tooling, and cost optimization.
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