Marketplaces
Amazon vs Shopify
Real fees on $25, $100 and $500 — and when to pick each. Shopify keeps you more on a $100 sale.
| Sale price | Amazon fees | Amazon you keep | Shopify fees | Shopify you keep |
|---|---|---|---|---|
| $25.00 | - $3.75 | $21.25 | - $1.03 | $23.98 |
| $100.00 | - $15.00 | $85.00 | - $3.20 | $96.80 |
| $500.00 | - $75.00 | $425.00 | - $14.80 | $485.20 |
Based on each platform’s standard 2026 fees with no add-ons. Use the calculators for your exact category, store tier, or promoted listings.
When to pick Amazon
- Tap into Amazon's massive existing customer base.
- FBA handles storage, packing, and shipping for you.
- Higher trust and conversion for new brands.
When to pick Shopify
- Own your storefront, customer list, and brand fully.
- Lower per-sale fees beyond the monthly subscription.
- Sell across multiple channels (POS, social, etc.).
Renting traffic versus owning a store
Amazon charges a 15% referral fee in most categories plus a $39.99 monthly Professional subscription (or $0.99 per item on the Individual plan); FBA adds a per-unit fulfilment fee and storage on top. Shopify takes no commission: with Shopify Payments you pay card processing — 2.9% + 30¢ was the last published US Basic rate — plus a monthly plan from $39 at US list price. On a $100 order that is $15.00 of Amazon fees against about $3.20 on Shopify, before either subscription.
The number that makes the comparison honest is customer acquisition. Amazon's 15% includes the buyer; Shopify's 3.2% does not. A brand paying $20 in ads to win a $100 Shopify order is paying 23% all-in, more than Amazon. The Shopify saving is real only for orders that arrive without paid acquisition — repeat customers, organic search, an existing audience.
| $100 order | Amazon (FBA, 1 lb item) | Shopify Payments (Basic) |
|---|---|---|
| Platform fee | $15.00 referral | $0 |
| Processing / fulfilment | $4.76 FBA fulfilment | $3.20 card processing |
| Subscription at 100 orders/mo | $0.40 | $0.39 |
| Total before ads and shipping | $20.16 | $3.59 |
When Amazon is the right answer
Commodity products with existing search demand, where buyers compare listings and Prime shipping decides the sale. Amazon's conversion rate on such products is several times a standalone store's, and FBA removes fulfilment entirely. The costs to watch are storage (especially long-term storage), advertising to hold a position, and the fact that the customer belongs to Amazon: no email, no remarketing, no repeat-purchase margin.
When Shopify is the right answer
Brands with a differentiated product and their own acquisition channels — content, social, email, wholesale spillover — where the second and later orders from a customer carry no acquisition cost and only the 3% card fee. The standard playbook runs both: Amazon for discovery and Shopify for the relationship, with pricing consistent across the two. Note that Shopify's public pricing page no longer prints its card rates; the rate in your admin is the one that applies.
Go deeper
Other comparisons
Frequently asked questions
Is Shopify cheaper than Amazon?+
Per order, yes by a wide margin: about $3.20 in card fees on a $100 sale against $15.00 in Amazon referral fees plus FBA. But Amazon's fee includes the customer; on Shopify you pay for acquisition separately, which can cost more than Amazon's 15%.
Can I sell on both Amazon and Shopify?+
Yes, and most established brands do. Keep prices consistent, use Amazon for discovery and Shopify for repeat customers, and compare the true all-in cost per order including ads on each channel.
Which is cheaper, Amazon or Shopify?+
On a $100 sale, Shopify keeps more of your money. Amazon charges $15.00 on $100 (you keep $85.00); Shopify charges $3.20 (you keep $96.80). The answer can flip on very small or very large orders — use the full calculators for your exact numbers.
When should I choose Amazon?+
Tap into Amazon's massive existing customer base. FBA handles storage, packing, and shipping for you. Higher trust and conversion for new brands.
When should I choose Shopify?+
Own your storefront, customer list, and brand fully. Lower per-sale fees beyond the monthly subscription. Sell across multiple channels (POS, social, etc.).
Can I use both Amazon and Shopify?+
Yes — many sellers cross-list to spread reach and compare what sells where. Just price each listing to cover that platform's specific fees so you stay profitable on either.
Where do these fee numbers come from?+
Each platform's published 2026 fee schedule, verified against its official help center. We update the rates as they change — see our methodology for details.