Shopify vs Amazon: fees and fit
Figures checked 2026-10-14 on www.shopify.com, sell.amazon.com and sellercentral.amazon.com. US pricing.
Cost breakdown
| Cost item | Shopify | Amazon US |
|---|---|---|
| Monthly / plan | Basic $29 · Grow $79 · Advanced $299 per month billed yearly ($39 / $105 / $399 monthly) | Professional $39.99/month, or Individual $0.99 per item sold |
| Selling / referral fee | None | Category referral fee, e.g. 15% for most categories, 8% consumer electronics, 12% automotive |
| Payment processing | Shopify Payments 2.9% / 2.7% / 2.5% + 30¢; +1% international cards | Included in the referral fee |
| Fulfillment | You, a 3PL or a dropshipping supplier | FBA fee by size and weight (rate card), +3.5% fuel & logistics surcharge; or ship yourself (FBM) |
| Traffic | You bring it (ads, SEO, social) | Built-in marketplace demand; ads optional but common |
| Customer data | Yours: emails, remarketing, repeat orders | Limited; Amazon owns the customer relationship |
Run one product through both channels in the Amazon vs Shopify profit calculator.
Shopify pros
- No referral fee — keep more of each sale
- You own the brand, the data and the customer
- Full control over pricing, bundles and checkout
Cons
- No built-in traffic; ad costs can eat the savings
- You run fulfillment and customer service
Amazon pros
- Huge existing buyer demand
- FBA handles storage, shipping and returns
- Prime badge builds trust fast
Cons
- Referral + FBA fees often take a large share of the price
- Price competition and account-health risk
- Little access to customer data
Who each fits
Amazon fits sellers with a product people already search for, who want demand and fulfillment handled and can live with lower margins.
Shopify fits brands with an audience or ad skills, repeat-purchase products, and a need to own customer data.
Many sellers do both: Amazon for demand, Shopify for brand and repeat buyers.
FAQ
Is Shopify cheaper than Amazon?
Per sale, usually yes: Shopify charges no referral fee, while Amazon takes 15% in most categories. But on Shopify you pay for traffic yourself, so compare profit after ad costs.
Can I sell on both?
Yes. Shopify can connect to Amazon through apps; keep inventory and pricing rules in sync.