Amazon FBA vs Shopify: 6 Key Differences To Choose The Right eCommerce Platform in 2025
As digital commerce continues to evolve, the two most dominant platforms, Amazon FBA and Shopify, have come out as distinct yet powerful tools that cater to very different seller needs and operational models. On one side, Fulfillment by Amazon (FBA) offers unmatched access to a massive audience, fast shipping via Prime, and an end to end fulfillment infrastructure. One the other, Shopify gives sellers complete control over branding, customization, and marketing, making it an appealing option for those who want to build their own digital storefronts from scratch. But understanding the real differences in pricing, scalability, marketing, and logistics is critical before you commit. Whether you’re deciding Amazon FBA vs Shopify, or exploring how to use both strategically, knowing how the platforms differ, and what they offer will help guide your decision in a hyper competitive online retail environment.
Shopify: Building Custom Websites
Shopify provides sellers with the infrastructure to create their own ecommerce website without needing any technical or development expertise. It’s a flexible, cloud based platforms that allows complete customization of your store layout, branding, and checkout experience.
When it comes to selling on Shopify vs Amazon, one of the main advantages Shopify offers is full ownership and control. This includes your customer data, email marketing funnels, product placement, and visual identity.
However, with this autonomy comes a tradeoff: Shopify does not generate traffic for you. Sellers are fully responsible for driving traffic through digital marketing, SEO, influencer outreach, and paid ads. If you lack a strong digital marketing strategy or audience, success may take longer.
Amazon: Leveraging a Marketplace with Built-In Traffic
Amazon, with over 300 million active customer accounts, remains the largest online marketplace in the world. With Amazon FBA, sellers can tap into this built in traffic and automate fulfillment through Amazon’s warehousing and logistics. This is particularly attractive for newer sellers or those without an existing infrastructure.
Selling on Amazon vs Shopify FBA means sellers benefit from Amazon’s reputation, Prime eligibility, and global fulfillment network, but it also comes with strict guidelines, high competition, and less control over branding and customer relationships. You are essentially a guest on Amazon’s platform, subject to its fees, rules, and algorithms.
Amazon FBA vs Shopify: Scalability and Growth Opportunities
The scalability of Shopify vs Amazon FBA depends on your growth models. Shopify offers a blank canvas to build a branded ecosystem with multiple revenue streams, including subscriptions, upsells, and customer loyalty programs.
If you’re planning a long term direct to consumer brand, Shopify’s infrastructure supports this with combining and scalability options like Shopify and FBA or Shopify with Amazon fulfillment. Amazon fba, on the other hand, scales quickly due to its built in fulfillment network and global audience.
However, growth on Amazon often requires heavy investment in paid ads, aggressive pricing, and constant optimization of listing performance. The platform’s saturation also means that competition will increase as your category grows.
Selling on Amazon FBA vs Shopify: 7 Key Difference
1. Pricing Structure
The pricing structure is one of the most crucial distinctions. Shopify offers three tiers, starting at $29/month, with no listings fees and only payment processing costs. You pay extra for apps and themes, but there’s predictability in pricing.
With Fulfillment by Amazon Shopify integration, sellers can also use Amazon’s fulfillment network from their Shopify store, but FBA fees still apply. Amazon’s Professional Seller Account starts at $39.99/month, with additional referral fees (usually around 15%) and FBA specific fulfilment and storage fees. This often result in Amazon keeping 30-40% of each sale, marking it more expensive, especially for low margin items.
2. Control Over Your Products and Branding
In the battle of Amazon vs Shopify, Shopify wins in control. On Shopify, you control your customer journey, product display, brand message, and data. You can collect customer emails, customize follow up communications, and build brand loyalty.
Amazon restricts most of this. You don’t own the customer relationship, and your listing design is uniform. Sellers using Amazon fulfillment for Shopify also face limitations when trying to build repeat purchases or upsell products through Amazon.
3. Amazon FBA Versus Shopify Marketing
Marketing is another critical area. Shopify puts marketing entirely on your shoulders. You will need to run SEO campaigns, invest in paid traffic, create email sequences, and build influencer partnerships. With Amazon, much of the traffic is built in. Products listed via FBA are discoverable via Amazon’s search engine, which helps convert shoppers more easily. Still, Amazon FBA ecommerce sellers should invest in sponsored ads, keyword optimization, and competitor research to boost visibility. Using both Shopify and Amazon fulfillment can balance the need for traffic and brand ownership.
4. Level of Competition
The level of competition is significantly higher on Amazon. Because product listings are grouped and filtered by relevance and pricing, many sellers compete for the same pace. This often results in price wars, margin compression, and hijacked listings.
Shopify allows sellers to isolate themselves from direct competitors. Your store is your domain. The challenge is getting qualified traffic, but once achieved, selling on Shopify vs Amazon offers better customer retention and profit margins.
5. Available Tools on Amazon FBA Versus Shopify
Amazon provides useful tools like Brand Registry, A+ Content, and the FBA calculator. However, Shopify offers an app marketplace with thousands of integrations to handle everything from CRM to inventory forecasting.
Sellers using FBA and Shopify can also use Amazon listings into their Shopify store, merging traffic sources with backend automation. Both platforms support cross border logistics, but Shopify’s flexibility often wins in combining third party solutions.
6. Seller Support
Shopify vs Amazon FBA seller support is another differentiator. Shopify offers 24/7 live chat, email, and phone support with helpful onboarding documentation. Amazon support is fragmented, and sellers often wait days for case resolutions. For issues like stranded inventory, listing takedowns, or account suspensions, Amazon’s support can be rigid. Using partners like Forceget can help navigate logistical support for SHopify and FBA orders alike.
7. Ownership, Control, and Flexibility
Ultimately, Shopify vs Amazon FBA comes down to ownership. Shopify gives you full control. Amazon owns the customer, the platform, and the rules. If long term brand building, flexibility, and marketing are priorities, Shopify wins. If speed to market and logistics simplicity are critical, Amazon is the faster one.
The Pros and Cons of Selling on Amazon FBA vs Shopify
Both platforms come with advantages and limitations. Amazon FBA ecommerce sellers gain reach and fulfillment simplicity but lose control and face higher fees. Shopify sellers must build their own brand and customer base but enjoy creative and data ownership.
Deciding between Shopify or Amazon depends on your goals. High volume product sellers often thrive on Amazon. Niche brands focused on community and long term value often succeed with Shopify,.
Amazon FBA vs Shopify Fees
Fees should not be underestimated. On Amazon, sellers pay referral fees, storage fees, and fulfillment. Shopify has more predictable costs, but additional apps and payment processing fees can add up. Many businesses start on Amazon with Shopify combining and gradually shift as they build traffic.
FAQs
Which is Right for my Business: Selling on Amazon FBA vs Shopify?
If your goal is quick access to buyers with minimal infrastructure, start with Amazon. If you plan to build a brand and manage customer relationships, Shopify may be a better fit. Businesses that use Shopify and FBA benefit from Amazon’s fulfillment and Shopify marketing power.
Can I Use Amazon and Shopify Together?
Yes. Sellers can connect Amazon listings to Shopify via native integrations. This lets you use Shopify fulfilment Amazon or vice versa, using both ecosystems. It’s an effective way to hedge platform risk while expanding your reach.