eBay and Amazon are two of the largest online marketplaces, each catering to different business models and selling strategies. If you are planning to start selling your products online or want to expand your retail store to a new e-commerce platform, Amazon and eBay are two of the best options. However, choosing the right platform between eBay vs Amazon depends on factors like pricing, product type, and long-term goals.
This guide breaks down the key differences between eBay vs. Amazon, pros, and cons to help you decide which platform best suits your business.
Complete Overview on eBay vs Amazon
eBay is a flexible platform known for its auction-style and fixed price listings. On the other hand, Amazon is a retail giant focused on fast shipping, convenience, and branded products.
Here’s a quick look at how eBay vs Amazon differ in their approach to online selling.
Characteristics | eBay | Amazon |
|---|---|---|
Business Model | Auction-style and fixed-price marketplace. | Traditional retail-style marketplace with direct product listings, including Amazon Essentials and its own branded products. |
Type of Products Sold | New, used, refurbished, and collectible items. | Primarily new, branded, and high-demand products. |
Product Catalog | Each product listing is created individually, even for identical products, allowing eBay sellers to customize titles, images, and descriptions. | Uses a centralized product catalog where products are linked by UPC/EAN codes. Multiple third party merchants often share the same product page. |
Listing Format | Offers both fixed-price and auction-style listings, giving sellers more control over pricing and timing. | Only supports fixed-price listings; no option for auctions or bidding. |
Seller Control | Sellers have more flexibility in pricing and direct customer interactions. | Pricing and product presentation are more structured and standardized. |
Target Audience | Online shoppers are looking for deals, secondhand goods, and unique items. | Customers are seeking fast shipping, convenience, and brand reliability. |
Fulfillment Options | Sellers handle their own shipping or use third-party logistics. | Offers fulfillment service through Fulfillment by Amazon (FBA) for storage, packing, and shipping. |
Returns & Buyer Protection | Return policies are set by sellers, and some categories allow listings with “No returns” depending on product type. | Has a standard 30-day return policy and an A-to-Z Guarantee covering delivery and product condition issues, which protects buyers. |
Customer Experience | Focus on flexibility, negotiation, and diverse listings. | Focus on speed, consistency, and a seamless shopping experience. |
Marketplace Reputation | Known for variety, affordability, and seller freedom. | Known for efficiency, buyer trust, and large-scale retail operations. |
eBay vs Amazon: Fees & Costs Comparison
When choosing between eBay and Amazon for your selling platform, it’s essential to understand their fee structures, as they can significantly impact your profitability.
eBay Seller Fees:
- Insertion Fees: eBay provides up to 250 fee free listings per month for sellers without a store subscription. Beyond this limit, an insertion fee of $0.35 per listing applies.
- Final Value Fees: When an item sells, eBay charges a final value fee, which is a percentage of the final sale price (item price plus shipping). For most categories, this fee ranges from 2.5% to 15%, depending on the listing category and whether you have an eBay account with a Store subscription.
- Compared to eBay’s fee categories, Amazon charges an annual subscription fee for Prime membership, which offers various benefits to foster consumer loyalty and trust.
- Additional Fees: Optional listing upgrades, such as bold product titles or international site visibility, incur extra charges.
Amazon Seller Fees:
- Selling Plans:
- Individual Plan: $0.99 per item sold, suitable for sellers with fewer than 40 sales per month.
- Professional Plan: $39.99 per month, offering additional tools and reports, ideal for higher-volume sellers.
- Referral Fees: Amazon charges a percentage of each sale, varying by category, typically between 6% and 45%. For most categories, the referral fee is 15%.
- Fulfillment by Amazon (FBA) Fees: If you use FBA, additional fees apply, including fulfillment fees based on item’s weight and size, and monthly storage fees. For example, standard-size items incur fulfillment fees starting at $2.50 per unit.
Which is better?
Your choice between eBay vs Amazon depends on your business model and preferences:
- eBay offers lower upfront costs and greater control over listings and fulfillment, making it suitable for sellers who prefer a hands-on approach and deal in unique or used items.
- Amazon provides a larger customer base and streamlined fulfillment through FBA but comes with higher fees and additional costs. It’s ideal for sellers seeking automation, faster sales cycles, and access to Amazon’s extensive customer network.
Consider your product type, sales volume, and desired level of involvement in the selling process when choosing the platform that aligns best with your business goals.
eBay vs Amazon: Fulfillment & Shipping
eBay gives sellers full control over shipping, allowing them to handle orders manually or use third-party logistics services. This lets sellers choose their preferred shipping carriers, set their handling times, and offer customized packaging.
However, it also requires more effort, as sellers must manage shipping, tracking, and returns themselves.
Amazon offers fulfillment service through Fulfillment by Amazon (FBA), where Amazon handles storage, packing, shipping, and customer service for a fee. FBA also grants products Prime eligibility, increasing visibility and attracting more buyers. While this automation saves time, it comes with higher costs and storage fees, especially for slow-moving inventory.
Which is better? eBay is ideal for sellers who want to ship orders as per their preference, while Amazon’s FBA is best for those looking for automation and scalability with minimal logistical effort.
eBay vs Amazon: Audience Size and Buyer Intent
Both eBay and Amazon attract millions of online shoppers, but the kind of buyers they attract is quite different. Let’s understand the difference between eBay vs Amazon audience size.
eBay Audience Size
- Total Number of Buyers: As of Q1 2025, eBay has 134 million active buyers worldwide.
- Number of Active Sellers: eBay has 18.3 million active sellers, including many individual sellers and small businesses.
eBay Buyers Intent
eBay buyers love the thrill of finding deals or unique items. Many come to bid on auctions or look for used, refurbished, or collectible products. If you sells one-of-a-kind or vintage items, eBay gives you the right kind of audience who values rarity and price flexibility.
eBay attracts many bargain hunters looking for good deals and unique finds.
Amazon Audience Size
- Total Number of Users: Amazon has over 310 million active users worldwide, out of which there are 200 million active Prime members.
- Number of Active Sellers: As of 2025, Amazon had more than 9.7 million registered Amazon sellers, with around 1.9 million actively selling things.
Amazon Buyer’s Intent
Amazon shoppers usually come with a clear goal that they want something new, fast, and reliable. Most of them are ready to buy on the spot, trusting Amazon’s brand credibility, quick delivery, and customer reviews.
Which is better? Amazon has a large customer base compared to eBay, whereas eBay has a huge active seller base. If your goal is fast sales and a ready-to-buy audience, Amazon is better. But if you sell unique or second-hand items and want flexible pricing, eBay wins.
eBay vs. Amazon: Product Categories & Product Restrictions
Choosing whether to open an eBay account or an Amazon account depends largely on what you plan to sell, since each platform attracts different kinds of buyers and has its own selling rules.
Top Selling Product Categories on eBay
- Collectibles & Vintage Finds: eBay is the go-to place for antiques, rare collectibles, and nostalgic items. Auction-style listings make it perfect for buyers who enjoy bidding on one-of-a-kind products.
- Clothing, Shoes & Accessories: On eBay, both new and pre-owned fashion perform well. If you want to sell old clothes, you will find many buyers who are looking for second-hand clothes at a reasonable price.
- Automotive Parts & Tools: eBay is also one of the best marketplaces for car owners looking for used, aftermarket, or hard-to-find parts. Sellers benefit from detailed product filters and large buyer demand.
- Home Decor & Furniture: Pre-owned or custom furniture, décor, and handmade home goods attract niche buyers looking for uniqueness and affordable furniture.
Top Selling Product Categories on Amazon
- Electronics & Gadgets: From smartphones to smart home devices, Amazon is one of the top electronics markets with brand-new, high-demand tech product.
- Books & Digital Media: One of Amazon’s oldest and most trusted categories is books and digital media. Both print and Kindle-exclusive books continue to sell on Amazon.
- Home & Kitchen Essentials: Amazon includes everything from small appliances to home décor. Fast Prime delivery makes this category especially strong
- Health, Beauty & Personal Care: Skincare, supplements, and beauty products are largely sold on Amazon, especially under Prime’s quick delivery service.
Which is better? If you want to sell online, used, rare, or collectible products, eBay gives you more freedom and an audience that wants to buy such products. But if you sell new, branded, or everyday consumer goods, Amazon is the better option for you.
Product Restrictions
Both eBay and Amazon have their own product policies that sellers need to follow while listing.
Amazon has stricter policies when it comes to selling some categories, like beauty, supplements, or electronics. These product categories need approval before you can list them. It’s mainly built for new, branded, and verified goods.
eBay offers more freedom in listing products. You can sell almost anything, from new gadgets to old books or collectibles. That’s why it’s a popular place for most sellers, small businesses, and side hustlers who want fewer rules and more freedom.
Which is better? eBay is a better choice if you want to list your desired products without waiting for approvals. For new or niche sellers, eBay offers more freedom to experiment. You can easily try out different product types AND adjust prices.
It’s especially helpful if you are starting with a small budget or building brand visibility from scratch. Amazon, on the other hand, requires more upfront strategy and investment, but it delivers greater long-term profit potential.
eBay vs Amazon: Selling Internationally
Both platforms let you reach global buyers, but they handle it differently.
Amazon makes international selling easier with its regional marketplaces like Amazon US, UK, or Japan. Through FBA (Fulfillment by Amazon), it even handles international storage, shipping, and returns for you.
eBay also supports global sales, but you have to manage most things yourself, such as shipping rates, customs, and delivery timelines. You get more control over how you sell and ship products, but at the same time, the eBay store require more work.
Which is better? If you want simple, hassle-free international sales, Amazon is better. But if you want control over shipping, pricing, and customer interaction, eBay is a suitable choice for you.
eBay vs Amazon: Marketing and Visibility Tools
Both eBay and Amazon offer tools to help retailers boost their store visibility.
Amazon uses ads, coupons, and sponsored product listings to push your items higher in search results. It’s great for scaling, but it can get costly over time.
eBay provides Promoted Listings, markdown sales, and store subscriptions. You can also stand out with creative titles, quality photos, and honest descriptions, simple things that buyers really appreciate.
Which is better? For paid visibility and strong algorithm-driven reach, Amazon marketing strategy is better. For creative freedom and cost-effective promotion, eBay takes the lead.
Amazon vs eBay: Payment Processing
Both Amazon and eBay have made online payments simple, secure, and transparent for both buyers and sellers. However, the way they handle transactions, fees, and payouts differs significantly.
Amazon Payment System: Amazon Pay
Amazon Pay is built directly into the platform, letting buyers complete purchases using saved cards, gift balances, or bank details already stored in their Amazon accounts. This means faster checkouts, especially for Prime members.
For sellers, Amazon collects the payments and releases payouts on a regular schedule (around every 14 days) to their linked bank account.
All related charges, such as referral fees, refund processing, and subscription costs, are automatically deducted before the payout.
eBay Payment System: eBay Managed Payments
eBay Managed Payment is a built-in payment system in eBay, which processes all payments directly on the platform. eBay no longer uses PayPal account to handle payments.
Sellers can now accept payments through multiple options like credit/debit cards, PayPal, Apple Pay, Google Pay, and eBay gift cards.
Once a buyer pays, the funds are sent directly to the eBay seller’s bank account, usually within 1 to 3 business days. eBay automatically deducts payment processing fees and selling fees, which may vary slightly by category or optional upgrades.
Which is better? Amazon Pay offers a more automated payout process with fewer manual steps, but it takes more days for the payment to reflect in the seller’s account. However, eBay Managed Payments gives sellers more options in accepting payment types and slightly faster payouts.
Amazon vs. eBay: Support
Amazon Support
Amazon provides 24/7 customer and seller support. Amazon support is easily accessible through its Seller Central dashboard. Sellers can get detailed setup guides, tutorials, and access to live chat or call assistance. From product listing to order fulfillment and refund issues, Amazon’s support team is always available.
eBay Support
eBay offers seller help through its Seller Hub, community forums, and a knowledge base filled with step-by-step guides. While the platform provides reliable information, most of it is self-service. Direct agent support is available but less frequently and not 24/7.
Which is better? When it comes to customer and seller support, Amazon has a more reliable and responsive team. Its 24/7 live assistance makes it far better than eBay’s community-driven help system.
Amazon vs eBay: Branding
As a retailer, if your goal is to build a brand and make your store popular among buyers, then both Amazon and eBay offer branding options. However, eBay provides more flexibility, whereas Amazon’s branding option for retailers has some restrictions.
Let’s analyze eBay vs Amazon branding options.
eBay: If building your own brand matters to you, eBay allows you to connect with your customers directly. Retailers can customize their store page as they see fit. They can design their product listings and even include personal touches in packaging and messages.
Amazon: Unlike eBay, Amazon provides a limited scope for building a brand name. Customers mainly trust the Amazon name. Even when they buy your products, they won’t even remember your store name; most remember it as an “Amazon purchase.”
However, Amazon has a more reputable brand name, which makes customers buy products instantly.
Amazon offers the Amazon Brand Registry, a program that lets retailers protect their intellectual property and utilize enhanced branding options like:
- Customisable shopfronts
- Sponsored brand advertisements
- Detailed brand analytics.
However, Amazon bans direct engagement with customers, limiting access to buyer data and complicating personalized marketing efforts.
Which is better?
If your goal is long-term brand building and customer loyalty, go with eBay. If you are not very brand-focused and want customer trust, Amazon is better.
Selling on eBay: Pros and Cons
eBay offers a smooth selling experience with lower fees and greater control, making it a great choice for certain types of sellers. The marketplace is often likened to a virtual garage sale where sellers can offload a variety of personal items, including vintage goods and collectibles. However, it also requires more hands-on management compared to Amazon.
Pros | Cons |
|---|---|
Lower selling fees compared to Amazon, allowing sellers to keep more profit. | Slower sales cycle, especially for auction-style listings, as buyers may wait for bidding to end. |
More control over listings, pricing, and customer interactions. | Less built-in trust compared to Amazon, where customers often expect brand-new, verified products. |
Ideal for unique, second-hand, or collectible items that may not sell as well on Amazon. | More hands-on management is required for shipping and customer service, as eBay does not offer fulfillment solutions like Amazon FBA. |
No strict fulfillment requirements—sellers can handle their own shipping methods and policies. |
Selling on Amazon: Pros and Cons
Amazon provides sellers with access to a massive customer base and a streamlined selling process, but it comes with higher fees and stricter policies.
Pros | Cons |
|---|---|
Huge customer base and strong brand trust, leading to higher conversion rates. | Higher Amazon selling fees, including referral fees and additional charges for FBA services. |
Fulfillment by Amazon (FBA) allows for hands-off shipping and returns, making it easier for sellers to scale. | Strict seller policies with the risk of account suspensions for even minor infractions. |
Faster sales cycle, especially for high-demand and impulse-buy products. | Intense competition, including from Amazon’s private-label products, which can dominate search results. |
More visibility for new sellers thanks to Amazon’s algorithm-driven search and recommendation system. | – |
What Type of Business is Best for Each Platform?
Choosing the right platform depends on your business model and the types of products you sell.
eBay is best for:
- Small sellers and entrepreneurs – Ideal for those starting out or selling on a smaller scale.
- Unique and collectible items – Great for antiques, rare finds, and one-of-a-kind products.
- Refurbished and second-hand goods – Allows selling used electronics, vintage clothing, and more.
- Niche markets – Works well for specialty items that may not have high demand on Amazon.
- Sellers who want control – More flexibility over pricing, listings, and shipping methods.
Amazon is best for:
- Brand-new products – Customers expect new, sealed items.
- Wholesale and bulk sellers – Perfect for those sourcing in large quantities.
- High-demand categories – Electronics, home goods, and personal care items perform well.
- Businesses that prioritize automation – FBA handles shipping, returns, and customer service.
- Sellers looking for scale – Amazon’s massive audience allows for rapid business growth.
Which Platform Should You Choose between Amazon vs eBay?
The right platform depends on your business goals, selling strategy, and how much control you want over the process.
Choose eBay if you prefer lower fees, more control over pricing and customer interactions, and flexibility in order fulfillment. It’s a great choice for selling unique, second-hand, or collectible items, and for sellers who want to handle shipping on their own terms.
Choose Amazon if you want fast sales, access to a massive customer base, and automation through Fulfillment by Amazon (FBA). It’s ideal for selling brand-new, high-demand, or wholesale products with minimal hands-on management.
Best option? Many sellers use both Amazon and eBay online selling platforms to maximize their customer reach and increase their earning potential.
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