23 Biggest Amazon Competitors (Your Full Guide)

Amazon is the second-largest retailer worldwide and has gained popularity through the years with over 175 fulfillment centers and a 2020 revenue of $386.1 billion.

Did you know several Amazon competitors also have a substantial online eCommerce market? Read on to learn more about these competitors and how they compare to Amazon!

Amazon Competitors In [currentyear]

Target, Walmart, Home Depot, JD, Costco, eBay, and Alibaba are the main Amazon competitors as of [currentyear]. These companies offer products through an online website and have a huge presence worldwide. Also, Amazon has competition in streaming with Netflix and competes in music streaming with Spotify. Competition to Amazon in the digital assistant sector exists with Apple and Google.

Do you want to know more about the Amazon competitors, such as how much revenue they make in comparison? Continue reading to learn those facts and much more!

1. Target

Target is one of the main competitors to Amazon due to Target upping its game in the eCommerce market worldwide, which contributed to $93 billion in revenue during 2020.

Also, you can find thousands of items at Target through the website, including:

  • Furniture
  • Household goods
  • Groceries
  • Electronics
  • Clothing
  • Toys
  • Sporting goods

On top of that, Target offers high-quality products at reasonable prices and can beat Amazon regarding prices on certain items.

2. Walmart

Walmart has been known for being the biggest retailer globally, and it’s no surprise that it’s a competitor to Amazon, especially in the online shopping world.

That said, Walmart has over 10,500 stores worldwide with a vast eCommerce market, making it a very tough competitor to Amazon.

Additionally, Walmart offers products like:

  • Groceries
  • Electronics
  • Shoes
  • Pet supplies
  • Clothing
  • Games
  • Toys
  • Outdoor equipment
  • Exercise equipment
  • Home goods
  • And much more in-store and online!

3. eBay

eBay is one of the most famous online auction websites. That said, it’s a place you can go to find, bid, and purchase thousands of items from all over the world.

Further, eBay has products like:

  • Vintage items
  • Collectibles
  • Clothing
  • Electronics
  • Toys
  • Games
  • Cars
  • Outdoor equipment
  • Tools
  • Books
  • Video games
  • Gaming consoles
  • And so much more!

Additionally, eBay revenue for 2020 reached $10.3 billion, and that’s only growing as more people turn to online shopping and look for unique or antique products not carried in stores.

4. Rakuten

You can buy and sell goods on Rakuten, which is why it’s called the Japanese version of Amazon because it’s such a huge marketplace where you can find electronics, clothing, and more!

In addition to that, Rakuten had ten million new members after it acquired eBay, which led to Rakuten earning 1.46 trillion Japanese yen in revenue for 2020.

Also, Rakuten is gaining new customers due to marketing and advertising, which is an excellent way to take some business from Amazon.

5, Otto

Otto is a retail eCommerce company based out of Germany, and it’s a great competitor to Amazon in the online marketplace.

Further, you can find fashion, home accessories, home decor, shoes, clothing, and much more on Otto.

In 2020, Otto reported 10 billion euros in revenue, which is huge and makes Otto one of the leading competitors to Amazon in the eCommerce sector.

6. Alibaba

Alibaba is available in more than 200 countries, and it’s one of the biggest online eCommerce platforms in the world that carries nearly anything you could want or need.

Therefore, it’s a competitor to Amazon in that thousands of people use the website to purchase products from companies and sellers worldwide.

Furthermore, Alibaba topped 9 billion in revenue for 2020, which is significantly less than Amazon, but it’s still one of the biggest online retailers worldwide.

7. Home Depot

Home Depot

Home Depot has 2,296 stores worldwide, including international locations in Mexico, China, and Canada.

Therefore, it’s a competitor to Amazon for household goods and home improvement products. At Home Depot, you can find thousands of products, including:

  • Lumber
  • Vacuum cleaners
  • Lightbulbs
  • Lawnmowers
  • Home decor
  • Toilets
  • Other home good

For 2020, Home Depot made $110.225 billion in revenue, and it’s the top place to shop for home improvement products, with just as good of an online store to view and purchase products.

8. Kroger

Amazon is now partnering with Whole Foods to deliver groceries to customers. So, Kroger becomes a competitor to Amazon in the grocery and household goods department.

While Kroger has 3,000 stores in the United States, it hasn’t expanded overseas yet, but it does very well with its online ordering and delivery services.

Additionally, Kroger made $70 billion in revenue for 2020, which has been due to its expanding delivery services and offering customers more ways to shop.

9. Costco

Costco is an Amazon competitor since you can buy items in bulk from one of the warehouse clubs and have them delivered right to your home, so you don’t need to go in-store to shop!

On top of that, Costco offers thousands of products both online and in-store, including:

  • Furniture
  • Groceries
  • Home goods
  • Electronics
  • Clothing
  • Shoes
  • Pet products
  • And so much more!

Additionally, Costco has 571 locations in the United States and topped 2.14 billion in revenue during 2020.

10. Best Buy

If you’re in the market for any electronics, Best Buy is one of the best places to shop, and you can do it all from its online store, which offers the same products as in-store.

Therefore, Best Buy is an excellent competitor to Amazon and often has lower or comparable prices for home electronics, ranging from televisions to tablets.

On top of that, Best Buy has 1,036 stores worldwide and managed $43.3 billion in revenue for 2020.

11. JD

JD, which stands for Jingdon, is an online eCommerce website like Amazon, based in China.

Additionally, JD has the most extensive online pharmacy in China, and it’s the leading company in China for groceries.

Therefore, it’s very similar to Amazon in that it has a delivery service, which is high-tech and uses drones, and branched out into other sectors like healthcare.

On top of that, JD has logistics that it owns and operates, which makes it very similar to Amazon.

While it’s smaller than Amazon, JD reported that revenue for 2020 topped $34.4 billion, and it’s becoming a top competitor to Amazon.

12. Sam’s Club

Like Costco, Sam’s Club is a wholesale retailer where you can buy anything you need in bulk and pay lower prices than traditional retail stores.

That said, Sam’s Club is a competitor to Amazon since there are thousands of products offered in-store and through the website, and it’s cheaper or the same as Amazon on many products.

Further, Sam’s Club revenue was $64 billion for 2020 and has 600 locations worldwide, including in China, Mexico, and Brazil.

13. Flipkart

Flipkart originates in India, and it’s the biggest online retailer in that country. Also, it offers lower prices than Amazon on several thousand different products.

Furthermore, Flipkart is becoming more popular worldwide as it markets its products and services available for customers in various countries.

Additionally, Flipkart’s success shows as it made 346 billion Indian rupees in 2020. So, it’s a successful competitor to the likes of Amazon in the online marketplace.

14. Facebook

Facebook Marketplace is a well-known and popular eCommerce website used by millions of people to purchase goods, often from private sellers.

Also, there are plenty of good deals to be had on Facebook Marketplace, and it’s similar to Craigslist or eBay in that you can find a range of items that may not be in stores.

On top of that, Facebook Marketplace topped one billion users, so it’s becoming a competitor to Amazon when purchasing items online, and you can get great deals!

15. Newegg

Newegg is an online eCommerce store where you can find thousands of electronic products at low prices, so it’s a great competitor to Amazon in electronics.

Furthermore, you’ll find not only tablets, laptops, and desktop computers on Newegg but also components for electronics and various hardware to get your devices up and running.

In 2020, Newegg made $2.11 billion in revenue, which is decent for an online retailer specializing only in electronics and related products.

16. Overstock

Almost anything you can imagine is available on Overstock.com, so it’s a leading competitor to Amazon in the eCommerce market.

On Overstock, you can find almost anything, including:

  • Clothing
  • Shoes
  • Electronics
  • Home goods
  • Home decor
  • Furniture
  • And much more!

Also, on Overstock the prices are very competitive, if not sometimes cheaper than Amazon.

On top of that, Overstock reported revenue of $2.55 billion in 2020, which shows just how popular Overstock still is with over 20 years in the online eCommerce business.

17. Shopify

If you have a business, then Shopify is one of the main online websites to create your shop and sell merchandise, and it’s easy for both the customer and business to use.

Through Shopify, you can buy items from sellers worldwide and can provide drop-shipping to customers, which gives it a competitive edge over Amazon.

Additionally, Shopify reported $2.9 billion in revenue for 2020, showing how powerful the eCommerce platform has become over the last few years.

18. Netflix

A competitor to Amazon in the streaming market is Netflix, which competes head-to-head with Amazon Prime Video.

On top of that, Netflix has 213 million subscribers worldwide compared to Amazon Prime Video that reaches about 175 million customers worldwide.

Further, Netflix has been a huge brand in online video streaming and reported revenue of $25 billion during 2020.

19. Disney+

Another up-and-coming competitor to Amazon in streaming is Disney+, which now has 118.1 million subscribers competing with Amazon Prime Video directly.

Additionally, Disney+ is one of the leading streaming services that parents purchase for their children since it carries all of the popular Disney movies children want to see.

So, while Disney+ is still new to the online streaming services market, it has a brand name and loyal following, as evidenced by Disney reporting $17 billion in revenue for 2020.

20. Apple Music

Apple Music is stiff competition for Amazon in music streaming services and has been consistently above Amazon in terms of subscribers.

That said, Apple reported that revenue for Apple Music in 2020 reached $4.1 billion, which shows that Apple Music is here to stay and that Amazon must compete to win in this category.

21. Spotify

Spotify has more than 172 million subscribers and reported 7.88 billion euros in revenue for 2020.

With that, it’s one of the leading music streaming services available with a global presence that’s hard for Amazon to compete with, especially as more entertainers sign onto Spotify like Joe Rogan.

22. Google Assistant

Google Assistant is a top competitor to Amazon Alexa regarding digital assistants, and it has been installed on more than one billion devices worldwide.

On top of that, it has more than 500 million monthly users and can be found in over 90 countries, and offers more than 30 different languages.

Also, Amazon Alexa has only been connected to 100 million devices, which means it’s not even close to Google Assistant in popularity.

23. Siri (Apple)

Siri, the digital assistant available from Apple, is up there with Google Assistant and is a competitor to Amazon in the digital assistant market.

Additionally, Siri has over one billion installs just like Google and has shown it’s better than Amazon Alexa. On top of that, Siri has a higher monthly user count than Amazon Alexa.

To know more about Amazon, you can also see our posts on Amazon book sales & statistics, if Amazon is a wholesaler or retailer, and Amazon’s target market.


Amazon has a lot of competitors that range from those in the eCommerce sector to those offering streaming services and even competitors in the digital assistant market.

When it comes to eCommerce, eBay, Otto, Newegg, Target, Walmart, Home Depot, and JD are worthy competitors that directly compete with Amazon worldwide.

Additionally, these eCommerce websites are available to customers in many countries worldwide and offer thousands of products for sale, sometimes at lower prices.

Further, Apple and Google both compete with Amazon in the digital assistant market, while Disney+ and Netflix compete in streaming services.

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Marques Thomas

Marques Thomas graduated with a MBA in 2011. Since then, Marques has worked in the retail and consumer service industry as a manager, advisor, and marketer. Marques is also the head writer and founder of QuerySprout.com.

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