Alexa, What Are Amazon’s Important Opponents? And What makes them Profitable?

As a small enterprise proprietor, you’ve most likely thought to your self at the least as soon as, “How on earth can I compete with Amazon?

In case you’re a web based retailer and even when you personal bodily shops serving a distinct segment, there’s an honest probability that Amazon has a piece of your market share.

The brainchild of Jeff Bezos has its fingers in lots of pies. Nevertheless, Amazon isn’t fully untouchable. Loads of companies are direct opponents in a roundabout way and nonetheless take pleasure in big income.

This information will have a look at a few of Amazon’s prime opponents in numerous areas, explaining what precisely makes them profitable. Then we’ll take these classes and have a look at how small companies may also compete with the web retail big.

Desk of Contents

Template Icon

Free Webinar:

The best way to Discover and Supply a Successful Product to Promote

In lower than 40-minutes, allow us to stroll you thru how one can discover product concepts, how one can validate them, and how one can promote the product upon getting an concept you need to pursue.

High Amazon opponents

This Amazon competitor evaluation has a wholesome mixture of online-only enterprise fashions and offline/on-line choices. Every of them has distinctive benefits that place them as Amazon opponents.

On-line shops

Let’s begin with an apparent group of opponents: on-line retailer house owners (a.okay.a. you). Ecommerce has taken off over the previous few years, taking on 21% of complete retail gross sales in america alone. Though Amazon is the largest client market on-line, small enterprise house owners have one huge profit. 

On-line shops that promote distinctive, can’t-get-anywhere-else merchandise will all the time have an edge over the mass-produced items you discover on Amazon. Take TREEHOUSE child & craft, for instance. 

online store example

The Georgia-based small enterprise has a novel benefit over huge on-line promoting websites like Amazon. It focuses on high-quality youngsters’ toys, artwork, and books, stocking “distinctive, kindly-made merchandise from around the globe.” 

Rhiannon Taylor, founding father of on-line boutique RT1home, suggests ecommerce entrepreneurs “design and manufacture your personal merchandise which Amazon can not carry. If that’s not an choice, do your analysis and solely supply a novel product that’s not obtainable on Amazon.”

Positive, you most likely can’t compete with Amazon on value or delivery instances. When it comes to scale, dimension, and logistics, Amazon is sort of limitless. However you may outpace Amazon in terms of distinctive merchandise and customized procuring experiences that retains clients completely happy and coming again for extra. 



One other big ecommerce platform that immediately competes with Amazon is eBay. The corporate, based mostly in San Jose, California, was based in 1995.

Lately, eBay’s income has really begun to fall, however in 2020 it skilled its greatest internet income since 2013, $10.2 billion

With eBay, sellers listing merchandise on the market and consumers discover them within the market. EBay sellers additionally supply merchandise just like these provided by sellers on Amazon. The large distinction? EBay Sellers can public sale merchandise or have a hard and fast price. Amazon doesn’t supply public sale gross sales. 

Being primarily a giant storage sale versus a market provides eBay a novel place over Amazon. 



Shifting nearer to the low cost division retailer idea, one other nice instance of an Amazon competitor is Walmart. One of many oldest corporations on this listing, it was based in 1962 by Sam Walton in Rogers, Arkansas.

Amazon and Walmart are two of the most important retailers within the US and are all the time in competitors. Walmart dominates the bodily house, however Amazon leads on-line. Though Walmart has been round for 30 years longer, the 2 combat for a similar clients now. The 2 manufacturers compete on every part from innovation to digital progress, logistics and sustainability. 

Walmart noticed an enormous income of $524 billion in 2020, which was $138 billion greater than Amazon’s $386 billion that very same 12 months. 



In case you reside in a western nation, you could have the concept Amazon has an enormous presence in all places, however that’s not the case. Flipkart was based in 2007 and is certainly one of India’s main on-line ecommerce websites. Walmart grew to become its majority proprietor in 2018. 

Flipkart’s enterprise mannequin is similar to Amazon’s, excluding the Flipkart Plus SuperCoins reward scheme, which, not like Amazon Prime, is earned, slightly than paid for. 

Flipkart’s income has been rising, with a reported 12% improve in 2020 from the earlier 12 months. Because the Indian ecommerce market continues to strengthen, Flipkart is certainly one of Amazon’s largest opponents within the area.



One other firm with a protracted historical past is Goal, based the identical 12 months as Walmart (1962), in Minneapolis, Minnesota. 

Goal describes itself as a “basic merchandise retailer” and boasts that 75% of the US inhabitants lives inside 10 miles of a Goal retail retailer. It reported $93.6 billion in income in 2020, which was an general 19.3% progress price in gross sales in comparison with the earlier 12 months.

Goal can not compete with Walmart and Amazon—it’s not massive sufficient. However what Goal has that different retailers don’t have is a loyal following. Goal has turn out to be an extremely handy place to buy, and is even thought-about an acceptable date night time by its clients. 

Goal joined the ranks of ecommerce corporations by providing same-day supply, order pickup, and drive-up pickup. These providers had been up over 270% in 2020 versus the earlier 12 months, taking on a small proportion of market share in comparison with Amazon. 

Alibaba Group


Whereas we take into account Amazon a behemoth within the US, in China there’s the Alibaba Group. Based in 1999 by Jack Ma (who has seen controversy for feedback towards the Chinese language regulatory system), its important retail subsidiaries are AliExpress, Taobao, and Tmall.

Every subsidiary competes towards Amazon in numerous methods. Taobao, a B2C (enterprise to client) operation, for instance, competes with Amazon on promoting garments, equipment, devices, and laptop {hardware} at low costs. 

Alibaba is among the largest opponents to Amazon Internet Companies, with cloud computing bringing in a income of $2.24 billion in three months ending September 30, a 60% year-on-year rise. That was sooner than Amazon Internet Service’s and Microsoft Azure’s income rise, which was 29% and 48% respectively. 

Collectively, the Alibaba Group noticed income of roughly $109 billion in 2020 and in 2019 held a 55.9% retail ecommerce market share in China. 



Otto, certainly one of Europe’s largest ecommerce corporations, was based in 1949 in Hamburg, Germany. Because the oldest firm on this listing, its merchandise had been initially ordered by mail after which phone earlier than the corporate moved into on-line procuring in 1995. 

Whereas it’s thought-about a one-stop store for electronics (like Apple and Microsoft), trend, and sports activities gear, its largest market (notably in Germany) is in furnishings and residential furnishings.

In 2020, the Otto Group reported €15.6 billion ($18.5 billion) in complete income, which makes it second behind Amazon in on-line gross sales in Germany. 



The following competitor on our listing is JD (JingDong), additionally identified by its URL, It’s one other Chinese language ecommerce gross sales web site, based in Beijing in 1998. 

Past being a competitor to Amazon, it’s additionally a direct competitor of the above-mentioned Tmall, each being Chinese language B2C ecommerce corporations). 

What makes JD a little bit totally different from Amazon is the flexibility to purchase objects in bulk (just like Costco) in addition to its dominating logistics infrastructure in China.

Because of this, loved $114.3 billion in income in 2020 (sure, greater than Alibaba), which was a whopping 29.3% improve from 2019. 



Taking a step away from bodily merchandise, we flip to Amazon Prime Video’s largest competitor—Netflix. The video-on-demand service began in 1997 when founders Reed Hastings and Marc Randolph mailed themselves a DVD in Scotts Valley, California.

Since then, the corporate has seen year-over-year progress, culminating in income of $25 billion in 2020. Widespread amongst its almost 208 million subscribers is its unique content material, which it pumps out at a mean price of simply over one unique title a day.

Whereas many rising opponents within the video streaming house have minimize into its US market share, it nonetheless retains a hefty 20%.



Shifting again into the ecommerce house, one other massive participant is Rakuten, based in 1997 in Tokyo, Japan. 

Nevertheless, to name Rakuten simply an ecommerce firm could be a mistake—its ecosystem features a streaming service (Rakuten TV), banking and funds providers, telecoms, even well being and life insurance coverage.

As you may see from the picture, Rakuten has a considerably totally different enterprise mannequin by way of its retail technique. It makes use of a cash-back system to encourage clients to do their procuring via Rakuten as a substitute of immediately with manufacturers. 

This mannequin (in addition to its enterprising ecosystem) has earned it a internet income of 1.5 trillion Japanese yen (a little bit over $13.6 billion), and a 15.2% YoY progress in 2020.

Free Video Sequence: Ecommerce Inspiration

Feeling uninspired? Watch a number of the world’s most profitable entrepreneurs share their greatest recommendation for brand spanking new enterprise house owners.

How small companies can compete with Amazon

Now you perceive what massive corporations compete with Amazon and the way their benefits make them stand out. Subsequent, let’s check out how small companies can tackle the giants with out being billion-dollar multinationals or slashing their costs.

Present an unbelievable buyer expertise

One of many largest benefits you have got as a small enterprise is attending to know your clients as folks, not simply as order reference numbers.

In line with a current report by Phase, 71% of surveyed shoppers felt annoyed by impersonal procuring experiences. Nevertheless, 44% would possible turn out to be repeat consumers after having a personalised expertise with a model.

Some straightforward methods to create good buyer experiences are:

  • Write handwritten thank-you notes with their orders
  • Discuss to them immediately and ask for his or her suggestions
  • Ship related customized emails 
  • Resolve buyer complaints promptly with significant resolutions

For extra methods to make clients really feel valued, learn A Thank You Goes A Lengthy Manner: 6 Artistic Methods to Say Thanks for Buyer Purchases.

Go omnichannel

This level applies to each bodily and digital-only shops. When buying new clients and retaining present ones, having an omnichannel expertise is important for gaining an edge over the competitors.

Our analysis exhibits that 73% of buyers use a number of channels earlier than making a purchase order. Retailers who promote throughout a number of channels (marketplaces, cell, social media, and bodily places) improve income by 190% on common. 

omnichannel research

Omnichannel retail doesn’t want you to be in all places—simply in all places your clients are. It entails integrating every touchpoint to supply clients precisely what they want, once they want it, on any system.

Not solely that, however they are saying that having an omnichannel technique has the next advantages:

  • Improves buyer lifetime worth
  • Reaches new buyer segments
  • Will increase operational effectivity
  • Will increase gross sales
  • Improves stock turnover
omnichannel benefits
Picture courtesy of: Salesforce

For examples and suggestions for creating your omnichannel technique, learn Ominchannel Advertising Information: What’s It and The best way to Get Began on the Shopify Plus weblog.

Promote on marketplaces

Amazon isn’t the one market on the internet the place you may promote, and even host, your merchandise. You should utilize different present marketplaces that clients are already conversant in and belief (simply keep in mind that utilizing them will come at a price). 

These are a number of the extra well-liked ones, however you must also take into account on the lookout for a market particular to your area of interest:

You might need even observed lately the rise of procuring capabilities on social media, similar to Fb Outlets and procuring on Instagram. 

In case you’re not scorching on the concept of establishing your personal retailer (which may generally include important overheads), any of those choices generally is a nice selection and include their very own built-in audiences.

Create a fantastic loyalty program

One other technique to compete towards Amazon is to have an excellent straightforward loyalty program. In line with analysis from Accenture, members of loyalty packages generate as much as 18% extra income for retailers than non-members. 

Relying on the kind of enterprise you run, you may take into account a wide range of totally different loyalty program sorts, together with points-based, tiered, paid (suppose “plus” or “premium” members), spending-based, gamified packages, and even value-based packages (tree-planting packages for instance).

Firms like Smile can assist you create a loyalty program totally free, with professional plans obtainable for additional customization. When you’ve got a Shopify retailer, you may add the Smile app to your store and create a loyalty program simply. 

smile app

Be an energetic neighborhood presence

The ultimate tip for this publish is probably the most important benefit a small enterprise has over big multinationals—the flexibility to be an energetic local people presence. 

Small enterprise house owners have a greater understanding of the wants of their neighborhood, and what higher technique to encourage than getting concerned in bettering it or in any other case spreading a optimistic message?

Some methods you may get concerned embody:

  • Internet hosting occasions for the primary time associated to your small business (or for charity)
  • Collaborating in or sponsoring present occasions
  • Have a volunteering program or incentive for workers
  • Donate to native causes (as one-offs or pledge a portion of your income)
  • Be a part of any neighborhood boards or organizations your small business may assist with (similar to arts or music councils, well being boards, and many others.)

Alexa, what’s the easiest way to compete with Amazon?

It’s clear that Amazon is unstoppable in lots of areas. New ecommerce manufacturers could also be intimidated by the behemoth at first, however the reality is, there are such a lot of methods you may compete with Amazon and construct a rewarding on-line enterprise. 

Get to know your clients and what they worth. Create distinctive merchandise. And all the time present the perfect customer support potential. In case you observe these three methods, you’ll by no means have to fret about Amazon’s market share getting in your means. 

Able to create your small business? Begin your free 14-day trial of Shopify—no bank card required.

Amazon opponents FAQ

What’s the Amazon Market?

Amazon Market is an ecommerce platform that third-party sellers can use to listing their merchandise on the Amazon web site. Though it is vitally built-in into the expertise for buyers, as a substitute of all of the income going to Amazon, the larger portion goes to the vendor. Sellers can listing new and used merchandise on the Market.

Who’s Amazon’s largest competitor?

  • For retail: Alibaba, Goal, eBay, Walmart, JD, Flipkart, and Rakuten
  • For streaming providers: Netflix, AppleTV, Disney+, Hulu
  • For cloud or net providers: Alibaba Cloud, Microsoft Azure 

Who’re Amazon’s oblique opponents?

Oblique opponents are those that are massive gamers within the trade however servicing a special a part of the market. Some examples embody:

  • Google 
  • Apple
  • Shopify 

Who’re Amazon’s opponents within the US?

When it comes to e-retailers, in accordance with Statista, in 2021 Amazon’s largest opponents by market share are Walmart (5.3%), eBay (4.7%), Apple (3.7%), and The Residence Depot (1.7%), the place Amazon led by 38.7%.