Top 10 Amazon Rivals & Substitutes in 2023

Since Amazon soared to become the e-commerce behemoth, competition has surged in both number and size as companies vie for a piece of the market. In today’s ever-evolving digital landscape, businesses must stay ahead of the game. But with numerous potential Amazon alternatives available, who are the top competitors?

Amazon Online Stores Competitors


Alibaba Group, founded by Jack Ma in 1999, is a Chinese multinational conglomerate with various subsidiary companies. Its subsidiaries include (business-to-business), Taobao, Tmall, and AliExpress, each serving different functions in business-to-consumer e-commerce. assists businesses in sourcing products directly from manufacturers, allowing them to save costs on unit pricing. It competes with Amazon for retailers looking to purchase large quantities of products for resale. On the other hand, Taobao and Tmall offer online marketplaces for electronic devices, clothing accessories, and other gadgets at competitive prices. AliExpress caters to international customers seeking Chinese retailers’ goods at discounted rates. These platforms directly rival Amazon’s shopping platform.

Alibaba Group primarily targets customers within China, while Amazon focuses mainly on services abroad, particularly outside the Asia-Pacific region. Amazon has gained a leadership position in those markets due to higher e-commerce penetration. In these regions, local players dominate industries more than Amazon does, presenting significant competition for the company. (e.g., Ozon Holdings in Russia and Ukraine).

In Q3 2021 alone, Alibaba Group achieved a notable financial performance, generating $31.14 billion in revenue with a year-over-year growth rate of approximately 29%. These impressive results are even more remarkable considering the fierce competition from both within China and global rivals like Amazon.

Amid the COVID-19 pandemic restrictions in 2020, Alibaba’s leadership team implemented innovative digital services to enhance customer trust when shopping online. For example, they introduced Ant Financial’s payment solutions and AI systems designed to detect fraudulent activities that could adversely affect the buyer’s online purchasing experience. These proactive measures significantly increased customer engagement compared to competitors who may not have implemented similar initiatives. Alibaba’s success demonstrates the importance of investing in digitalization to foster future growth.


As one of the largest digital marketplaces, eBay is a major player in global e-commerce. Founded in 1995, eBay has established itself as a significant rival to Amazon, even though its revenue has declined in recent years.

eBay allows sellers to list products for purchase or auction, giving buyers more options to compare prices without scouring multiple websites. Unlike Amazon, eBay’s auction system enables customers to bid on items, offering better deals for bargain seekers and creating additional competition between sellers. This unique buying experience appeals to value-conscious shoppers looking for a good deal on top-brand products.

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In addition to auctions, eBay provides access to hundreds of millions of listed products globally, circumventing limitations imposed by local availability. eBay remains popular among those seeking bargains or unique goods not widely available locally or elsewhere online.


Shopify poses a significant challenge to Amazon in the realm of e-commerce platforms. Based in Canada, Shopify offers entrepreneurs a comprehensive suite of tools to create and maintain their online stores. As of March 2023, over 4 million websites worldwide use Shopify.

One key selling point for entrepreneurs is Shopify’s Exchange Marketplace, which previously offered nearly 3,000 listings. This feature allowed entrepreneurs to purchase drop-shipping companies with existing customers and products, saving them time and providing an established customer base from the start. However, the program was discontinued in November 2022.

To compete with Amazon, Shopify partnered with Oberlo in 2020. Oberlo specializes in drop-shipping services, enabling sellers on Shopify’s platform to access thousands of products from global suppliers without holding inventory. In contrast, Amazon’s model is akin to a mall, where business owners either create their own shop or rent space from Amazon. Amazon provides storage, packaging, and shipping through Fulfillment by Amazon (FBA). Leveraging Oberlo’s expertise, Shopify puts pressure on Amazon and other competitors by reducing timeframes and costs associated with selling physical goods online through third parties.

Amazon Physical Stores Competitors


Walmart, the third-largest supermarket chain in the U.S., boasts over 10,000 physical department stores globally. Positioned as a major rival to Amazon, Walmart offers a wide selection of goods at competitive prices. This directly challenges Amazon’s subsidiaries, such as Whole Foods and Amazon Books.

Walmart has aggressively expanded its online presence to compete with Amazon’s dominance in e-commerce. According to Jungle Scout’s 2021 E-commerce Report, experienced tremendous success with customers seeking groceries and essential items, thanks to its extensive array of recognizable brands and convenient pickup/return options. In 2022, Walmart’s U.S. e-commerce profits reached an impressive $47.8 billion, representing an 11% increase from the previous year.

To strengthen its market position, Walmart has taken strategic steps such as acquiring in 2016 and establishing initiatives and collaborations, including Store No. 8, which focuses on technology and innovation. Additionally, Walmart introduced a membership program called Walmart+ to compete with the perks provided by Amazon Prime memberships. Walmart+ offers customers discounts, exclusive deals, and free unlimited deliveries from store locations.

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Walmart has established high standards of customer satisfaction, positioning itself as a major contender against Amazon’s global market dominance. Their focus on convenience, value, and technology-driven strategies ensures Walmart will remain a fierce competitor in both physical stores and e-commerce.


Target is a popular competitor to Amazon in the e-commerce space. Founded in 1902, Target has been a strong rival to both Walmart and Amazon for decades. Despite not matching the colossal size and overall sales figures of Walmart and Amazon, Target has built a loyal customer base that appreciates its convenience.

In 2022, Target reported $106 billion in revenue, a 13.3% increase from the previous year. With over 1,920 stores across the United States, Target’s physical presence remains vital to its success. The availability of online shopping combined with in-store pickup options makes Target extremely convenient for customers.

To expand its digital commerce reach, Target heavily invested in same-day delivery services like Shipt and order pickup services such as Drive Up. These services have become popular among shoppers seeking convenient options for online purchases. Target’s commitment to providing customers with exceptional convenience sets it apart from Amazon, where exclusive fast delivery options or lower prices are only available to Prime members.

Amazon Subscription Services Competitors


Netflix, launched in 1997 by Reed Hastings and Marc Randolph, has become the global leader in subscription-based streaming services. With its extensive collection of films, TV shows, and documentaries, Netflix offers users an almost limitless selection of content. In 2022, Netflix generated revenues totaling $31.6 billion.

Netflix’s success stems from its vast array of original content. The streaming giant releases an average of one new title per day, including popular original series like “Stranger Things,” “The Crown,” and “Tiger King.” This fierce competition between Netflix and Amazon Prime Video, its primary rival in the streaming services industry, showcases the importance of captivating content. Although Prime Video trails Netflix in terms of revenue ($5.16 billion in 2022) and subscription count (around 200 million), it gains traction with consumers due to its extensive catalog of licensed titles.

To maintain competitiveness, both Netflix and Amazon have introduced new features like adaptive streaming and mobile downloads, enhancing the user experience and meeting the demands of a tech-savvy audience. With the influx of new competitors such as Apple TV+, Disney+, HBO Max, and Peacock TV, the industry continues to grow, leaving room for multiple players to thrive.


Disney+ has quickly emerged as a major competitor to Amazon Prime Video. With 164.2 million subscribers at the end of Q4 2022, Disney+ has secured its place as the third most popular video streaming service after Netflix and Amazon Prime Video.

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Disney+ stands out from its competitors by offering unique content. With an extensive library spanning several decades, Disney+ provides unparalleled access to classic content alongside original series like “The Mandalorian” and beloved films like “The Little Mermaid” (scheduled for live-action release in May 2023).


As the world’s most popular music streaming service, Spotify remains the go-to choice for millions of users worldwide. With 205 million paying customers and 456 million monthly users, Spotify continues to outperform competitors in terms of popularity and reach.

Spotify’s expansive library, comprising over 100 million tracks across all genres, offers listeners an unrivaled selection. In addition to music, Spotify provides exclusive content such as live broadcasts, concert recordings, and other events that enhance the user experience.

Amazon Web Services (AWS) Competitors

Microsoft Azure

Microsoft Azure is a cloud computing service encompassing infrastructure-as-a-service (IaaS), platform-as-a-service (PaaS), and software-as-a-service (SaaS). With over 20% of the global cloud market share, Azure ranks as the second-largest cloud infrastructure and platform provider after Amazon Web Services.

Azure differentiates itself with its hybrid capabilities, allowing customers to seamlessly migrate workloads between on-premise and public cloud environments. It also offers a robust set of AI tools, empowering developers to build applications with advanced artificial intelligence elements. Azure’s competitive pricing structure makes it an attractive alternative, particularly for cost-conscious businesses.

Google Cloud Platform

Google Cloud Platform (GCP) has made significant strides in the cloud services market and holds 10% of the total market share. In 2022, GCP generated $26.28 billion in revenue.

Google’s advantage lies in its cohesive technological infrastructure, enabling seamless interconnectivity and accelerated innovation. While GCP offers fewer services compared to Amazon, its geographic presence, excellent customer service, and integration with other aspects of their ecosystem ensure it remains a formidable competitor. As Google continues to expand its range of services, it will present an even stronger challenge to Amazon Web Services.

Amazon’s dominance in e-commerce and cloud computing is undisputed. With its diversified portfolio, relentless pursuit of disruptive innovation, and strong financials, Amazon maintains its position as one of the industry’s top competitors. Despite facing strong rivals such as Google, Walmart, Netflix, eBay, and Target, Amazon’s market share, reputation for innovation, and financial strength ensure its continued success.

As Amazon expands into new industries, incorporating technologies from various sectors, competition will intensify, necessitating viable alternatives. However, given Amazon’s entrenched market share, innovative culture, and robust financial position, it is likely to remain one of the leading players in e-commerce and cloud computing for years to come.

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