In recent years, Amazon has held top positions in many global industries. Thus, their e-commerce services attract over 310 million active customers. In addition, Amazon Web Services remains the most popular cloud infrastructure vendor in the world. As it develops, the firm continues to test itself in new sectors, leaving more and more companies behind.
In this article, we’ll review top Amazon competitors in the e-commerce, streaming, and cloud services. Below, you will find their market share, products and services, traffic, revenue, and much more. So, let’s get started!
Amazon has long dominated the global e-commerce market. In just the second quarter of 2024, the company generated $96.8 billion in revenue from its retail services and online and physical stores. In the US alone, Amazon’s market share amounts to 37.6%. Moreover, the company receives over 2.27 billion visits and 25 million downloads every month.
Despite its continued leadership, some Amazon competitors offer strong alternatives, from cost-effective deals to specialized marketplaces. In this section, we will explore Walmart, eBay, and other rivals and how they are challenging the global giant.
Founded: 1962
Headquarters: Bentonville, United States
Total revenue: $648 billion (2024)
Revenue from online sales: $53.4 billion (2023)
Market share: 6.4% (U.S. e-commerce)
Monthly visitors: 496.5 million
Monthly app downloads: 731k
Global reach: 20+ countries
Walmart is one of Amazon’s biggest competitors in the e-commerce industry. Founded in 1962 by Sam Walton, it now operates in more than 20 countries. Moreover, Walmart is a leading fast-growing consumer goods retailer with revenues of $648 billion as of January 2024.
The company has 10,500 stores worldwide, including 4,717 in the United States. Walmart offers more than 21 product categories, with 58.8% of net sales coming from food, 28.2% from consumer goods, and 11.1% from health and wellness. It also offers a wide selection of electronics, clothing, and household items.
In the US, Walmart has a 6.4% share of the e-commerce retail market, making it one of the largest online stores like Amazon. In addition, it serves 255 million customer visits each week in its physical shops. Its online marketplace, for example, receives 496.5 million visits, and its mobile app has 731,000 downloads per month. Furthermore, there are more than 150,000 sellers on Walmart’s online platform.
Founded: 1995
Headquarters: San Jose, United States
Annual net revenue: $10.1 billion (2023)
Market share: 3% (U.S. e-commerce)
Monthly visitors: 1.21 billion
Monthly app downloads: 2.37 million
Global reach: 190 markets
eBay is the second most popular shopping site after Amazon, with around 1.21 billion visits worldwide. The marketplace operates in 190 markets, with 67.66% of traffic coming from the United States. eBay offers over 18 product categories with at least three levels of subsections. The key segments include automotive, apparel, sports, toys, household goods, jewelry, health, and business.
Regarding financial performance, eBay generated $10.1 billion in net annual revenue and gross merchandise volume (GMV) of $73.21 billion. The platform serves 132 million active buyers worldwide. Additionally, its mobile app sees 2.37 million global monthly downloads.
Sellers on eBay can list products and take advantage of the platform’s protection, with a charge of 10-15% of the final sale value. The first 250 listings each month are free, after which a $0.35 insertion fee applies. Currently, eBay hosts over 2.1 billion live listings.
Unlike Amazon, which focuses on its own retail services, eBay operates as a peer-to-peer marketplace. Sellers manage their inventory and shipping, while eBay facilitates transactions and provides protection. The marketplace stands out among Amazon’s competitors due to its auction-based selling model. This way, users can buy not only new but also second-hand and rare items.
Founded: 1999
Headquarters: Hangzhou, China
Turnover: $940 billion (2023)
Revenue from online sales: $75.5 billion (2023)
Market share: 23% (Global e-commerce, based on GMV)
Monthly visitors: 431 million (AliExpress)
Global reach: 190+ countries
Alibaba is the biggest Chinese Amazon competitor. It combines globally recognized online shops like AliExpress, Taobao, and Tmall. Launched in 1999, Alibaba has grown into a dominant force in global e-commerce, with a turnover exceeding $940 billion. The company now operates in over 190 countries and regions. In its home market of China, it generated $61.1 billion in revenue from online sales. Globally, it earned an extra $14.4 billion in 2023.
Alibaba offers over 40 major product categories. The largest segments by sales are fashion (38%), electricals (30%), leisure (13%), home goods (12%), and health products (7%). AliExpress, the global consumer marketplace, attracts 431 million visits per month. Meanwhile, Taobao primarily serves the Chinese market and has a monthly active user base of 921 million.
Unlike Amazon, Alibaba focuses on a mix of B2B, B2C, and C2C models. The platform allows third-party sellers to manage their stores to reach a broad range of customers. Additionally, Alibaba supports international trade and wholesale transactions. With a strong focus on e-commerce, the company continues to expand its digital and cloud services. Recently, it has invested in logistics, financial services, and AI.
Founded: 1902
Headquarters: Minneapolis, United States
Total revenue: $107.4 billion
Revenue from online sales: $19.7 billion
Market share: 1.9% (U.S. e-commerce)
Monthly visitors: 200 million
Global reach: United States (primary)
Target is one of Amazon’s top competitors in the U.S. retail and e-commerce markets. Founded in 1902, it operates 1,963 stores across all 50 states and maintains 59 supply chain facilities. Target generated $107.4 billion in revenue as of 2024, with 18.3% coming from online sales.
Target offers products in over 30 categories. Their best-performing segment is beauty and household essentials, accounting for 29.57% of its total sales. Next comes food (22.59%), home goods (16.79%), hardlines (15.28%), and apparel and accessories (15.58%). Its focus on same-day services, such as in-store pickup, Drive Up, and Shipt delivery, has been a major factor in its digital growth.
In 2024, Target holds a 1.9% share of the U.S. e-commerce market. Its online marketplace receives over 200 million visits each month. Besides its robust retail presence, the company employs over 400,000 people and has 32 global office locations.
Founded: 2012
Headquarters: Singapore
Revenue: $22.7 billion (2022)
Market share: 50% (U.S. fast fashion market)
Monthly visitors: 218 million
App downloads: 125 million (YTD 2024)
Global reach: 150+ countries
Shein is a fast-growing Chinese retailer and a significant Amazon alternative in the fashion industry. By December 2023, it reached a valuation of $66 billion, making it the highest-valued e-commerce startup worldwide.
Shein’s market share in the United States doubled between 2020 and 2023. The platform now controls 50% of the U.S. fast fashion market. The company operates in over 150 countries and receives 218 million visits per month. It has also become favored among younger consumers, ranking as the 4th most popular shopping app among Gen Z users in the US. In 2024, Shein’s app has already been downloaded 125 million times.
Shein’s success lies in its ability to produce and deliver trendy, affordable clothing. Unlike traditional retailers, their supply chain operates on a “test-and-repeat” model. This way, Shain can make small batches of items and adjust them based on demand. This approach helps them stay on top of fashion trends while offering low prices. The company also relies on social media marketing and influencer collaborations.
Founded: 2007
Headquarters: Bangalore, India
Revenue: $6.6 billion (2023)
Market share: 2nd-largest in India
Monthly visitors: 167.4 million
Global reach: India (primary)
Flipkart is one of Amazon’s main competitors in the Indian e-commerce market. Founded in 2007 and headquartered in Bangalore, the company has grown into a leading platform with $6.6 billion in annual revenue. Their website receives 167.4 million monthly visitors, making it the second most popular local online store after Amazon India. Flipkart also boasts a registered customer base of over 500 million.
The company offers over 150 million products across 80+ categories. Here you can find electronics, fashion, home goods, and groceries. The company’s Big Billion Days sales events are particularly well-known, which attracted over 1.4 billion customers last year. Besides retail, Flipkart has expanded into business services with Flipkart Wholesale. It also owns the digital payments platform PhonePe and its logistics arm Ekart.
Founded: 1998
Headquarters: Beijing, China
Revenue: $148 billion (2023)
Market share: 9% (Global e-commerce, based on GMV)
Monthly visitors: 339.7 million
Global reach: China (primary)
JD.com is the second-largest Chinese competitor to Amazon. The company focuses on same-day and next-day delivery across many regions in Asia. In 2023, JD.com reported a total net revenue of approximately $148 billion (1.08 trillion yuan). Now, the company holds about 9% of the global e-commerce market share.
Moreover, JD.com has a solid customer base, with 339.7 million monthly active users of its mobile app. The company’s success is particularly notable during large sales events like China’s Singles’ Day. Last year, they captured 25.96% of total sales and saw 212.03 million active users during the event.
JD Logistics operates its fleet of delivery vehicles, warehouses, and even drones. This infrastructure allows JD.com to maintain control over its supply chain. Unlike Alibaba, which focuses more on third-party sellers, JD.com manages much of its inventory directly.
Founded: 2022
Headquarters: Boston, United States
GMV: $635 million (2023)
Monthly visitors: 503.3 million
Monthly app downloads: 54 million
Global reach: 79+ countries
Temu, founded in 2022, has become one of the newest and hippest players in the Amazon competition market. The platform’s business model focuses on discount-driven, mass-market sales similar to Alibaba’s AliExpress. This way, Temu attracts budget-conscious customers across fashion, home, and beauty categories.
In 2023, the company became the most popular shopping app, surpassing Shein with almost 338 million global downloads. The platform’s growth continued into 2024, with 54 million downloads in August alone, making it even more popular than Amazon’s app. 40% of their traffic came from the United States and Mexico.
In 2023, Temu reported a $635 million gross merchandise volume (GMV) and now attracts 503.3 million visits per month. The company’s rapid growth came from aggressive marketing and a focus on mobile-first shopping.
Founded: 1997
Headquarters: Tokyo, Japan
Total revenue: $14.4 billion (2023)
Revenue from online sales: $6.1 billion (2023)
Market share: 1% (Global e-commerce, based on GMV)
Monthly visitors: 112.1 million
Global reach: 28 countries
Rakuten is one of the major Amazon competitors in Japan, founded in 1997. In 2023, the platform reported an annual revenue of approximately $14.4 billion (2.1 trillion Japanese yen). Out of this, $6.1 billion (42,4%) came from its domestic e-commerce business.
The company’s marketplace, Rakuten Ichiba, is home to over 57,000 merchants. The most popular categories among consumers include food (34.5%), fashion (29.7%), household goods (26%), and PC & smartphone-related items (24.6%). The platform attracts significant traffic, with 112.1 million visits per month.
While Rakuten operates in 28 countries, its primary focus remains on Japan, so its global reach is more limited than other companies like Amazon. But besides e-commerce, the firm has diversified into various other sectors. For example, you can find this brand in financial services (Rakuten Bank, Rakuten Card), telecommunications (Rakuten Mobile), and digital content (Rakuten TV, Viki).
Founded: 1949
Headquarters: Hamburg, Germany
Total revenue: $9.93 billion (2022/23)
Revenue from online sales: $4.5 billion (2023/24)
Monthly visitors: 50.3 million
Monthly app downloads: 566,000
Global reach: Germany (primarily)
Otto is one of the leading online retailers in Germany, second only to Amazon.de. Founded in 1949, the company has become a significant player in European e-commerce. In the 2023/24 financial year, Otto reported revenues of about $4.5 billion from its online operations.
As of 2024, the firm employs 41,186 people and receives 50.3 million monthly visits to its online platform. The company serves 11.7 million active customers, processing up to 35 orders per second. Otto’s app is also popular, with 566,000 monthly downloads.
Unlike Amazon, Otto operates a multi-brand strategy. It offers products through its platform and brands like Bonprix, Crate & Barrel, and About You. Otto focuses on fashion, home goods, electronics, and lifestyle products.
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Now, let’s talk about top Amazon competitors in the streaming and subscription-based services areas. Notably, the company Prime serves over 200 million members worldwide. The service offers free shipping, Prime Video streaming, and exclusive deals.
Founded: 1997
Headquarters: Los Gatos, United States
Revenue: $33.7 billion (2023)
Subscribers: 277.65 million (2024)
Content library: 6,870 shows
Global reach: 190+ countries
Netflix remains one of the strongest Amazon competitors in the streaming industry. Founded in 1997, the company has transitioned from a DVD rental service to a global leader in video streaming. As of the 2nd quarter of 2024, Netflix has 277.65 million paid subscribers.
In 2023, the company generated an annual revenue of $33.7 billion, with nearly $15 billion coming from its biggest market, the US and Canada. Netflix employs 13,000 full-time workers, doubling its workforce since 2017. The platform operates in over 190 countries and features movies, TV shows, documentaries, and games.
One of the key factors behind Netflix’s success is its investment in original programming. For comparison, in 2023, Amazon Prime Video spent around $50 per user on content, whereas Netflix allocated over $70. The platform has produced the most popular English-language shows. For example, “Wednesday” reached over 252 million views, and “Stranger Things” followed closely with 141 million views.
Netflix’s dominance was also evident during the awards season. At the 2024 Golden Globe Awards, the company secured the most wins among streaming platforms. Similarly, at the 2023 Emmy Awards, Netflix was nominated for 103 awards and took home 22 trophies.
Founded: 2019
Headquarters: Burbank, United States
Revenue: $9.8 billion (2023)
Subscribers: 153.8 million (Q3 2024)
Content library: 13,000+ shows
Global reach: 150+ markets
Disney+ is one of the major competitors of Amazon Prime Video, which has a collection of content from Disney, Pixar, Marvel, Star Wars, and National Geographic. Launched in 2019, the service has grown to reach 153.8 million subscribers as of the third quarter of 2024.
The platform features over 13,000 shows and movies, totaling 8,000 hours of content. Similar to Netflix, Disney+ also has benefited from the success of its original programming. Their most popular titles include The Mandalorian, WandaVision, and Loki.
Today, Disney+ operates in 150+ markets and is available in 39 languages. In 2023, the company generated $9.8 billion in revenue in its entertainment business. One of the service’s main advantages is its access to decades of beloved animated films and blockbuster franchises.
Founded: 2006
Headquarters: Stockholm, Sweden
Revenue: $14.52 billion (2023)
Subscribers: 236 million
Monthly active users: 602 million
Content library: 100 million tracks
Global reach: 184 countries
Founded in 2006, Spotify is one of the largest Amazon competitors in the audio streaming industry. As of 2024, the platform has reached 602 million monthly active users, with 236 million premium subscribers. Of those, 65% are from Europe and North America.
In 2023, Spotify generated $14.52 billion in revenue, with $12.65 billion coming from its premium subscription model. The service operates in 184 countries and offers over 100 million tracks, 6 million podcasts, and 350,000 audiobooks.
Its success comes from its easy-to-use interface, personalized playlists, and user’s listening habit-based recommendations. Spotify also provides a free ad-supported version besides the premium.
Headquarters: Cupertino, United States
Revenue: $9.3 billion (Music), $2.2 billion (TV+)
Subscribers: 112+ million
Global reach: 167+ countries
Apple offers two major services — Music and TV+ — that compete with Amazon’s entertainment offerings. Apple Music, launched in 2015, is one of the largest audio streaming platforms with over 100 million tracks. As of 2024, it has 112 million paid subscribers and generated $9.3 billion in revenue. The service integrates with Apple devices, including iPhones, iPads, and Apple Watches.
Apple TV+, in turn, focuses on original programming. The service has around 50 million paid subscribers and is known for hits like Ted Lasso and The Morning Show. Although its content library is smaller than that of other Amazon competitors, Apple TV+ concentrates on high-quality shows. It generated $2.2 billion in revenue and is available in over 100 countries.
Founded: 2023
Headquarters: Burbank, United States
Revenue: $10.15 billion
Subscribers: 103.3 million
Global reach: 90 countries
Content library: 2,600+ titles
Max, formerly known as HBO Max, is a hybrid video streaming platform that also remains one of Amazon’s competitors in the USA. The rebranding occurred in May 2023, following the merger between Warner Bros. Discovery and HBO.
As of 2024, Max boasts 103.3 million direct-to-consumer video subscribers. The platform generates $10.15 billion in revenue and offers over 2,600 titles. 30% of the Max content focused on documentaries and drama series, and 22% dedicated to reality TV shows.
Max is available in 90 countries, 25 of them in Europe. The platform offers iconic HBO original content such as Game of Thrones, Succession, and The Last of Us. You can also find Discovery’s reality TV shows, like Deadliest Catch and 90 Day Fiancé.
Launched: 2014 (as CBS All Access), rebranded in 2021
Headquarters: New York, United States
Revenue: $6.7 billion
Subscribers: 68.4 million
Global reach: 174 countries
Content library: 3,600 movies and shows
Paramount+ is last but not least among the major streaming companies similar to Amazon. The service offers live sports, breaking news, and a library under the slogan “A Mountain of Entertainment.” The platform features BET, CBS, Comedy Central, MTV, Nickelodeon, and Paramount Pictures content.
As of 2024, Paramount’s direct-to-consumer (DTC) business generated $6.7 billion in revenue. The platform has 68.4 million subscribers across 174 countries. Notably, over 2.6 million UK households subscribe to Paramount+. In turn, 37% of US customers opt for the ad-supported tier.
Paramount+ offers over 3,600 movies and shows. The platform combines breaking news coverage and live sports, including the NFL and UEFA Champions League.
The last group of Amazon competitors we’ll discuss focuses on cloud services. Amazon Web Services (AWS) is the company’s cloud platform that provides storage, computing power, and databases to businesses worldwide. In 2023, AWS generated $91 billion in revenue, growing by 20% year-on-year. It currently holds 31% of the global cloud infrastructure market, making it the largest player in the industry.
However, AWS faces significant competition from other cloud providers. In this section, we will look at Microsoft Azure, Google Cloud, and other Amazon competitors and their impact on the cloud market.
Launched: 2010
Headquarters: Redmond, United States
Market share: 25%
Revenue: $28 billion (Q4 FY2024)
Microsoft Azure, launched in 2010, has grown to the second-largest Amazon competitor in the cloud infrastructure services market. Azure offers over 2,800 AI and machine learning services and products. It provides services across Infrastructure as a Service (IaaS), Platform as a Service (PaaS), and Software as a Service (SaaS).
In 2024, Microsoft generated over $28 billion in revenue from its Intelligent Cloud services, a 29% year-over-year growth. Today, Azure holds a 25% market share in this market, placing it second only to AWS.
According to Statista, 45% of organizations use Microsoft Azure to run their workloads, compared to 49% on AWS. Their strength lies in hybrid cloud solutions. With its help, businesses can integrate both on-premises and cloud-based environments.
Azure also supports open-source technologies and programming languages like Python, Java, Node.js, and .NET. This way, developers can build, deploy, and manage apps regardless of their preferred tech stack. Azure’s services include virtual machines, serverless computing, storage solutions, database services, and advanced data analytics.
Launched: 2008
Headquarters: Mountain View, United States
Revenue: $33.08 billion (2023)
Market share: 10%
Google Cloud Platform (GCP) is also one of Amazon’s major competitors in the cloud computing industry. Like AWS, GCP offers a full range of services, including IaaS, PaaS, and SaaS.
In 2023, GCP generated $33.08 billion in revenue, accounting for 10.8% of Google’s total. As of 2024, Google Cloud holds 10% of the global market share, making it the third-largest cloud service provider after AWS and Microsoft Azure.
GCP stands out with its global network of data centers and a strong emphasis on open-source technologies. Businesses use BigQuery, Google Kubernetes Engine, and TensorFlow for advanced data and AI solutions. Additionally, GCP integrates with other company services, such as Google Workspace and Google Ads.
Launched: 2016
Headquarters: Austin, United States
Revenue: $35 billion
Market share: 4% (SaaS cloud)
Oracle is one of the leading cloud computing platforms, known for its strong focus on enterprise solutions. In fiscal year 2024, the company’s cloud and license division generated $35 billion, 85% of total annual revenue. Now, the firm holds about 4% of the global SaaS market.
Oracle Cloud offers autonomous databases, Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), and Supply Chain Management (SCM) tools. Its Oracle Cloud Infrastructure (OCI) supports both PaaS and IaaS capabilities.
Oracle’s cloud also integrates advanced AI and machine learning tools for data processing. Notably, the company ranks among the top 10 most valuable brands globally.
Launched: 1999
Headquarters: San Francisco, United States
Revenue: $7 billion
Market share: 1%
Salesforce Cloud is also one of the significant players in the list of Amazon competitors. As of the 2024 fiscal year, Cloud emerged as the company’s largest revenue-generating service, bringing in $7 billion, 23% of the total annual revenue.
Salesforce Cloud focuses on CRM solutions, customer service, and sales automation. Businesses use their Sales and Service Cloud products to streamline customer interactions and sales processes.
Salesforce also provides PaaS through its Platform. With its help, developers build and deploy apps directly on the cloud. The platform is also famous for its AI tools and automation, especially with Einstein AI. In 2024, the company employs a total of 72,682 employees.
All in all, Amazon has built an unmatched ecosystem across e-commerce, streaming, and cloud services. While other companies offer similar options, they haven’t entirely replaced Amazon in any category.
Companies like Walmart and eBay provide strong alternatives in e-commerce. Meanwhile, Netflix, Disney+, and Spotify rival Amazon in the streaming area. They deliver entertainment options that draw millions of subscribers. In cloud computing, Microsoft Azure and Google Cloud are major Amazon competitors.
Together, these companies create a diverse and competitive environment. Each has its own strengths and market leadership in different areas. However, Amazon’s ability to innovate and integrate its services keeps it a leader, even in a market filled with tech giants.
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REQUEST CVSAmazon’s biggest retail competitors include Walmart, eBay, Target, and Alibaba. For subscription services, key alternatives are Netflix, Disney+, and Spotify. In cloud services, Microsoft Azure, Google Cloud, Oracle, and Salesforce are AWS primary rivals.
The best alternatives to Amazon for sellers include eBay and Walmart Marketplace. eBay allows flexible selling options like auctions, while Walmart gives access to a large customer base. Shopify is ideal for sellers wanting more control over their store, and Etsy is great for handmade or vintage products.
The United States uses Amazon the most. The company holds about 37.6% of the U.S. retail e-commerce market share and receives over 2.27 billion monthly visits.
In 2023, Amazon sold more than 4.5 billion items, averaging about 12.4 million products sold per day. However, on Prime Day 2024, Amazon exceeded this daily average, selling over 200 million items.
Amazon sets itself apart by building customer loyalty with perks like free shipping and access to services like Prime Video. The firm allows third-party sellers on its platform and offers its own private-label products. Amazon’s extensive warehouses and delivery systems enable faster shipping, often within one or two days. Moreover, it invests in robotics, drone delivery, and AI technologies like Alexa to advance innovation.
