Amazon or eBay? The short answer: Amazon wins for new, commodity products where volume and Prime shipping drive sales. eBay wins for used, one-of-a-kind, and collectible items where you want full control over your listings and margins. But for the products in between — electronics, books, brand-name goods — the right platform depends on your specific situation.
Compare fees across marketplaces
See which platform gives you the best profit: Etsy, Amazon, or eBay.
This guide compares fees, audiences, fulfillment, and product fit so you can choose with confidence.
Quick comparison: Amazon vs eBay at a glance
| Factor | Amazon | eBay |
|---|---|---|
| Total fees | 8-15% referral + FBA ($3-10/unit) | 13-15% final value fee |
| Active buyers | 310+ million | 132 million |
| Best for | New products, private label, books, electronics | Used items, collectibles, vintage, parts |
| Monthly fee | $0 (Individual) or $39.99 (Professional) | Free (250 listings/mo) |
| Listing format | Fixed price (Buy Box) | Auction or fixed price |
| Fulfillment | FBA or self-ship (FBM) | Self-ship |
| Competition | Buy Box-driven | Price and selection-driven |
| Seller tools | Brand Registry, A+ Content, Sponsored Ads | Promoted Listings, Terapeak, Store pages |
Many sellers use both — FBA for new inventory, eBay for used and one-off items.
Fee comparison: Amazon vs eBay
Fees structure differs significantly between the two platforms, and the real cost depends on whether you use Fulfillment by Amazon.
Amazon fee structure
| Fee Type | Amount |
|---|---|
| Referral fee | 8-15% of sale price (category-dependent) |
| FBA fulfillment fee | $3.22-$10.48 per unit (size/weight-dependent) |
| FBA storage fee | $0.78-$2.40/cu ft per month (seasonal) |
| Individual plan per-item fee | $0.99 per sale (waived on Professional plan) |
| Professional plan | $39.99/month |
| Typical total (with FBA) | 20-35% on lower-priced items; 15-22% on higher-priced items |
The referral fee percentage varies by category. Most categories fall between 8-15%, with clothing at 17% and Amazon device accessories at 45%. FBA fees are fixed per unit, so they take a larger percentage of cheaper products.
For detailed breakdowns, see our Amazon FBA Fees Explained guide and our full Amazon Seller Fees overview.
eBay fee structure
| Fee Type | Amount |
|---|---|
| Final value fee | 12.55-15.3% of total sale (including shipping) |
| Per-order fee | $0.30-$0.40 |
| International fee | +1.65% (if applicable) |
| Insertion fee | Free for first 250/month, then $0.35 |
| Typical total | 13-15% |
Store subscriptions ($7.95-$299.95/month) reduce final value fees by about 0.9% per sale and add more free listings. Worth it if you sell $500+/month consistently.
For detailed breakdowns, see our eBay Fees Explained guide and our eBay Final Value Fee breakdown.
Fee comparison example
A $30 item with free shipping:
On Amazon (Professional plan + FBA, 15% referral category):
- Referral fee (15%): $4.50
- FBA fulfillment fee (standard size, 1 lb): $3.22
- Monthly storage (allocated): ~$0.15
- Total fees: $7.87 (26.2%)
On eBay (no store subscription):
- Final value fee (13.25%): $3.98
- Per-order fee: $0.30
- Total fees: $4.28 (14.3%)
eBay saves you $3.59 per sale in this scenario. But Amazon's FBA means you don't pack or ship anything — that labor and shipping cost isn't reflected in eBay's fees. If packing and postage costs you $3-4 per order on eBay, the real gap is under a dollar.
At a $75 sale price, the math shifts:
On Amazon (Professional + FBA, 15%):
- Referral fee: $11.25
- FBA fee: $3.22
- Total fees: $14.62 (19.5%)
On eBay:
- Final value fee (13.25%): $9.94
- Per-order fee: $0.30
- Total fees: $10.24 (13.7%)
Higher-priced items narrow the gap because FBA's flat per-unit fee becomes a smaller percentage. Factor in your own shipping costs on eBay, and Amazon may actually cost less on higher-priced products when you value your time.
Calculate your actual fees
Use our calculators to compare with your real numbers:
Product fit: What sells where
This matters more than fees. Selling used vintage records on Amazon won't beat eBay's built-in audience for it, regardless of fee differences.
Best products for Amazon
Amazon works best for:
- New, commodity products — Identical items where buyers compare on price and Prime shipping
- Private label products — Your own brand sold through FBA with Brand Registry
- Books — Amazon started as a bookstore and still dominates the category
- Electronics and accessories — Phone cases, chargers, cables, small gadgets
- Health and beauty — Supplements, skincare, personal care
- Home and kitchen — Kitchen tools, storage, home essentials
- Anything with repeat purchase potential — Consumables, refills, basics
Amazon buyers search for products, not sellers. They want the best price with the fastest shipping on a specific item.
Best products for eBay
eBay works best for:
- Used and refurbished items — eBay built its reputation on secondhand goods
- Collectibles — Sports cards, coins, stamps, memorabilia, trading cards
- Vintage items — Clothing, furniture, decor, cameras, audio equipment
- Auto parts — One of eBay's strongest categories with dedicated fitment tools
- One-of-a-kind items — Unique finds, estate sale pickups, rare products
- Electronics (used) — Phones, laptops, gaming consoles, components
- Parts and accessories — Replacement parts, niche accessories, discontinued items
eBay buyers know what they want and search for it by name, model number, or part number. They expect to find things they can't get anywhere else.
Products that work on both
Some categories perform well on either platform:
- New electronics — Amazon for sealed/new, eBay for open-box or used
- Books — Amazon for common titles, eBay for rare or collectible editions
- Toys and games — Amazon for new, eBay for vintage and discontinued
- Brand-name clothing — Amazon for current season, eBay for past-season and secondhand
- Sporting goods — Amazon for new equipment, eBay for used gear
The strategy: sell different conditions on each platform rather than identical inventory competing with yourself.
Compare fees across marketplaces
See which platform gives you the best profit: Etsy, Amazon, or eBay.
Audience differences
Amazon's buyer base
Amazon shoppers tend to:
- Search for a specific product and buy the top result
- Expect Prime shipping (1-2 day delivery)
- Trust the platform over individual sellers
- Buy new products at competitive prices
- Make repeat purchases and subscribe to consumables
- Rarely check which seller they're buying from
Amazon is a product catalog. Buyers purchase from Amazon, not from you. Brand loyalty goes to the platform, not the seller — unless you've built a recognized brand through Brand Registry.
eBay's buyer base
eBay shoppers tend to:
- Search for specific products by name, model, or part number
- Compare prices across multiple listings and sellers
- Look for deals, used items, and hard-to-find products
- Accept longer shipping times for the right price
- Check seller feedback before purchasing
- Hunt for items they can't find anywhere else
eBay is a marketplace of individual sellers. Buyers check feedback scores and often return to sellers who shipped fast and described items accurately.
Competition and discoverability
How the Buy Box works on Amazon
The Buy Box is the "Add to Cart" button on a product listing. When multiple sellers offer the same item, only one seller gets the Buy Box at a time. The rest are buried under "Other sellers on Amazon."
Factors that determine Buy Box eligibility:
- Price — Lowest total price (item + shipping) wins most often
- Fulfillment method — FBA sellers have a significant advantage over FBM
- Seller metrics — Order defect rate, shipping performance, response time
- Account age and history — Newer accounts face a disadvantage
If you're selling the same product as 20 other sellers, you're fighting for the Buy Box. Lose it, and your sales can drop to nearly zero — even with competitive pricing.
Private label avoids this entirely. Create your own branded product and register it through Amazon Brand Registry, and you own the listing and the Buy Box by default.
Competition on eBay
eBay competition works differently:
- Every listing is independent — No shared product pages, no Buy Box
- Price matters but isn't everything — Condition, photos, and seller feedback all influence sales
- Multiple sellers can sell simultaneously — Buyers see all listings and choose
- Auction format creates urgency — Rare items can sell above market value at auction
- Niche products face less competition — Unique items may have zero direct competitors
Standing out on eBay means detailed descriptions, clear photos, competitive pricing, and strong seller metrics. You don't fight for a single Buy Box — you fight for buyer attention across search results.
Fulfillment comparison
Fulfillment by Amazon (FBA)
With FBA, you ship inventory to Amazon's warehouses and they handle everything:
Pros:
- Amazon picks, packs, and ships every order
- Products qualify for Prime (1-2 day delivery)
- Amazon handles customer service and returns
- Buy Box advantage over FBM sellers
- Scale without hiring warehouse staff
Cons:
- FBA fees add $3-10+ per unit depending on size and weight
- Monthly and long-term storage fees accumulate on slow movers
- Less control over packaging and customer experience
- Returns accepted liberally under Amazon's policy, not yours
- Inventory removal fees if products don't sell
FBA makes sense for products that sell consistently and don't sit in storage. For slow-moving or oversized items, the storage fees can eat your margin.
For a full breakdown, see our Amazon FBA Fees Explained guide.
Self-fulfillment on eBay
eBay sellers handle their own shipping:
Pros:
- Complete control over packaging, inserts, and branding
- No storage fees beyond your own space
- No fulfillment fees — just actual shipping costs
- Control your own return policy
- No minimum inventory requirements
Cons:
- You pack and ship every order yourself
- No Prime-equivalent shipping badge
- Shipping mistakes directly affect your seller metrics
- Scaling requires hiring help or outsourcing to a 3PL
- Time-intensive as volume grows
eBay sellers can also use third-party logistics (3PL) providers, but there's no integrated equivalent to FBA built into the platform.
Fulfillment by Merchant (FBM) on Amazon
You can self-ship on Amazon too. FBM avoids FBA fees but loses Prime eligibility (unless you qualify for Seller Fulfilled Prime, which has strict performance requirements). Most FBM sellers compete on lower-priced items where FBA fees would erase the margin entirely.
Getting started
Starting on Amazon
- Individual plan: $0/month, $0.99 per sale. Good for under 40 sales/month.
- Professional plan: $39.99/month, no per-sale fee. Required for FBA and advertising. Worth it at 40+ sales/month.
- Setup time: Several days to weeks (identity verification is thorough)
- Requirements: Government ID, bank account, credit card, phone number, tax information
- Restrictions: Many categories are gated — require approval to sell (electronics, grocery, beauty, etc.)
Amazon's approval process is more rigorous than eBay's. Some categories require invoices from authorized distributors, and ungating can take weeks.
For a step-by-step walkthrough, see our Amazon Selling Guide.
Starting on eBay
- Basic account: Free, 250 listings/month included
- Store subscription: $7.95-$299.95/month for more free listings and lower fees
- Setup time: Under an hour
- Requirements: Bank account, identity verification
- Restrictions: Very few — most categories are open to all sellers immediately
eBay is faster to start and has fewer barriers. You can list your first item in minutes.
For a step-by-step walkthrough, see our eBay Selling Guide.
When to choose Amazon
Choose Amazon if:
- You sell new, commodity products — Identical items where Prime shipping and the Buy Box drive sales. Amazon's 310M+ buyers mean massive volume potential.
- You want hands-off fulfillment — FBA handles storage, packing, shipping, and returns. You focus on sourcing and marketing.
- You're building a private label brand — Brand Registry gives you listing control, A+ Content, and protection from hijackers.
- Volume is your strategy — High sales velocity at thinner margins works on Amazon because of the traffic scale.
Amazon rewards sellers who can source at scale, price competitively, and leverage FBA for fast delivery.
When to choose eBay
Choose eBay if:
- You sell used, vintage, or one-of-a-kind items — eBay's audience actively seeks secondhand goods. No competing for a Buy Box on unique items.
- You want full control over your business — Set your own shipping, return policy, and pricing without Amazon's strict seller performance rules.
- Your margins are thin — eBay's 13-15% total fees are significantly lower than Amazon's 20-35% all-in cost on many products.
- You sell parts, collectibles, or niche products — eBay's search and category structure is built for specific items by part number, model, or condition.
eBay rewards sellers with strong product knowledge, accurate descriptions, and reliable shipping.
Selling on both platforms
Many successful sellers use both Amazon and eBay for different purposes. Here's how:
Strategy 1: Split by condition
- New, sealed inventory → Amazon FBA
- Used, open-box, refurbished → eBay
- Same product line, different conditions, no self-competition
Strategy 2: Test on eBay, scale on Amazon
- List new products on eBay first (faster setup, lower risk)
- Validate demand and pricing
- Move proven winners to Amazon FBA for volume
Strategy 3: Primary + liquidation
- Amazon FBA as your primary sales channel
- eBay for returns, damaged packaging, discontinued stock, and overstock
- Recover value on items that can't go back into FBA inventory
Managing both:
- Keep inventory synced to avoid overselling
- Price differently — Amazon prices need to account for FBA fees; eBay prices reflect self-ship costs
- Optimize listings for each platform's search algorithm (Amazon wants keywords in titles and bullet points; eBay wants item specifics filled out completely)
- Track profitability per platform, not just revenue
Common mistakes when choosing
Mistake 1: Ignoring the total cost of Amazon FBA
The referral fee is just the beginning. Add FBA fulfillment, monthly and long-term storage, returns processing, and the Professional plan fee. On a $15 item, total Amazon fees can hit 35-40%. Run the numbers with our Amazon Fee Calculator before committing inventory to FBA.
Mistake 2: Selling used items on Amazon
Used items get buried on Amazon. Buyers default to "New" condition, and used listings appear under "Other sellers." eBay's entire platform is built for secondhand goods — condition descriptions, item specifics, and buyer expectations all support used sales.
Mistake 3: Expecting brand visibility on Amazon
Unless you invest in Brand Registry, A+ Content, and Sponsored Brand ads, buyers won't know or care who you are. Amazon is a product catalog, not a seller marketplace. If building a recognizable brand matters, eBay gives you more control over your store identity.
Mistake 4: Underestimating eBay's shipping workload
eBay's lower fees look attractive until you're packing 50 orders a day. Factor in your time, packing materials, shipping supplies, and trips to the post office. FBA removes this labor entirely — for a fee. Compare all-in costs including your hourly rate.
Mistake 5: Using the same listing on both platforms
Amazon listings need keyword-dense titles, structured bullet points, and backend search terms optimized for the A9 algorithm. eBay listings need complete item specifics, detailed condition descriptions, and multiple photos from every angle. Copy-pasting between platforms means underperforming on both.
FAQ
Is Amazon or eBay better for beginners?
eBay is easier to start. You can list your first item in under an hour with no monthly fees and no category restrictions. Amazon's registration takes longer, many categories require approval, and understanding FBA adds complexity. Start with eBay if you're testing the waters with items you already own. Move to Amazon once you have a product strategy and capital for inventory.
Which has lower fees: Amazon or eBay?
eBay charges 13-15% total per sale. Amazon charges 8-15% referral plus FBA costs that push the total to 20-35% on many products. eBay's fees are lower in almost every scenario — but Amazon's FBA includes fulfillment that you'd otherwise pay for yourself on eBay. Compare all-in costs (fees + shipping + packing labor) rather than just platform fees.
Can I sell the same product on both Amazon and eBay?
Yes, but be strategic. Selling identical new products on both platforms splits your inventory and creates self-competition. Better approach: sell new/FBA inventory on Amazon and used/open-box on eBay. Or use eBay to test demand before committing to FBA inventory.
Do I need FBA to sell on Amazon?
No. Fulfillment by Merchant (FBM) lets you ship orders yourself. But FBM sellers face a significant Buy Box disadvantage, and products won't qualify for Prime. Most successful Amazon sellers use FBA for their primary inventory and FBM only for oversized or slow-moving items where FBA fees are prohibitive.
Which platform has more seller protection?
eBay gives sellers more control. You set your own return policy, handle disputes directly, and can block problematic buyers. Amazon's policies favor buyers heavily — returns are accepted liberally, A-to-Z Guarantee claims can remove funds from your account, and you have limited ability to dispute customer complaints. eBay is the more seller-friendly platform.
How long does it take to get approved on Amazon?
Individual accounts can be approved in 24-48 hours if identity verification goes smoothly. Professional accounts may take 1-2 weeks. Category-gated products (beauty, grocery, electronics) require additional approval that can take weeks to months — and some categories need invoices from authorized suppliers.
Can I sell internationally on both platforms?
Both support international selling, but eBay makes it easier. eBay's Global Shipping Program handles customs and duties on most international orders. Amazon requires separate registrations for each marketplace (Amazon.co.uk, Amazon.de, Amazon.co.jp) and compliance with each country's regulations and tax requirements.
Which platform is better for part-time sellers?
eBay. No monthly fees on a basic account, 250 free listings per month, and no inventory minimums. Amazon's $39.99/month Professional plan fee makes it expensive for low-volume sellers. The Individual plan avoids the monthly fee but adds $0.99 per sale and locks you out of FBA and advertising tools.
Next steps
- Match your products to a platform — New/commodity → Amazon. Used/collectible/niche → eBay. Both conditions → use both platforms strategically.
- Calculate your fees — Use our Amazon Fee Calculator and eBay Fee Calculator with your actual prices and shipping costs.
- Research your competition — Search both platforms for your exact products. On Amazon, check how many sellers share the listing and who holds the Buy Box. On eBay, check how many active listings compete with yours.
- Start with your stronger fit — List 10-20 items on whichever platform matches your product type best. Don't split focus until one channel is profitable.
- Optimize your listings — Use our AI Listing Generator to create platform-optimized titles, descriptions, and keywords for either marketplace.
Related guides
Compare fees across marketplaces
See which platform gives you the best profit: Etsy, Amazon, or eBay.
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