15 Top Amazon Competitors and Alternatives

Amazon Competitors and Alternatives

Amazon is the world’s largest online retailer and marketplace with mountains of electronic gadgets, appliances, books, daily needs, accessories, fashion and clothing, and other web services.

Founded on July 5, 1994, by Jeff Bezos, this American multinational technology company focuses on providing e-commerce items, digital streaming, cloud computing, and artificial intelligence. 

Amazon is one of the world’s most valuable brands online after Microsoft, Apple, and Meta that generating worth US$469.822 billion as of 2021 under the guidance of Jeff Bezos. The company has a straight mission to serve a selection of e-commerce items at convenience and reasonable price rates to customers. 

Amazon’s competitor’s list:


  • Year founded: 1999
  • Headquarter: Zhejiang, China

Alibaba is one of the most famous destinations for online shoppers to get their things at a reasonable price. Founded in 1999, this company has become a brand in the world’s fastest-growing e-commerce market. Under the guidance of Jack Ma for 22 years, the company has become the biggest competitor of Amazon.com

As of 2021, this Chinese multinational technology company has generated over US$109.480 billion worth of business by selling e-commerce items, fashion, internet, technology, and retail. 


  • Year founded: 1995
  • Headquarter: California

By selling and buying cars, electronics, fashion items, collectibles, and more, eBay has become one of the biggest selling online platforms across the globe. This American multinational e-commerce company has displayed a notable success story from its journey in 1995. 

By facilitating C2C and B2C sales through its own website, eBay has reserved a multibillion-dollar business in nearly 32 countries. As per reports, eBay generated almost US$10.42 billion in business in 2021 by extending its business policy globally. 


  • Year founded: 1962
  • Headquarter: Bentonville, Arkansas

Walmart Inc., the American multinational retail corporation, has become the biggest name in the United States. This corporation usually operates supercenters, grocery stores, and discount-departmental stores in the USA under the core supervision of 

Sam Walton

Walmart is Amazon’s one of the biggest competitors in the American retail market that generates business worth or above $514.41billions each year. Walmart has 11,000 brick-and-mortar stores across 27 countries. It’s the second most popular online store after Amazon.com


  • Year founded: 1998
  • Headquarter: Beijing, China

Formerly known as 360buy, JD.com is a direct competitor of Amazon.com. It’s a Chinese e-commerce corporation run by Liu Qiangdong that offers a wide selection of products at a reasonable price. JD exports its products to more than 200 countries globally and established its presence in the international market. 

JD or Jingdong has over 305 million active customers and generates billions of value each year. As of 2021, the company has yielded revenue of US$149.325 billion with the aid of its 310,000 approx employees. 


  • Year founded: 2006
  • Headquarter: Ottawa, Ontario

Established in 2006 in Ottawa, Ontario, Canada, this Canada-based multinational e-commerce company is one of the biggest indirect competitors of Amazon in the global retail marketplace. Founded by Tobias Lütke, Daniel Weinand, and Scott Lake, Shopify offers a complete commerce platform helping people grow in business and start and manage their businesses with ease. 

It also presents marketing, shipping, payments, and customer engagement tools for business development worldwide. It helps the company generate almost US$4.61 billion in the last year actively. 


  • Year founded: 1949
  • Headquarter: Hamburg, Germany

Otto is a European online retail platform for e-commerce products that runs its global influence with over 52000 employees. It’s the best-known platform to shoppers due to its user-friendly interface and constant innovation to keep pace with shifting times. Otto is essentially a one-stop-shop platform for buyers that makes shopping fun. 

Some of Otto’s top categories include electronics, sports essentials, fashion items, and home goods. It was founded in 1949 by Werner Otto and solely became one of the biggest rivals of Amazon in the European market.


  • Year founded: 1997
  • Headquarter: Tokyo, Japan

Though in the United States, Amazon is a titan, in Japan, the company faces strong competition from Rakuten Group. Inaugurated in 1997 by Hiroshi Mikitani in Setagaya, Tokyo, Japan, the company serves a more expansive area, including 29 major countries and their regions.

Rakuten group offers online shopping, streaming services (at Rakuten TV), banking, investment, payments, and incubation facilities at consumer convenience. 

Rakuten is a major competitor of Amazon on a significantly distinct business model. With different strategies, Rakuten group earned net revenue worth of over $13.6 billion in 2020.


  • Year founded: 1975
  • Headquarter: Redmond, Washington

Newegg is an online retail store of various items like consumer electronics and computer hardware, founded in 2001 by Fred Chang in the City of Industry, California, USA.

Annually, this company generates almost 2 to 3 billion in business revenues by serving worldwide.

The company became successful with the support and assistance of 1,500+ employees and has been selected for several rewards like Forbes.com Best of the Web and Computer Shopper Shoppers’ Choice Awards of 2003, 2004, 2005, 2006, 2007, 2008, and 2011, to name a few. 


  • Year founded: 1975
  • Headquarter: Redmond, Washington

Founded in 1997 in Scotts Valley, California, the United States, by Reed Hastings and Marc Randolph, Netflix specializes in providing online video on demand.

It’s the biggest rival of Amazon Prime Video and web services and sells subscription streaming services to worldwide consumers. It’s the fastest-growing production company that continues to grow year over year, bringing a revenue of $25 billion in 2020.

Presently, Netflix has 220 million+ subscribers for its original content streaming. As of 2021, Netflix has reported earning US$29.7 billion worth of revenues.

The Home Depot

  • Year founded: 1975
  • Headquarter: Redmond, Washington

Another major competitor of Amazon.com is The Home Depot. The company generally sells in brick-and-mortar retailers and started an online store for added convenience. Home Depot had a 1.6% market share in 2018 and held the 5th position in the largest e-commerce platforms in the US. 

The Home Depot started in 1978 under the guidance of Bernard Marcus, Arthur Blank, Ron Brill, and Pat Farrah from Atlanta, GA, 30339, the United States.

The company has reported gaining almost US$151.16 billion as of 2021 with a massive support system of its 490,600+ employees. 

Microsoft Azure

  • Year founded: 1975
  • Headquarter: Redmond, Washington

Initially released in 2008, Microsoft Azure focuses on serving cloud services offered by Microsoft, similar to Amazon web services.

The company held over 17% of the cloud market share in 2019 by providing PaaS (platform as a service), SaaS (software as a service), IaaS (infrastructure as a service), different programming languages, tools, and more.

After all these years of serving and service assurance, Azure has become another robust rival of Amazon. 

Amazon Competitors

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