eBay vs. Amazon: Which Is Best for Selling?

Thinking of launching an ecommerce storefront or expanding your online business? Then you’ve probably wondered: eBay vs. Amazon—where should I sell? Both marketplaces lead in global ecommerce website visits, but traffic alone doesn't guarantee success.

We’ll break down the real differences—from seller fees and audience reach to fulfillment, branding, and product restrictions—so you can choose the platform that best fits your goals and selling strategy.

eBay vs. Amazon: General overview

Amazon and eBay offer very different selling experiences. Amazon focuses on consistency and buyer satisfaction, while eBay emphasizes flexibility and seller control. 

Here's how they compare on core features:

Selling on Amazon and eBay has become super accessible. Services like Amazon FBA or print-on-demand platforms like Printful handle storage and fulfillment for you, making it easier to scale and profit without managing logistics.

Who is eBay best for?

eBay is perfect for individual sellers, collectors, small businesses, and anyone selling vintage, used, or one-of-a-kind items. The auction system is great for testing demand or moving rare goods, while fixed-price listings create a more traditional storefront feel.

It’s also a smart option for selling items restricted on Amazon, or for those who want more control over pricing and return policies. With lower fees than Amazon, eBay can offer higher profit margins.

Source: eBay

Check out our step-by-step guide to selling on eBay, and discover how to set up your store and the best practices for making sales and finding success on the platform.

Note: Learn how to sell print-on-demand products on eBay and build a business without inventory.

Who is Amazon best for?

Amazon is ideal for established businesses, high-volume sellers, and those looking to scale fast. With access to millions of Prime members, sellers can reach a massive audience, especially with Prime-eligible products that get boosted visibility and faster conversions.

Through Fulfillment by Amazon (FBA), you can outsource storage, shipping, and customer service, simplifying the management of large inventories and logistics.

Amazon’s review system also rewards strong performance—positive feedback can drive serious sales. But keep in mind: Amazon controls the customer relationship, which limits your branding and remarketing opportunities.

Note: Want to sell custom products on Amazon using print-on-demand? Learn how Printful’s Amazon integration works and start selling without holding inventory.

Source: Flickr

eBay vs. Amazon: an in-depth comparison

Whether you're launching an online store or testing a new business model, each platform offers different advantages. Let’s take a look.

1. Amazon vs. eBay: Seller fees

eBay fees are generally lower than Amazon fees, but each platform has its own structure. Here's how they compare:

eBay seller fees

• Insertion fees: The first 250 listings per month are free for most sellers, with more listings available for established eBay stores. After that, $0.35 per listing applies.

• Final value fees: A percentage of the final sale price (including shipping costs but excluding sales tax). Rates range from 10% to 15%, depending on category.

• Payment processing fees: Included in the final value fee via eBay's managed payments system.

• Optional listing upgrade fees: Extra charges apply for features like bold titles, subtitles, or setting a reserve price.

Note: Use eBay’s fee calculator to determine the total fees you’ll need to pay before listing your product. Learn more about how eBay selling fees work.

Example:

You buy 100 humidifiers at $15 each and sell them on eBay for $37 each. With $4 shipping per item, your total costs are $1,900. eBay charges a 13.25% final value fee (~$490) and a $30 transaction fee, totaling $520 in seller fees.

Your profit:

• Revenue: $3,700

• Costs + fees: $2,420

• Profit: $1,280

Profit margin: 34.6%

Source: eBay fees calculator

Amazon seller fees

• Amazon referral fee: A category-based referral fee percentage, usually around 15% of the total sales price.

• Fixed closing fee: $0.99 per sale for individual accounts (waived for professional accounts).

• Subscription fees: $39.99/month for professional selling plans.

• Refund administration fees: Either $5 or 20% of the refunded amount, whichever is less.

For Amazon FBA sellers:

• FBA fulfillment fees: Additional cost of fulfillment based on product size and weight.

• Monthly storage fees: Charged by volume for storing items in Amazon’s fulfillment centers.

Example:
You sell 100 wireless earbuds for $40.99 each using Amazon FBA. You purchase them at $15 per unit, and FBA fulfillment fees total around $6 per item.

Amazon also charges a 15% referral fee (~$615), and your monthly storage fees with FBA are about $50. Combined with fulfillment, your total fees reach $1,265.

Source: Amazon Seller Central

2. Amazon vs. eBay: Audience size

When comparing online marketplaces, both Amazon and eBay have substantial reach.​

Amazon:

• Active users: Over 310 million globally in 2024, with about 80% based in the US.

• Active sellers: Approximately 2 million active sellers out of over 9 million total registered sellers.

• New sellers: Around 839,900 new sellers joined in 2024, averaging about 3,700 daily.

eBay:

• Active users: Approximately 134 million active buyers in 2024.

• Active sellers: Over 17 million sellers operate on the platform.

• Live listings: More than 2.3 billion active listings as of 2025.

While Amazon boasts a larger customer base, eBay has more active sellers. This makes eBay a competitive marketplace, but it also means there is more potential for niche opportunities.

That said, buyer behavior varies greatly between platforms.

Both platforms operate like a search engine, where your product’s visibility depends on how well your listing matches user intent, keywords, and buying behavior.

Amazon shoppers often seek fast shipping, reliable products, and consistent pricing—favoring Amazon Prime listings.

eBay, meanwhile, appeals to value-driven and niche-seeking audiences, such as collectors or bargain hunters looking for used, vintage, or specialized items that underperform on Amazon.

3. Amazon vs. eBay: Fulfillment methods

One of the biggest differences between Amazon and eBay is how each platform handles fulfillment. Sellers on both platforms can choose from several fulfillment methods, depending on their business model, product type, and volume.

Self-fulfillment (FBM / In-House)

Amazon sellers can opt for Fulfilled by Merchant (FBM)—managing shipping costs, storage, returns, and customer service independently. This method gives sellers more control but also demands more time and infrastructure. Learn more about FBM.

eBay sellers typically start with self-fulfillment, taking full responsibility for shipping and handling. However, the platform provides support through its International Shipping Program, which helps simplify global orders.

Fulfilled by Amazon (FBA)

FBA is Amazon’s own fulfillment service. Third-party sellers ship their products to Amazon’s fulfillment centers, and Amazon handles packing, shipping, and customer service.

In exchange, sellers pay additional FBA fulfillment and storage fees, along with standard Amazon selling fees like the referral and closing fees.

Third-party fulfillment services (eBay and Amazon)

Partnered fulfillment services like Printful work with both eBay and Amazon. With Printful’s print-on-demand (POD) platform, sellers can offer products like custom t-shirts and printed mugs without holding inventory—printed and shipped on demand after each sale.

This model is ideal for merchants looking to sell online without upfront costs or warehousing. It’s also a great option for launching an online store with your own branded products.

Source: Printful

More useful resources:

• eBay SEO: optimize your listings
• Amazon SEO: optimize your listings

4. Amazon vs. eBay: Most popular product categories

Understanding how to find the right products to sell on Amazon or eBay is one of the most important factors in achieving ecommerce success.

Source: Amazon

Top-selling categories on Amazon

• Electronics and gadgets: Smartphones, laptops, accessories, and other tech products are offered at competitive prices.

• Books & digital media: E-books, audiobooks, and Kindle-exclusive content thrive in Amazon’s legacy category.

• Home & kitchen: From appliances to decor, this category remains one of the strongest, supported by Prime’s fast shipping benefits for online shoppers.

Source: eBay Sell Global

Top-selling categories on eBay

• Collectibles and vintage items: Ideal for auction-style listings—antiques, rare finds, and nostalgic items perform well with niche buyers.

• Clothing, shoes, and accessories: eBay offers new and secondhand fashion, making it popular for wardrobe clear-outs and curated apparel stores.

• Automotive parts and vehicles: A strong category for car parts, tools, and even full vehicles, with dedicated filters and detailed product specs.

More useful resources:

• Dropshipping products with a high profit margin
• Best-selling print-on-demand products
• Print-on-demand shipping fees and speeds

5. Amazon vs. eBay: Product restrictions

Both Amazon and eBay have rules to keep their online selling platforms safe and reliable.

• Amazon imposes stricter approval processes, especially for categories like health, beauty, and electronics. Sellers must meet quality standards to build trust with Amazon Prime members and comply with platform policies.
  
  

• eBay, on the other hand, offers more flexibility, especially for used, vintage, or unique items. While eBay charges sellers final value fees like any marketplace, it gives you more freedom in what you can list.

This makes eBay selling a better fit for those looking to sell virtually anything without jumping through approval hoops or paying a high monthly fee.

For new or niche sellers, eBay’s flexibility makes it easier to test product types, adjust offers, and reduce risk—especially when launching with limited capital or no brand recognition. Amazon requires more planning, but it can result in larger profits.

Products you can list on eBay but not easily on Amazon:

• Used items and collectibles: With auction-style listings and less restrictive policies, eBay is great for vintage goods and niche collectibles—ideal if you're managing an eBay seller account for resale.

• Handmade or one-of-a-kind products: Amazon Handmade has a selective application process, whereas eBay lets you sell online more freely. If you're crafting unique goods, open an eBay account right away.

• Used clothing: Amazon prefers new apparel or clothing brand collections, while eBay has a strong market for secondhand clothing

• Recalled or restricted items: Amazon generally prohibits these entirely. eBay offers specific conditions under which they can be sold, often with clear disclosure.

Note: Review Amazon’s restricted products and eBay’s restricted item policy before listing.

6. Amazon vs. eBay: Payment processing

Both platforms have streamlined their systems to reduce friction and build trust.

These systems affect how buyers check out and shape how sellers receive payouts, manage transaction fees, and track financial performance. When considering selling on eBay vs. Amazon, understand each platform's payment processes to stay ahead.

Amazon payment system: Amazon Pay

Amazon Pay fully integrates into the marketplace and is available to Amazon Prime members and regular buyers.

• Buyers use their stored payment information—credit/debit cards, gift balances, and addresses—at checkout, making the process fast and easy.

• Funds are collected by Amazon, and Amazon sellers receive payouts on a set schedule (typically every 14 days) directly to their linked bank account.

• All payment processing fees are built into Amazon fees, including the Amazon referral fee, refund administration fees, and any subscription fees based on your business account type.

eBay Managed Payments system

eBay’s new managed payments system replaced its reliance on PayPal, bringing everything under one roof.

• eBay sellers can now accept payments from:
  
  

• Credit and debit cards
  
  

• Apple Pay and Google Pay
  
  

• PayPal
  
  

• eBay gift cards and other local options, depending on the buyer's region
  
  

• Payments are deposited directly into the seller’s bank account, typically within 1–3 business days after the transaction.

• Like Amazon, eBay deducts payment processing fees and seller fees automatically—though fee rates may vary based on the product category or optional listing upgrade fees.

• You'll need to link a verified eBay and bank account to receive payouts and manage your balance.

7. Amazon vs. eBay: Support

Amazon offers a centralized, 24/7 support system for both buyers and sellers. Seller Central gives sellers access to setup guides, listing optimization tips, and help with shipping, returns, and refunds. Live support is available around the clock, making Amazon’s customer service one of the most responsive among online marketplaces.

eBay provides seller support through its Seller Hub, community forums, and a knowledge base. While the platform offers helpful resources, it leans more on self-service and peer support. Direct assistance is available but less extensive compared to Amazon’s fully staffed support model.

Source: Amazon

8. Amazon vs. eBay: Establishing a brand

A strong brand builds customer trust and encourages repeat purchases—but branding plays out very differently across Amazon vs. eBay.

Amazon: Structured branding with limited customer access

Amazon provides the Amazon Brand Registry, a program that helps sellers protect their intellectual property and access enhanced branding tools such as:​

• Customizable storefronts

• Sponsored brand ads

• Detailed brand analytics​

However, Amazon restricts direct communication with customers, limiting access to buyer data and making personalized marketing efforts challenging. This setup is ideal for sellers who prioritize a structured branding environment but are willing to remove direct lines to buyers.

eBay: Greater branding freedom with direct customer interaction

eBay offers sellers more flexibility in building and promoting their brands, which is a significant advantage over Amazon’s strict buyer-seller ecosystem. Benefits include:​

• Direct communication with customers

• Customizable store designs

• Control over pricing and promotions​

Unlike Amazon, eBay’s autonomy lets professional sellers create a unique brand experience and foster customer loyalty. However, eBay provides fewer built-in branding tools than Amazon, requiring sellers to take a more hands-on approach to brand development.​

Want to discover ways to establish your branding beyond the standard retail site and see how many sellers you can bring to the fold? Take a look at our additional resources:

• How to Build a Brand

• How to Grow Your Online Brand Organically

• 7 Custom Branding Options at Printful

9. Amazon vs. eBay: User-friendliness

Choosing between eBay vs. Amazon isn’t just about reach or fees—it’s about how manageable each platform is day-to-day.

Platform experience

• Amazon offers a clean interface with robust tools via Seller Central. Inventory, listings, and performance tracking are centralized, but Amazon’s ecosystem is less flexible.

• eBay provides more customization, especially for listings and store design, but this can feel less streamlined, particularly for beginners.

International selling

• Amazon supports 21 marketplaces, but requires separate seller accounts and dashboards for each region, adding complexity.

• eBay makes global selling simple with eBay International Shipping—one account lets you sell to over 200 countries with no extra setup.

Account setup

• Amazon’s onboarding process is more rigorous. Before listing, you may need tax information, a bank account, ID verification, and category approval.

• eBay’s account creation process is faster. Start with a personal or business account, list right away, and verify details later.

Listing management

• Amazon uses a standardized catalog system with fixed price listings, making bulk uploads and product pages consistent.

• eBay offers more control per listing, including variations, auction-style listings, and detailed item conditions, but this means more manual work upfront.

Automation & integration

• Both platforms support third-party tools, but Amazon’s API and FBA program are better suited for automation and high-volume sales.

• eBay integrates well with platforms like Printful, making it a solid choice for print-on-demand sellers or those managing diverse, custom product lines.

Ready to get serious about starting an online business?

Choosing whether to start selling on eBay vs. Amazon depends on your ecommerce business goals. Amazon sellers benefit from reach and automation, while eBay offers more seller control, especially for secondhand and unique items.

If you're managing varied inventory or testing products, selling on both eBay and Amazon can be a smart strategy. Start small on eBay—using tools like the eBay app—then scale proven products on Amazon once you’re confident in their demand.

Selling custom items? Many sellers now use print-on-demand to list products across both platforms without upfront stock or managing shipping expenses and fees. It’s a low-risk way to launch or expand your online store.

Read next:

• Etsy vs. eBay: Which One is Best for Your Online Business?
• Etsy vs. Amazon: Which One’s Right for Your Business?