Amazon’s main competitors are Walmart, eBay, Target, Shopify-powered stores and Alibaba in retail; Microsoft Azure and Google Cloud in cloud computing; Google, Meta and Walmart in advertising; and Netflix, YouTube and Disney+ in streaming. Amazon’s fiscal 2025 annual report lists ten groups of current and potential rivals, from physical and online retailers to cloud, AI, grocery, advertising and healthcare providers, and says the principal competitive factors in retail are selection, price and convenience, including fast and reliable delivery.
Amazon's 2025 10-K names rivals in retail, media, search and social discovery, e-commerce services, logistics, cloud and AI, devices, grocery, advertising and healthcare.
02
Retail is won on selection, price and speed
The 10-K says the principal competitive factors in its retail businesses are selection, price and convenience, including fast and reliable fulfilment. Walmart pitches the same promise through store-fulfilled pickup and delivery.
In the quarter to 30 September 2026, AWS had net sales of $46.0 billion, up 39%, and operating income of $17.8 billion, out of Amazon's total operating income of $28.1 billion.
04
AI lowers the barriers
Amazon's 10-K warns that the internet and AI make it easier for new, smaller or lesser-known businesses to compete with it and make comparison shopping easier for customers.
What changed in 2025-26
The cloud race speeds up
In the quarter to 30 September 2026, Microsoft’s Azure revenue rose 48% to $33.2 billion and Google Cloud revenue rose 103% to $30.7 billion, against AWS’s 39% growth to $46.0 billion. AWS is still the largest of the three by revenue, but both rivals grew faster.
Walmart closes in online
Walmart said global eCommerce sales grew 23% in its quarter to 31 July 2026, led by store-fulfilled pickup and delivery and its marketplace, and its global advertising business grew 38%. Amazon’s online stores grew 2% in the quarter to 30 September 2026, a quarter Amazon says was affected by Prime Day moving into the second quarter.
Rivals become AWS customers
Amazon said that between its second- and third-quarter 2026 results it signed new AWS agreements with Meta, NVIDIA, OpenAI and Oracle, among others, and added OpenAI and Anthropic models to its Bedrock service. Companies that compete with Amazon in AI also buy its computing capacity.
Amazon’s advertising services revenue was $19.6 billion in the quarter to 30 September 2026, up 11%, after growth of 26% in the quarter to 30 June 2026. Google’s ad revenue in the same September quarter was $82.0 billion.
Amazon's competitors by business line
Online stores
Main rivalsWalmart, Target, eBay, Alibaba, Shopify merchants
Amazon net sales, quarter to 30 September 2026$68.5 billion, up 2%
Third-party seller services
Main rivalsShopify, eBay, Walmart Marketplace
Amazon net sales, quarter to 30 September 2026$46.5 billion, up 9%
AWS
Main rivalsMicrosoft Azure, Google Cloud, Oracle
Amazon net sales, quarter to 30 September 2026$46.0 billion, up 39%
Advertising services
Main rivalsGoogle, Meta, Walmart Connect
Amazon net sales, quarter to 30 September 2026$19.6 billion, up 11%
Subscription services (incl. Prime)
Main rivalsNetflix, YouTube, Disney+, Spotify
Amazon net sales, quarter to 30 September 2026$14.0 billion, up 11%
What it means for you
For sellers: do not depend on one channel; Walmart's marketplace and Shopify stores are growing alternatives to Amazon's.
For investors: read AWS against Azure and Google Cloud each quarter; in the September 2026 quarter both rivals grew faster than AWS.
For brands: compare retail media networks; Amazon and Walmart both sell ads tied to purchase data.
For builders: treat AWS, Azure and Google Cloud as suppliers that also compete in AI models and agents.
Check older rival lists: Amazon's own filings now name AI, satellites and healthcare as fronts, not just stores.
The Business Engineer lens
Amazon’s rivals are specialists, while Amazon competes as one system of stores, logistics, ads and cloud. The Business Engineer view is that the cloud and AI front now decides most of Amazon’s profit, and that front is where its rivals are growing fastest.
In retail it is Walmart; in cloud computing it is Microsoft, whose Azure revenue grew 48% to $33.2 billion in the quarter to 30 September 2026.
What does Amazon compete on?
Its fiscal 2025 annual report says the principal competitive factors in its retail businesses are selection, price and convenience, including fast and reliable delivery.
Who competes with AWS?
Microsoft Azure and Google Cloud are the largest rivals, alongside Oracle and Alibaba Cloud; AWS had $46.0 billion of net sales in the quarter to 30 September 2026.
Are there alternatives to shopping on Amazon?
Yes: Walmart, Target, eBay, Etsy and independent stores built on Shopify, plus Alibaba's marketplaces outside the US.
The complete explainer, cleaned up and reformatted for mobile.
Correction (11 Oct 2026): an earlier section on this page, “Amazon Competitors in the AI Era”, made unsourced claims and predictions; it has been removed.
Amazon is a consumer e-commerce platform with a diversifiedbusiness model spanning across e-commerce, cloud, advertising, streaming, and more. Over the years, Amazon acquired several companies. As it operates across several industries, Amazon has a wide range of competitors across each of those industries. For instance, Amazon’s E-commerce competes with Shopify, Wix, Google, Etsy, eBay, and BigCommerce.
Amazon competitors are e-commerce platforms and technology companies that compete with Amazon's retail marketplace, cloud services, and digital products. Major alternatives include Walmart, eBay, Shopify, Target, Microsoft Azure, Google Cloud Platform, and Alibaba. These competitors offer similar online shopping experiences, cloud computing services, or specialized retail solutions across various market segments.
Description. A multinational retail corporation with both physical stores and an e-commerce presence, offering a wide range of products.
Key Insights. Walmart’s extensive retail network and e-commerce platform make it a direct competitor to Amazon.
Competitive Overlap. Both offer a vast range of products and compete in online retail.
Differentiation. Walmart’s physical presence, in-store pickup options, and pricing strategies.
eBay
Description. An online marketplace that allows users to buy and sell a wide range of products, including new and used items, through auctions and fixed-price listings.
Key Insights. eBay’s user-to-user selling model overlaps with Amazon’s third-party seller platform.
Competitive Overlap. Both facilitate online buying and selling, with eBay’s auction-style listings as a differentiator.
Differentiation. eBay’s auction-style listings, collectibles, and unique items.
Alibaba
Description. A Chinese multinational conglomerate specializing in e-commerce, retail, internet, and technology. It operates various online marketplaces, including Alibaba.com, Taobao, and Tmall.
Key Insights. Alibaba’s diverse ecosystem includes B2B and B2C marketplaces and competes with Amazon on a global scale.
Competitive Overlap. Both are global e-commerce giants, but Alibaba primarily targets the Chinese market.
Differentiation. Alibaba’s strong presence in China, global reach, and B2B focus.
Target
Description. A retail corporation with a mix of physical stores and an e-commerce platform, offering a wide array of products, including clothing, electronics, and groceries.
Key Insights. Target’s omnichannel strategy combines physical and online retail, directly competing with Amazon.
Competitive Overlap. Both offer a wide range of products and have both physical and online retail presence.
Differentiation. Target’s physical stores, in-store pickup options, and exclusive partnerships.
Shopify
Description. An e-commerce platform that enables businesses to set up their own online stores. Shopify indirectly competes with Amazon by providing businesses with the tools to establish their e-commerce presence.
Key Insights. Shopify’s platform empowers businesses to compete with Amazon by creating their online stores.
Competitive Overlap. Both play roles in the e-commerce ecosystem, but Shopify enables businesses to operate independently.
Differentiation. Shopify’s focus on enabling businesses to build their brands and websites.
Netflix
Description. A subscription-based streaming service for movies and television series. While not a direct retail competitor, Amazon Prime Video competes with Netflix in the streaming content space.
Key Insights. Amazon Prime Video competes with Netflix in the streaming content industry.
Competitive Overlap. Both offer streaming content, but their primary focus differs, with Amazon’s broader e-commerce ecosystem.
Differentiation. Netflix’s focus on streaming entertainment content.
Google
Description. A multinational technology company that operates a search engine, online advertising services, and offers Google Shopping for product searches.
Key Insights. Google Shopping competes with Amazon as a product search and advertising platform.
Competitive Overlap. Both offer product search and advertising services, with Google’s primary focus on search.
Differentiation. Google’s search engine dominance and advertising services.
Best Buy
Description. An electronics retailer with both physical stores and an online presence, specializing in consumer electronics, appliances, and services.
Key Insights. Best Buy competes with Amazon in the consumer electronics and appliances market.
Competitive Overlap. Both offer consumer electronics, but Best Buy has a strong physical presence.
Differentiation. Best Buy’s in-store customer experience and technical services.
Rakuten
Description. A Japanese e-commerce and online retail company that operates a global online marketplace similar to Amazon.
Key Insights. Rakuten’s marketplace competes with Amazon in various regions, offering products and services worldwide.
Competitive Overlap. Both operate global online marketplaces, but Rakuten has a significant presence in Japan.
Differentiation. Rakuten’s Japanese roots and global marketplace approach.
Zalando
Description. A European e-commerce company specializing in fashion and clothing, competing with Amazon’s fashion retail segment.
Key Insights. Zalando competes with Amazon in the European fashion e-commerce market.
Competitive Overlap. Both offer fashion and clothing products, but Zalando’s primary focus is on fashion.
Differentiation. Zalando’s European presence and fashion-oriented platform.
FourWeekMBABusiness EngineerAt a glance
Major alternatives include Walmart, eBay, Shopify, Target, Microsoft Azure, Google Cloud Platform, and Alibaba.
Streaming (Prime): Netflix, Spotify, YouTube (Google), Disney+, Hulu, HBO.
Cloud (Amazon AWS): Microsoft, Google, IBM.
Layout refreshed 6 October 2026. The article text below is unchanged.
Why it mattersFrom the article
Companies like Shopify enable smaller retailers to build sophisticated e-commerce experiences, while AI-driven supply chain optimization platforms threaten Amazon's logistical advantages.
For a diversified businessmodel, like Amazon, things can get even more complicated.
We could expand the analysis further if we were to zoom further from the perspective of all of Amazon's subsidiaries.
How to analyze a company with tentacles across many industries
Analyzing a company can be done from several perspectives. For a diversified business model, like Amazon, things can get even more complicated. Indeed, over the years, Amazon started with a simple use case (books), and it expanded in all directions on online commerce. At the same time, over the years, Amazon also bought several companies,
Company explainer · Amazon, explained
A 3-minute explainer of Amazon's business model and latest numbers, built from its SEC filings. Analysis by The Business Engineer.
How we source: figures on this page come from the company’s own filings (SEC 10-K, 10-Q and earnings releases, or its annual report), with the period stated next to each number. Last refreshed October 2026. Our methodology.
Amazon buys into new customer habits: audio, video, groceries, the home and healthcare. Source: Framework: FourWeekMBA / The Business Engineer. Selected acquisitions; years are deal completion years as reported by Amazon. Analysis by The Business Engineer.
Amazon expanded in several verticals, and for each vertical, we can identify different competitors:
Streaming (Prime): Netflix, Spotify, YouTube (Google), Disney+, Hulu, HBO.
Cloud(Amazon AWS): Microsoft, Google, IBM.
Digital advertising: Google, YouTube, Facebook (Instagram), Bing (Microsoft), X (formerly Twitter), Pinterest.
We could expand the analysis further if we were to zoom further from the perspective of all of Amazon’s subsidiaries.
E-commerce
Shopify: A popular e-commerce platform for businesses of all sizes, offering customizable online stores and a range of tools.
Wix: Website builder that also enables e-commerce functionality, catering to individuals and small businesses.
Google: Through Google Shopping, it provides a platform for product listings and comparison shopping.
Etsy: A marketplace focused on handmade and unique products, appealing to a niche audience.
eBay: A well-known online auction and shopping platform, facilitating both new and used product sales.
BigCommerce: Offers e-commerce solutions with customizable storefronts, suited for mid-sized businesses.
Physical Retail
Target: A large retail chain offering a wide range of products, including groceries, clothing, and electronics.
Walmart: One of the world’s largest retail corporations, known for its extensive product selection and low prices.
Best Buy: Specializes in consumer electronics and appliances, with both physical stores and online presence.
The Home Depot: Focuses on home improvement products and services, catering to DIY enthusiasts.
Costco: A membership-based warehouse club offering bulk purchases and a variety of products.
Walgreens: A pharmacy retail chain that also sells health and wellness products.
Last-Mile Delivery
Flipkart: An Indian e-commerce company offering a wide range of products and delivery services.
Instacart: An on-demand grocery delivery and pickup service, partnering with various retailers.
Doordash: A food delivery platform connecting customers with local restaurants and eateries.
Streaming
Netflix: A leading subscription-based streaming service known for its original content and extensive library.
Spotify: Offers a vast music library with both free and premium subscription options.
YouTube (Google): The world’s largest video-sharing platform, offering a mix of user-generated and professional content.
Disney+: Disney’s streaming service featuring its iconic movies, TV shows, and original content.
Hulu: Provides a variety of on-demand streaming options, including current TV episodes and original content.
HBO: Offers premium content including original series, movies, and documentaries.
Cloud
Microsoft (Azure): A major cloud services provider offering a wide range of solutions, including infrastructure and software.
Google Cloud: Google’s cloud computing platform providing storage, data analytics, and machine learning services.
IBM Cloud: Offers a suite of cloud computing solutions, including AI and analytics services.
Digital Advertising
Google: Dominant in online advertising with search and display ads, along with YouTube advertising.
YouTube: Offers video advertising and monetization options for content creators.
Facebook (Instagram): A major player in social media advertising, with a focus on targeted ads.
Bing (Microsoft): Provides search and display advertising services as an alternative to Google.
X (formerly Twitter): Offers advertising through promoted posts and trends.
Pinterest: Known for visual discovery and shopping, offering advertising options for brands.
More on Amazon
Amazon runs six revenue engines on one customer base, and AWS earns most of the profit. Source: Amazon quarterly earnings releases (Form 8-K, SEC); full-year 2025 = sum of four quarters. Framework: FourWeekMBA / The Business Engineer. Analysis by The Business Engineer.Amazon's mission in one loop: selection, low prices and convenience, all aimed at the customer. Source: Framework: FourWeekMBA / The Business Engineer, based on Amazon's shareholder letters. Analysis by The Business Engineer.
A regret minimization framework is a business heuristic that enables you to make a decision, by projecting yourself in the future, at an old age, and visualize whether the regrets of missing an opportunity would hunt you down, vs. having taken the opportunity and failed. In short, if taking action and failing feels much better than regretting it, in the long run, that is when you’re ready to go!
A network effect is a phenomenon in which as more people or users join a platform, the more the value of the service offered by the platform improves for those joining afterward.
A platform business model generates value by enabling interactions between people, groups, and users by leveraging network effects. Platform business models usually comprise two sides: supply and demand. Kicking off the interactions between those two sides is one of the crucial elements for a platform business model’s success.
AWS has caught up with Amazon's International stores: both about $42B of sales in Q2 2026. Source: Amazon quarterly earnings releases (Form 8-K, SEC EDGAR). Analysis by The Business Engineer.
Keep exploring
More on Best Alternatives to Amazon in 2026 and its peers
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
