Amazon Competitors

Amazon is a consumer e-commerce platform with a diversified business 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 E-commerce competes with Shopify, Wix, Google, Etsy, eBay, BigCommerce.

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,

Amazon is a consumer e-commerce platform with a diversified business model spanning across e-commerce, cloud, advertising, streaming, and more. Over the years Amazon acquired several companies. Among its 12 subsidiaries, Amazon has, Audible, CamiXology,, IMDb, PillPack, Shopbop,, Twitch, Whole Foods Market, Woot! and Zappos.

Amazon expanded in several verticals, and for each vertical we can identify different competitors:

  • E-commerce ( Shopify, Wix, Google, Etsy, eBay, BigCommerce.
  • Physical retail (Whole Foods): Target, Walmart, BestBuy, The Home Depot, Costco, Walgreens, Kroger, Trader Joe’s.
  • Last-mile delivery: Flipkart, Instacart, Doordash.
  • Streaming (Prime): Netflix, Spotify, YouTube (Google), Disney+, Hulu, HBO.
  • Cloud (Amazon AWS): Microsoft, Google, IBM.
  • Digital advertising: Google, YouTube, Facebook (Instagram), Bing (Microsoft), Twitter, Pinterest.

We could expand farther the analysis, if we were to zoom further from the perspective of all the Amazon’s subsidiaries.

More on Amazon

Amazon has a diversified business model. Amazon’s primary revenue streams comprise its e-commerce platform, made of Amazon labeled products and Amazon third-party stores. In addition to that, Amazon makes money via third-party seller services (like fulfilled by Amazon), advertising on its platform, AWS cloud platform, and Prime membership.
Amazon has a diversified business model. In 2018 Amazon posted over $232 billion in revenues and over $10 billion in net profits. Online stores contributed to nearly 52% of Amazon revenues, followed by Physical Stores, Third-party Seller Services, Amazon AWS, Subscription Services, and Advertising revenues.
Amazon is among the most diversified business model in the tech industry. The company is well-positioned to dominate e-commerce further. And while its online stores have tight profit margins, Amazon still unlocks cash for growth, while consolidating its dominance in the cloud and grabbing new opportunities like voice.
Amazon future success is influenced by Political (new regulations and potential breakups of the company), Economic (new global economic dynamics influencing e-commerce adoption), Social (changing consumer behavior at a global level), Technological (new technological challenges, like last-mile delivery at scale), Environmental (enabling sustainable operations), and Legal (compliance with international laws).

More about Amazon:

Read More:

Scroll to Top