In this post, we discuss ‘Amazon or eBay for Selling: Which Platform Will Give You More Sales in 2025?
Online marketplaces like eBay or amazon dominate e‑commerce, but they differ vastly in scale, audience, and business model. For small sellers and entrepreneurs, choosing the right platform can make a big difference in sales volume, margins, and growth potential. As of 2024–2025, Amazon is far larger – with ~310 million active users globally, ~37.6% of U.S. online retail market share and ~$574.9 billion in 2023 revenue – compared to eBay’s ~134 million active buyers, ~3% U.S. market share and ~$10.1 billion revenue. The table below summarizes key metrics for both platforms:
| Metric | Amazon (2024–25) | eBay (2024–25) |
| Active buyers/users | ~310 million globally | ~134 million (Q1 2025) |
| Global marketplaces/sites | 14 country sites | 23 country sites |
| U.S. market share | ~37.6% (2023) | ~3.0% (2023) |
| 2023 Revenue | US$574.9 billion | US$10.1 billion |
| Seller base (active) | ~2.0 million active (out of ~9.7 M total) | ~17 million sellers |
| Primary product focus | New, mass-market goods (electronics, home, apparel) | Used, collectible, niche items (vintage, collectibles) |
Figure: U.S. e-commerce market share (2024). Amazon commands roughly 37.6% of sales vs. eBay’s ~3%.
Factors Affecting Sales
Several key factors influence how much you can sell on eBay or amazon. Below we outline the most important considerations:
- Customer traffic and audience size. Amazon’s site traffic and buyer base are much larger than eBay’s. For example, ~197 million people visit Amazon.com each month, accounting for ~5% of all U.S. retail spend. In contrast, eBay has about 182 million total users worldwide. The vast Amazon user pool means more eyeballs on your listings: it has over 310 million active users globally, compared to eBay’s ~134 million. Amazon also has strong reach in North America and Europe, whereas eBay’s strength is more diffuse globally. Notably, over 50% of eBay’s sales come from outside the U.S. (with buyers in 180+ countries), while Amazon – despite operating 14 international marketplaces – still derives roughly two-thirds of its sales from U.S. shoppers (only ~33% from abroad). In practice, Amazon offers enormous volume (e.g. ~$325 billion in third-party sales forecast for 2024), whereas eBay’s sales are relatively flat (about $35 billion in 2024). Thus reach is a major driver: all else equal, Amazon’s bigger traffic leads to higher potential sales volume.
- Product categories and listing formats. The types of products you sell can tilt the advantage. Amazon’s buyers mainly look for new, mass-market goods – electronics, home & kitchen, clothing, books, etc.. Amazon maintains strict catalog formats (one product page shared by all sellers) and prohibits auctions. In contrast, eBay excels at used, vintage, collectible or hard-to-find items. It supports auction-style and fixed-price listings, which can drive up prices for rare goods. For example, eBay sells hundreds of thousands of collectible items daily. Printful notes “Amazon focuses on consistency and buyer satisfaction, while eBay emphasizes flexibility and seller control.”. In short, if your products are standardized retail items (like consumer electronics or books), Amazon is usually more suitable. If you offer antiques, refurbished/used gear, or unique one-off items, eBay might actually generate better results.
- Competition and search visibility. Amazon’s huge seller base means intense competition on many items. Multiple Amazon sellers often compete on a single product listing, fighting for the coveted “Buy Box”. Winning the Buy Box (the default add-to-cart option) is critical for visibility on Amazon. By contrast, on eBay each seller typically creates a separate listing even for identical products. This means pricing wars on Amazon take place within one page, whereas on eBay they happen across many listings. Amazon’s search algorithm is product-centric (favoring items with high sales history and strong reviews), while eBay’s search also factors in individual seller ratings and keywords. As a result, good Amazon sales depend heavily on ranking well for relevant keywords and securing the Buy Box, whereas on eBay success leans on crafting compelling listings and earning high seller feedback ratings. Both platforms function like search engines – so quality titles, images, and SEO are key on each.
- Pricing, fees, and profit margins. Selling costs differ markedly when comparing amazon or eBay for Selling. Amazon charges an average referral fee of roughly 15% of the sale price (plus additional fees for FBA service, and $0.99 per item for individual sellers). eBay’s final value fee is typically 10–13% (varies by category) plus some fixed and optional fees. Importantly, eBay’s overall selling fees are generally lower than Amazon’s, so sellers often keep a higher percentage of each sale. Industry estimates put the average profit margin at about 15–20% for an Amazon sale vs. ~10–15% for eBay. (For example, one analysis shows a $3,700 revenue toy sale left ~$1,280 profit on eBay – a 34.6% margin). Lower fees on eBay can translate to higher net profit per sale. However, Amazon offers optional Fulfillment by Amazon (FBA) which simplifies logistics and can boost sales, albeit at extra cost. The choice between FBA vs. handling shipping yourself is a crucial factor in effective pricing. (See the table below for a fee/margin comparison.)
- Fulfillment and shipping. Fast delivery drives sales on Amazon. Over 200 million shoppers worldwide are Amazon Prime members, expecting free 1–2 day shipping. Amazon can fulfill products via FBA, meaning the marketplace handles storage, packing, shipping and even returns for you. This often leads to the “Prime” badge on listings and higher conversions. eBay has no built-in fast‑ship guarantee: sellers usually pack and ship orders themselves (unless using third-party services). The lack of a unified fulfillment service means buyers may see slower or variable shipping on eBay. In general, listings with fast free shipping tend to sell better on Amazon; the embedded image below illustrates how a fast delivery service (like Prime) can boost buyer confidence.
- Trust, returns, and branding. Buyers often trust Amazon’s buyer protection and uniform policies. Amazon’s A-to-Z Guarantee ensures easy returns and refunds, which can encourage purchases. By contrast, eBay’s return policies are more variable – sellers may even list “no returns” – which can deter some buyers. Seller reputation matters on both platforms, but especially on eBay: high feedback ratings can significantly increase trust. Amazon, meanwhile, promotes top performers (sellers with great metrics get better placement). Branding opportunities also differ: Amazon generally controls the product page and customer experience, whereas eBay allows sellers more branding in their individual listings. The takeaway is that a strong seller rating and customer service boosts sales everywhere, but the ways to earn trust differ on each site.
Seller Fees and Profit Margins of eBay or amazon
Fees and margins are critical for your bottom line. Below is a comparison of typical costs and seller metrics on eBay or Amazon:
| Cost / Fee Type | Amazon | eBay |
| Subscription / Listing | $39.99/month Professional (or $0.99 per item for individual sellers) | 250 free listings per month, then ~$0.35 each (for fixed-price) |
| Referral / Final Fee | ~15% of sale price on average (varies by category) | ~10–13% of sale price (incl. shipping; varies by category) |
| Payment Processing | Handled by Amazon (fees built into referral fee) | ~2.9% + $0.30 per transaction (with managed payments) |
| Fulfillment Cost | FBA fulfillment fees (by size/weight) + storage fees; or seller’s own shipping cost if FBM | Seller’s shipping cost (using USPS/UPS, or eBay Global Shipping Program for intl) |
| Returns | Standardized 30-day A-to-z Guarantee (easy for buyers) | Seller’s choice (often 30 days or “no returns”; can reduce sales if no returns) |
| Typical Profit Margin | ~15–20% net (after fees and costs) | ~10–15% net (higher potential due to lower fees) |
Sources: Seller fee schedules and industry data.
In practice, selling fees on Amazon tend to be higher overall, especially if you use FBA. When considering Amazon or eBay for Selling, eBay’s lower commission rates often allow for a higher net margin (one article notes, “With lower fees than Amazon, eBay can offer higher profit margins.”). However, Amazon’s fees come with services (Prime shipping, customer service) that can boost volume and sales conversion.
Product Categories and Examples
Your product type heavily influences which platform is best. Amazon is superb for new retail products in high-demand categories. For example, 44% of U.S. shoppers have bought electronics from Amazon, and 43% have bought apparel. Fast-moving consumables, tech accessories, books, and branded goods usually sell very well on Amazon. Amazon also has strict rules and many gated categories (e.g. fine art, medical devices require approval). eBay, by contrast, is famous for rare, used, or one-of-a-kind items. Over 432,000 collectible/vintage items are sold on eBay every day. If you deal in antiques, sporting memorabilia, discontinued parts, or refurbished goods, eBay can reach niche collectors that might not shop on Amazon.
| Feature | Amazon | eBay |
| Listing style | Fixed price only (no auctions) | Fixed-price or auction (bidding) available |
| Search focus | Product-centric; shared catalog pages, one listing per item | Listing-centric; each seller’s listing is unique |
| Top categories | Electronics, Home & Kitchen, Books, Clothing | Collectibles, Vintage, Clothing (new/used), Auto parts |
| Seller branding | Limited control (Amazon branding dominates) | High control (custom storefronts, listing design) |
| Ideal for… | High-volume, brand-name goods where buyers want fast delivery | Specialty, used/collectible items where buyers price shop or bid |
Table: How platform features differ. (Adapted from industry guides.)
Fulfillment and Logistics
Fast, reliable fulfillment is a major sales driver on Amazon. Fulfilled‑by‑Amazon (FBA) means Amazon handles storage, packing, shipping and returns for you, offering 2‑day Prime delivery to buyers. This dramatically increases visibility and trust – products often win the Buy Box when FBA is used. On eBay, there is no built-in fulfillment program, so sellers typically pack and ship orders themselves (or via 3PL). This can lead to longer delivery times. As a result, buyers may prefer Amazon if they need something quickly. (The image above illustrates how speedy delivery – a hallmark of Amazon Prime – can be a competitive advantage.)
Amazon’s logistics also tie into customer acquisition. The Bezos-inspired slogan “Deliver fastest” means Amazon keeps investing in faster shipping networks. Meanwhile, eBay is more of a hands-off marketplace: it offers tools like a Global Shipping Program for international orders, but speed and consistency depend on each seller.
Trust, Returns, and Customer Experience
Trust and post-sale service affect repeat business. Amazon’s A-to-z Guarantee ensures that buyers get refunds if an item isn’t as described or doesn’t arrive on time. This creates buyer confidence: in one survey, 89% of U.S. buyers said they prefer Amazon over other sites. eBay buyers rely more on seller ratings – shoppers often refuse to buy unless the seller has 100+ positive feedback. eBay also allows sellers to set stricter return policies (some listings say “no returns”), which can deter uncertain buyers.
On the other hand, eBay’s feedback system can work in sellers’ favor: high ratings can command customer loyalty and allow premium pricing on unique items. Amazon’s review system is product-focused, so good seller reviews help but Amazon ultimately owns the customer relationship. In short, both platforms value reputation, but Amazon provides more buyer protection out of the box, while eBay offers more flexibility (and also more risk) in returns.
Which Platform Will Give More Sales in 2025?
Overall, Amazon’s vast scale means it will likely deliver higher sales volumes for most sellers in 2025. With a much larger user base, growing Prime membership (~220 million globally) and a multi-trillion-dollar marketplace (independent sellers on Amazon have generated ~$2.5 trillion in sales to date), Amazon continues to expand. Analysts project Amazon’s marketplace will keep growing (e.g. $325B in 3P GMV for 2024), whereas eBay’s growth has been flat ($35B annually). For small businesses selling common retail items, Amazon’s reach and fulfillment infrastructure almost always translate to more units sold.
However, “more sales” doesn’t always mean higher profit. eBay can yield higher profit margin per sale because of lower fees and the ability to sell premium or used items. If your niche is collectibles or secondhand goods, eBay can actually be more lucrative even if total sales volume is lower. Many sellers find success by listing on both platforms: using Amazon for high-volume items and eBay for specialty goods.
In summary: Amazon dominates in sheer volume and user reach, so it will likely generate more sales overall in 2025. eBay remains a solid channel for particular product types and allows for potentially higher margins. The best choice depends on your products and strategy. Either way, understanding each platform’s strengths – and the factors above – is key to maximizing sales.
