Amazon vs. Shopify: Where Does Your Brand Have More Influence on Pricing?

You have a product, a dream, and a burning desire to turn it into a profitable business. But before you picture yourself swarming with cash , you need to make a choice: Shopify or Amazon .

Will you build your brand step by step on Shopify, controlling every decision like an indie film director? Will you choose to launch on Amazon FBA, entrusting the e-commerce giant with logistics while your sales skyrocket? And the key question: where will you have more pricing freedom to maintain long-term profitability?

Pricing policy—the ability to raise prices without losing demand—is a real battleground in this industry. It depends on brand strength, product uniqueness, and even logistics details like shipping and order processing. One wrong choice and profits can disappear faster than cookies in the office .

Let’s break it all down: fees, pricing, shipping, SEO, so you’ll never regret not staying on Facebook Marketplace.

Amazon or Shopify: Who Sets the Tone in Pricing in 2025?

Before delving into the details, it’s worth understanding why this issue is relevant today:

• Amazon attracts more than 2.5 billion visits a month —that’s like a never-ending stream of traffic on a freeway on a Friday night;
• Shopify powers over 4.4 million businesses worldwide , proving that it’s possible to build a profitable business without giants like Amazon;
• Amazon accounts for 37.8% of all online sales in the US , and the company still holds its position as the leader in e-commerce;
• Shopify merchants have already generated over $700 billion in sales , proving that independent e-commerce isn’t just for niche entrepreneurs;
• Amazon Prime members spend about $1,400 a year , while everyone else spends about $600;
• Shopify store owners have an average order value of around $85 —this often means better margins, but requires more involvement and effort on the part of the merchant.

Conclusion: Both platforms can be profitable, but the key to maintaining it lies in a smart pricing policy.

Selling on Amazon: Putting Your Product on Autopilot

Amazon FBA (Fulfillment by Amazon) is a service that allows you to outsource most of your logistics and customer service to Amazon. The platform takes care of the heavy lifting, but along with the convenience, you lose some control, particularly over pricing.

How Amazon FBA Works:

1. Inventory shipping. You deliver your items to an Amazon fulfillment center—no more boxes cluttering up your apartment.
2. Order Storage and Fulfillment. Amazon stores your products and ships them to customers immediately after they click the “Buy” button.
3. Customer Service. Returns, refunds, and all customer inquiries like “Where is my package?” are handled by Amazon Customer Service.
4. Fee Payment. Convenience comes at a price: Amazon retains a portion of each sale and charges a storage fee.

Bottom line:  Amazon FBA can be a convenient option if you want to eliminate operational hassles, but be aware that fees can significantly reduce your profits . Furthermore, sellers often have to adjust to Amazon’s competitive pricing, limiting their ability to raise prices without risking lost sales. To optimize costs, monitor your Inventory Performance Index (IPI) and avoid long-term storage fees. After all, paying for storage of unsold inventory on Amazon is one of the most common mistakes new sellers make.

Selling on Shopify: Your Brand, Your Prices

Selling on Shopify means you’re in charge. You create your own online store, control the branding, and manage customer relationships. And most importantly, you set the prices for your products, without pressure from Amazon .

How Shopify works:

1. Create your store. Choose a theme, customize the design, and configure payment methods. First impressions matter, so make sure it’s appealing.
2. Add products. Create descriptions, add high-quality photos, and make your product range as appealing as possible.
3. Drive traffic. Shopify doesn’t generate customers automatically: you’ll need SEO, advertising, and a little marketing talent.
4. Fulfill orders. You can ship products yourself or partner with a third-party logistics company (3PL).

Bottom line:  Shopify gives you the freedom to set prices, but it does require you to bring in traffic yourself (BYOT) . If you have a strong brand and a unique product, this can lead to higher profits and greater control over pricing over time.

Who controls pricing? Amazon and Shopify commissions

Amazon charges a fee for almost everything :

• referral commission – 8-15% of each sale;
• FBA commission – storage, assembly, packaging and delivery;
• Subscription – $39.99 per month for Pro sellers;
• Long-term storage fee – If items remain in the warehouse for too long, Amazon charges an additional fee.

Shopify offers a more predictable pricing model, but it requires a significant amount of on-premises effort:

• subscription fee – from $29 to $299 per month;
• Transaction fees – apply if you don’t use Shopify Payments;
• Additional costs – Premium themes, apps, and marketing tools can add significantly to your costs.

Bottom line: If you sell products with high markups and want to control prices, Shopify is the better choice. Amazon provides more traffic, but its commission structure may limit your ability to raise prices without risking a decline in profitability.

Delivery: Speed ​​and Pitfalls

When it comes to shipping, Amazon is fast and efficient, striving to get packages to customers as quickly as possible. With Fulfillment by Amazon (FBA), your products can reach customers nationwide in two days or less, and customers appreciate it. The downside is that this speed comes at a significant cost , and storage costs can be a significant burden even for an experienced seller.

Shopify, on the other hand, gives you complete control. You choose carriers, shipping rates, and packaging methods, from premium branding to eco-friendly repackaging . The only tradeoff is that there’s no built-in Prime magic, so you’ll have to put in more effort to meet customer expectations and avoid frustration with constantly updating the tracking page.

Which one should you choose? If you value control and high margins, DIY delivery on Shopify is a better choice. If speed and convenience are your top priorities, Amazon wins. In any case, don’t delay delivery, as patience is a thing of the past in the era of same-day delivery.

Shopify vs Amazon

SEO is a key factor in e-commerce success, but the two platforms operate on different principles.

1. Amazon SEO depends on sales velocity, reviews, and keywords. The more sales and positive reviews, the higher your product ranks in search results.
2. Shopify SEO is Google-focused, so compelling product descriptions, quality backlinks, and content marketing that consistently drives traffic are essential.

Bottom line: if you’re looking for quick results, choose Amazon. However, if you’re hoping for long-term organic traffic growth, Shopify is the better choice. Use paid advertising to attract visitors until SEO starts to yield consistent results.

Who has the advantage at the checkout stage?

1. Amazon accepts credit and debit cards, as well as Amazon Pay. The payment process is fast and convenient, especially for Prime members.
2. Shopify supports Shopify Payments, PayPal, Apple Pay, and other payment methods. Third-party payment systems may charge additional fees.

Bottom line: Shopify offers more flexibility in payment methods, while Amazon ensures the simplest and most seamless transactions. Furthermore, Shopify offers abandoned cart recovery, which helps win back hesitant shoppers—a feature Amazon doesn’t currently offer.

Can you use Amazon and Shopify at the same time?

Yes, many sellers successfully combine both platforms to reach a wider audience. This approach helps increase brand visibility while maintaining control over the business.

Why combination use works:

✅ Dual presence – double profit potential. About 40% of Amazon sellers have their own stores.

✅ Inventory syncing. Shopify integrates with Amazon, making it easy to track inventory and avoid overstocks or shortages.

✅ Sales growth. According to Shopify sellers, after listing on Amazon, their average sales volume increases by approximately 20%.

Problems using both platforms:

❌ Inventory management. Selling the same product on two platforms can lead to a situation where you suddenly run out of stock, forcing you to apologize to customers .

❌  Commissions and expenses. Amazon takes a cut of each sale, Shopify requires a subscription, and advertising requires additional investment.

❌ Brand vs. competition. On Shopify, you develop your own brand and community, whereas on Amazon, you become just one of many sellers.

❌ Management complexity. One online marketplace is already a lot of work, but two means double the challenges of logistics, order fulfillment, and customer support.

Want to get the most out of both platforms without the stress? Use an inventory management system like Extensiv or Sellbrite to sync inventory between Amazon and Shopify. Otherwise, you risk overselling and needing to restock quickly— an experience as unpleasant as stepping on LEGOs .

Advantages, disadvantages and pitfalls

Amazon Advantages

✅ Access to millions of buyers from day one.
✅ Fast and reliable order fulfillment through FBA.
✅ High conversion rates.

Disadvantages of Amazon

❌ High commissions.
❌ Lack of brand control.
❌ Price wars that reduce profitability.

Benefits of Shopify

✅ Complete control over your brand and customer data.
✅ Higher margins.
✅ Flexible marketing options.

Disadvantages of Shopify

❌ No built-in traffic.
❌ Monthly expenses for themes, apps, and advertising.
❌ Difficulty switching to other platforms.

Where do you have more influence on pricing?

The choice between Amazon and Shopify depends not only on sales volume but also on a number of key factors: business goals, target audience, product type, marketing budget, and level of technical expertise. Pricing control remains the most important factor , as it determines your margins and competitiveness in the market.

1. Amazon is suitable for large-scale sales, but prices are often determined by competitive pressure.
2. Shopify gives you complete control over pricing, branding, and long-term profitability.
3. A hybrid approach allows you to combine both platforms and achieve a balance between audience reach and business control.

Other factors to consider

1. Target audience:
   • If your audience actively searches for products on Amazon and values ​​convenience, Amazon is the optimal choice;
   • If customers prefer unique branding, storytelling, and direct interaction, Shopify can help you create a carefully crafted shopping experience.
2. Product type:
   • Mass-market items like chargers or everyday essentials typically sell well on Amazon;
   • Niche, custom, or premium products benefit from Shopify, where they can create exceptional brand experiences.
3. Marketing budget:
   • Amazon provides built-in traffic, but advertising costs can be significant due to high competition;
   • Shopify requires its own marketing strategy, including SEO, social media, and paid advertising, which requires a separate budget or strong organic reach.
4. Technical expertise:
   • Amazon is a turnkey solution where you don’t have to worry about website design, hosting, or backend development;
   • Shopify offers more flexibility, but requires some technical expertise or developer budget to set up and optimize your store.

Choose Your Own Story: FBA or Shopify

If complete control over your brand and pricing is important to you, choose Shopify . If ease of order fulfillment and fast sales are your top priorities, try Amazon FBA . Or, better yet, use both platforms to explore all the possibilities. Choose the ecommerce platform that helps you realize your dream.

Need help getting started? At Netpeak, we create customized marketing strategies for businesses of all sizes—from newcomers to seasoned market players. Let’s develop your strategy together