Amazon is the default for most online shopping in the US, but it isn't always the best option. Other stores can be cheaper for certain things, offer products Amazon doesn't, or simply give a better experience for a particular category.
Here are ten worth knowing, and what each does best.
The best Amazon alternatives
1. Walmart
The closest all-round alternative to Amazon. Walmart.com combines a huge marketplace with store pickup and fast delivery in many areas, and Walmart+ offers a membership similar to Prime. Particularly competitive on groceries and household essentials.
2. Target
Strong for home, clothing, baby and everyday essentials, with same-day options through store pickup, drive-up and Shipt delivery. Target Circle offers deals and rewards.
3. eBay
Best for used, refurbished, collectible and hard-to-find items, as well as new products at competitive prices. eBay's money-back guarantee covers most purchases.
4. Etsy
The place for handmade, personalized and vintage products direct from small makers, especially for gifts.
5. Best Buy
For electronics and appliances, Best Buy combines online ordering with in-store pickup, expert advice, price matching and easier returns on big-ticket items.
6. Costco
For bulk buying, Costco's online store offers groceries, household goods and electronics at warehouse prices. A membership is needed for the best prices.
7. Wayfair
A large range of furniture and home décor, with plenty of tools to filter and compare by style, size and price.
8. Newegg
A specialist for computer parts, gaming and tech, with detailed specifications that make it easier to compare components.
9. Rakuten
Rakuten works mostly as a cashback portal: you shop at thousands of partner stores through it and earn money back on purchases.
10. Alibaba and AliExpress
Alibaba is mainly for businesses buying wholesale direct from manufacturers. AliExpress sells to individual shoppers at low prices, usually with longer delivery times.
Which should you use?
| If you want… | Try |
|---|---|
| An all-round Amazon replacement | Walmart, Target |
| Used, refurbished or rare items | eBay |
| Handmade or personalized gifts | Etsy |
| Electronics with expert support | Best Buy, Newegg |
| Bulk savings | Costco |
| Furniture and home | Wayfair |
| Cashback on purchases | Rakuten |
Before buying anywhere new, compare delivery times, return policies and whether you're buying from the store itself or a third-party seller on its marketplace.
If you sell on Amazon: what this means for you
The same shift that sends shoppers to other stores is an opportunity for brands. Selling only on Amazon means one set of rules, one fee schedule and one algorithm controls your revenue.
The marketplaces that make most sense for an established Amazon brand are:
- Walmart Marketplace - the largest US marketplace after Amazon, with its own Walmart Fulfillment Services.
- Your own website (Shopify or similar) - for higher margins and direct customer relationships. Amazon's Multi-Channel Fulfillment can ship these orders from your FBA stock.
- TikTok Shop - for products that sell well through video and creators.
- Target Plus - invitation only, but a strong fit for established home, baby and lifestyle brands.
Get your Amazon account running efficiently first, though. It's usually the biggest channel by far, and problems there don't go away by adding more. Our guide on how to grow your Amazon business covers where to start.