Top Amazon Competitors to Watch in the E-commerce World in 2024

July 11, 2024 biggest amazon marketplace competitors 2024

Reaching the top of the Mountain is Hard but Staying there is even harder

Amazon is the undisputed global king of the e-commerce industry, dominating with its extensive product range, innovative technology, and unmatched logistics network. It’s human nature to be curious, as a customer you want to look at other platforms and find which platform gets you the most bang for your buck, as a seller you would want a platform that gets you the best profit margin. 

So in this blog, we will be going to all the top competitors of Amazon and how they are unique in their own right and what makes them unique, we will be highlighting their strengths, recent performances, and future outlooks. One of the often overlooked factors driving the success of any e-commerce platform is its logistics and third-party logistics (3PL) services. Efficient logistics ensure products are delivered swiftly and accurately, enhancing customer satisfaction and loyalty.

Quick Guide

Top Amazon Competitors

  1. eBay The Auction Giant
  2. Walmart The Retail Powerhouse
  3. Flipkart The Indian Online Store
  4. Target Loyalty and Rewards
  5. Alibaba Group The Global Titan
  6. OTTO Europe’s E-Commerce Challenger
  7. (JingDong) China’s Retail Giant
  8. Netflix Streaming and Beyond
  9. Rakuten Japan’s e-commerce Leader
  10. Newegg Electronics and More

Brief Overview

The Unsung Heroes of E-commerce

  • How 3PL companies like AMZ Prep seamlessly integrate e-commerce platforms and customers


Top Amazon Competitors

Let’s look at some platforms trying to compete with Amazon in the online marketplace.

eBay The Auction Giant

eBay has been a significant player in the e-commerce space since its inception in 1995. Known for its auction-style listings, eBay has evolved to include fixed-price sales, catering to a diverse range of buyers and sellers.

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Key Strengths

  • The auction model allows unique buying opportunities.
  • Fixed-price sales for straightforward transactions.
  • Diverse product range spanning various categories.

Recent Performance eBay reported a revenue of $10.5 billion in 2023, a 1% increase from the previous year【source】.

Future Outlook eBay aims to enhance its platform through technological advancements and expand its market reach, ensuring it remains a strong competitor in the e-commerce industry.

Keywords eBay auction model, eBay fixed-price sales, eBay revenue 2023, eBay plans

Walmart The Retail Powerhouse

Walmart, a retail giant with an extensive network of physical stores, has seamlessly integrated its online and offline presence. This strategy has enabled Walmart to become a formidable force in e-commerce, establishing it as one of Amazon’s biggest competitors. Walmart is also known for its innovative and ever-changing business model. 

Walmart + membership was launched as a direct response to Amazon Prime membership.

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Key Strengths

  • Seamless integration of physical and online stores.
  • Extensive product range covering various categories.
  • Strong logistics and delivery network.

Recent Performance In 2023, Walmart’s online sales reached $82.1 billion in revenue, reflecting its significant presence in the digital marketplace.

Future Outlook Walmart continues to innovate in delivery and logistics, expanding its online services to offer a more comprehensive shopping experience. A key part of this is  Walmart Fulfillment Services (WFS).  This is a service specifically offered to sellers on the Walmart Marketplace. It allows them to outsource fulfillment tasks like storage, picking, packing, and shipping to Walmart.

Keywords Walmart online sales 2023, Walmart e-commerce, Walmart logistics, Walmart plans.

Flipkart The Indian Online Store

Flipkart, founded in 2007, has grown to become one of India’s leading e-commerce platforms, offering a wide range of products and services in online retail but tailored to the local market.  In July 2021, Flipkart launched its social commerce marketplace called Shopsy, which allows individuals and small businesses to directly sell and resell products via social media channels.  It is a major competitor to Amazon in the Indian market

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Key Strengths

  • Localized approach catering to Indian consumers.
  • Diverse product offerings across multiple categories.

Recent Performance Flipkart reported a revenue of over 560 billion Indian rupees in 2023, demonstrating its strong market position in India.

Future Outlook Flipkart plans to invest in technology and expand its market presence, aiming to maintain its leadership in the Indian e-commerce sector.

Keywords Flipkart revenue 2023, Flipkart e-commerce India, Flipkart plans, Flipkart market position

Target Loyalty and Rewards

Target has carved out a niche in the retail market with its strong loyalty programs and unique product offerings, appealing to a broad customer base as an online retailer, particularly in North America. Target also has a program called Target Plus which allows third-party sellers to sell on

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Key Strengths

  • Robust loyalty programs that drive repeat business.
  • Unique and exclusive product offerings.

Recent Performance Target achieved a revenue of $107.41 billion in 2023, reflecting its strong market position【source】.

Future Outlook Target aims to enhance its loyalty programs and personalized shopping experiences, further solidifying its customer base.

Keywords Target revenue 2023, Target loyalty programs, Target e-commerce, Target plans.

Alibaba Group The Global Titan

Alibaba Group, one of the largest companies in China, has a vast ecosystem encompassing e-commerce, technology, and logistics, making it a global powerhouse. With the Alibaba cloud, the global titan is even a formidable rival for Amazon Web Services.  Alibaba even has Amazon beat when it comes to the Chinese market share.

competitors for amazon 2024

Key Strengths

  • Dominance in the Chinese market.
  • Global reach through platforms like Taobao, AliExpress, and Tmall.

Recent Performance Alibaba reported revenue of $130.35 billion in 2023, underscoring its global influence

Future Outlook Alibaba continues to expand globally, investing in AI and logistics to enhance its competitive edge.

Keywords Alibaba revenue 2023, Alibaba global expansion, Alibaba AI, Alibaba logistics

OTTO Europe’s E-Commerce Challenger

OTTO is a significant player in the European e-commerce market, known for its strong regional presence and diverse product range. It is probably the platform most compared to Amazon but for Europe.

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Key Strengths

  • Strong presence in Europe.
  • Wide range of products catering to various customer needs.

Recent Performance OTTO reported a revenue of 4.2 billion euros in 2023, indicating its solid market position【source】.

Future Outlook OTTO plans to expand into new markets and invest in technological advancements to stay competitive.

Keywords OTTO revenue 2023, OTTO e-commerce Europe, OTTO plans, OTTO market position (JingDong) China’s Retail Giant is another leading e-commerce platform in China, known for its efficient logistics network and diverse product offerings.

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Key Strengths

  • Highly efficient logistics network.
  • A broad range of products across various categories.

Recent Performance reported a revenue of $160 billion in 2023, showcasing its strong market presence【source】.

Future Outlook aims to innovate in smart retail and expand globally, enhancing its competitive position.

Keywords revenue 2023, logistics, smart retail, plans.

Netflix Streaming and Beyond

Netflix, is a leader in streaming services and a direct rival to Amazon Prime Video. has expanded its offerings, impacting the broader e-commerce landscape.

amazon competitors online

Key Strengths

  • Extensive content library.
  • Strong brand presence and global reach.

Recent Performance Netflix reported a revenue of $33.7 billion in 2023, with 232 million subscribers worldwide【source】.

Future Outlook Netflix plans to expand into new content formats and markets, maintaining its leadership in the streaming industry.

Keywords Netflix revenue 2023, Netflix subscribers 2023, Netflix content library, Netflix plans.

Rakuten Japan’s e-commerce Leader

Rakuten is a prominent player in Japan’s e-commerce market, offering a wide range of services beyond online shopping.

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Key Strengths

  • Comprehensive service offerings.
  • Strong brand recognition in Japan.

Recent Performance Rakuten reported revenue of $16 billion in 2023, reflecting its strong market presence【source】.

Future Outlook Rakuten aims to innovate in fintech and expand its e-commerce services, enhancing its market position.

Keywords Rakuten revenue 2023, Rakuten e-commerce Japan, Rakuten fintech, Rakuten plans.

Newegg Electronics and More

Newegg focuses on electronics and tech products, providing competitive pricing and excellent customer service

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Key Strengths

  • Competitive pricing on electronics.
  • Strong customer service reputation.

Recent Performance Newegg reported revenue of $1.5 billion in 2023, highlighting its niche market strength【source].

Future Outlook Newegg plans to expand into new tech categories and markets, maintaining its competitive edge.

Keywords Newegg revenue 2023, Newegg electronics, Newegg customer service, Newegg plans.

Brief Overview

CompetitorKey StrengthsRecent PerformanceFuture Outlook
eBayAuction model
Fixed-price sales
Diverse product range

$10.5 billion in 2023, up 1% from 2022Technological advancements, market expansion
WalmartIntegration of physical and online stores
Extensive product range
Strong logistics network
The main competitor to Amazon in the US

$82.1 billion in online sales in 2023Innovations in delivery and logistics, expansion of online services
FlipkartLocalized approach
diverse product offerings

Over 560 billion Indian rupees in revenue for 2023Technological investments, market expansion
TargetStrong loyalty programs
Unique product offerings

$107.41 billion in 2023Enhancements in loyalty programs, personalized shopping experiences
Alibaba GroupDominance in the Chinese market, global reach through Taobao, AliExpress, and Tmall

Revenue of $130.35 billion in 2023Global expansion, innovations in AI and logistics
OTTOStrong regional presence
Diverse product range

Revenue of 4.2 billion euros in 2023Expansion into new markets, technological advancements
JD.comEfficient logistics network, diverse product range

Revenue of $160 billion in 2023Innovations in smart retail, global expansion
NetflixExtensive content library, strong brand presence and global reach$33.7 billion in 2023, 232 million subscribers worldwideExpansion into new content formats and markets
RakutenComprehensive service offerings, strong brand in Japan$16 billion in 2023Innovations in fintech, expansion of e-commerce services
NeweggCompetitive pricing on electronics, strong customer serviceRevenue of $1.5 billion in 2023Expansion into new tech categories and markets

The Unsung Heroes of E-commerce

Ever thought about how what you order reaches you without fail?

Much of the spotlight often falls on the platforms and their dazzling product offerings. However, behind the scenes, there are unsung heroes ensuring the seamless operation of these digital marketplaces – third-party logistics (3PL) companies like AMZ prep. These entities play an indispensable role in the e-commerce ecosystem.

How 3PL companies like AMZ Prep seamlessly integrates e-commerce platforms and customers?

Advanced Technology:

3PL companies deploy cutting-edge logistics technologies such as warehouse management systems (WMS) and transportation management systems (TMS). These systems provide real-time visibility and control over the entire supply chain.

Seamless integration with e-commerce platforms ensures that customers receive timely updates on inventory levels, order statuses, and shipment tracking, enhancing their shopping experience.

Customizable Solutions:

The flexibility of 3PL companies is another testament to their value. They offer tailored logistics solutions to meet the unique needs of each e-commerce platform, from special packaging to managing returns and providing specialized shipping options.

This customization ensures that e-commerce businesses can maintain their brand identity and customer service standards.

Improved Delivery Times:

3PL companies optimize delivery routes and methods, ensuring that products reach customers quickly and reliably. This not only boosts customer satisfaction but also builds trust and loyalty.

With the rise of same-day and next-day delivery expectations, the efficiency of 3PLs is more critical than ever in maintaining a competitive edge.

Customer Service:

Dedicated customer service teams within 3PL companies work closely with e-commerce platforms to handle logistics-related queries and issues. This partnership ensures that customers receive accurate and timely responses, enhancing their overall experience.

By resolving logistical issues swiftly, 3PL companies help maintain the reputation of e-commerce platforms.

3PL companies are the unsung heroes who ensure that the gears of the e-commerce industry keep turning smoothly. Their expertise, efficiency, and dedication to seamless integration between the platform and the customer are invaluable.


The e-commerce landscape is dynamic, with several key players challenging Amazon’s dominance.  Amazon dominates the e commerce space so much so that being considered a competitor of Amazon is an achievement in itself. Understanding these competitors’ strengths, recent performances, and future outlooks is crucial for staying ahead in the market. As the industry evolves, keeping up with market trends and innovations as always will be the key to success. At the same time 3PL companies also play an invaluable, yet often ignored role in keeping the e-commerce platforms thriving, delivering exceptional experiences to their customers, and solidifying their place in the competitive market. 

So if you are the seller, Picking the right 3PL partner is as important as selling the right product

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