Biggest Amazon Competitors in 2027: Who Is Taking Share

When people search for the biggest Amazon competitors in 2027, they usually want one of three things: the rival marketplaces that take shoppers and sellers away, the retailers that compete on the same products, or the platforms that are changing how people discover things to buy. This guide covers all three, using recent marketplace data where it exists, and then shows how to use the picture for positioning and outbound. Treat any sales figure as an estimate and check the source before you quote it.

The Short Answer

Amazon remains the dominant US marketplace. Marketplace Pulse's March 2026 ranking of top US marketplaces estimated Amazon's third-party sales at roughly $300 billion, far above any rival. The next group is much smaller: eBay at about $39 billion, Temu at around $22 billion (a 2025 estimate), and TikTok Shop and Walmart at roughly $15 billion each. Below that sit names like Wayfair, SHEIN, Etsy and Whatnot. Those are marketplace GMV estimates, not total company revenue, so do not compare them directly with each company's full retail sales.

The Biggest Amazon Competitors

Walmart

Walmart is the competitor with the broadest threat because it combines physical stores, grocery, pickup and delivery with a growing third-party marketplace. Marketplace Pulse reports the marketplace is about 10% of Walmart's ecommerce business and has passed 200,000 sellers. Its advertising revenue is growing faster than sales, which matters for brands deciding where to spend. For sellers, Walmart is the most common second channel after Amazon.

eBay

eBay is the largest marketplace after Amazon on GMV in the Marketplace Pulse ranking. It has stabilized by leaning into enthusiast categories and pre-loved goods rather than competing head on for new, in-season products. For resellers, collectibles and used items, it is often a better fit than Amazon.

Temu

Temu grew extremely fast on low prices. After changes to import rules and a move toward domestic fulfillment, it is recruiting sellers to its platform. It competes on price-sensitive impulse categories rather than premium branded products.

TikTok Shop

TikTok Shop reached an estimated $15 billion in US GMV, growing 68% year over year according to Marketplace Pulse. Its edge is discovery: shoppers find products through video and creators and buy without leaving the app. For brands with visual products, it is both a competitor and a demand source.

SHEIN

SHEIN is a fashion-first platform that has also opened a third-party marketplace. It competes mainly in apparel, accessories and home items.

Etsy, Wayfair and Target Plus

These are category specialists. Etsy is handmade and vintage, Wayfair is furniture and home, and Target Plus is an invite-based marketplace. Each competes with Amazon where shoppers want curation or a distinct brand experience.

Shopify and direct-to-consumer stores

Shopify is not a marketplace, but it is the main alternative for brands that want to own the customer relationship. Merchants running their own stores compete with Amazon for the same shopper, with higher control and higher customer acquisition cost. See best ecommerce software and best Shopify apps for tools that support that route.

The New Competitor: AI Shopping and Search

Competition is no longer only about who owns the checkout. Shoppers increasingly start with AI assistants and answer engines, and Amazon is pushing its own. Marketplace Pulse reports that Amazon's CEO said the Rufus shopping assistant drove about $12 billion in incremental 2025 sales. For sellers, that means your listing needs to answer the questions an assistant will be asked, not just match keywords. Our listing optimization tools guide covers software for that work.

How Sellers Should Respond

Diversify without diluting

Selling on a second or third channel reduces dependency risk, but each channel has its own fees, content rules and fulfillment demands. Start with the one that matches your product and customer, not all of them.

Know your rivals on Amazon itself

Your day to day competitors are other sellers in your category. Run a structured competitors analysis, and use a seller tool suite to track pricing, reviews and share of voice. Watch the Amazon sales calendar because rival marketplaces run their own promotions that can pull demand away from Prime Day style events.

Protect margin

Every channel changes your fee structure. Model FBA fees against other fulfillment options before you expand.

Build owned audiences

Email and your own site reduce dependence on any marketplace. Read about ecommerce marketing and email marketing platforms for a starting point.

How to Read the Rankings

Marketplace GMV rankings are useful for direction, not precision. Figures are estimates, definitions differ between sources, and some platforms count only third-party sales while others blend first-party retail. A rival that looks small in GMV can still matter if it concentrates in your category. Fashion sellers should weigh SHEIN and TikTok Shop more heavily, while home and furniture sellers should watch Wayfair. Before changing strategy, check where your own category demand is moving using your traffic and sales data, and treat third-party rankings as context.

A rival's momentum also shows up in seller behavior. When more of your competitors list on a new channel, expect price comparisons, copied content and shifting ad costs on Amazon too. Review your pricing rules and brand protection settings quarterly so a new channel does not quietly undercut your Amazon margin.

What Competition Means for Different Sellers

A private label brand with a differentiated product should defend its Amazon position and test TikTok Shop for discovery. A wholesale seller with thin margins should watch Walmart pricing and be careful about racing to the bottom. A niche or vintage seller may find eBay or Etsy more profitable than Amazon. A brand with a loyal following should invest in its own store and email list while keeping Amazon for reach.

The GTM angle

Every competitor above creates a sales opening for vendors who sell to ecommerce brands. Sellers who are worried about channel concentration are actively buying tools and services for expansion, and that intent is easy to target.

• Multichannel expansion: brands recently listing on Walmart, TikTok Shop or Temu need feed management, listing syndication, inventory sync and creative for new formats. Pitch them on one concrete bottleneck.
• Retail media: Walmart's growing ad business means brands need help managing a second ad platform. Agencies can offer a cross-channel audit.
• AI search readiness: sellers whose listings are thin or keyword-stuffed are exposed as assistants shape discovery. Offer a listing and content review.
• DTC migration: brands moving toward their own store need storefront, email and attribution help.

Build lists by channel footprint, not just "Amazon seller," and write emails that reference the specific expansion you can see on their storefronts. Use the Cruxfinder directory to map vendor categories and our Amazon seller newsletter to see what topics sellers pay attention to. Model your campaign economics with the cold email ROI calculator.

Frequently Asked Questions

Who is Amazon's biggest competitor in 2027?

Walmart is the broadest rival across retail, grocery and marketplace. Among pure marketplaces, eBay ranked second on GMV in a March 2026 Marketplace Pulse ranking, with Temu, TikTok Shop and Walmart following.

Is Temu a real threat to Amazon?

Temu competes strongly on price in impulse and low-cost categories, and it has grown quickly. It is less of a threat for premium or branded products where trust, delivery speed and reviews matter.

Should Amazon sellers also sell on Walmart?

Many do, because Walmart is the most common second channel. Check each channel's fees, requirements and fulfillment options and test with a limited catalog first.

How big is TikTok Shop compared with Amazon?

Marketplace Pulse estimated TikTok Shop at about $15 billion in US GMV, versus roughly $300 billion for Amazon's third-party sales, so it is much smaller but growing quickly.

How is AI changing Amazon's competition?

Shoppers use AI assistants and answer engines for discovery, and Amazon reports that Rufus drove sizable incremental sales. Listings need to be complete and clear to be recommended.

Takeaways

• Amazon is still far ahead of every marketplace rival on estimated US third-party sales.
• Walmart, eBay, Temu and TikTok Shop are the main marketplace alternatives, each with a different strength.
• AI shopping tools are a new competitive front that rewards complete, accurate listings.
• Diversify channels deliberately and protect margin on each one.
• If you sell to ecommerce brands, target expansion and channel triggers for outbound.

Want pipeline from Amazon sellers and ecommerce brands? See Cruxfinder's cold outbound service and the free GTM calculators.