Amazon vs Shopify
Business model, scale, and a side-by-side Litmus framework score — which model wins, and for whom.
Amazon gives merchants instant demand but owns the customer; Shopify gives merchants their own brand but no built-in traffic.
At a glance
| Metric | Amazon | Shopify |
|---|---|---|
| Revenue | $717B (FY2025) | $11.56B (FY2025, +30.1% YoY) |
| Profit | $77.7B (Net Income, FY2025) | $1.47B operating income (FY2025, +36.6%) |
| Active users | 250M+ Prime Members | Millions of merchants across 175+ countries |
| Employees | ~1,560,000 | ~8,100 |
| Founded | 1994 | 2006 |
| HQ | Seattle, WA | Ottawa, Canada |
LLitmus Framework Score
Overall: Amazon 93 · Shopify 93
Customer Segment
99
98
Value Proposition
98
95
Marketing Channel
95
92
Engagement
94
89
Income Source
92
97
Asset Validation
97
94
Core Operations
90
91
Strategic Alliance
85
96
Expense Validation
88
88
Amazon leads 5 modules, Shopify leads 3. Overall edge: Tie.
Head to head
| Dimension | Amazon | Shopify |
|---|---|---|
| Merchant model | Rent Amazon's audience | Own store, domain, customer data |
| Traffic | Built-in high-intent buyers | Merchant drives own traffic |
| GMV | ~40% of US ecommerce | $378B (FY2025) |
| Logistics | FBA + owned fulfillment | Asset-light after Flexport sale |
| Customer ownership | Amazon keeps the relationship | Merchant keeps the relationship |
FAQ
Is Amazon or Shopify a better business?
Amazon gives merchants instant demand but owns the customer; Shopify gives merchants their own brand but no built-in traffic. It depends on what you optimise for — see the module-by-module breakdown above.
What is the difference between Amazon and Shopify's business model?
Amazon operates in Ecommerce / Technology (Earth's Most Customer-Centric Company), while Shopify is Ecommerce / SaaS (The Entrepreneurship Company). Their revenue, scale and Litmus scores are compared in detail above.
Which is more profitable, Amazon or Shopify?
Amazon: $77.7B (Net Income, FY2025). Shopify: $1.47B operating income (FY2025, +36.6%).