Amazon is a global juggernaut — a company that has redefined how the world shops, reads, watches, and even utilizes cloud computing. It commands over 40.4% of the US e-commerce market, operates in 22 countries, and is home to a seller ecosystem with over 9.7 million vendors. [1]
With nearly $638 billion in revenue in 2024, Amazon is not only the largest online retailer globally but also one of the most influential tech companies in history. Its sheer scale, sprawling infrastructure, and multi-sector dominance make it a force that competitors in retail, cloud, streaming, logistics, advertising, and devices must reckon with.
As Amazon expands its ecosystem — from grocery (Amazon Fresh, Whole Foods) to healthcare (Amazon Pharmacy, One Medical) — the competitive landscape only becomes more complex. Below, I’ll break down Amazon’s top competitors by category, analyzing how they compare in terms of market share, customer reach, and strategic positioning.
Did you know?In 2023, Amazon was responsible for 10% of all US retail sales and 4.4% of total consumer spending, surpassing Walmart, which held a 7.3% share of consumer retail expenditures. By 2025, Amazon’s brand value soared to $356.4 billion compared to Walmart’s $137.2 billion. [2][3]
Table of Contents
Retail & E-Commerce Challengers
1. Walmart
Founded: 1962Revenue: $680.9 billion
Competitive Edge: 10,600+ stores worldwide
Walmart is the world’s largest retailer by revenue. With over 10,600 stores in 19 countries and a workforce of 2.1 million associates, Walmart dominates the brick-and-mortar retail sector and is rapidly expanding its digital footprint to challenge.
Traditionally famous for its “Everyday Low Price” strategy, Walmart built its empire on cost leadership, scale, and ultra-efficient supply chain operations. However, in recent years, it has aggressively transformed into an omnichannel retailer by heavily investing in e-commerce, same-day delivery, curbside pickup, and automated fulfillment centers.
In FY 2024, Walmart’s digital sales in the US grew by 22%, and its global e-commerce GMV crossed $100 billion, putting it in direct competition with Amazon’s retail dominance. It also retained its title as the largest grocer in the US, commanding nearly 37% of the grocery market share. [4]
A key component of Walmart’s digital push is Walmart+, a subscription-based membership service that includes perks like free shipping, fuel discounts, and early access to sales. Walmart+ is seen as a strategic counter to Amazon Prime, although it’s priced slightly lower to appeal to value-driven households.
Beyond core retail, the company is also quietly building other Amazon-like revenue streams, such as Walmart Connect (a growing advertising business) and third-party seller marketplace. In 2025, Walmart announced that it would invest $520 million in Symbotic’s AI-powered robotics platform to accelerate online pickup and delivery options and develop new pickup and delivery fulfillment systems. [5]
2. Alibaba Group
Founded: 1999Revenue: $136.1 billion
Competitive Edge: Asset-light, scalable marketplace model
Alibaba Group is one of the world’s largest e-commerce, cloud, and digital infrastructure conglomerates. While Amazon dominates the US and Western markets, Alibaba is the undisputed e-commerce giant in China.
Unlike Amazon’s primarily direct-to-consumer model, Alibaba connects buyers and sellers through its vast online marketplaces. This approach allows Alibaba to scale rapidly without the need for significant inventory holdings.
Its e-commerce empire spans multiple platforms, including Taobao (consumer-to-consumer), Tmall (business-to-consumer), AliExpress (cross-border B2C), 1688.com (B2B), Lazada (Southeast Asia), and Trendyol (Turkey).
In recent years, the company has faced intensified competition within China (from JD.com, Douyin, and Pinduoduo), prompting a historic restructuring into six semi-independent business segments in 2023. These segments include e-commerce, cloud intelligence, logistics (Cainiao), digital media, and local services. [6]
Moreover, Alibaba competes directly with Amazon in cloud computing via Alibaba Cloud, which is China’s largest cloud provider and the fourth-largest worldwide (with 4% global cloud market share). In 2025, it committed to investing over $52 billion in AI and cloud computing over the next three years, aiming to enhance infrastructure and technological capabilities. [7]
3. Target
Founded: 1902Revenue: $106.5 billion
Competitive Edge: Owns over 45 brands
Target is known for its curated product mix, strong private labels, and premium shopping experience at affordable prices. With over 1,975 stores nationwide and a workforce of 440,000 employees, Target ranks as the seventh-largest retailer in the US. [8]
The company has carved out a niche by blending discount pricing with a more upscale, design-forward store atmosphere. Unlike Amazon’s digital-first presence or Walmart’s utilitarian style, Target’s strength lies in its omnichannel integration, upscale product lines, and brand loyalty.
It has seen consistent growth by investing in owned brands (such as Cat & Jack, Good & Gather, and Threshold). In e-commerce, Target has moved quickly to compete with Amazon. It provides fast and free delivery options as well as a seamless online-to-store pickup experience that leverages its physical footprint.
The company has also been ramping up its retail media network, Roundel, which enables advertisers to promote products directly on Target’s platforms. This has given Target a new high-margin revenue stream similar to Amazon Advertising. In 2024, Roundel earned $649 million, up about 25% from the previous year.
Furthermore, Target plans to grow third-party digital sales from about $1 billion in 2024 to over $5 billion by 2030, adding brands like Daily Harvest and Peloton to attract a wider customer base. [9]
4. Costco
Revenue: $264.08 billion
Competitive Edge: Membership-based warehouse model
Costco is the third-largest retailer in the world and one of Amazon’s most resilient competitors, especially in the warehouse club and bulk retail segments. It operates a membership-based model that gives customers access to low-priced, high-volume goods and services across electronics, appliances, food, clothing, and even travel and insurance.
Unlike Amazon’s tech-heavy e-commerce model, Costco thrives on operational efficiency, minimal overhead, and limited SKU selection (about 4,000 items per warehouse vs Amazon’s millions).
The company operates over 890 warehouses globally and serves more than 137 million cardholders, generating an impressive revenue of over $264 billion. Close to $5 billion of that comes from subscription fees alone, with a renewal rate of over 90% in the US and Canada. This predictable income helps Costco maintain razor-thin margins on goods while still being profitable. [10]
Looking ahead, the company plans to open new warehouses in Japan, Sweden, and Australia, along with dedicated Business Centers for commercial clients, highlighting its adaptability and commitment to strategic global expansion.
5. Kroger
Founded: 1883Revenue: $147.1 billion
Competitive Edge: Strong private-label portfolio
Kroger is the largest and oldest grocery retailer in the United States, with more than 2,700 stores across 35 states, 127+ fine jewelry stores, and nearly 1,199 pharmacies. Its dominance comes from its physical footprint, grocery operations, and data-driven pricing.
However, the company has made significant strides in e-commerce and fulfillment, particularly since 2018 when it partnered with Ocado, a UK-based automation firm, to build robotic customer fulfillment centers. These centers allow Kroger to serve online orders with higher efficiency, posing a real challenge to Amazon Fresh and Whole Foods. [11]
The company also runs membership programs, such as “Boost,” which provides benefits like free grocery delivery and fuel discounts, aiming to foster customer loyalty and drive repeat purchases. Plus, its private-label brands, including Simple Truth, contribute to approximately 28% of total sales, challenging Amazon’s own private-label initiatives.
In 2024, Kroger reported nearly $13 billion in digital sales, representing about 9% of its total revenue — an 11% increase compared to the previous year. [12]
6. Best Buy
Founded: 1966Revenue: $41.5 billion
Competitive Edge: In-store tech experience
Best Buy is the largest consumer electronics retailer in North America, combining physical stores, e-commerce, and tech services. It operates over 1,110 stores worldwide, primarily in the US and Canada, offering extensive physical presence.
While Amazon leads in total electronics sales due to its sheer e-commerce scale, Best Buy holds a distinct advantage in areas where in-person experience, services, or expert consultation are key to purchase decisions.
Its “Totaltech” membership, same-day delivery options, and strong vendor partnerships with brands like Apple, Samsung, Microsoft, and LG help it retain market share. Furthermore, the company’s emphasis on services (like in-home installation, tech support, and recycling) distinguishes it from Amazon’s more transactional model.
In 2024, Best Buy introduced the tagline “Imagine That” as part of a rebranding effort aimed at showcasing its commitment to making technology more accessible and engaging. The new positioning reinforces Best Buy’s role as a go-to destination for tech enthusiasts looking not just for products, but for immersive, experience-driven solutions. [13]
7. Home Depot
Revenue: $159.5 billion
Competitive Edge: Hands-on help with materials, tools, and project advice
Home Depot is the world’s largest home improvement retailer, operating a vast network of over 2,340 stores across the US, Canada, and Mexico. It focuses on serving DIY homeowners, professional contractors, and commercial customers.
The company provides a wide range of products, including hard-to-ship items like large appliances and construction materials. In 2023, e-commerce accounted for approximately 14.8% of Home Depot’s total net sales, reflecting its growing digital presence in a traditionally brick-and-mortar category.
However, what sets Home Depot apart is its deep SKU inventory, local store fulfillment network, expert guidance, B2B services for contractors, and installation services that make it harder for Amazon to compete effectively in the same vertical.
In 2024, Home Depot acquired SRS Distribution to expand its offerings in the professional contractor market, effectively increasing its total addressable market by approximately $50 billion. [14]
8. JD.com
Founded: 1998Revenue: $158.7 billion
Competitive Edge: First-party retail
JD.com is China’s largest e-commerce company by revenue. Founded in 1998 as an offline electronics retailer and moving online in 2004, the platform has grown into a $150+ billion tech-driven commerce empire that directly rivals Amazon in scale, logistics sophistication, and retail vertical integration.
What makes JD.com unique — and different from both Amazon and Alibaba — is its first-party (1P) retail model combined with a full-stack logistics infrastructure. The company buys inventory directly from manufacturers and sells it to consumers. It has built a nationwide warehouse-to-door delivery network, with over 1,600 warehouses.
It has a diverse portfolio that includes premium consumer brands, electronics, health products, and fresh groceries. It also enables foreign brands to enter the Chinese market through its platform, offering end-to-end support with logistics, marketing, and store setup — similar to Amazon Global Selling, but with a more vertically integrated approach.
9. Shein
Founded: 2008Revenue: $48 billion
Competitive Edge: Ultra-fast product cycles
Shein is a China-founded, Singapore-headquartered ultra-fast fashion and lifestyle e-commerce company. Started as a modest wedding dress and apparel exporter, it has evolved into a digital-first behemoth that rivals Amazon in app usage, downloads, and Gen Z mindshare — especially in fashion and budget-conscious categories.
While the company operates in 150+ countries, it doesn’t have any physical stores. Instead, it leverages data analytics, AI, influencer marketing, and a real-time supply chain to push thousands of new products daily, often from design to live product in under 7 days — a speed Amazon struggles to match in the fashion vertical. [15]
Shein has mastered the “test and repeat” model: it launches hundreds of micro-batches daily, measures demand in real-time, and scales only the items that sell. Its rapid rise has not only challenged fast-fashion giants like Zara and H&M, but also carved out territory Amazon is struggling to hold in low-cost apparel and accessories.
The company has developed an innovative polyester recycling process to enhance environmental sustainability and cost efficiency. This advancement has the potential to enable large-scale manufacturers to achieve an annual production capacity of up to 3,000 metric tonnes. [16]
10. eBay
Revenue: $10.2 billion
Competitive Edge: Second-hand & refurbished market dominance
eBay pioneered online person-to-person commerce and remains one of the largest global online marketplaces. It facilitates peer-to-peer and business-to-consumer transactions without owning inventory or controlling delivery logistics.
Unlike Amazon’s massive product uniformity, eBay offers variety, customization, and a treasure-hunt-style buying experience, catering to niche categories and value-driven consumers. It has approximately 2.3 billion live listings and 134 million active buyers globally.
Over 85% of its listings are fixed-price, and the company continues investing in AI-powered personalization, seller tools, and authenticity programs (especially in sneakers, watches, and handbags) to boost trust. [17]
In 2024, eBay’s total gross merchandise volume (GMV) reached $74.7 billion, marking a 2% increase year-over-year. During the same period, the company reported an operating margin of 22.5%. [18]
Cloud Computing
11. Microsoft Azure
Launched: 2010Revenue: $69.6 billion
Competitive Edge: Deep integration across Office 365
Microsoft Azure is the second-largest cloud computing platform, directly competing with Amazon Web Services. It’s part of Microsoft’s Intelligent Cloud segment and has become a core pillar of Microsoft’s overall business.
In Q2 FY2025, Azure’s revenue surged by 31%, serving as a major contributor to the 19% year-over-year growth in the Intelligent Cloud segment. Some projections suggest that Azure could generate up to $200 billion in revenue by 2028. [19]
Azure benefits from Microsoft’s deep integration across Office 365, LinkedIn, GitHub, Dynamics 365, Windows Server, and SQL Server, creating a full-stack, lock-in-friendly ecosystem that rivals Amazon’s cloud suite in both scale and depth.
The platform has secured major public sector deals, including DoD and state-level digital transformation projects. Plus, it is the exclusive cloud host of OpenAI services (ChatGPT), giving it an edge in generative AI cloud tools.
Plus, Azure has launched tools like Azure Carbon Optimization and Microsoft Fabric emissions insights to help optimize compute resources based on carbon intensity — appealing to ESG-conscious clients. [20]
12. Google Cloud
Revenue: $48 billion
Competitive Edge: Open-source integration
Google Cloud Platform (GCP) has emerged as a formidable contender in the cloud services market, leveraging Google’s extensive expertise in data analytics, AI, and scalable infrastructure. While AWS continues to lead in market share, GCP distinguishes itself through its open-source integrations and commitment to sustainability.
GCP also offers services like Vertex AI, which provide end-to-end solutions for building, deploying, and scaling ML models. Plus, GCP’s integration of AI into its productivity suite (such as AI-powered features in Docs, Sheets, and Slides) enhances user experience and productivity.
Google’s global infrastructure is strategically distributed across multiple regions, ensuring low-latency access and adherence to data sovereignty regulations. Its open-source-friendly philosophy (highlighted by key contributions and partnerships in projects like Kubernetes) attracts organizations looking for flexibility and freedom from vendor lock-in.
Currently, GCP holds approximately 12% of the global cloud infrastructure market, ranking as the third-largest provider behind AWS and Microsoft Azure. In Q4 FY 2024, Google Cloud generated $12 billion in revenue, reflecting a 30% year-over-year growth. [21]
In 2025, Alphabet announced a plan to acquire cybersecurity firm Wiz for $32 billion, aiming to bolster Google Cloud’s security offerings and competitiveness. [22]
13. Oracle Cloud
Launched: 2016Revenue: $39.4 billion
Competitive Edge: Advanced database capabilities
Oracle Cloud Infrastructure (OCI) distinguishes itself through its robust database offerings, strategic multicloud partnerships, and tailored solutions for enterprise workloads.
It provides advanced database solutions, including the Oracle Autonomous Database and Exadata Database Service, optimized for high performance, scalability, and security. These services are particularly appealing to organizations with mission-critical workloads requiring robust data management capabilities.
In 2024, Oracle and AWS formed a strategic partnership, allowing customers to access Oracle’s database services directly within AWS data centers, offering a unified experience with simplified administration and billing. Oracle also announced the integration of new generative AI features into its cloud applications, supporting over 50 AI use cases while maintaining data privacy and security. [23]
Streaming & Digital Media
14. Netflix
Launched: 1997Revenue: $39 billion
Competitive Edge: High-quality original content
Netflix competes with Amazon in the global video streaming and digital content space. It’s a global streaming powerhouse with over 300 million subscribers across 190+ countries.
The company invests about $18 billion in content creation, which fuels a library of original films, series, documentaries, anime, and regional hits. Its content catalog is not just vast — it’s tailored through algorithms that personalize the experience down to micro-taste segments. [24]
The platform is also deeply entrenched in international markets, with major success in South Korea, India, Europe, and Latin America. More than 69% of its user base comes from outside the US and Canada, making it the most globally penetrated streaming service.
15. Disney+
Revenue: $39.4 billion
Competitive Edge: Controls the most iconic content universes
Disney+ is part of The Walt Disney Company’s Direct-to-Consumer strategy and has quickly grown into a global streaming giant. Within just a few years of launch, it amassed over 159 million subscribers across 100+ countries. It is also part of the broader Disney Streaming bundle, which includes Hulu and ESPN+ in the US.
The company was built on a content empire that spans nearly a century. From Disney classics and Pixar animations to Marvel Studios, Star Wars, and National Geographic, its library includes some of the most iconic and valuable properties in entertainment history. This gives Disney+ a unique, multi-generational appeal — combining nostalgic content for adults with fresh releases for children, teens, and global fanbases.
In 2023, Disney+ launched ad-supported plans in several international markets, offering more pricing flexibility. By 2024, the platform generated $10.4 billion in revenue, marking a 21.6% year-over-year increase.
Logistics & Delivery
16. UPS
Launched: 1907Revenue: $91 billion
Competitive Edge: Trusted in B2B logistics
With over 490,000 employees, UPS has built a global reputation for delivering parcels, freight, and complex logistics solutions across 220+ countries and territories. It operates one of the largest privately owned aircraft fleets and a vast ground delivery network that serves as the backbone for global commerce.
For decades, UPS was a key logistics partner for e-commerce giants, including Amazon. However, as Amazon began rapidly expanding its own delivery and logistics infrastructure (Amazon Logistics, Amazon Air, and Fulfillment by Amazon), the two companies shifted from partners to direct competitors in the race to dominate the last-mile delivery ecosystem.
In recent years, Amazon’s logistics arm has seen significant growth, delivering 6.1 billion packages in 2024, up from 1.7 billion in 2019. This expansion has led to Amazon surpassing UPS in US home package deliveries as early as 2022.
17. FedEx
Launched: 1971Revenue: $87.6 billion
Competitive Edge: Strong SMB partnerships
FedEx is well-known for its overnight shipping services, pioneering real-time package tracking. Its extensive international logistics network and premium express services give it a critical edge in time-sensitive and cross-border commerce, areas where Amazon is still building scale.
For years, FedEx had a strategic shipping partnership with Amazon, but in 2019, the company terminated its ground and air delivery contracts with Amazon in the US — marking a major shift to viewing Amazon as a rival rather than a customer.
FedEx is increasingly integrating tech platforms for tracking, automation, route optimization, and SMB logistics onboarding. In 2024, it launched FDX, a data-driven e-commerce platform that connects the entire customer journey, aiming to streamline fulfillment and returns. [25]
Read More
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- News, Symbotic to acquire Walmart’s advanced Systems and robotics Business, Symbotic
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- Technology, Alibaba to invest more than $52 billion in AI over the next 3 years, Reuters
- Research Insights, Top 100 Retailers list according to sales, NRF
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- General Merchandise, Membership fee revenue of Costco worldwide, Statista
- Partners, Ocado Group announced an exclusive US partnership with Kroger, Ocado
- Sam Silverstein, Kroger’s e-commerce growth is a complicated story, Grocery Dive
- Technology, Best Buy reimagines its role in bringing tech to life for customers, Best Buy
- News, Home Depot completes acquisition of SRS Distribution, The Home Depot
- Business, How China’s Shein became a fast-fashion giant, Reuters
- Newsroom, Shein marks a milestone with the development of an innovative polyester recycling process, Shein
- Madeline Stone, eBay is using AI to boost efficiency and creativity, Business Insider
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- Beth Kindig, Microsoft Azure to reach $200 billion in revenue by 2028, Forbes
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- Naomi Buchanan, Oracle adds new GenAI features to cloud applications, Investopedia
- Media, Content spending of Netflix worldwide, Statista
- Newsroom, FedEx launches the fdx platform, FedEx
