Platform 概要
Shopify and Amazon are fundamentally different business models. Shopify is a platform that lets you build and own your own online ストア. Amazon is a marketplace where you list products alongside millions of other sellers. Understanding this distinction is critical because it shapes every other decision: your margins, your brand, your 顧客 relationships, and your long-term business value.
Shopify powers over 4.6 million live ストアs （2026年版）, from solo entrepreneurs to enterprise brands doing hundreds of millions in 売上. You pay a monthly サブスクリプション, choose a theme, customize your ストア, and drive your own トラフィック. You control the entire 顧客 experience from first click to post-purchase email.
Amazon is the world's largest online marketplace with over 310 million active 顧客 accounts. You list products in Amazon's catalog, Amazon handles search and discovery, and 顧客 buy through Amazon's チェックアウト. In exchange, Amazon takes 30-45% of your 売上 through 紹介 fees, FBA fees, and advertising costs. You are a vendor on Amazon's platform, not a brand owner.
The core tradeoff is simple: Amazon gives you instant access to massive buyer トラフィック but takes most of your margin and all of your 顧客 data. Shopify gives you full ownership and better margins but requires you to build your own audience from scratch.
Fees & 料金 比較
Fees are where the Shopify vs Amazon comparison gets very real, very fast. Most new sellers dramatically underestimate Amazon's true cost.
Shopify 料金 Breakdown
Shopify Basic costs $39/month. Shopify (standard) is $105/month. Shopify Advanced is $399/month. Transaction fees using Shopify Payments are 2.9% + 30 cents on Basic, dropping to 2.4% + 30 cents on Advanced. If you use a third-party payment gateway, Shopify adds an additional 2% surcharge on Basic.
Total cost per sale on Shopify including payment processing, apps, and the monthly サブスクリプション amortized across orders is typically 5-8% of 売上. For a ストア doing $50,000/month in 売上, Shopify costs roughly $2,500-$4,000/month in total platform fees.
Amazon 料金 Breakdown
Amazon Professional Seller costs $39.99/month. 紹介 fees range from 8% to 15% depending on product category. FBA (Fulfillment by Amazon) fees are $3-$8+ per unit depending on size and weight. Storage fees are $0.87-$2.40 per cubic foot per month, with long-term storage surcharges. Amazon advertising (PPC) is essentially mandatory and typically costs 10-15% of 売上 to maintain visibility.
Total cost per sale on Amazon including all fees and advertising is typically 30-45% of 売上. For a seller doing $50,000/month on Amazon, total fees are roughly $15,000-$22,500/month. That is 4-6x more expensive than Shopify.
Fee 比較 例
デメリットider a product that sells for $50 with a $15 cost of goods. On Shopify, after payment processing and platform fees (roughly $4), you keep $31 in gross profit. On Amazon, after 紹介 fees ($7.50), FBA fees ($5), and advertising ($5), you keep $17.50 in gross profit. Shopify gives you 77% more profit per unit on the same product at the same price.
Branding & Customization
Branding is where Shopify dominates completely. On Shopify, you have your own domain, your own design, your own logo, your own color scheme, and your own voice. Every pixel of the 顧客 experience is yours to control. You can build a brand story, create a unique unboxing experience, and develop brand recognition that drives repeat purchases.
On Amazon, your brand presence is reduced to a product listing template. Every seller's page looks the same. Your logo appears small in a corner. Your product competes directly next to identical products from other sellers, often on the same listing page. Amazon actively encourages 顧客 to compare on price, which commoditizes your product regardless of brand investment.
Amazon Brand Registry and A+ Content give some additional branding options, but they are still within Amazon's template constraints. You cannot customize チェックアウト, you cannot add post-purchase アップセルs, and you cannot control the email experience. The 顧客 remembers buying from Amazon, not from your brand.
With Shopify, you can install apps like EA お知らせバー for branded messaging, EA 固定カートボタン for custom purchase experiences, and EA メールポップアップ & スピンホイール for gamified email capture that matches your brand aesthetic.
トラフィック & 顧客 Acquisition
Amazon's biggest advantage is built-in トラフィック. When someone searches "wireless earbuds" on Amazon, they are ready to buy. Amazon's コンバージョン率 averages 9.5% compared to Shopify's average of 1.4%. This is because Amazon shoppers have purchase intent — they came to buy, not to browse.
However, Amazon トラフィック is not free. In 2026, most competitive product categories require Amazon PPC advertising to appear on page one of search results. Organic ranking on Amazon depends heavily on 販売 velocity, which creates a chicken-and-egg problem: you need 販売 to rank, but you need ranking to get 販売. The solution is paid advertising, which typically costs 10-15% of 売上.
On Shopify, you start with zero トラフィック and must build your audience. This requires investment in one or more channels: social media, content marketing and SEO, paid advertising (Meta Ads, Google Ads), email marketing, or influencer partnerships. The upfront effort is higher, but the long-term payoff is significant — organic トラフィック is free and compounds over time.
Shopify ストアs that invest in content marketing see 3.5x more organic トラフィック after 12 months compared to those that rely solely on paid acquisition. This organic トラフィック has zero marginal cost and builds brand authority simultaneously.
Fulfillment & Logistics
Amazon FBA (Fulfillment by Amazon) is the gold standard for hands-off fulfillment. You ship products to Amazon's warehouses, and they handle storage, picking, packing, shipping, and returns. Products get Prime eligibility, which significantly increases コンバージョン率s. FBA costs $3-$8+ per unit but eliminates the need for warehouse space and staff.
With Shopify, fulfillment is your responsibility. Options include: self-fulfillment from your own space, third-party logistics (3PL) providers like ShipBob or Deliverr, dropshipping, or Shopify Fulfillment Network. Each has different cost structures and control levels.
Self-fulfillment gives maximum control and lowest cost per unit at small scale. 3PL providers offer Amazon-like speed at better rates than FBA for many products. Dropshipping eliminates inventory risk but reduces margins and control over shipping speed.
For sellers doing fewer than 500 orders per month, self-fulfillment or a 3PL is typically more cost-effective than FBA. For sellers doing 500+ orders per month, FBA and 3PL costs become comparable, but you maintain more control with a 3PL.
SEO & Organic 成長
Search engine 最適化 is one of the strongest arguments for Shopify over Amazon. With Shopify, you control your entire SEO strategy: domain authority, URL structure, meta tags, header hierarchy, blog content, site speed, internal linking, and 被リンク acquisition.
Amazon product listings have minimal SEO value outside of Amazon's own search engine. Amazon listings occasionally appear in Google results, but Amazon keeps most of that organic トラフィック within its ecosystem. You cannot build domain authority on Amazon because you do not own a domain.
A well-optimized Shopify ストア with regular blog content can rank for hundreds or thousands of long-tail keywords, driving free organic トラフィック indefinitely. This is a compounding asset — every piece of content you publish continues driving トラフィック for years. Use EA ページ速度ブースター to ensure your Shopify ストア's Core Web Vitals support your SEO rankings.
顧客 データ & Retention
顧客 data ownership is the most strategically important difference between Shopify and Amazon. On Shopify, you own every piece of 顧客 data: email addresses, phone numbers, purchase history, browsing behavior, カート放棄 data, and more. This data enables email marketing (30-40% of 売上 for mature Shopify ストアs), SMS marketing, リターゲティング ads, and lookalike audience creation.
On Amazon, you get the 顧客's name and shipping address for order fulfillment only. You cannot email 顧客, you cannot retarget them, you cannot build lookalike audiences, and you cannot create ロイヤルティ programs. Every new sale requires new acquisition — there is no compounding 顧客 value.
This data asymmetry means Shopify ストアs build long-term 顧客 relationships while Amazon sellers are perpetually renting access to Amazon's 顧客. A Shopify ストア's 顧客 list has real business value (typically valued at $10-$50 per email subscriber). An Amazon seller's 顧客 base has zero transferable value.
With Shopify, tools like EA メールポップアップ & スピンホイール and EA Auto 無料 Gift & リワードバー help capture and retain 顧客 from the first visit.
Platform Risk & Control
Platform risk is the probability that a decision by the platform operator negatively impacts your business. On Shopify, platform risk is minimal. You own your domain, your content, your 顧客 list, and your data. If you leave Shopify, you export everything and move to another platform. Your brand and audience go with you.
On Amazon, platform risk is severe. Amazon can suspend your selling account for policy violations (real or perceived), inventory performance issues, 顧客 complaints, or algorithmic errors. Suspension means instant loss of all 売上, all reviews, and all visibility — with no guarantee of reinstatement. Amazon also competes directly with sellers through Amazon Basics and other private label products, using your 販売 data to identify profitable products to copy.
In 2025, Amazon suspended over 50,000 seller accounts. Many of these were reinstated eventually, but the average suspension lasted 3-6 weeks — which can be fatal for a business that depends solely on Amazon 売上. Diversification through a Shopify ストア eliminates this existential risk.
Side-by-Side 比較 Table
| Factor | Shopify | Amazon |
|---|---|---|
| Monthly Cost | $39-$399/month | $39.99/month + variable fees |
| Total Cost Per Sale | 5-8% | 30-45% |
| Branding Control | Full control | テンプレート-based |
| 顧客 データ | 100% owned | 0% owned |
| Built-in トラフィック | いいえne (must build) | 310M+ active accounts |
| コンバージョン率 (avg) | 1.4% | 9.5% |
| SEO Potential | Full control, compounding | Minimal, Amazon-only |
| Fulfillment | Self or 3PL | FBA (hands-off) |
| Platform Risk | Low (you own everything) | High (suspension risk) |
| メールマーケティング | Full capabilities | いいえt allowed |
| App Ecosystem | 8,000+ apps | Limited to Amazon tools |
| 海外 | Shopify Markets (built-in) | Separate marketplace accounts |
| 最適な用途 | Brand builders, DTC, long-term | Volume sellers, commodity products |
When to Choose Shopify
Choose Shopify as your primary platform when:
- You are building a brand — If your products have a unique value proposition, story, or aesthetic that differentiates them from competitors, Shopify lets you communicate that brand effectively.
- You want to own 顧客 relationships — Email marketing, SMS marketing, ロイヤルティ programs, and リターゲティング are only possible when you own 顧客 data.
- You value long-term margins — The 5-8% cost of selling on Shopify vs 30-45% on Amazon compounds massively over time. A business doing $1M/year saves $250,000-$370,000 annually on Shopify vs Amazon.
- You plan to build content and SEO — If content marketing is part of your 成長 strategy, you need a platform where you control SEO.
- You want to build a sellable asset — Shopify ストアs with email lists, organic トラフィック, and brand recognition sell for 3-5x annual profit. Amazon FBA businesses sell for 2-3x.
- You sell niche or premium products — Products that require education, storytelling, or premium positioning perform better in a branded environment than a commodity marketplace.
When to Choose Amazon
Choose Amazon as your primary platform when:
- You sell commodity products — If your product competes primarily on price and convenience (phone cases, kitchen utensils, basic supplements), Amazon's massive buyer トラフィック converts better than a standalone ストア.
- You need immediate 販売 — Amazon's built-in トラフィック means you can start generating 販売 within days of listing, while Shopify requires weeks or months to build トラフィック.
- You want hands-off fulfillment — FBA handles everything from warehousing to returns. If logistics is a pain point, Amazon removes it entirely.
- You do wholesale or arbitrage — Reselling existing branded products works better on Amazon because the product already has brand recognition and search demand.
- You have limited marketing skills — If driving your own トラフィック through ads, content, or social media feels overwhelming, Amazon's marketplace トラフィック reduces the marketing burden.
方法： Sell on Both Platforms
The smartest ecommerce operators use both platforms strategically. Here is the recommended approach for selling on Shopify and Amazon simultaneously.
ステップ 1: Launch on Shopify first. Build your brand, design your ストア, set up email capture with EA メールポップアップ & スピンホイール, and establish your brand identity and voice. This becomes your home base.
ステップ 2: List top sellers on Amazon. Do not list your entire catalog. Choose 3-5 best-selling products with broad appeal and competitive pricing. Use FBA for Prime eligibility.
ステップ 3: Use Amazon as a discovery channel. 顧客 who find you on Amazon should be funneled to your Shopify ストア for future purchases. Include branded inserts with your Shopify URL in FBA shipments (follow Amazon's insert policy guidelines).
ステップ 4: Sync inventory. Use Shopify's Amazon 販売 channel or a third-party app like Codisto or Sellbrite to sync inventory across both platforms and prevent overselling.
ステップ 5: Differentiate pricing. Many sellers offer slightly better pricing or bundle deals on their Shopify ストア to incentivize 顧客 to buy direct. You can also offer ロイヤルティ points, gifts, and rewards through EA Auto 無料 Gift & リワードバー that are only available on your Shopify ストア.
ステップ 6: Increase 客単価 on Shopify. Use EA アップセル & クロスセル and EA 送料無料バー to boost order values in your own ストア. These コンバージョン 最適化 tools are impossible on Amazon.
Recommended Shopify アプリ for Competing With Amazon
If you choose Shopify (or use it alongside Amazon), these apps from Easyアプリ Ecommerce help you compete effectively:
- EA メールポップアップ & スピンホイール — Captures emails from day one so you build the 顧客 list Amazon will never give you.
- EA 固定カートボタン — Keeps the add-to-カート button visible while scrolling, mimicking Amazon's always-visible buy box.
- EA アップセル & クロスセル — Replicates Amazon's "Frequently bought together" section to increase 客単価.
- EA 送料無料バー — Motivates higher カート values by showing progress toward 送料無料, similar to Amazon Prime expectations.
- EA Auto 無料 Gift & リワードバー — Creates ロイヤルティ incentives that Amazon cannot match.
- EA お知らせバー — Highlights promotions, shipping deadlines, and offers across every page.
- EA カウントダウンタイマー — Creates urgency for limited-time offers, driving faster purchase decisions.
- EA ページ速度ブースター — Ensures fast load times that match Amazon's sub-2-second ページ速度.
- EA アクセシビリティ — Makes your ストア accessible to all shoppers, expanding your addressable market.
- EA 自動翻訳 — Sells internationally in 顧客' native languages without separate ストアs.
よくある質問
Is Shopify or Amazon better for beginners?
For beginners who want to build a brand and control their 顧客 relationships, Shopify is better. For beginners who want instant access to millions of buyers and do not mind competing on price, Amazon is easier to start with. Amazon handles fulfillment through FBA, which simplifies logistics but costs 30-45% of 売上 in total fees. Shopify requires more upfront setup but gives you full control over pricing, branding, and 顧客 data from day one.
What are the total fees on Shopify vs Amazon?
Shopify costs $39/month for the Basic plan plus 2.9% + 30 cents per transaction using Shopify Payments. Total cost per sale is roughly 5-8% including apps and payment processing. Amazon charges a $39.99/month Professional Seller fee plus 紹介 fees of 8-15% per category, plus FBA fees of $3-8 per unit for storage and fulfillment. Total Amazon cost per sale is typically 30-45% of 売上. Shopify is significantly cheaper per transaction at scale.
Can I sell on both Shopify and Amazon at the same time?
はい, and many successful ecommerce businesses do exactly this. Use Amazon for product discovery and volume, then use Shopify as your branded ストア where you control margins and build 顧客 relationships. Shopify has a native Amazon 販売 channel integration that syncs inventory. The recommended strategy is to launch on Shopify first to establish branding, then expand to Amazon for additional volume.
Who owns the 顧客 data on Shopify vs Amazon?
On Shopify, you own all 顧客 data including email addresses, purchase history, and browsing behavior. On Amazon, 顧客 data belongs to Amazon. You cannot email 顧客 directly, you cannot retarget them, and you have no way to build a direct relationship. This is the single biggest strategic difference between the platforms.
Which platform is better for SEO and organic トラフィック?
Shopify is far better for SEO. You control your domain, URL structure, meta tags, blog content, and technical SEO. Amazon product listings rank on Amazon search but have limited visibility in Google results. With Shopify, you can build content marketing, earn 被リンクs, and drive organic トラフィック through blog posts and guides that compound over time.
What happens if Amazon suspends my seller account?
If Amazon suspends your account, you lose access to all your 顧客, reviews, and 売上 overnight. Amazon suspensions happen for policy violations, 顧客 complaints, or even algorithm errors. Reinstatement can take weeks or months. There are no such risks on Shopify — you own your ストア and domain. If you leave Shopify, you take your 顧客 list and brand with you.