Shopify vs selling on Amazon
Amazon gives you access to millions of UK buyers, but you pay referral and fulfilment fees, compete on price, and don't own the customer. Shopify lets you build a brand with your own customers and margins. For many brands, the best answer is both, with Shopify as the home of the brand.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Side-by-side comparison
| Shopify | Amazon | |
|---|---|---|
| Traffic | You bring your own | Huge built-in audience |
| Fees | Plan plus card fees | Monthly seller fee plus referral and fulfilment fees |
| Customer relationship | You own it | Amazon owns it |
| Branding | Complete control | Limited |
| Price competition | Lower | High |
| Fulfilment | Your choice | FBA available |
Costs in the UK
Shopify starts at £25 a month plus card fees. Amazon's Professional seller plan is a monthly fee plus VAT, with referral fees per sale that depend on category and extra fees if you use Fulfilment by Amazon. Check Amazon Seller Central UK for current rates.
Prices change. Check each provider's current UK pricing page before deciding.
Which should you choose?
Choose Shopify if…
- You want to build a brand and repeat customers
- You want to control pricing
- You want to own your data
Choose Amazon if…
- Your products are searched for on Amazon
- You need sales volume quickly
- You can compete on price and reviews
Frequently asked questions
Can I sell on Amazon and Shopify together?
Yes. See how.
Which is more profitable?
Often Shopify per order, but Amazon can bring more volume.
Can Shopify fulfil through FBA?
Yes, through multichannel fulfilment apps.
Keep exploring
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