Consumers benefit from Amazon’s versatile technological stack, which allows it to provide a wide variety of products as well as better convenience and very competitive prices. For these reasons, established multi-channel businesses must contend with Amazon. Amazon has been establishing itself as a marketplace for the last 15 years.

“Today, close to 50 percent of products sold on Amazon are sold by third-party sellers,” Jeff Bezos wrote in his annual 2015 shareholder letter. Amazon’s Marketplace is wonderful for buyers because it offers a wider range of products, and it’s great for sellers since it has over 70,000 business owners selling on the site who make over $100,000 a year in revenue.”

In the following, the competitors are mentioned:

  • Alibaba

In China, Alibaba is an online retailer. Unlike Amazon, which focuses on retail sales, this company focuses on wholesale internet sales.

Alibaba’s entire business approach is a distinct departure from Amazon’s. Alibaba, unlike Amazon, is divided into two different businesses: the Alibaba Group and the Alibaba e-commerce platform.

Alibaba is the company’s B2B arm, whereas the other divisions cater to both consumers and global corporations. Alibaba has 755 million users globally as of June 2019. In China, 58% of all retail sales are handled by this business.

Alibaba sold $30.8 billion worth of goods on “Singles Day,” China’s equivalent of Black Friday, which took place on November 13, 2018.

Alibaba has a global footprint, a significant market share in China, and B2B sales in addition to B2C concentration. Aside from that, Amazon is no match for a website that can generate $30 billion in sales in a single day.

  • Otto

Online shop Otto is based in Europe. Innovation has been a hallmark of the organisation since its inception. Otto is fundamentally a trading firm, which means that it makes a living by reselling other companies’ items online.

For European internet shopping, it’s virtually a one-stop shop. Top product categories for Otto include technology (such as Apple and Microsoft products) as well as apparel, home goods, and sports equipment and accessories.

Otto’s user-friendly interface is a big part of its success. For customers, the platform makes it easy to purchase online. Otto’s yearly growth rate is 13.7 percent.. Furniture, appliances, and clothes make up 72 percent of their revenues. Compared to Amazon, this helps them stand out.

  • JD

Originally 360buy, JD (Jingdong) is a Chinese e-commerce startup that was founded in 2012. In direct competition with Alibaba’s Tmall, this Fortune Global 500 corporation is a major player in the global marketplace.

At, customers may shop for a broad variety of goods at a reasonable price. Another reason the site competes with Alibaba is that it features a “purchase in bulk” section.

JD’s affiliate,, also has a website. More than 200 nations across the world may order from this site, which is available in English. It also provides a 30-day money-back guarantee and 24-hour customer assistance.

More than 305 million people use Jingdong every day. At a 22% year-over-year growth rate, the company’s quarterly active client accounts are expanding in number.


Adding to that, there are many competitors out there attempting to overrun and undercut Amazon, but they haven’t been able to do so yet. Details of which may be found at