Amazon.com, Inc. vs eBay Inc.: Strategic Comparison

This in-depth comparison examines Amazon.com, Inc. and eBay Inc. across revenue, market value, business model, competitive positioning, and long-term growth strategy. Whether you are researching Amazon.com, Inc. on its own, evaluating eBay Inc., or weighing the two companies side by side, the breakdown below highlights where each company leads and where the gap between Amazon.com, Inc. and eBay Inc. is widest.

On the headline numbers, annual revenue is $716.9B (FY2025) for Amazon.com, Inc. and $11.1B (FY2025) for eBay Inc., while their respective market capitalizations stand at $2.69T and $48.0B. Both Amazon.com, Inc. and eBay Inc. are headquartered in United States. Their local markets and applicable rules may still differ.

Amazon.com, Inc.: Amazon started as an online bookstore in 1994 and now runs four businesses of real scale: the world's largest e-commerce marketplace, a logistics network that carries most of its own parcels, AWS, and a $68.6B advertising operation. It also owns Whole Foods Market, Prime Video and Amazon MGM Studios, One Medical, and Amazon Leo, its low Earth orbit satellite network. The company reads more like infrastructure than retail: other businesses run on AWS, sell through its marketplace, ship through its fulfillment network, and buy its ads. The company is headquartered in Seattle, Washington. The legendary "everything store" notoriously began in a small garage in Bellevue, Washington as a simple online bookseller before aggressively expanding into retail, cloud computing, and global logistics.

eBay Inc.: eBay is one of the original e-commerce companies and made person-to-person selling online common. Amazon built its business on new products and its own logistics, while eBay remained a marketplace of independent sellers. Today it is strongest in goods that are not new or in season: vintage collectibles, refurbished electronics, used auto parts and sought-after sneakers. The company is headquartered in San Jose, California.

Amazon.com, Inc. and eBay Inc. pursue distinct approaches to generating revenue, and understanding how each company operates is the foundation of any fair comparison between Amazon.com, Inc. and eBay Inc..

Amazon.com, Inc. business model: Amazon runs a hybrid model: it buys inventory and sells it directly, and it rents its store, warehouses, and ad inventory to independent sellers. In FY2025 online stores produced $269.3B of net sales, third-party seller services $172.2B, advertising services $68.6B, subscription services $49.6B, physical stores $22.6B, and AWS $128.7B. Marketplace referral commissions typically run in the mid-teens as a share of the sale price, and sellers pay separately for Fulfillment by Amazon and for advertising placement. Retail earns thin margins but collects cash from customers before it pays suppliers, which funds expansion without borrowing. Profit sits in AWS, which turned $128.7B of net sales into $45.6B of operating income, and in advertising, where Amazon charges for placement against shopping queries.

eBay Inc. business model: eBay operates a large C2C (Consumer-to-Consumer) and B2C (Business-to-Consumer) online marketplace model. They do not own any inventory. The core model relies entirely on 'Take Rates'. If you sell a vintage watch for $1,000 on eBay, eBay takes roughly a 10-15% commission, plus processing fees. Over the last decade, they have aggressively pivoted away from their original 'Auction' format; today, the vast majority of items are sold at a fixed 'Buy It Now' price. They also generate large, high-margin revenue through 'Promoted Listings', allowing sellers to pay extra to push their items to the top of the search results.

The durability of a company's moat often decides long-term winners. Here is how the competitive advantages of Amazon.com, Inc. stack up against those of eBay Inc..

Amazon.com, Inc. competitive advantage: Amazon's advantages depend on scale rather than patents. It carried $534.1B of gross property and equipment at the end of FY2025, including $155.1B of land and buildings and $172.5B of servers and networking equipment, which pays for delivery speed and cloud capacity smaller rivals cannot fund. Prime, priced at $139 a year in the US, changes buying behavior by making each additional order feel free once the fee is paid, and Amazon delivered more than 13 billion items same day or next day in 2025. AWS holds the largest share of global cloud infrastructure spending, about 28% in the fourth quarter of 2025 according to Synergy Research, and customers face real migration cost once applications are built on AWS-specific services. Advertising is the hardest piece to copy, because the ads run against queries from shoppers who are already at the checkout.

eBay Inc. competitive advantage: eBay's advantage is its inventory of unique and refurbished items and the network of sellers behind it. Shoppers go to Amazon for standard new goods and to eBay for things like a specific 1968 Mustang part, a graded Pokemon card or a refurbished iPhone. Amazon's standardized supply chain is not built for one-off collectibles and used goods, and eBay's long-established community of specialist sellers is hard to reproduce.

Future prospects matter as much as current results. The growth strategies below explain how Amazon.com, Inc. and eBay Inc. each plan to expand from here.

Amazon.com, Inc. growth strategy: Amazon's growth now comes mostly from the higher-margin layers on top of its infrastructure. Advertising services grew from $56.2B in FY2024 to $68.6B in FY2025 as Amazon added inventory in Prime Video, grocery, and its demand-side platform. In AWS the company is spending on its own silicon and capacity: the Project Rainier cluster of roughly 500,000 Trainium2 chips, built with Anthropic, became fully operational in October 2025, and Amazon had put $8.0B into Anthropic convertible notes by the end of 2025. Retail growth is being pushed through grocery, pharmacy, and same-day delivery rather than new categories, and Amazon Leo, the satellite network previously called Project Kuiper, is being aimed at commercial connectivity contracts.

eBay Inc. growth strategy: eBay's growth strategy centres on what it calls focus categories and on trust. It was losing sneaker and watch sales to specialist startups because buyers feared counterfeits. It responded with Authenticity Guarantee: experts at eBay facilities inspect expensive watches, sneakers and trading cards before they are shipped to the buyer. The aim is to lead in high-value enthusiast categories rather than compete with Amazon on everyday goods.

A closer look at the financial trajectory of Amazon.com, Inc. and eBay Inc. rounds out the comparison.

Amazon.com, Inc.: Amazon's headline revenue understates how concentrated its profit is. FY2025 net sales were $716.9B and operating income was $80.0B, of which AWS supplied $45.6B on $128.7B of sales. The North America segment turned $426.3B of sales into $29.6B of operating income, and International turned $161.9B into $4.8B. Advertising services, which Amazon reports inside the retail segments, grew from $56.2B in FY2024 to $68.6B in FY2025. Operating cash flow was $139.5B; $128.3B of net cash capital expenditures left $11.2B of free cash flow, down from $38.2B a year earlier. Amazon says most technology-infrastructure spending supports AWS, while fulfillment capacity also requires investment. See its FY2025 Form 10-K for the segment and cash-flow reconciliations.

eBay Inc.: eBay is an asset-light marketplace. Unlike Amazon it owns no large warehouses or delivery fleet; it connects buyers and sellers and charges the seller a Final Value Fee, a percentage of each sale. That gives it high profit margins and strong free cash flow, which fund share buybacks and a dividend. In FY2025 it reported $11.100B in revenue and $2.031B in net income, with 135M active buyers. eBay Inc. remains a powerhouse in global e-commerce and online auctions, holding a robust market valuation typically over $25 billion.