Who is Amazon’s Biggest Competitor in 2026? Analyzing the Top Challengers

Trying to figure out who Amazon’s biggest competitor will be in 2026 is a bit like guessing which neighbor is going to outdo you with their holiday lights next year. Amazon is everywhere—online shopping, video streaming, cloud computing, even groceries. With all that, it’s not just one company nipping at their heels. Walmart is still huge, Alibaba is massive in Asia, and companies like Microsoft and Google are fighting for cloud customers. Even streaming services and delivery giants are getting in on the action. Let’s look at the top challengers and see how they stack up against Amazon’s reach.

Key Takeaways

• Walmart continues to be Amazon’s biggest competitor in both physical and online retail, especially as it pushes hard into e-commerce and membership services.
• Alibaba Group dominates in China and other Asian markets, offering a marketplace model and investing heavily in cloud and AI, which puts it head-to-head with Amazon internationally.
• Microsoft Azure and Google Cloud are Amazon’s main rivals in cloud computing, a sector that keeps growing and brings in huge profits for all three companies.
• Streaming services like Netflix, Disney+, and YouTube TV compete with Amazon Prime Video, showing how Amazon faces competition across entertainment, not just shopping.
• Emerging players like Shein, Temu, and Flipkart are gaining ground quickly, especially in fast fashion and international e-commerce, making the competitive field even more crowded.

1. Walmart

Walmart is still a giant, and honestly, it feels like they’re really trying to give Amazon a run for its money these days. They’ve been around forever, right? Since 1962. And they’re not just big; they’re huge. We’re talking about the world’s largest retailer by revenue, pulling in a staggering $680.9 billion. That’s a lot of stuff.

What’s their secret sauce? Well, it’s always been about "Everyday Low Price." They built their empire on being super efficient and keeping costs down. But they haven’t just sat back. They’ve been pouring money into their online presence, trying to catch up to Amazon. Think same-day delivery, curbside pickup, and even fancy automated warehouses. In 2024, their online sales in the US jumped by 22%, and globally, their e-commerce sales hit over $100 billion. That’s serious competition.

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They’ve also got this thing called Walmart+, which is basically their answer to Amazon Prime. It offers free shipping, fuel discounts, and early access to sales. It’s priced a bit lower, which makes sense for their customer base. Plus, they’re getting into other areas, like advertising with Walmart Connect and even letting other sellers use their platform. They’re even investing in AI and robotics to make their online order and delivery system faster. It feels like they’re really serious about this.

Here’s a quick look at some of their stats:

• Founded: 1962
• Revenue (FY 2024 est.): $680.9 billion
• Global Stores: Over 10,600
• E-commerce Sales (Global): Over $100 billion
• Key Initiative: Walmart+ membership program

2. Alibaba Group

Alibaba Group is a massive conglomerate that’s a huge player, especially in China and across Asia. While Amazon is the go-to in the West, Alibaba pretty much owns the e-commerce game in China. Their whole setup is different from Amazon’s. Instead of selling directly to people most of the time, Alibaba is more like a giant marketplace connecting buyers and sellers. This means they don’t have to hold tons of inventory themselves, which lets them grow super fast.

They’ve got a bunch of different platforms under their umbrella, like Taobao for regular folks buying from other regular folks, Tmall for businesses selling to people, and AliExpress for international shoppers. They’re also big in cloud computing with Alibaba Cloud, which is actually the biggest in China and ranks fourth globally. They’re pouring a lot of money into AI and cloud tech, so they’re definitely not standing still. Alibaba’s strategy of connecting buyers and sellers through its vast online marketplaces allows for rapid scaling without the burden of significant inventory holdings.

Here’s a quick look at some of their key platforms:

• Taobao: China’s largest consumer-to-consumer marketplace.
• Tmall: A platform for businesses to sell directly to consumers.
• AliExpress: Focuses on cross-border e-commerce, allowing international buyers to purchase from Chinese sellers.
• 1688.com: A business-to-business (B2B) wholesale marketplace.

They’ve had to shake things up recently, splitting into six smaller, more independent business units to deal with competition within China. But don’t let that fool you; they’re still a major force, especially when you consider their cloud services and their deep roots in the Asian market.

3. Microsoft Azure

Microsoft Azure is a big player in the cloud computing world, and it’s definitely giving Amazon’s AWS a run for its money. Launched back in 2010, Azure has grown into the second-largest cloud platform out there. It’s a huge part of Microsoft’s business, and it’s not slowing down. In the first quarter of fiscal year 2025, Azure saw its revenue jump by 31%, which really helped boost the whole Intelligent Cloud segment.

What’s really cool about Azure is how it fits into everything else Microsoft does. Think about Office 365, LinkedIn, GitHub, and all those other tools. Azure is deeply connected to them, creating this complete system that’s hard to leave once you’re in. It’s a big reason why so many businesses stick with them. Some people think Azure could even hit $200 billion in revenue by 2028, which is pretty wild.

Here’s a quick look at how Azure stacks up:

• Revenue (FY2025 Q1): $69.6 billion (estimated annual run rate)
• Growth Rate (FY2025 Q1): 31%
• Key Advantage: Deep integration with Microsoft’s ecosystem

Azure has also been making moves in areas like public sector deals and is the exclusive cloud host for OpenAI’s services. This gives them a serious edge in generative AI tools. Plus, they’re even looking at things like Azure Carbon Optimization to help clients manage their environmental impact, which is becoming more important for businesses today. It’s clear Microsoft is serious about its cloud future, and Azure’s growth shows it.

4. Google Cloud

Google Cloud Platform, or GCP as most folks call it, is definitely a big player in the cloud game. Launched way back in 2008, it’s grown into a serious contender, especially when you look at how good they are with data and AI. They’re not quite as big as Amazon Web Services or Microsoft Azure in terms of market share – they’re usually sitting around third place with about 12% of the market – but they’ve got some unique strengths.

One of the things that sets GCP apart is its love for open-source stuff. If you’re a company that likes having options and doesn’t want to get locked into one provider, GCP is pretty attractive. They’ve put a lot of work into projects like Kubernetes, which is a huge deal for managing applications. Plus, they’re really pushing sustainability, which is becoming more important for a lot of businesses.

They’ve also got some cool AI tools, like Vertex AI, that help companies build and run their own machine learning models. And it’s not just for developers; even regular users get AI-powered features in things like Google Docs and Sheets. It makes work feel a bit smoother, you know?

Here’s a quick look at how they’ve been doing:

• Revenue (2024 Estimate): Around $48 billion
• Market Share: Approximately 12%
• Key Strengths: Open-source integration, AI/ML capabilities, global infrastructure, sustainability focus

Google’s been making some big moves too. They’re investing heavily in cybersecurity, like that big acquisition of Wiz, to make their platform even more secure. They’re also making sure their data centers are spread out globally, which helps with speed and keeps data where it needs to be. It feels like they’re really trying to offer a complete package that can go head-to-head with the biggest names out there.

5. Target

Target has been a familiar name in American retail for decades, and by 2026, it’s really solidifying its position as a major player that Amazon can’t ignore. They’ve managed to carve out this interesting space, offering a bit more of a curated, almost upscale feel than, say, Walmart, but still keeping prices pretty reasonable. It’s that blend that seems to work.

One of Target’s biggest strengths is its owned brands. Think Cat & Jack for kids’ clothes or Good & Gather for groceries – these aren’t just generic store brands; they’ve become popular names on their own. This gives Target a lot of control over quality and pricing, which is a smart move. They’ve also been investing heavily in making their online shopping experience super smooth. You can get fast delivery, or use their easy curbside pickup, which really makes the most of their huge network of physical stores. It’s this whole omnichannel thing that really sets them apart.

Here’s a quick look at how Target stacks up:

• Omnichannel Integration: Seamless online and in-store shopping experience.
• Owned Brands: Strong portfolio of popular private-label products.
• Store Footprint: Over 1,900 locations across the U.S. provide convenient pickup and return options.
• Retail Media Network: Roundel is growing, offering advertisers a new way to reach shoppers.

Target is also expanding its third-party digital sales, bringing in more brands to attract a wider audience. They’re not just a place to buy stuff; they’re building out services and advertising platforms that look a lot like what Amazon offers. It’s a strategy that’s clearly paying off, and it makes them a serious competitor in the evolving retail landscape. Analysts are pretty optimistic about companies like Amazon, with a strong buy consensus and high price targets [2b92], but Target’s consistent growth shows they’re a force to be reckoned with.

6. eBay

eBay, a name that practically invented online auctions, is still a major player in the e-commerce world, even if it doesn’t always get the same spotlight as Amazon. It’s been around since 1995, and its whole vibe is different. Instead of Amazon’s endless rows of identical products, eBay feels more like a giant, global flea market or antique shop. You can find pretty much anything there, from rare collectibles and vintage clothes to everyday items and electronics, often from individual sellers or small businesses.

What really sets eBay apart is its focus on the second-hand and refurbished market, plus its sheer variety. While Amazon is all about new, mass-produced goods, eBay thrives on unique finds and items that might otherwise be discarded. This makes it a go-to for people looking for specific, hard-to-find items or those who are more budget-conscious and prefer pre-owned goods. It’s also a place where sellers can list items without needing to hold inventory themselves, which is a pretty neat model.

Here’s a quick look at how eBay stacks up:

• Marketplace Model: eBay acts as a platform connecting buyers and sellers, rather than selling its own inventory like Amazon often does. This means less overhead for eBay itself.
• Listing Variety: With over 2.3 billion live listings, the sheer volume and diversity of products are staggering. You’re likely to find something unique.
• Focus on Authenticity: They’re putting a lot of effort into making sure things like sneakers, watches, and handbags are the real deal, which builds trust for buyers in those categories.

In 2023, eBay saw its gross merchandise volume hit around $74.7 billion, showing it’s still a massive force. While Amazon dominates the

7. Netflix

When you think about streaming video, Netflix is probably the first name that pops into your head, right? It’s been around for ages, really, and they’ve built a massive empire on original shows and movies. They’ve got over 300 million subscribers spread out across more than 190 countries, which is pretty wild when you think about it. They pour billions into making new content every year, trying to keep that endless scroll of entertainment fresh and exciting.

What’s really interesting is how much they focus on international markets. While they’re big in the US, a huge chunk of their user base is actually outside of North America. They’ve had major success in places like South Korea, India, and across Europe and Latin America. It feels like they’ve figured out how to make content that people all over the world connect with.

Netflix’s strategy seems to be all about original content and global reach. They’re not just a US company; they’re a global entertainment player. While Amazon Prime Video is a big competitor, Netflix often feels like it’s a step ahead in terms of sheer volume and variety of original series and films that grab headlines. They’ve also started offering ad-supported plans in some places, which is a smart move to bring in more people who might be watching their pennies.

Here’s a quick look at how they stack up:

• Subscribers: Over 300 million globally.
• Content Investment: Around $18 billion annually.
• Global Presence: Strong in over 190 countries, with most users outside the US.
• Key Strategy: Focus on high-quality, algorithm-driven original content tailored to diverse tastes.

8. Costco

Costco is a bit of a different beast when you think about Amazon’s competition. It’s not really trying to be Amazon, and that’s kind of its strength. They operate on this membership model, right? You pay a fee, and then you get access to bulk items at prices that are usually pretty hard to beat. This membership model is key to their whole operation, giving them a steady stream of income that helps them keep prices low on the stuff you actually buy.

Think about it: you go to Costco, you’re probably buying a giant pack of paper towels, a huge bag of rice, or maybe a massive TV. It’s all about volume. They don’t have millions of different products like Amazon does; they focus on a curated selection of about 4,000 items per warehouse. This means they can really focus on getting those items at the best possible price and passing the savings on.

It’s a strategy that clearly works. They’ve got over 890 warehouses worldwide and a massive number of cardholders – over 137 million. That translates into serious revenue, something like $264 billion. And get this, nearly $5 billion of that comes just from those membership fees, with most people renewing year after year. That kind of predictable income is gold.

While Amazon is all about speed and endless choice online, Costco is more about the in-person treasure hunt and getting a lot for your money. They’re expanding, too, opening new spots in places like Japan and Australia, and even setting up special centers for businesses. They’re not just sitting still.

9. Home Depot

Home Depot is a giant in the home improvement world, and it’s definitely a player Amazon has to watch. While Amazon is known for, well, everything, Home Depot has carved out a serious niche. They’re not just selling hammers and paint; they’re selling the whole project. Think about it: you need supplies for a deck, a new bathroom, or even just to fix a leaky faucet. Home Depot has the stuff, sure, but they also have people who can actually tell you how to use it.

Their biggest strength is that hands-on help and the sheer breadth of specialized products for DIYers and pros alike. It’s hard for an online-only retailer to replicate that feeling of walking into a store, getting advice from an associate who knows their stuff, and leaving with exactly what you need, plus a plan.

Here’s a quick look at what makes them tick:

• Vast Product Selection: From lumber and power tools to appliances and garden supplies, they stock a massive inventory. This includes a lot of bulky or heavy items that aren’t Amazon’s typical fare.
• Expert Advice & Services: They offer project consultations, tool rentals, and installation services. This goes way beyond just shipping a product.
• Contractor Focus: Home Depot has a strong relationship with professional contractors, offering them special services, bulk pricing, and dedicated support. They even acquired SRS Distribution to beef this up even more.
• Omnichannel Presence: While they have a solid online store (about 15% of sales come from e-commerce), their 2,300+ physical stores are key. They use these stores for online order fulfillment, making delivery faster in many areas.

Amazon might be able to sell you a drill bit, but Home Depot is where you go when you’re actually planning to build something. That deep connection to the project, the expertise, and the sheer volume of specialized goods make them a tough competitor in their specific market.

10. Best Buy

Best Buy is a big name in consumer electronics, and it’s definitely on Amazon’s radar. They’ve got a ton of stores, over 1,100 worldwide, mostly in the US and Canada. While Amazon sells more electronics overall because, well, Amazon is everywhere online, Best Buy has this edge when you actually want to see, touch, or get advice on tech.

Think about buying a new TV or a complicated computer setup. You might want to talk to someone who knows their stuff, right? That’s where Best Buy shines. They’ve got that "in-store tech experience" down pat. Plus, their membership program, My Best Buy Total™, is pretty sweet. For $179.99 a year, you get 24/7 tech support from Geek Squad, extended protection on purchases, special member pricing, and free shipping. It’s a solid package that keeps people coming back.

They’re also not just sitting still. Best Buy is trying to make tech feel more accessible and exciting, which is a smart move. They’ve been closing some stores, sure, but that’s mostly to focus more on their online game and make their physical locations work better. It’s a balancing act, for sure, trying to compete with Amazon’s massive online reach while still offering that hands-on experience and expert help that online-only retailers just can’t match.

11. Kroger

Kroger might not be the first name that pops into your head when you think about Amazon’s biggest rivals, but this grocery giant is a serious contender, especially in the food and everyday essentials space. Founded way back in 1883, Kroger is the largest and oldest grocery chain in the U.S., boasting over 2,700 stores across the country. They’ve got a massive physical presence, which is a big deal when people need to grab groceries quickly.

But Kroger isn’t just about old-school brick-and-mortar. They’ve been investing heavily in their online game. Since partnering with Ocado, a UK company that builds automated warehouses, Kroger can now fulfill online orders much faster. This means their "Kroger Delivery" service is getting pretty good, directly challenging Amazon Fresh and Whole Foods. It’s a smart move because convenience is king these days.

Here’s a quick look at what makes Kroger tick:

• Strong Private Labels: Brands like Simple Truth make up a good chunk of their sales, giving customers quality options without the big brand markup. This is a direct play against Amazon’s own store brands.
• Digital Sales Growth: In 2024, Kroger saw nearly $13 billion in digital sales, which is about 9% of their total revenue. That’s an 11% jump from the year before, showing they’re serious about online.
• Membership Perks: Their "Boost" program offers free grocery delivery and fuel discounts. It’s all about keeping customers coming back, much like Amazon’s Prime.

Kroger’s focus on its private-label brands and its growing digital sales are key strategies to compete with Amazon’s vast selection and convenience. While they might not have Amazon’s global reach or tech empire, for everyday shopping, Kroger is definitely a competitor to watch. They’re proving that even a long-standing grocery chain can adapt and fight for market share in the modern retail landscape. It’s interesting to see how these established players are adapting, much like Walmart is doing with its own strategies.

12. JD.com

JD.com is a massive player in the e-commerce world, especially in China. Founded way back in 1998, it’s grown into a tech-driven giant that really goes head-to-head with Amazon in a lot of ways, particularly when it comes to how they handle logistics and manage their retail operations.

What makes JD.com stand out is its focus on a first-party (1P) retail model. This means they buy products straight from the manufacturers and then sell them directly to customers. It’s a bit different from Amazon’s marketplace approach where lots of third-party sellers operate. JD.com has built a huge network of warehouses all over China, over 1,600 of them, to make sure deliveries are fast and reliable. This direct control over inventory and delivery is a big part of their competitive edge.

Here’s a quick look at their scale:

• Founded: 1998
• Revenue (approximate): $158.7 billion
• Key Strategy: First-party retail with integrated logistics

They’ve also expanded into areas like cloud computing and artificial intelligence, showing they’re not just about selling stuff online. JD.com is definitely a company to watch, especially if you’re looking at the Asian market.

13. Shein

Shein is a name that’s become pretty much synonymous with ultra-fast fashion, and honestly, it’s a major player to watch. This company, which started in China but is now headquartered in Singapore, has really figured out how to get trendy clothes from design to your doorstep at lightning speed. They’re not just competing with other fashion brands; they’re also giving Amazon a run for its money, especially when it comes to grabbing the attention of younger shoppers.

What’s their secret sauce? It’s all about data and speed. Shein uses analytics and AI to figure out what’s hot right now, and then they can whip up new styles in just a few days. They don’t just make a ton of one thing; they test out small batches of hundreds of items daily. If something sells well, they make more. If not, they move on. This "test and repeat" approach is something Amazon, despite its massive scale, finds hard to match in the fashion world.

• Ultra-fast production cycles: Shein can go from design to product in under a week.
• Data-driven inventory: They launch hundreds of micro-batches daily and scale based on real-time demand.
• Digital-first model: No physical stores, just a massive online presence and app engagement.
• Focus on affordability: They offer budget-friendly options that appeal to a wide audience.

While Amazon is a giant in so many areas, Shein has carved out a significant niche in low-cost apparel and accessories. They’ve even been looking into more sustainable practices, like developing new ways to recycle polyester, which could be a big deal for both the environment and their costs down the line. It’s a different model than Amazon’s, focusing intensely on a specific category with incredible agility.

14. Disney+

When you think about iconic entertainment, Disney+ pretty much owns a huge chunk of it. Launched in late 2019, it didn’t take long for this streaming service to become a major player. It’s part of The Walt Disney Company’s big push into direct-to-consumer services, and honestly, it’s been a massive success. We’re talking over 159 million subscribers scattered across more than 100 countries. That’s a lot of people tuning in!

What’s their secret sauce? It’s all about that content library. Disney+ has basically bottled up nearly a century’s worth of beloved stories. Think classic Disney animations, Pixar’s magic, the entire Marvel universe, Star Wars sagas, and National Geographic’s amazing documentaries. This deep well of recognizable and cherished properties gives them a unique edge, appealing to pretty much everyone, from grandparents who grew up with these characters to the youngest kids discovering them for the first time.

They’ve also been smart about how they offer the service. In 2023, they started rolling out ad-supported plans in different countries, giving folks more choices on how they want to pay. By 2024, the revenue from Disney+ was looking strong, showing a solid increase year-over-year. It’s also bundled with Hulu and ESPN+ in the US, creating a bigger package for subscribers.

Here’s a quick look at their subscriber growth:

• 2019 (Launch): Initial subscriber numbers were strong, quickly surpassing early projections.
• 2020: Saw rapid expansion as more households looked for home entertainment.
• 2021-2022: Continued steady growth, solidifying its position in the market.
• 2023: Reached over 159 million subscribers globally, with strategic introductions of new pricing tiers.

While Amazon Prime Video has a vast reach, Disney+’s focus on these incredibly powerful, established entertainment brands makes it a formidable competitor, especially for family audiences and dedicated fans of its specific universes.

15. Oracle Cloud

Oracle Cloud Infrastructure, or OCI, is definitely making some noise in the cloud space. Launched in 2016, it’s not as old as some of the other big players, but it’s been growing steadily. Oracle’s main strength really comes down to its database tech. They’ve got these advanced database solutions, like the Oracle Autonomous Database and Exadata, which are built for serious performance and security. This makes OCI a go-to for companies that have really important, mission-critical stuff running that needs top-notch data management.

What’s interesting is how Oracle is playing the multicloud game. They’ve teamed up with other big names, like Amazon Web Services, allowing customers to use Oracle’s database services right inside AWS data centers. This kind of partnership simplifies things for businesses that might be using multiple cloud providers. Plus, Oracle is jumping into the AI game, adding new generative AI features to its cloud apps. They’re supporting a bunch of AI use cases while keeping data privacy front and center.

OCI is also snagging some pretty big public sector deals, including digital transformation projects for the Department of Defense. And here’s a big one: they’re the exclusive cloud host for OpenAI’s services, like ChatGPT. That gives them a real edge when it comes to generative AI tools in the cloud. While they might not have the sheer market share of AWS or Azure, Oracle Cloud is carving out a strong niche, especially for enterprises that need powerful database capabilities and are looking for strategic cloud partnerships.

16. FedEx

FedEx, a name synonymous with speedy package delivery, has been a major player in the logistics game for decades. They really pioneered the whole real-time tracking thing, which, let’s be honest, we all take for granted now. While Amazon has been busy building its own massive delivery network, FedEx has been quietly strengthening its own position, especially when it comes to businesses.

Their biggest strength lies in their robust international network and their focus on premium, time-sensitive shipping. This is where Amazon, despite its scale, still has some catching up to do. Think about cross-border e-commerce or urgent shipments – FedEx has a solid reputation there.

It’s a bit of a complicated relationship, though. For a long time, FedEx was a key partner for Amazon, but that changed. Around 2019, FedEx decided to stop handling Amazon’s ground and air deliveries in the US. That was a pretty clear signal that they saw Amazon not just as a client, but as a direct competitor. It makes sense, right? They’re both vying for a piece of the same pie.

FedEx isn’t standing still, either. They’re really leaning into technology to make things smoother. We’re talking about better tracking, smarter routes, and making it easier for small and medium-sized businesses to get their products out the door. They even launched FDX, a platform designed to connect the whole e-commerce process from start to finish. It’s all about streamlining fulfillment and returns, which is a huge part of the online shopping experience. They’re also working on ways to improve their services, much like UPS is doing with its own operational adjustments [0e3d].

17. UPS

United Parcel Service, or UPS as most folks know it, has been around forever – since 1907, actually. They’ve built a massive business moving packages and doing all sorts of complex logistics for other companies. Think about it, they have a huge fleet of planes and a giant network of trucks crisscrossing the globe.

For a long time, UPS and Amazon were pretty friendly, with UPS handling a lot of Amazon’s deliveries. But as Amazon got bigger and started building its own delivery system – we’re talking Amazon Logistics and Amazon Air – things changed. Now, they’re not just partners; they’re pretty much going head-to-head.

Here’s a quick look at UPS:

• Founded: 1907
• Revenue (approx. 2024): $91 billion
• Key Strength: Trusted name in business-to-business (B2B) shipping and logistics.

Amazon’s own delivery service has grown like crazy. By 2024, Amazon was delivering billions of packages itself, even surpassing UPS in home deliveries within the US a couple of years prior. This means UPS isn’t just competing with other shipping companies anymore; it’s directly up against the retail giant it used to serve.

18. Flipkart

Flipkart is a big deal in India, and it’s definitely on Amazon’s radar. Think of it as India’s answer to Amazon, and it’s been doing some pretty impressive things. Walmart actually bought a majority stake in Flipkart back in 2018, recognizing its huge potential in the Indian market. It’s not just a small player either; Flipkart pulls in a massive number of visitors every month, making it a serious contender.

They even have their own version of Amazon’s big sale events, called "Big Billion Days." This is when they really go all out with deals, especially on popular items like smartphones. You’ll see offers on brands that people really want, trying to grab market share.

What makes Flipkart stand out is its deep understanding of the Indian consumer. They’ve built a strong brand loyalty by focusing on what local shoppers care about. While Amazon is a global giant, Flipkart’s local focus gives it an edge in its home territory. It’s a prime example of how a company can tailor its approach to a specific market and become a dominant force.

• Strong local presence in India.
• Hosts major sale events like "Big Billion Days."
• Focuses on popular product categories like smartphones.
• Backed by Walmart, giving it significant resources.

19. Rakuten

Rakuten is a big name in Japan, and while it might not be a household name everywhere else, it’s definitely a player to watch. Think of it as a Japanese tech conglomerate that does a lot more than just online shopping. They’ve got services ranging from banking and insurance to mobile communications and even baseball teams. When it comes to e-commerce, Rakuten Ichiba is their main marketplace, and it’s a serious competitor to Amazon within Japan.

What’s interesting about Rakuten is how they try to keep customers engaged. They have this browser extension that pops up with deals from their partners, which is pretty neat. Plus, they’ve been around for a while, growing consistently year after year. In 2023, they hit a record revenue, showing they’re doing something right. They offer a huge number of services, over 70 in fact, which means they’re competing with Amazon on many different fronts, not just selling stuff online.

However, Rakuten made a strategic decision a few years back to pull back from global markets to really focus on strengthening their home turf. This means their international presence isn’t as widespread as some other giants. But for shoppers in Japan, Rakuten remains a strong domestic contender. It’s a good example of how focusing on a specific market can still make you a major force. If you’re curious about the Japanese market, exploring top Japanese e-commerce marketplaces is a good starting point.

Here’s a quick look at some of Rakuten’s key areas:

• E-commerce: Rakuten Ichiba is their flagship online marketplace.
• Financial Services: They offer banking, credit cards, and insurance.
• Digital Content: This includes things like e-books and streaming services.
• Telecommunications: Rakuten Mobile is their mobile network operator.

While they might not be duking it out with Amazon on every street corner worldwide, Rakuten’s deep roots and diverse business model in Japan make them a formidable competitor in their primary region.

20. Taobao

Taobao is a massive online marketplace in China, and it’s owned by Alibaba. Think of it as a huge digital bazaar where individuals and small businesses can set up shop and sell pretty much anything. It’s been around since 2003, so it’s got a really long history in the Chinese e-commerce scene.

What makes Taobao a big deal is its sheer scale and how it operates. It’s primarily a consumer-to-consumer (C2C) platform, meaning it connects individual sellers directly with buyers. This model keeps costs down, which is great for shoppers looking for deals. It’s got everything from electronics and clothing to fresh groceries and health products. Foreign brands also use Taobao to get a foothold in the Chinese market, with Alibaba offering support for things like setting up online stores and handling logistics.

However, Taobao has faced some challenges, particularly with issues like product counterfeiting. This has led to it being blacklisted in the US, which limits its direct reach outside of China. Still, within China, it’s a dominant force, and its vast user base is a key reason for its success. It’s a prime example of how different e-commerce models can thrive in different markets.

21. Apple TV

Apple TV, while perhaps not a direct retail competitor to Amazon in the same vein as Walmart or Alibaba, is definitely making waves in the streaming and digital content space. It’s easy to forget that Apple, a company known for its hardware, has a pretty significant presence in services. Their services business had a record-breaking year in 2025, which is pretty impressive.

When you look at Amazon Prime Video, Apple TV is a notable challenger. Back in 2020, it had around 40 million users. Now, while that number might seem smaller compared to Amazon’s vast user base, Apple has a unique advantage: its massive ecosystem of devices. Most people who own an iPhone or an iPad are already logged into an Apple account, making it super simple to try out or subscribe to Apple TV+. It’s a different kind of competitive edge than Amazon has, which doesn’t have a comparable phone plan.

Apple TV+ is part of Apple’s broader push into services, which is a smart move for them. They’re not just selling phones and computers anymore; they’re building a sticky ecosystem of content and applications. This strategy is working well for them, as seen in their record-breaking year for services.

Here’s a quick look at how it stacks up:

• Content Library: While not as extensive as some competitors, Apple TV+ focuses on high-quality, original programming. Think shows like "Ted Lasso" and "Severance." They’re aiming for prestige over sheer volume.
• Integration: It’s deeply integrated into the Apple ecosystem, making it a natural choice for existing Apple users.
• Bundling: Often bundled with other Apple services, offering a more attractive package deal.

So, while Apple TV might not be selling physical goods like Amazon, its growing influence in streaming and its strong user base within its own product lines make it a competitor worth watching, especially as Amazon continues to expand its own video offerings.

22. Hulu

Hulu is another big player in the streaming world, and it’s definitely on Amazon’s radar, especially with its unique mix of content. It’s not just about on-demand shows and movies; Hulu also offers live TV, which is a pretty big deal and something Amazon’s Prime Video doesn’t really do.

Think about it: you can catch up on the latest episodes of shows that just aired, or you can binge-watch older seasons. This dual offering is a strong point. Plus, Hulu is part of the Disney family now, which means it gets access to a lot of popular content and can bundle services with Disney+ and ESPN+. That kind of partnership gives it a solid backing.

Here’s a quick look at how it stacks up:

• Subscriber Count: Hulu has been growing steadily, often hitting close to 100 million subscribers. This is a significant number, showing a lot of people are tuning in.
• Content Mix: It offers a blend of current TV shows, network originals, and a decent library of movies. The live TV option is a key differentiator.
• Bundling Power: Being part of Disney allows for attractive bundles, making it more appealing compared to standalone services.

While Amazon has a massive reach with Prime Video, Hulu’s focus on current-season TV and live channels carves out a distinct niche. It’s a service that appeals to viewers who want to stay current with what’s airing now, not just catch up on what’s already happened.

23. YouTube TV

YouTube TV is Google’s answer to live television streaming, and it’s definitely a player to watch in the cord-cutting world. While YouTube itself is a massive platform with billions of users, YouTube TV is a separate, subscription-based service that bundles live channels from major networks and sports leagues. Think of it as a digital cable box, but without the cable company.

It’s a pretty compelling alternative for folks who want to ditch traditional pay-TV but still catch their favorite shows and games live.

Here’s a quick look at what makes it stand out:

• Channel Lineup: YouTube TV offers a wide array of channels, covering news, entertainment, and sports. They’ve managed to secure deals with most of the big players, which is no small feat.
• Cloud DVR: One of its biggest draws is the unlimited cloud DVR storage. You can record pretty much anything and watch it later without worrying about running out of space.
• User Interface: Being a Google product, it generally feels pretty slick and easy to use, especially if you’re already familiar with other Google services.

While it might not have the sheer volume of content that Amazon Prime Video offers through its on-demand library, YouTube TV carves out its niche by focusing on live programming. It’s a direct competitor to services like Hulu + Live TV and Sling TV, and its integration with the broader YouTube ecosystem gives it a unique advantage. As more people cut the cord, services like YouTube TV become increasingly important, making it a significant challenger in the streaming space.

24. Scribd

Scribd is an interesting player in the digital content space, and while it might not be a direct Amazon competitor in the same way Walmart is for retail, it definitely carves out its own niche. Think of it less as a direct rival and more as a different kind of digital library. Scribd operates on a subscription model, giving users access to a vast library of books, audiobooks, magazines, and even sheet music. It’s kind of like a Netflix for reading and listening.

Their big draw is the sheer volume and variety of content available for a single monthly fee. This approach is quite different from Amazon’s model, which often involves individual purchases or different subscription tiers for services like Kindle Unlimited and Audible. Scribd boasts over 60 million documents in its open publishing platform, which is pretty wild when you think about it. As of 2020, they had already surpassed 1 million subscribers, and they’ve been working on their brand recognition. They also support audiobooks, which puts them squarely in competition with Amazon’s Audible service, a major part of Amazon’s audio entertainment strategy.

Here’s a quick look at what Scribd offers:

• Books: A wide selection of bestsellers and niche titles.
• Audiobooks: A growing library for listening on the go.
• Magazines: Current issues and archives from popular publications.
• Sheet Music: For musicians looking for scores.
• Documents: Access to a huge collection of user-uploaded content.

While Amazon has its Kindle Unlimited and Audible, Scribd’s all-in-one approach for a flat fee is a compelling alternative for many consumers. It’s a solid example of a different business model trying to capture a segment of the digital content market. It’s not about selling individual items as much as it is about providing broad access.

25. Temu and more

Temu really burst onto the scene in the last few years. It’s owned by PDD Holdings, and it’s become famous for extremely low prices and a truly gigantic list of products. Maybe you’ve seen the ads—Temu spends big on social media, and it seems like every other TikTok video is someone unboxing a haul.

What makes Temu stand out is how aggressively it goes after budget-minded shoppers, prioritizing deals and free shipping over just about everything else. Since 2022, Temu’s model of connecting US customers directly with Chinese manufacturers (and sometimes US-based sellers) has allowed it to offer prices that Amazon often can’t match. Nothing fancy, but for bargain hunters? It works.

Here’s a quick look at how Temu stacks up in 2026 compared to other discount-focused eCommerce rivals:

Platform	Year Started	Global Users (Est.)	Typical Price Point	Key Markets
Temu	2022	120 million	Ultra-low	US, EU, Asia
Shein	2008	150 million	Very low	Global (esp. teens)
Wish	2010	80 million	Very low	US, EU
AliExpress	2010	100 million	Very low	Global

The one drawback? Shipping can be hit-or-miss—sometimes fast, sometimes not, but Temu is investing in more local warehouses to fix this. They’re also poaching talent from bigger names like Amazon and Walmart, which says a lot about their ambitions.

Other smaller competitors are getting creative, too:

• Influencer-driven shops: Best Buy and others let influencers build branded storefronts to compete for eyeballs.
• Selective marketplaces: Unlike Amazon’s open-door policy, places like Target Plus only invite vetted sellers for a more curated vibe.
• Niche platforms: Rakuten, Flipkart, and others are growing, especially in markets where Amazon isn’t dominant.

In short, while Temu heads up the charge for aggressive price competition, a whole mix of new and old platforms are fighting for a chunk of Amazon’s market. Whether Temu sticks around for the long-term or fades like some others, for now, it’s making noise—and giving Amazon a reason to chase after even the most penny-wise shoppers.

So, Who’s Really Giving Amazon a Run for Its Money?

Looking at everything, it’s pretty clear that Amazon isn’t going to be dethroned easily. They’re just massive, and they’re in so many different markets, from selling stuff online to cloud computing and even streaming. But that doesn’t mean other companies aren’t fighting back. Walmart, with its huge number of stores and growing online presence, is definitely a major player, especially in groceries and general retail. Then you have giants like Alibaba dominating in Asia, and specialized companies like Netflix in streaming. It’s not just one single company that’s Amazon’s biggest rival; it’s more like a collection of strong contenders, each chipping away at Amazon’s dominance in their own specific areas. The landscape is always changing, and these companies are all making smart moves to keep up, or even get ahead. So, while Amazon is still the king of the hill for now, the competition is definitely heating up, and it’s going to be interesting to see how things shake out in the coming years.

Frequently Asked Questions

Is Amazon the biggest company in the world?

Amazon is a really big company, and it makes a lot of money, over $638 billion in 2024! It’s one of the largest online stores and a major tech company. While it’s huge, other companies like Walmart also make a lot of money, especially with their physical stores.

Who is Amazon’s main rival in online shopping?

Walmart is a really big rival for Amazon in online shopping. They have tons of physical stores and are also growing their online business very fast. They even have their own membership program like Amazon Prime, called Walmart+.

Does Amazon compete with companies like Netflix?

Yes, Amazon has its own video streaming service called Amazon Prime Video, which competes with services like Netflix, Disney+, and Apple TV. Netflix is actually much bigger than Amazon’s video service when it comes to people watching shows and movies.

Are there any big competitors in China?

In China, companies like Alibaba and JD.com are huge competitors to Amazon. Alibaba owns popular shopping sites like Taobao and Tmall, and they are very good at understanding what people in China like to buy.

What about companies that offer computer services in the cloud?

Amazon is a big player in cloud computing with its service called Amazon Web Services (AWS). But companies like Microsoft Azure and Google Cloud are also very strong competitors in this area, offering similar services for businesses.

Are there any smaller companies that could become big competitors?

Some newer companies are growing fast. For example, Shein and Temu are becoming popular for selling clothes and other items at low prices. They are changing how people shop online, especially for trendy items.