Exploring Alternatives to Amazon That Sellers Should Consider

For most sellers, Amazon is the obvious starting point. It’s massive, it’s powerful - but it’s not the only game in town. Relying on one marketplace can cap your growth, while spreading out opens new doors.

From global giants to niche platforms, there are plenty of websites like Amazon that give sellers fresh ways to reach buyers and boost sales. In this guide, we’ll explore 15+ top websites like Amazon and share tips to succeed on these alternatives.

Amazon certainly dominates the conversation in e-commerce. It’s the first stop for many buyers and the backbone of countless online businesses. But for sellers, it’s worth pausing to weigh the platform’s strengths against its drawbacks. Understanding what Amazon offers and where it falls short makes it easier to see why exploring other marketplaces can be a smart move.

Amazon offers a level of scale and infrastructure that few others match, which brings powerful advantages for sellers:

But these strengths come with a few trade-offs:

For most sellers, the toughest challenge is competition. With millions of sellers crowding the same niches, it’s no longer enough to just list a product. You need to pick the right one from the start.

To turn the “intense competition” and “saturated niches” downsides into opportunities, Sellerhook offers a product research service that gives you a clearer path to launch products that stand a chance. Here’s how it works:

1. Place your order on the Sellerhook website: Start by selecting your business model - either Online Arbitrage & Wholesale or Private Label brand. Then choose how many product ideas you want: a single curated option or five, depending on your business needs.

2. Complete the questionnaire: Share key details about your preferences, such as category, price range, target margin, and any other factors important to your business. The more insight you provide, the better Sellerhook can tailor the research to your goals.
3. Receive your report: Within about 10 business days, you’ll get a comprehensive report featuring one or five product ideas. Each report includes detailed data analysis to help you evaluate profitability and market fit, plus a ready-to-use keyword list and examples of reliable suppliers, giving you a head start on sourcing and listing.

Exploring alternative marketplaces can unlock new revenue streams and diversify your sales channels. Selling on platforms where consumers already know where to shop can give your products a head start. Below are 15+ platforms that offer unique opportunities for sellers:

Walmart Marketplace has rapidly expanded, surpassing 200,000 active sellers by mid-2025. The platform attracts over 120 million monthly visitors, providing significant exposure. Sellers benefit from zero monthly fees and access to Walmart Fulfillment Services (WFS) for streamlined logistics. Popular categories include electronics, home goods, and apparel. However, sellers may face challenges with stringent performance standards and a competitive environment.

eBay continues to hold its place as a global e-commerce powerhouse, connecting 134 million active buyers with 20 million sellers across more than 190 markets. In the first quarter of 2025 alone, the platform recorded $18.8 billion in Gross Merchandise Volume, proving its enduring reach. Ideal for collectibles, refurbished goods, and one-of-a-kind items, eBay lets sellers tap into a diverse, international audience. The platform’s auction-style listings and global exposure are major draws, but sellers should be ready to navigate fees, fluctuating buyer expectations, and the fast-paced competition that defines this marketplace.

Etsy is a go-to marketplace for handmade, vintage, and unique items. As of Q2 2024, Etsy attracted 390–400 million visits per month. Categories like Home & Living and Jewelry are particularly strong, with Jewelry sales up 16% in 2025. Sellers benefit from a niche audience and strong brand identity but should be aware of listing fees and the need for high-quality product photography.

Target Plus is an invite-only marketplace that has grown to 272 sellers since its inception in 2019. The platform accounts for 10% of Target's external search volume, indicating its growing influence. Categories include home goods, apparel, and electronics. Sellers can leverage Target's brand recognition but must meet strict quality and service standards.

Bonanza offers a seller-friendly platform with zero listing fees and a focus on niche products. In August 2025, Bonanza reported $3.39 million in revenue from 15,330 transactions. The platform attracts 1.2 million monthly visits, with a strong presence in the U.S. market. Sellers appreciate the ease of use and lower competition but should note the smaller audience compared to larger marketplaces.

Newegg has carved out a reputation as the go-to marketplace for electronics and tech enthusiasts. Its robust Sales Dashboard gives sellers a clear view of customer behavior, tracking daily, weekly, and yearly sessions to help fine-tune strategies. With a focus squarely on tech products, Newegg lets sellers reach a highly specialized audience, but success demands staying ahead of fast-moving tech trends and keeping inventory tight.

TikTok Shop leverages the platform's viral nature to drive sales. In 2024, 85% of the most frequently purchased products in the U.S. were from the beauty and health categories. The platform's integration with TikTok's social features offers unique marketing opportunities. However, sellers must be prepared for the fast-paced environment and the need for engaging content.

Temu, part of PDD Holdings, has seen rapid growth since its U.S. debut in 2022. In 2024, Temu's gross merchandise value reached $70.8 billion. The platform attracts 292 million monthly active users worldwide. Sellers can tap into a vast audience but should be mindful of the platform's competitive nature and the need for cheaper pricing strategies to attract price-sensitive buyers.

Best Buy has leveled up its e-commerce game with a growing online marketplace, effectively doubling its product range and opening the door for third-party sellers. Popular categories span musical instruments, toys, puzzles, sports merchandise, and home essentials, appealing to a wide range of buyers. Sellers gain the advantage of Best Buy’s trusted brand recognition and loyal customer base, but success requires meeting the platform’s high standards for product quality, shipping, and customer service.

Overstock.com reported a monthly revenue of approximately $13 million in August 2025, with over 5.3 million sessions. The platform specializes in home goods, furniture, and décor, attracting a steady stream of shoppers seeking discounted items. In fact, Overstock.com reported a monthly revenue of approximately $13 million in August 2025, with over 5.3 million sessions. Sellers can benefit from Overstock's established customer base and seasonal promotions. However, competition is intense, and maintaining competitive pricing is crucial.

Wayfair is a powerhouse in the home goods sector, boasting a net revenue of $12.0 billion for the twelve months ending June 30, 2025. Headquartered in Boston, Massachusetts, the platform serves a global audience, with 22 million active buyers primarily in the U.S. Sellers can tap into this expansive audience, but success requires more than just listing products. Wayfair's stringent requirements for product quality, shipping standards, and customer service mean that only those who meet these high standards will thrive.

ASOS Marketplace has experienced significant growth, driven by strategic acquisitions and partnerships. The platform had a 226% surge in site traffic post-integration of Topshop, Topman, Miss Selfridge, and HIIT brands. The marketplace’s focus on fashion-forward consumers offers sellers an opportunity to reach a trend-conscious audience. However, maintaining a strong brand identity and staying updated with fast-changing fashion trends is essential.

As of March 2025, Thrive Market was doing over $700 million in annual sales, carried over 750 brands, and had over 1.6 million paying members. The platform focuses on organic and non-GMO products, attracting health-conscious consumers seeking affordable, high-quality items. Sellers can reach a targeted audience but should ensure their products align with Thrive Market's standards for quality and sustainability.

Uncommon Goods's annual sales on its online store amounted to $227 million in 2024. The platform offers unique, handmade, and personalized items, attracting consumers seeking distinctive gifts and home décor. Sellers can benefit from the platform's focus on creativity and originality but should be prepared for the need to maintain unique product offerings.

Facebook Marketplace has over 1 billion monthly active users worldwide, with approximately 16% of Facebook’s 3.07 billion monthly active users shopping on Marketplace. In an average month, an estimated 491 million online shoppers buy something on Facebook Marketplace. The platform's integration with Facebook's social features makes it easy for users to discover products. Sellers can reach a broad audience but should be mindful of the platform's informal nature and the need for clear communication with buyers.

Selling on marketplaces beyond Amazon opens up exciting opportunities, but it comes with its own challenges. Success requires more than simply listing your products. It demands strategy, platform knowledge, and a focus on your audience. The following tips will help you thrive on other websites like Amazon:

Not every product fits every marketplace. For example, niche handmade goods shine on Etsy, while electronics perform best on Newegg. Take the time to study each platform’s audience, popular categories, and buyer behavior. Matching your products to the right sites like Amazon ensures better visibility, higher conversion rates, and more satisfied customers.

Each marketplace has its own listing style, search algorithm, and customer expectations. Use compelling titles, clear images, and detailed descriptions tailored to the platform. Incorporate relevant keywords naturally so buyers can find your products when they search for shopping websites like Amazon. Small adjustments can make a big difference in discoverability and sales performance.

Logistics can make or break the customer experience. Explore each platform’s fulfillment services, from FBA-style programs to local shipping options, to deliver products efficiently. Fast, reliable shipping not only boosts your reputation, but also makes your listings more attractive on online marketplaces where buyers compare multiple stores and apps.

Even on marketplaces dominated by big names, your brand can stand out. Consistent packaging, strong visuals, and a clear brand story help shoppers remember you. Investing in brand identity works across multiple places and platforms, turning casual buyers into repeat customers and helping you compete with larger competitors.

Interaction is key. Answer questions promptly, respond to reviews, and offer personalized touches whenever possible. Direct engagement increases loyalty and trust, especially on platforms where similar products abound. Remember, happy customers are more likely to recommend your products and return to sites like Amazon alternatives where they had a positive experience.

Exploring websites like Amazon is not simply about selling more, but about reaching new audiences and reducing reliance on a single platform. Each marketplace has its own audience and rules, and the sellers who succeed are the ones willing to adapt.

Whether trying alternatives to Amazon or expanding across multiple platforms, the key is knowing your audience, optimizing your listings, and staying strategic. Tools like Sellerhook can provide insight and guidance, helping sellers make smarter decisions and stand out from competitors.

What platform has the lowest fees for sellers?
Platforms like Bonanza and Etsy are known for lower selling fees compared to Amazon. Bonanza charges no listing fees and a small final value fee, while Etsy keeps transaction costs relatively modest. Choosing a platform with low fees can help new sellers maximize profit margins, but it’s important to weigh fees against traffic, audience size, and fulfillment options.

Where should I sell handmade items?
Etsy remains the top choice for handmade and unique items due to its engaged audience seeking creative products. Other platforms, like Uncommon Goods, Amazon Handmade or ASOS Marketplace, also cater to niche, artistic markets. Success comes from choosing a platform that matches your product style, optimizing your listings, and building a strong brand presence to attract repeat buyers.

Is Walmart Marketplace better than Amazon for new sellers?
Walmart Marketplace can be appealing for new sellers because it often has lower competition in certain categories and fewer fees than Amazon. However, Amazon offers unmatched traffic, brand recognition, and fulfillment options. The best choice depends on your product, niche, and business model. Many sellers find success by diversifying across both platforms rather than choosing just one.

Can I sell on multiple marketplaces at once?
Absolutely. Selling across multiple websites like Amazon or other marketplaces helps diversify revenue, reach new audiences, and reduce dependence on a single platform. To succeed, adapt your listings for each site, manage inventory carefully, and monitor performance. Tools like Sellerhook can also help identify profitable products that perform well across different stores and apps.