Amazon
Amazon won Baymard's Top 1% Ecommerce UX Award in 2024 and 2023; latest category: On-Site Search (app); Product Page (app).
- Best for
- Everything store
- Pricing
- Pro plan or per-item fee, plus referral fees
- Price
- $40 / month
- Location
- Seattle, WA
What Amazon does
Amazon (www.amazon.com) is listed here in the everything store category. Baymard Institute named it a Top 1% Ecommerce UX Award winner (2024: On-Site Search (app); Product Page (app); 2023: Mass Merchants (app); Product Page (app)). Baymard's awards are based on its large-scale UX benchmark of leading ecommerce sites, so this reflects tested usability rather than looks alone.
Pricing
| Pricing model | Pro plan or per-item fee, plus referral fees |
|---|---|
| Starting price | $40 / month |
From Amazon's public pricing. Confirm current rates on their site.
Pros and cons
- App search and product pages repeatedly awarded
- Largest US online retailer by GMV per ECDB
- Huge buyer base
- Awards are for the app, not the website
- Third-party seller share makes GMV larger than revenue
Services
Ratings
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Review Amazon
Sources
Facts on this page come from public sources we checked on Oct 27, 2026. Spot something out of date? Send a correction.
- baymard.com/blog/ux-awards-2024
- baymard.com/blog/ux-awards
- ecdb.com/blog/the-top-companies-in-e-commerce-worldwide/5223
- ecommercegermany.com/blog/top-e-commerce-companies-worldwide
- ecdb.com/resources/sample-data/market/us/all/top-retailers
- en.wikipedia.org/wiki/List_of_largest_Internet_companies
- blog.youtube/news-and-events/youtube-shopping-amazon-creator-affiliates
Where Amazon ranks
Ranking badges for Amazon
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Amazon FAQs
What is Amazon?
Amazon won Baymard's Top 1% Ecommerce UX Award in 2024 and 2023; latest category: On-Site Search (app); Product Page (app). Core services: Marketplace selling, Fulfillment by Amazon, Sponsored ads, Creator affiliate tagging (YouTube), Fulfillment by Amazon (FBA).
How much does Amazon cost?
Amazon starts at $40 / month (pro plan or per-item fee, plus referral fees). Prices come from public pricing pages; confirm current rates before you sign.
Who is Amazon best for?
Amazon is best for everything store.
Where is Amazon based?
Amazon is based in Seattle, WA.
What are the pros and cons of Amazon?
Pros: app search and product pages repeatedly awarded; largest US online retailer by GMV per ECDB; huge buyer base. Cons: awards are for the app, not the website; third-party seller share makes GMV larger than revenue.
What are the best Amazon alternatives?
BestAdAgency ranks Amazon #1 in TikTok Shop Alternatives, #2 in TikTok Shop vs Amazon, #3 in Top 100 Biggest Ecommerce Companies. Each of those lists compares Amazon with its closest alternatives on results, specialty fit, pricing transparency and reviews.