The Two Giants of Online Reselling
When most people think of online reselling, eBay and Amazon are the first platforms that come to mind — and for good reason. Together they account for a massive share of secondhand and surplus goods sold online. But these two platforms operate on completely different models, attract different buyers, and reward different types of sellers.
Choosing the right platform (or the right mix of platforms) can significantly impact your profits, workload, and long-term growth potential.
Platform Overview
| Feature | eBay | Amazon |
|---|---|---|
| Listing type | Auction or fixed price | Fixed price only |
| Used/return items | Yes — very common | Limited (specific categories) |
| Unique/one-off items | Excellent fit | Poor fit (catalog-based) |
| Seller fees | ~12.9% final value fee | Referral fee (8–15%) + FBA if used |
| Fulfillment option | Self-ship only | FBA (Fulfilled by Amazon) |
| Buyer trust | High, but variable | Very high |
| Competition | Moderate | High (shared listings) |
When eBay Is the Better Choice
eBay is purpose-built for individual sellers and works exceptionally well for:
- Used and refurbished items: eBay has robust condition categories and buyers who actively seek pre-owned goods.
- One-of-a-kind items: Vintage goods, collectibles, and unique finds shine on eBay where each listing stands alone.
- Mixed liquidation lots: You can create bundle listings or individual listings without needing a product barcode.
- Lower-cost items: eBay's fee structure is often more favorable for items under $20–30.
- Auction-style selling: Great for items where you're unsure of the market value.
When Amazon Is the Better Choice
Amazon excels in different scenarios:
- New, branded, in-box products: Buyers expect new condition on Amazon and trust the platform for legitimate goods.
- High-volume, fast-moving inventory: If you have a lot of the same item, Amazon's catalog system makes listing efficient.
- Hands-off fulfillment: FBA handles storage, packing, and shipping, freeing up your time significantly.
- Products with strong existing demand: If a product already sells well on Amazon, you can ride that demand.
Fee Comparison: A Practical Example
Let's say you're selling a $50 item. Here's a rough fee breakdown:
- eBay: ~$6.45 final value fee (12.9%) + $0.30 per order = ~$6.75 total fee
- Amazon (no FBA): ~$7.50 referral fee (15%) + $0.99 per-item fee (if on individual plan) = ~$8.49
- Amazon (with FBA): Add FBA fulfillment and storage fees, potentially bringing the total to $12–16 depending on item size and weight
eBay is often cheaper for individual items, but Amazon FBA's convenience may justify the higher fees if it frees you from packing and shipping hundreds of orders yourself.
Restrictions and Gating
Amazon has stricter controls. Many brand-name categories require approval ("ungating") before you can sell. New Amazon seller accounts also face more limitations until a track record is established. eBay is generally more open and beginner-friendly from day one.
The Case for Selling on Both
Many experienced resellers list on both platforms — routing used and unique items to eBay, while sending new, fast-moving branded products through Amazon FBA. This multi-channel approach maximizes exposure and reduces dependence on any single marketplace.
Bottom Line
Start with eBay if you're selling used goods, liquidation finds, or unique items. Consider Amazon when you have new, branded, in-demand products and volume to justify the more complex fee structure. As your business grows, explore both.