For entrepreneurs who buy goods in China and want to enter the U.S. or European market, a common question arises: where is it better to sell — on eBay or Amazon? Both platforms have their own audiences, rules, and business models, but the approach to selling on each is significantly different.
In this article, we’ll compare the two e-commerce giants in terms of profitability, convenience, and opportunities for sellers working with Chinese suppliers.
Amazon: Maximum Automation and Scale
Advantages of Amazon for Selling Chinese Products:
- Massive buyer audience. Amazon has over 300 million active accounts. Your product instantly gains access to a huge market.
- FBA (Fulfillment by Amazon) service. You send your products to Amazon’s warehouse, and they handle storage, order processing, delivery, and even returns.
- Brand trust. Most buyers trust Amazon, which increases your conversion rates.
- Easy scaling. As your sales grow, you can quickly expand into new markets (Canada, Europe, UAE, etc.).
Disadvantages:
- High competition. Amazon is flooded with similar products, especially from China.
- Strict policies. You can easily lose your account due to violations or negative reviews.
- High fees. Amazon takes about 15% per sale, plus additional charges for storage, shipping, and other services.
- Marketing investment required. To rank high in search results, you need to invest in advertising (PPC).
eBay: More Flexibility, Fewer Restrictions
Advantages of eBay:
- Easier to start. Registration is simpler, and you don’t need a legal entity or go through complex verification right away.
- Auction format available. Ideal for rare or unique products.
- Less competition in some niches. eBay is popular in categories like auto parts, used items, electronics, antiques.
- More lenient rules. The platform is more forgiving for beginners.
Disadvantages:
- No FBA. You handle logistics, delivery, and customer service yourself or through third-party providers.
- Lower buyer trust. In the U.S., eBay is often associated with secondhand or bargain goods.
- Lower average order value. Buyers expect discounts, negotiate, and margins are often tighter.
- Fees. Although the base rates are lower, eBay also takes a cut (typically 10–12%).
Comparison Table: Amazon vs. eBay
| Feature | Amazon | eBay |
|---|---|---|
| Audience | Huge, premium | Broad, budget-focused |
| Getting started | Complex, but scalable | Easy, low barriers |
| Logistics / FBA | Available | Not available (or via third party) |
| Competition | High | Moderate |
| Advertising costs | High | Low to moderate |
| Beginner support | Limited | Friendly to beginners |
| Best for | Mass sales, branded products | Unique/niche or used items |
What Should a Seller Using Chinese Suppliers Choose?
Amazon is the right choice if you:
- Have a competitive advantage (brand, unique product, exclusivity);
- Are ready to invest in marketing and inventory;
- Work with high volumes;
- Plan to scale your business.
eBay is your option if you:
- Are just starting and want to “test” a product;
- Sell unique or secondhand items;
- Don’t want to invest in logistics infrastructure;
- Operate manually or use dropshipping.
Conclusion
Both Amazon and eBay have their pros and cons. Your choice depends on your business model, budget, product type, and level of readiness. Experienced sellers often use both platforms: eBay for testing and niche items, Amazon for large-scale sales.
The key is to analyze, test, and adapt to the changing market. The U.S. e-commerce market is huge, and there’s always room for a smart, prepared seller.
