When shopping online, Amazon marketplace is often the first platform that comes to mind. However, many buyers explore Amazon alternative for specific reasons. For instance, while Amazon offers an endless variety of products, you might prefer a specialized retailer if you’re purchasing electronics or niche items. Choosing an alternative can sometimes feel challenging, but it opens up opportunities to find better deals, unique selections, or more tailored services.

20 Amazon Alternatives for U.S. Buyers

For U.S. shoppers, some of the best Amazon alternatives include Walmart, Target, eBay, Best Buy, Costco, Etsy, Newegg, Overstock, Rakuten, AliExpress, REI, Home Depot, Kohl’s, and Macy’s. Some of these are wholesale marketplace and some of them is retail marketplace. These websites are selling everything. Each of these platforms stands out in its own way—whether through competitive pricing, curated product ranges, sustainability efforts, or stronger customer service—giving buyers more options to match their needs and preferences.

Amazon is the biggest name in online shopping. It offers a huge range of products, fast Prime shipping, and easy one-stop convenience. But many other sites give buyers different advantages. Some focus on specific products, some follow better ethical practices, some promote sustainability, and others compete with lower prices.

Here is a list of 16 top Amazon alternatives for U.S. buyers in 2025. The list includes both general retailers and niche sites for everyday needs like groceries, clothing, and gifts. For each option, I will show how it differs from Amazon, what benefits it offers, and why buyers may choose it.

1. Walmart.com – A Leading Amazon Alternative

Anyone know Walmart is best amazon alternative. They are selling General essentials — groceries, clothing, electronics, household items.

How It Differs from Amazon:

• Strong integration between online shopping and physical stores
• Fewer third‑party sellers, giving Walmart more direct control over inventory quality
• No Amazon Prime equivalent, but offers Walmart+ ($98/year) with free shipping, fuel discounts, and mobile scan‑and‑go checkout

Benefits for Buyers:

• Competitive daily deals that often match or beat Amazon’s prices
• Same‑day pickup or delivery available in many regions
• Wide selection of everyday essentials without the overwhelming “endless aisle” feel of Amazon
• Reliable customer service backed by physical store presence

Why Choose Walmart: Perfect for budget‑conscious families who want affordable basics, groceries, and household goods. Walmart’s mix of online convenience and local store pickup makes restocking everyday items simple and cost‑effective, while avoiding Amazon’s subscription fees.

2. Target.com – A Stylish Amazon Alternative

Target.com is a best amazon alternative. If you are planning to purchase Categories like Home goods, apparel, beauty, toys, and everyday essentials.

How It Differs from Amazon:

• Curated, trendier product selection with a focus on stylish yet affordable design
• Strong emphasis on in‑store pickup, curbside service, and same‑day delivery via Shipt
• Offers RedCard (5% discount on purchases) instead of a broad subscription ecosystem like Prime
• More polished shopping experience with fewer overwhelming choices compared to Amazon’s endless catalog

Benefits for Buyers:

• Exclusive Circle app deals and seasonal sales
• Easy returns at physical Target stores nationwide
• Often beats Amazon on price for branded household essentials
• Combines convenience with a fun, aesthetic shopping experience

Why Choose Target: Perfect for design‑conscious buyers who value convenience, style, and affordability. Target balances trendy selections with practical everyday items, making it a go‑to for shoppers who want a more curated and enjoyable experience than Amazon’s sheer volume approach.

3. eBay.com – The Marketplace for Unique Finds

eBay is a best amazon alternative. When you are focused on Category like Auctions, secondhand goods, vintage items, collectibles.

How It Differs from Amazon:

• Operates through auction‑style and fixed‑price listings from individual sellers rather than centralized fulfillment
• Heavy emphasis on used, refurbished, and rare products not typically found on Amazon
• Shipping handled directly by sellers, so delivery times and costs vary
• Global marketplace with access to niche items across categories

Benefits for Buyers:

• Potential for bargains through bidding and negotiation
• Buyer protection program ensures refunds or resolutions if items don’t arrive as described
• Vast inventory of unique, discontinued, or collectible products
• Supports a circular economy by encouraging resale and reuse of goods

Why Choose eBay: Ideal for collectors, bargain hunters, and eco‑conscious shoppers. Whether you’re searching for vintage fashion, pre‑owned tech, or rare memorabilia, eBay offers opportunities to score deals while reducing waste through secondhand shopping.

4. Esty

Etsy.com is the go‑to marketplace for handmade, vintage, and custom crafts. Unlike Amazon’s massive warehouses, Etsy connects buyers directly with independent artisans, offering one‑of‑a‑kind items that aren’t mass‑produced. Shopping here supports small creators, funds livelihoods, and gives you access to eco‑friendly, personalized gifts. It’s the perfect choice for unique décor, jewelry, or thoughtful presents—ideal if you value creativity and ethical sourcing over speed.

5. Chewy.com

It is a pet‑focused marketplace offering food, toys, and medications with none of the distractions of non‑pet items. Its Autoship program makes recurring orders effortless, with 35% off your first subscription and free shipping on orders over $35. Chewy also carries vet‑recommended brands that aren’t always available on Amazon, plus a $20 welcome credit for new buyers. It’s the go‑to choice for pet parents who want expert curation, reliable savings, and convenience tailored specifically to their furry friends.

6. Thrive Market

This is a membership‑based marketplace for organic groceries, snacks, and wellness products. For $5 a month (or $60 a year), members get access to sustainable, non‑GMO brands without ads or impulse clutter. Shoppers save 25–50% off retail across 6,000+ items, with handy filters for diets like keto or vegan. Orders ship carbon‑neutral, and Thrive supports social causes through donations. It’s the smart pick for eco‑conscious buyers who want hard‑to‑find organics at lower costs than Amazon.

7. REI.com

It is a co‑op retailer specializing in outdoor gear, apparel, and travel essentials. A lifetime membership costs just $30, giving buyers access to dividends (10% back on purchases), exclusive clearance deals up to 50% off, and expert advice with gear trials. Unlike Amazon’s endless catalog, REI prioritizes durable, ethical products and invests membership dues into conservation efforts. It’s the perfect choice for adventurers who want trusted camping and hiking gear while supporting a community that values nature.

8. Bookshop.org

This is an online marketplace for books, audiobooks, and puzzles that directly supports over 2,500 independent bookstores. Unlike Amazon, it gives 30% of sales back to local shops and features curated recommendations from real booksellers. Buyers enjoy free shipping on orders over $35, indie‑focused lists, and the satisfaction of knowing their purchases strengthen community stores. With more than $36 million already raised for local shops, Bookshop.org is the best choice for readers who want thoughtful picks without fueling corporate dominance.

9. Grove Collaborative

This specializes in eco‑friendly cleaning and personal care products, offering a subscription‑first model with recyclable packaging and trusted brands like Method and Dr. Bronner’s. Deliveries are customizable, and VIP members ($20/year) enjoy free gifts and extra perks. Grove is plastic‑neutral, cruelty‑free, and focused on toxin‑free swaps that make sustainable living easier. It’s the ideal choice for green households looking to save money long‑term while stocking up on safe, planet‑friendly essentials.

10. Uncommon Goods

it is a curated marketplace for unique gifts, home, and kitchen items, featuring handmade creations from independent makers. As a certified B Corp, it donates $1 from every order to nonprofits and ensures eco‑friendly packaging, fair wages, and family leave for artisans. With a leather‑ and fur‑free policy, it stands out for originality and ethical practices. It’s the perfect destination for thoughtful gifting—ideal when you want memorable presents that reflect creativity and conscience.

11. Instacart

This is a grocery and home delivery service that partners with over 600 local stores like Costco and Publix. Unlike Amazon Fresh, it doesn’t hold its own inventory—everything comes straight from nearby retailers. For $99 a year, members get free delivery on orders over $35, with same‑hour service available in many areas. Instacart shines for speed and variety, making it the best choice for urban shoppers who want quick access to neighborhood staples without the hassle of stocking up in advance.

12. Nordstrom.com

This is a high‑end retailer for fashion, beauty, and home goods, known for its curated designer selections and personal styling services. Unlike Amazon’s mass‑market approach, Nordstrom emphasizes quality over quantity, with free shipping and returns always included and no aggressive upselling. Shoppers enjoy designer sales of up to 50% off, easy in‑store exchanges, and a polished, low‑pressure experience. It’s the ideal choice for upscale buyers seeking luxury, convenience, and a more refined alternative to Amazon.

13. lululemon.com

It is a direct‑to‑consumer brand specializing in athleisure and fitness gear, built around high‑performance fabrics and community wellness events. Unlike Amazon’s fast‑fashion approach, Lululemon focuses on versatile, durable pieces that last, with occasional sales on viral favorites like its popular belt bags and an expanding men’s line. It’s the go‑to choice for active lifestyles, offering premium quality and a brand experience that outshines mass‑market alternatives.

14. Huckberry.com

This is a lifestyle retailer focused on outdoor apparel, gear, and grooming, curated around the idea of “everyday adventure.” Instead of generic fillers, Huckberry highlights emerging U.S. designers and exclusive brands that blend fashion with function. Shoppers enjoy competitive deals on rugged, authentic styles that stand apart from Amazon’s uniform mass‑market approach. It’s the perfect destination for those seeking originality, quality, and adventure‑ready gear with a sense of authenticity.

15. Public Goods

It offers everyday essentials like cleaners, skincare, and food through a direct‑to‑consumer model with transparent sourcing. A $49 yearly membership unlocks deeper discounts, while every order plants a tree to support sustainability. Products come in eco‑friendly, compostable packaging, and new buyers get 15% off their first purchase. It’s the eco‑minimalist’s choice—perfect for those who value simplicity, sustainability, and reduced waste compared to Amazon’s packaging excess.

16. Blue Nile

It is an online‑first jeweler specializing in diamonds and fine jewelry, with a strong focus on conflict‑free sourcing and buyer education. It offers virtual try‑ons, expert guidance, and has earned trust from celebrities and milestone shoppers alike. Buyers can save up to 30% on select pieces, and the brand has expanded beyond engagement rings into a wider jewelry range. Blue Nile stands out for its ethics and personalized service, making it a more trustworthy option than Amazon’s generic jewelry listings when celebrating life’s big moments.

Other Amazon Alternatives

Beyond the marketplaces mentioned above, here’s a list of other Amazon alternative for your reference.

How They Differ from Amazon

• Product Focus: Amazon sells everything, but these alternatives specialize—Newegg in electronics, REI in outdoor gear.
• Pricing Models: Costco thrives on bulk savings, Rakuten rewards with cashback, while eBay runs on auctions.
• Ethical & Social Values: Etsy uplifts small creators, REI invests in sustainability, and Macy’s leans into curated, design‑forward goods.
• Shopping Experience: Some emphasize curation and style (Macy’s, Overstock), while others maximize variety and low cost (AliExpress, Wish).

Benefits for Buyers

• Better Deals: Bulk pricing at Costco, cashback through Rakuten, and auction bargains on eBay.
• Unique Products: Handmade goods from Etsy and rare collectibles via eBay.
• Specialized Expertise: Tech support from Best Buy and outdoor know‑how from REI.
• Ethical Choices: Support small businesses with Etsy or eco‑conscious brands through REI.
• Convenience: Walmart blends online shopping with local store pickup for everyday ease.

Why Choose Alternatives

• Price‑conscious buyers: Walmart, Costco, AliExpress, Wish.
• Style & lifestyle shoppers: Macy’s, Overstock.
• Tech enthusiasts: Best Buy, Newegg.
• Eco‑conscious buyers: REI, Etsy.
• Collectors & bargain hunters: eBay.