Amazon vs Wish in 2023: In-Depth Comparison for Online Sellers
As an experienced ecommerce seller, I‘m regularly asked how online retail giants Amazon and Wish compare in 2023 when it comes to factors like product selection, pricing, shipping, fees, sales trends and more. So in this comprehensive 2800+ word guide, I‘ll share data-driven insights into how these two platforms stack up from a seller‘s perspective.
At a Glance: Amazon Dominates but Wish Offers Opportunities
In summary, Amazon remains the undisputed leader in global ecommerce with over 200 million Prime subscribers, a market cap approaching $1 trillion and 2022 revenues of $386 billion. Wish is a niche fast fashion marketplace targeting budget-conscious shoppers. With under 100 million users and estimated annual revenue around $1 billion, Wish isn‘t designed to directly compete with Amazon. Instead it fills an underserved need for discounted products shipped directly from China. Savvy sellers can find opportunities on both platforms, but Amazon clearly offers greater scale and revenue potential currently.
Who Shops on Wish vs Amazon? Understanding the Demographics
Getting a sense of the target user base is key for sellers identifying the right platform. Here‘s an overview of typical shoppers:
- Amazon – With over 200 million subscribers globally, Amazon users span all demographics and purchase everything from diapers to 4K TVs. Core users include parents, Millennials and higher income homes.
- Wish – Wish says 90% of customers are women focused on fashion and affordability. A 2021 survey found over 50% are aged 18-34 with household income under $50K. Bargain-hunting moms are also a target. Rather than Amazon‘s one-stop-shop, Wish attracts deal-seekers willing to wait longer for ultra-low prices.
This means Amazon serves a much broader swath of consumers looking for selection and fast shipping. Wish has found traction with a narrower segment of budget-conscious women willing to trade some convenience for discounts.
What Sells Best on Amazon vs Wish? Product Category Breakdowns
Understanding top performing categories is key for maximizing sales. Here are current trends:
Best Selling on Amazon
- Electronics – Consistently one-third of top 100 Amazon best sellers. Smart home, Alexa devices, earbuds.
- Home, Kitchen, Furniture – Amazon is dominant for online furniture with 19% market share per 1010data. Essentials like coffee makers also perform well.
- Clothing & Accessories – Activewear and basics sell better than high fashion. Handbags, watches popular.
- Toys & Games – Parents trust Amazon for variety and deals. Arts & crafts, LEGO, board games top picks.
Top Wish Categories
- Women‘s Fashion – Ultra-affordable fast fashion, unbranded trends, clubwear.
- Accessories – Replica designer handbags, jewelry, watches, sunglasses.
- Beauty – Color cosmetics, skin and hair treatments like collagen pills.
- Home – Quirky decor, small gadgets, craft supplies.
Sellers should focus on proven top sellers in Amazon‘s electronics, home and clothing niches. For Wish, cheap shippable fashion items and replica designer goods offer the most opportunity.
How Do Amazon and Wish Prices Compare?
Given its direct relationships with China manufacturers, Wish generally offers lower prices on like items. For example:
- Faux leather crossbody bag – $15 on Wish, $29 on Amazon
- Cat eye sunglasses – $9 on Wish, $14 on Amazon
- Unbranded smartwatch – $19 on Wish, $29 on Amazon
However, prices can vary widely on Amazon Marketplace items:
- Refurbished Acer Chromebook – $61 on Amazon, $88 on Wish
- Yoga mat towels 2 pack – $12.50 on Amazon, $19 on Wish
Shipping Costs and Times: Amazon Wins on Delivery Speed
One of Amazon‘s biggest differentiators is its extensive shipping network and options for fast, free delivery.
- Amazon Prime members get free delivery within 1-2 business days on most items. Some areas have same-day delivery.
- Amazon has millions of items eligible for free shipping without Prime membership, on orders over $25.
- Amazon guarantees delivery dates and times and allows shoppers to track orders.
- Unwanted items can be returned free at many physical locations.
Wish has slower shipping options, usually 2-3 weeks from China. Some factors to note:
- Most items ship directly from manufacturers to the buyer, not consolidated orders.
- Shipping costs vary based on item size and weight. Often $2-$8 per item.
- Delivery dates are estimates and tracking may be unclear.
- Returns involve additional shipping costs deducted from refunds.
For shoppers who want fast shipping, Amazon is the clear winner over Wish. But Wish offers major savings for those willing to wait. As a seller, strategically price Wish items lower to account for longer waits. Upsell Amazon prime fast delivery.
Seller Fees and Fulfillment: Amazon FBA vs Wish Partners
Amazon charges sellers both referral fees on each sale and fees for fulfillment services:
- Referral Fees – Average 15% of sale price. Lower in some categories like books.
- Fulfillment Fees – Charges for picking, packing and shipping via FBA.
- Subscription – $40/month for professional seller account.
- Advertising – Promoted listings run as product ads and display ads.
Wish makes money by charging seller commissions:
- Commissions – Wish charges 10-15% on each order. Higher end for branded goods.
- Shipping – Additional logistics fees deducted per item.
- Advertising – Sponsored listings available but limited info.
A major difference is Wish does not offer an integrated fulfillment service like Amazon FBA. Instead, Wish identifies manufacturers able to handle shipping products directly to consumers. This means less control for sellers but potential cost savings.
Driving Sales Through Advertising and Marketing
For advertising to the hundreds of millions of shoppers on both platforms, key options include:
Amazon
- Sponsored Products – Pay-per-click product listings on search pages and product pages. Most popular choice.
- Sponsored Brands – Combines Sponsored Products with brand ads.
- Display Ads – Banner ads run across Amazon sites and apps.
Wish
- Sponsored Products – Pay-per-click boosted product listings. Limited info available.
- Social and Influencers – Active on Instagram, Facebook. Influencer promotions common.
- Email marketing – Send promotional messaging to users through Wish.
Amazon‘s more robust advertising platform gives sellers greater ability to drive visibility and sales. But smart social marketing provides exposure on Wish.
Handling Returns and Support
Amazon has one of the most lenient, easy return policies:
Most items can be returned within 30 days for a full refund.
Free returns for many products dropped off at Whole Foods, Kohl‘s, UPS.
Instant refunds when scanned at drop-off locations.
Few return restrictions – even open electronics and grocery items can often be returned.
Wish offers 30 day returns but more conditions:
Return shipping costs deducted from refund amount.
Certain used or damaged items cannot be returned.
Return requests take up to 14 days to process.
Refunds take several weeks after customer returns items.
Amazon clearly wins for hassle-free refunds. As a seller, communicate return policies and processes clearly to customers.
Expert Tips For Selling Successfully on Both Platforms
As an experienced ecommerce seller, here are my top recommendations for optimizing your business on Amazon and Wish:
Boost Sales on Amazon:
- Leverage FBA for faster Prime shipping eligibility.
- Use ads to promote listings on high-traffic search terms.
- Provide great customer support – it‘s expected.
- Analyze competitors and regularly reprice items.
- Collect reviews proactively via email follow-ups.
Maximize Wish Profits:
- Source ultra-low cost products with high margins.
- Factor long shipping times into pricing strategy.
- Market aggressively through social platforms.
- Focus on proven top categories like fashion and beauty.
- Closely monitor fickle shopping trends and adapt inventory.
The Bottom Line – Amazon is King, But Wish Offers Opportunities
Given its first-mover advantage, massive selection and Prime ecosystem, Amazon remains the dominant force in ecommerce. But for sellers able to capitalize on Wish‘s niche user base of bargain hunters, the platform offers a profitable way to unload inventories of select imported goods.
Neither platform is a slam dunk – doing well requires closely analyzing opportunities in terms of fees, fulfillment options, customer expectations, advertising capabilities and more. With the right data and strategy, ecommerce businesses can find success on both Amazon Marketplace and niche players like Wish. Let me know if you have any other questions!