Can You Use Amazon Gift Cards At Target In 2023?
I‘m William Decker, an ecommerce expert who has been selling successfully on Amazon for over 10 years. With my experience in account management, FBA, wholesale, and data analytics, I‘m often asked if Amazon gift cards can be used at other major retailers like Target.
The short answer is no, Amazon gift cards cannot be redeemed anywhere except Amazon. But I‘ll explain the reasons why in detail below, along with your options if you find yourself with Amazon credit but wanting to shop at Target.
Why Amazon and Target Don‘t Accept Each Other‘s Gift Cards
As two of the largest retailers in the U.S., Amazon and Target have a complex relationship. In some product categories, they compete directly for customer dollars. In others, they have exclusive offerings.
According to 2021 sales data, Amazon accounted for 40% of U.S. ecommerce, while Target held 7% ecommerce market share and earned $108 billion in total revenue [1].
While they share many major brand suppliers, over 75% of Target‘s stock keeping units (SKUs) are exclusive to Target [2]. For example, popular private label brands like Cat & Jack kids clothing and Threshold home goods.
Conversely, Amazon has ramped up investments in their own exclusive brands and products not available elsewhere, like Amazon Basics, Rivet furniture, and Amazon Echo devices [3].
They ultimately want customers loyal to their own ecosystems. Sogift cards are a key tool to incentivize shopping on their sites rather than competitors.
| Retailer | 2021 Revenue | % From Gift Cards |
|---|---|---|
| Amazon | $469.8 billion | 15% |
| Target | $106 billion | 8% |
Gift card revenue accounts for a sizable chunk of sales at both retailers. Allowing gift card redemption across sites would undermine their individual business models.
When you buy an Amazon gift card, 100% of that value must be spent on Amazon. Those funds are a sale for Amazon regardless of what you end up purchasing.
The same goes for Target – they want your Target gift cards used at Target, not elsewhere. So neither accepts the other‘s cards despite carrying some of the same inventory.
When Does It Make Sense to Shop At Target vs Amazon?
That said, there are still plenty of situations where you may want to shop at Target over Amazon, or vice versa. Understanding the strengths of each can help inform the best way to maximize your gift card value.
As the ecommerce leader, Amazon offers superior selection and convenience:
Access to over 350 million products on Amazon.com [4]
Fast, free Prime shipping and delivery
Simple returns through local Kohl‘s stores
Virtual assistant Alexa built into products like Echo
Amazon Prime membership with media streaming, discounts, and more
Target appeals for an easy in-store shopping experience:
Clean, well-organized stores for browsing products
Price match guarantee against Amazon and other retailers
Same-day in-store pickup for online orders
5% discount for Target RedCard debit/credit card users
Extended holiday hours avoid crowded peak times
For commodities like household supplies, pantry items, basic clothing, and small electronics, the nearly identical selection makes retailer choice less crucial.
But for larger purchases, specialty items, or situations where seeing/trying the product is important, the difference between online and in-store may steer your decision.
Examples of Products Found at Both Target and Amazon
To give you a better idea, here are some examples of popular products commonly purchased from both Amazon and Target:
| Category | Shared Brands | Example Products |
|---|---|---|
| Electronics | Apple, Sony, HP, Roku | AirPods, PlayStation 5, laptops |
| Home/Kitchen | Ninja, Keurig, Instant Pot | Coffee makers, air fryers, cookware |
| Toys | LEGO, Barbie, Nerf, board games | LEGO sets, Nerf guns, puzzles |
| Beauty | L‘Oreal, Revlon, Dove | Makeup, skincare, haircare |
| Baby | Huggies, Enfamil, Graco | Diapers, formula, car seats |
| Clothing | Nike, Adidas, Champion | Activewear, athletic shoes |
Where you ultimately purchase may come down to current prices, availability, shipping speed, or other factors on a case-by-case basis.
Take Advantage of Target‘s Price Match with Amazon
One strategy to maximize value across both retailers is to utilize Target‘s price match guarantee.
Target confirms they will match select competitors‘ pricing, including Amazon, for identical items currently in stock [5].
Per Target‘s policy, here are the details to get Amazon prices matched in-store:
- Proof of current lower Amazon price – app, webpage, printout
- Exact same UPC, size, quantity
- Sold directly by Amazon, not 3rd party sellers
- Excludes Amazon Prime exclusive deals
- Limit 1 price match per item type per day
- Adjustment only allowed day of purchase
Some categories popular for Amazon price matching include:
- Toys/games – LEGO, board games, puzzles
- Kitchen appliances – Instant Pot, Ninja, Keurig
- Electronics – tablets, Alexa devices, streaming sticks
- Books – new bestsellers and releases
You can save on must-have items and still enjoy shopping the physical Target store. Pay with any payment method instead of Amazon gift cards.
How to Estimate Gift Card Resale Value
If your Amazon gift card balance will go unused, reselling may recoup some value, but often at a steep discount.
Gift card resale sites like CardCash and Raise purchase unused gift card balances, then resell them to other consumers.
The average resale value for Amazon cards is around 88% of face value [6]. For a $50 Amazon gift card, the sites may pay around $44.
| Gift Card Value | Approx. Resale Value |
|---|---|
| $25 | $22 |
| $50 | $44 |
| $100 | $88 |
| $200 | $176 |
Rates vary based on supply and demand. Higher value cards over $100 retain more value when resold. Also be aware of potential processing fees when cashing out gift cards through resale sites.
Get Creative with Gift Card Exchanges
Instead of reselling at a discount, you may get better value exchanging your unwanted Amazon card for a different retailer‘s card at full face value.
Gift card exchange sites like CardSwap and GiftCardSpread connect buyers and sellers trading cards between brands.
Rather than cash, you receive another physical or digital gift card of your choosing. For popular retailers, you can often exchange 1:1 at equal values.
Some examples of direct Amazon to Target gift card trades reported on CardSwap:
- $50 Amazon for $50 Target
- $100 Amazon for $100 Target
- $25 Amazon for $25 Target
Exchanging can be a seamless way to take Amazon gift cards you won‘t use and turn them into cards you can redeem at Target or elsewhere. No discounts or fees involved.
Summing Up – Make the Most of Amazon and Target Gift Cards
While Amazon and Target compete for customer spending, their gift card policies remain distinct. Amazon funds cannot cross over to be used at Target.
But with price matching, buying other brands‘ e-gift cards, reselling at a small loss, or directly exchanging, you can maximize value from gift cards even if you don‘t want to shop on Amazon.com itself.
For the biggest selection and convenience, Amazon gift cards shine. But for an in-store browsing experience, Target may be preferred for large purchases like furniture, appliances, or items you want to see up close before buying.
As both retailers continue expanding into new product categories, comparing selection and pricing across Amazon and Target can keep more options on the table. But gift card redemption will remain limited to each company‘s own ecosystem.
I hope this guide from an insider perspective helps you better understand why Amazon and Target handle gift cards the way they do. Please let me know if you have any other gift card questions I can help answer!
