Amazon vs Shopify Profit Margin: Real Numbers, $100 Order Example, and How to Decide

Introduction

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The amazon vs shopify profit margin question comes down to one thing: how much cash each channel leaves you after every variable cost is subtracted from the same sale. On a typical $100 order in 2026, amazon vs shopify differences are smaller than most founders think at the gross margin line, but dramatically different once you reach contribution margin.

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Here is the direct answer: gross margin on the same SKU is often similar across both channels (around 65% on a $100 product with $35 landed COGS). But contribution margin (what you actually keep after referral fees, fulfillment, storage, payment processing, and advertising) typically runs 10–25 percentage points lower on Amazon FBA versus Shopify DTC. That gap is modeled, based on Eightx's May 2026 analysis of client P&Ls and public filings, not hard public data from either platform. But the direction is consistent enough across verticals to shape real decisions about where your next unit of inventory should go.

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This article focuses on per-order unit economics for a single $100 SKU across Amazon FBA vs Shopify in the U.S. in 2026. We'll include brief reference points for Walmart WFS and TikTok Shop for context, but the core comparison is the two dominant channels where most ecommerce brands generate sales today. If you sell products on an online marketplace and through your own online store, this is for you.

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The target reader is a founder or finance leader of an ecommerce store doing at least ~$10K/month on Amazon or $100K/month overall, who needs to decide where each incremental item sold should be allocated. From a financing perspective, channel-level profitability directly determines how much working capital you need, how quickly you can repay growth funding, and whether revenue-based financing is sized correctly for your business model.

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By the end, you will:

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• Understand the real fee stack on a $100 Amazon FBA order vs a $100 Shopify order (official vs modeled lines clearly labeled)
• See how contribution margin and break-even ROAS differ across channels
• Learn which products tend to make better margin on Amazon vs Shopify
• Get a simple framework to decide channel mix and funding needs
• Know where working capital from Uncapped fits into this decision

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Understanding Profit Margin in Ecommerce

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Most founders confuse gross margin with contribution margin, and that confusion gets expensive fast when comparing Amazon and Shopify. Gross margin tells you how much your product costs to make. Contribution margin tells you how much each sale actually contributes to covering your fixed costs and profit. When you're deciding where to sell products, only one of those numbers matters for channel strategy.

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Key Margin Definitions (Gross, Contribution, Net)

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Gross margin is revenue minus cost of goods sold (COGS): the landed product cost including manufacturing, inbound freight, and duties. On a $100 SKU with $35 landed COGS, gross margin is $65, or 65%. This number is the same regardless of whether the sale happens on Amazon or in your own Shopify store.

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Contribution margin is gross profit minus all variable selling costs specific to that channel: referral fees, FBA fulfillment costs, payment processing, platform/app costs, 3PL shipping fees, and channel-specific advertising spend. This is the number that tells you how much cash each order actually generates before fixed overheads. Shopify sellers can achieve 60–80% gross margins, and Amazon sellers typically operate on 20–35% gross margins, but those figures often conflate gross and contribution margin, which is where confusion starts.

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Net margin is what remains after fixed overheads like salaries, software, rent, and interest. This article focuses primarily on contribution margin by channel because that is the lever founders can actually influence through channel mix decisions.

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Eightx's 2026 analysis argues that gross margin on the same SKU is roughly identical across channels when you book fees consistently (modeled from client P&Ls). The material difference, the 10–25 point gap, shows up at contribution margin, where Amazon's heavier fee stack compresses what you keep per order.

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Where Amazon and Shopify Fees Sit in Your P&L

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The most common accounting mistake in ecommerce is misclassifying where channel fees land in your P&L. On Amazon, referral fees, fba fees, and storage costs should be classified as variable selling costs, not COGS. When you lump them into COGS, Amazon's gross margin looks artificially terrible compared to Shopify, where payment processing and app fees are typically already kept below the gross profit line.

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The same principle applies to Shopify: Shopify Payments processing fees, per-transaction app charges, and 3PL shipping costs are variable selling costs, not product costs. They belong below gross margin in your income statement.

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Eightx recommends what they call “Convention A” (modeled interpretation): a consistent method of mapping all variable selling costs into the same P&L section regardless of channel, so your amazon vs shopify comparison is genuinely apples-to-apples. Under this convention, gross margin looks nearly identical across channels for the same SKU. The real gap lives in the rows below.

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With that accounting foundation in place, let's break down exactly how these costs differ between Amazon and Shopify on a concrete $100 order.

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Amazon vs Shopify: Fee Stack and Per-Order Economics in 2026

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This section walks through the actual cost lines on each platform. Every specific dollar figure is labeled either “official” (pulled directly from the platform's pricing page) or “modeled” (derived from Eightx's analysis, typical 3PL benchmarks, or industry reporting). This distinction matters: treat modeled numbers as directional, not guaranteed.

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Amazon FBA Fee Stack on a $100 Order

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Amazon's fee structure for third party sellers stacks multiple cost layers on every item sold. The starting point is an amazon seller account on the Professional plan, Amazon's $39.99 monthly subscription for professional sellers (official). Beyond that subscription, every sale triggers percentage-based and per-unit charges.

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The referral fee is Amazon's primary revenue share. Amazon referral fees range from 8% to 15% per sale depending on category, with a $0.30 per-item minimum in many cases (official, from Amazon's seller pricing page). Some categories deviate: Consumer Electronics often charges 8%, Clothing uses tiered rates from 5% to 17% depending on price band, and Jewelry charges 20% up to $250 then 5% above (all official).

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Here is how the fee stack plays out on a modeled $100 order in a standard 15%-referral category:

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• Referral fee: $15.00 on a $100 selling price (official percentage, applied in a modeled example)
• FBA fulfillment + storage: roughly $9.00 for a typical standard-size SKU (modeled, incorporating the January 2026 fee increase of ~$0.08 average per unit, the 3.5% fuel and logistics surcharge effective April 17 adding ~$0.17 per unit average, and the ~$0.32 average Q4 peak fulfillment surcharge running Oct 15–Jan 14). Amazon FBA fees can add $3 to $10 per unit sold depending on size and weight tier.
• Advertising: modeled range of 10–30% of revenue for Amazon PPC in competitive categories; mid-case example at 20% = $20.00 on a $100 order (modeled). High advertisement costs can reduce profit margins significantly on this channel.

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In the mid-case scenario, Amazon is taking around $24 on a $100 order before ads ($15 referral + $9 fulfillment/storage; with $35 COGS that is $59 in costs, leaving $41) and around $44 including a 20% ad spend (modeled). Fulfillment by Amazon fees can add significant costs for sellers, so the modeled contribution margin lands in the range of $21–$26, or roughly 15–25% of revenue for a well-run FBA SKU (modeled, from Eightx's 2026 comparison).

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These numbers will vary by size tier, category, advertising spend, and season. Amazon FBA handles storage, packing, and shipping for sellers through Amazon's fulfillment centers, which simplifies operations but comes at a steep percentage cost. The same tradeoff shows up with amazon dropshipping: Amazon's built-in traffic can help sellers scale quickly, but the model carries platform risk, offers less control, and only works within policy when the seller remains the seller of record and manages packaging and branding. Always verify current FBA rate cards in Seller Central before building your own model.

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Shopify Fee Stack on a $100 Order

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Shopify's cost structure is fundamentally different. As an ecommerce platform for your own ecommerce website, Shopify charges a flat monthly subscription plus payment processing, and that's essentially it from the platform side. Shopify does not charge referral fees on product sales.

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Shopify plans for U.S. stores start at $39/month on the basic plan (Basic Shopify), with higher tiers at $105/month (Grow) and $399/month (Advanced), billed monthly, offering lower card rates and additional features (official pricing). Shopify Payments card processing rates for U.S. stores are commonly cited at 2.9% + $0.30 per transaction on the basic plan, with lower rates on higher tiers (2.7% + $0.30 and 2.5% + $0.30 respectively). These rates are widely reported in third-party guides; the Shopify pricing page defaults to local currency by region, so treat the specific U.S. dollar rates as modeled from commonly cited ranges unless confirmed from a U.S.-configured admin panel. Shopify Payments also supports wallets like apple pay and removes Shopify's separate transaction fees when used.

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Here is the modeled $100 Shopify DTC order:

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• Payment processing: approximately $3.20 on a $100 order (2.9% + $0.30, modeled from standard U.S. rates)
• Platform/app costs: roughly $2.00 per order covering the amortized subscription and essential apps for a mid-sized Shopify store (modeled, based on Eightx's $100-order example)
• Fulfillment: approximately $6–$8 per domestic order via 3PL for a standard parcel (modeled benchmark); Shopify allows self-fulfillment, print-on-demand, or third-party logistics integration as a flexible fulfillment method
• Advertising: modeled mid-case of 20% media spend on a first order ($20.00), noting that well-optimized DTC brands using Shopify marketing channels (email, SMS, loyalty programs) aim to lower blended customer acquisition cost over time via repeat purchases

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Shopify's total fees (platform + payment processing) typically consume only 2.5% to 5% of revenue (modeled), which is dramatically lower than Amazon's 30–50% all-in take rate when referral fees, FBA, storage, and ads are combined (modeled from Eightx's 2026 comparison). This is why Shopify offers higher per-sale profit margins compared to Amazon at the contribution level. Shopify's predictable costs help maintain stronger profit margins.

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The trade-off: Shopify requires driving your own traffic through SEO tools, google ads, social media, and content marketing. Its built-in ecommerce features also help merchants manage sales, inventory, and customer relationships as they grow a business online. Amazon provides instant access to a large customer base, reportedly 300 million active buyers, with built-in traffic. Customer acquisition costs can significantly impact profitability on Shopify if you can't build retention and lifetime value. Amazon dropshipping can scale quickly because of that traffic, but it adds platform risk and is only allowed when you remain the seller of record rather than forwarding orders from other retailers.

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Side-by-Side Comparison Table: $100 Order Across Four Channels

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The table below compares a single $100 SKU ($35 landed COGS) across four channels. All dollar figures at the channel level are modeled unless otherwise noted. Product category and customer acquisition methods affect profitability on both platforms, so treat these as directional mid-case illustrations; in a Shopify vs Amazon comparison, the core trade-off is usually control and margin structure versus built-in marketplace demand.

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How to read break-even ROAS: divide $100 revenue by the pre-ad contribution margin. On Amazon, $100 ÷ $40.50 ≈ 2.5x, meaning you need at least $2.50 in revenue for every $1 of ad spend just to break even. Shopify's lower fee stack gives you a break-even ROAS of ~1.9x, providing substantially more room before CPC inflation pushes you underwater.

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The key synthesis: gross margin is identical ($65) across all four channels for the same SKU. But platform take rate and ad pressure mean Amazon's contribution margin typically sits materially below Shopify's for the same retail price. Shopify fees total 3–5% of revenue, while Amazon's can reach 25–45% before ads are even counted (modeled from Eightx's analysis). Amazon listings compete directly with other sellers for visibility, while Shopify requires you to drive traffic to your business online through SEO, ads, and social media.

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From Fees to Profit: How Amazon vs Shopify Profit Margin Actually Adds Up

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The same $35 COGS product can look “profitable” on both Amazon and Shopify until you map every line item into a consistent P&L. This section walks through the math step by step so you can replicate it for your own store and your own SKUs.

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Step-by-Step Margin Walkthrough: $100 SKU on Amazon FBA vs Shopify

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We'll use a single hypothetical SKU: $35 landed COGS, $100 retail price, sold on both Amazon FBA and through a Shopify store. All fee percentages are drawn from official pages where possible; all composite dollar outcomes are modeled.

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1. Calculate gross profit on both channels: $100 – $35 = $65, or 65% gross margin. This is identical on Amazon and Shopify. The product doesn't cost more to make because of where you sell it. If you see different gross margins across channels, you likely have an accounting classification problem (see Common Mistakes below).
2. Subtract channel fees:

   • Amazon: Subtract $15 referral fee (official 15%), subtract $9 FBA fulfillment + storage (modeled, incorporating 2026 fee increases). Remaining: $41 before ads.

   • Shopify: Subtract $3.20 payment processing (modeled from standard rates) + $2.00 platform/app costs (modeled). Subtract $7.00 fulfillment via 3PL (modeled). Remaining: ~$52.80 before ads.
3. Subtract advertising/acquisition cost: At a 2.5x ROAS on both channels, you're spending $40 in ads to generate $100 in revenue. That leaves Amazon with just $1 contribution margin and Shopify with $12.80. At a more realistic 5x ROAS (20% of revenue = $20 ad spend), Amazon nets ~$21 and Shopify nets ~$32.80. Amazon sellers are effectively paying for visibility twice: once through marketplace fees and again through PPC on amazon selling. High advertisement costs can reduce profit margins on both platforms, but Amazon's compressed pre-ad margin leaves far less buffer.
4. Arrive at contribution margin: At 20% ad spend, Amazon FBA contribution margin lands around 20–21% versus Shopify at 32–33% (modeled). Eightx's client P&L triangulation found FBA contribution margins typically 15–25% versus 20–40% on Shopify DTC across their client base (modeled, not public brand data; none of the public brands reviewed disclose Amazon margin separately).

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That extra 10–20 margin points on Shopify can fund more aggressive Shopify marketing, better inventory positions, or faster testing of new SKUs. It is the reason many established brands choose Shopify as their primary profit engine while using Amazon for incremental volume and discovery.

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Break-Even ROAS and Channel Economics

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Break-even ROAS is the minimum revenue you need per $1 of advertising spend to avoid losing money on the first order. It's calculated by dividing revenue by pre-ad contribution margin: the lower your pre-ad margin, the higher the ROAS you need just to break even.

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On the $100 SKU example:

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• Amazon FBA: With ~$40.50 pre-ad contribution (modeled), break-even ROAS = $100 ÷ $40.50 ≈ 2.5x. Every dollar of ad spend must return $2.50 in revenue before you see any profit.
• Shopify DTC: With ~$52.80 pre-ad contribution (modeled), break-even ROAS = $100 ÷ $52.80 ≈ 1.9x. You have roughly 30% more headroom before ads push you into loss territory.

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Amazon's heavier fee load means you have less room for CPC inflation before going underwater. When Amazon PPC costs spike during Prime Day, Q4, or competitive product launches, the margin of safety is dangerously thin. On Shopify, the same CPC increase is absorbed by a larger pre-ad cushion, which is why Shopify wins on unit economics for brands that can attract customers through their own traffic sources.

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This is also why understanding your contribution margin relative to your ROAS targets is essential before scaling ad spend on either channel. Next, we'll move from pure math into practical, product-level guidance on when each channel tends to win on margin.

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When Amazon Wins, When Shopify Wins (On Profit Margin)

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There is no universal winner. Profitability depends on category, price point, repeat purchase rate, competitive density, and how you operate your customer journey from first click to reorder. The right question isn't “which platform is better” but “which products should go where, and in what proportion?”

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Scenarios Where Amazon Delivers Stronger or Acceptable Margins

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Amazon selling delivers acceptable, sometimes strong, profit margins in specific circumstances:

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• High-priced, compact items where FBA fulfillment costs are a small fraction of revenue and the 15% referral fee is tolerable. A $200 lightweight product pays $30 referral but its FBA fee might be only $5–6, keeping total platform take under 20%.
• Products with strong organic rank and review moats that reduce reliance on PPC to 5–10% of revenue. Amazon provides immediate access to 300 million active buyers, and if your listing converts organically through purchase history and social proof, you can compare Amazon FBA costs favorably against the customer acquisition cost of cold traffic on Shopify.
• Brands treating Amazon as an incremental channel with fully amortized overhead and a healthy DTC base elsewhere. In this business model, every Amazon order is marginal revenue with minimal additional fixed cost.
• Global expansion where Amazon's cross-border FBA network and prime shipping infrastructure replace complex international 3PL setups. Managing fulfillment across multiple countries through your own store is expensive and operationally heavy.
• Amazon FBA provides Prime eligibility for faster delivery, which can lift conversion rates significantly versus standard shipping on a Shopify store.

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Eightx's modeled data still suggests FBA contribution margins generally trail Shopify by 10–25 points, but they can be strategically acceptable if you value volume, cash conversion speed, or category dominance. Amazon customers discover products through the online marketplace's search engine, so you don't need to build an audience from scratch.

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Scenarios Where Shopify Delivers Higher Margins and LTV

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Shopify delivers materially higher margins in these situations:

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• Subscription or replenishable products (supplements, skincare, coffee) where lifetime value makes higher first-order customer acquisition cost acceptable. Once a customer is on your email list, repeat purchases carry near-zero acquisition cost.
• Branded, differentiated products where you can sustain 60–70% gross margins and 20–40% contribution margin DTC. Shopify provides full control over branding and customer relationships, which helps you shape a distinctive identity, while Amazon's uniform listings restrict brand identity and customization.
• Bundles and higher AOVs where fixed payment processing and fulfillment costs become a smaller percentage of revenue than Amazon's percentage-based referral fees.
• Brands investing heavily in owned channels (email, SMS, loyalty programs) where repeat purchases carry minimal acquisition cost. Amazon owns the customer data and limits direct communication, while Shopify allows for long-term loyalty building through customer data ownership. This customer ownership advantage compounds over time.

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Shopify's lower direct fee take (often 3–7% of revenue; modeled) creates more room for experimentation with pricing, creatives, and offers. Shopify lets you build your own brand, control the customer experience, and build direct customer relationships that drive lifetime value far beyond what Amazon stores can achieve.

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Multi-Channel Strategy: Using Both Without Killing Margin

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Successful e-commerce brands often utilize both Shopify and Amazon to maximize growth. Many 7–8 figure brands target a revenue mix of roughly 60–70% Shopify, 30–40% Amazon to balance reach and margin (modeled benchmark, not an official rule). Here are concrete principles for managing that split:

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• Use Amazon primarily for discovery and proof-of-demand while pushing retention to your own store via brand packaging, QR codes, and loyalty programs (where compliant with Amazon's terms). This turns Amazon into a customer acquisition channel rather than your primary profit center, while selling through both can diversify risk and expand reach for a business online.
• Maintain price parity or offer channel-specific bundles to avoid race-to-the-bottom comparisons. Exclusive bundles on your Shopify store protect margins without violating MAP policies.
• Track contribution margin by channel and by flagship SKU in your chart of accounts. If you can't see profit margins by channel, you can't allocate inventory intelligently.
• Align inventory and funding strategy so that capital-intensive Amazon growth doesn't starve your higher-margin DTC channel. A marketing budget split that mirrors revenue rather than margin is a common mistake.

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Even strong unit economics can be hamstrung by cash flow and inventory constraints, which is where financing strategy becomes crucial.

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Financing and Cash Flow: Making Amazon vs Shopify Margins Work in the Real World

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Higher theoretical margins on Shopify don't automatically translate into growth if you can't fund inventory, ads, and experiments. And lower FBA margins can still throw off significant absolute profit at scale if financed correctly. The bridge between unit economics and actual growth is working capital.

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Working Capital Needs: Amazon vs Shopify

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Cash flow timing differs fundamentally between channels. With Amazon FBA, many fees are deducted before payout: referral fees, fulfillment fees, and storage costs all come off the top. Inventory sits in Amazon's fulfillment centers, and you're exposed to storage costs, aged-inventory fees, and seasonal surcharges that can surprise sellers who haven't modeled them.

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On Shopify, you receive funds net of Shopify Payments processing and must separately pay your 3PLs, ad platforms (google ads, Meta, TikTok), and app subscriptions. Cash hits your account faster, but the outflows to manage fulfillment and Shopify traffic acquisition are front-loaded.

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Capital needs by channel:

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• Amazon: Larger, lump-sum inventory buys into FBA, long lead times, risk of storage and aged-inventory fees if velocity slows. Inventory planning is critical because running out means losing rank, and overstocking means penalty fees.
• Shopify: More flexibility to test new SKUs in smaller batches through your own ecommerce website, but often heavier upfront advertising spend to drive Shopify traffic before organic channels mature.

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Founders should build channel-level cash flow forecasts alongside margin models before scaling one platform aggressively. A channel that looks profitable on contribution margin can destroy cash flow if inventory timing and fee deductions aren't modeled correctly.

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How Our Funding Fits Into Channel Strategy

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We provide non-dilutive growth capital for ecommerce brands, with no equity taken and no personal guarantees required. Term Loans (UK and US) carry one fixed fee, so the full cost is known upfront, and in the US our Cash Advance is repaid as a fixed share of sales, so repayments move with your actual sales velocity. This range is built for businesses that sell products across multiple channels.

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How this supports Amazon and Shopify margin strategies:

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• On Amazon: Finance large inventory replenishments so you can negotiate better unit costs from suppliers and still withstand fee and PPC pressure. Larger orders mean lower landed COGS, which directly improves contribution margin on every item sold.
• On Shopify: Fund front-loaded marketing, conversion optimization, and inventory so you reach the repeat-purchase phase where lifetime value and margins improve dramatically.

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Typical eligibility thresholds include 6+ months of trading history and $100K+/month in revenue for online brands (or from $10K/month for Amazon sellers specifically). Decisions use your real sales and bank data, with no pitch deck or business plan, and you get a decision within 24 hours.

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Solid margin visibility, the kind built through the framework in this article, makes founders more fundable on better terms. When you can show a lender exactly how much each channel contributes after all variable costs, you're demonstrating the financial literacy that de-risks the funding relationship.

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Common Margin Mistakes and How to Fix Them

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Most margin problems come from accounting blind spots rather than inherently “bad” platforms. Fix these three errors and your channel comparison will look fundamentally different.

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Problem 1: Misclassifying Amazon Fees and Overstating Gross Margin

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Many brands treat referral fees, FBA fees, and storage costs as COGS on Amazon while keeping Shopify Payments processing below the gross profit line. This makes Amazon look artificially worse at the gross margin level and obscures where the real gap exists.

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Solution: Adopt a consistent chart-of-accounts approach. Move all variable selling costs (referral fees, FBA fulfillment, storage, payment processing, 3PL shipping) into the same P&L section below gross profit, regardless of channel. This is aligned with Eightx's “Convention A” framework (modeled interpretation). When you do this, gross margin looks nearly identical across channels, and the true difference appears in contribution margin where it belongs.

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Problem 2: Ignoring Advertising in “Per-Order” Margin

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Many founders quote “margin” without factoring in PPC spend on Amazon or Meta/Google spend on Shopify. This is like quoting your salary without mentioning your rent: technically accurate, practically useless.

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Solution: Always present both pre-ad and post-ad contribution margins by channel. Include typical ad-to-sales ratio benchmarks (modeled: 15–30% on Amazon PPC, 15–25% on Shopify Meta/Google for competitive categories) and monitor when CPC increases start eroding your safe ROAS buffer. Advertising spend is a variable cost that belongs in every per-order margin calculation.

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Problem 3: Underestimating Inventory and Storage Costs

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Common mistakes that silently destroy profit margins:

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• Amazon: Ignoring storage fees, aged-inventory penalties, and the ~$0.32/unit average peak season surcharges (Oct 15–Jan 14) when calculating per-unit margin. The fuel and logistics surcharge (3.5% on fulfillment fees, effective April 17, 2026) also adds ~$0.17/unit that many sellers haven't incorporated.
• Shopify: Forgetting to spread 3PL minimums, warehouse lease costs, or rising shipping costs over units sold. Shopify's fulfillment options allow for custom packaging, but that customization has a cost that must be allocated per order.

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Solution: Build a simple per-unit storage and handling surcharge into your contribution margin by dividing monthly warehouse or FBA storage costs by units sold. Revisit it quarterly as volume changes. Shopify allows self-fulfillment or third-party logistics integration, giving you more control over these costs, but only if you're actually tracking them.

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Fixing these errors often changes which channel appears “most profitable” and thus where your next dollar of inventory financing should go.

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Conclusion and Next Steps

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For the same SKU at $100, gross margin is usually similar across Amazon and Shopify, around 65% with typical product economics. But platform fees and ad dynamics tend to leave Amazon FBA with 10–25 fewer contribution margin points than Shopify DTC (modeled, based on Eightx-style comparisons across client P&Ls). Shopify merchants processed $115.6 billion in GMV in Q2 2026, proof that running your own store at scale is viable and often more profitable per order. The “right” channel mix depends on how you value reach, speed, and cash conversion versus margin per unit and brand control.

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Your immediate next steps:

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1. Rebuild your P&L to show contribution margin by channel and by top 5 SKUs, using the consistent accounting convention described above.
2. Plug in official fee percentages from Amazon, Shopify, Walmart, and TikTok for your specific category and compare them on a standardized $100 order (or your actual AOV).
3. Calculate break-even ROAS per channel and compare it to your current blended ROAS or ACoS.
4. Decide where each incremental unit of inventory should go (Amazon vs Shopify) based on margin, not just volume.
5. If growth is constrained by cash rather than demand, explore growth funding options such as our Term Loans to fund the higher-margin channel first.

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Beyond channel margin, related topics worth exploring next include cohort-based LTV analysis (critical for understanding whether Shopify's higher first-order CAC pays off over time), channel-specific ROAS modeling, and funding strategies for inventory-heavy ecommerce growth.

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Additional Resources

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• How lenders size offers: to connect the break-even ROAS concepts in this article to practical funding decisions, start with how ecommerce lenders calculate offers.
• Amazon's official seller pricing page (sell.amazon.com/pricing): the canonical source for referral fees and professional plan pricing. Always check for the latest updates before modeling; FBA fulfillment rates are published separately in Seller Central.
• Shopify's official U.S. pricing page (shopify.com/pricing): for current subscription tiers and Shopify Payments rates. Confirm your region shows USD.
• Walmart WFS fee documentation (WFS fees guide): official fulfillment and storage fees; referral fees are available via Seller Center Statements.
• TikTok Shop FBT rate card (TikTok Seller University): official fulfillment, returns, and storage rates updated July 2026. For TikTok Shop funding strategies, see our TikTok Shop seller funding guide.
• Share your channel-level margin model with lenders or funding partners to secure appropriately sized, non-dilutive capital. Founders who can demonstrate clear contribution margin by channel are easier to size and fund.

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