Comparison
Whatnot vs Amazon Live
Heads up — these are different kinds of platform (Marketplace, Social), so a few rows won't be apples-to-apples.
Whatnot
Amazon Live
Model
Type
Marketplace app
Social platform
Audience
Platform brings the audience
Platform brings the audience
Checkout
Native, in-platform
Native, in-platform
Selling
Selling formats
Auctions · Buy it now · Breaks · Giveaways
Buy it now · Giveaways
Fulfillment
Shipping labels provided
Integrated fulfillment
Makes money via
Commission
Commission · Affiliate / ads
Fees
Around 8% commission plus card-processing fees (from seller guides; not confirmed on Whatnot's own page).
No separate Live fee — normal Amazon selling fees apply, and creators earn affiliate commission.
Capabilities
Shoppable replays
No
Yes
Affiliate network
No
Yes
1:1 clienteling
—
No
Reach & fit
Sells
sports cards · trading card games · funko & toys · comics · sneakers · mens fashion · womens fashion · jewelry & watches · coins · electronics · vintage & antiques · video games
beauty · fashion · home · electronics · wellness
Best for
Resellers and collectors who want buyers handed to them instead of building an audience first.
Brands already on Amazon and creators in its influencer program who want to add live to listings they already have.
Facts
Since
2019
2019
Ownership
Independent (private; ~$11.5B valuation, 2025)
Amazon (public, Nasdaq: AMZN)
Based in
Marina del Rey, USA
Seattle, USA
marks where they differ · “—” means not verified