Amazon.com, Inc. vs Target
Updated onCompare Amazon.com, Inc. and Target side-by-side. See how they stack up on features, pricing, and target market.
Amazon.com, Inc.
Amazon.com, Inc. is an American multinational technology company that operates the Amazon.com online marketplace and provides a wide range of services across e-commerce, cloud computing, digital media, and artificial intelligence.
vs
Target
Target Corporation is a U.S. retail chain operating large-format stores and a growing e-commerce/multichannel business that combines physical stores with online fulfillment.
Which should you choose?
Amazon.com, Inc.
You want the broadest online selection, fast shipping in many regions, and an ecosystem that bundles e‑commerce with Prime, streaming, devices, and cloud services.
Target
You prefer in‑store shopping with nearly 2,000 U.S. locations, easy same‑day pickup/returns, and a curated, stylish mass‑market assortment with predictable pricing.
Key differences
| Category | Amazon.com, Inc. | Target | Why? |
|---|---|---|---|
| Customer Sentiment on Review Sites | On major review platforms both brands have low average scores—Amazon around 1.7/5 on Trustpilot and 2.6/5 on SmartCustomer, and Target around 1.6/5 on Trustpilot and 2.2/5 on Sitejabber—indicating similar levels of reported customer frustration, mainly around service and fulfillment. ([trustpilot.com](https://www.trustpilot.com/review/www.amazon.com)) | ||
| Business Scope & Scale | Amazon operates at a far larger global scale, combining a leading worldwide online marketplace, AWS cloud computing, entertainment, and devices, with 2025 revenue around $717B versus Target’s $107B in 2024 net sales. ([techradar.com](https://www.techradar.com/pro/amazon-officially-dethrones-walmart-as-americas-biggest-company-and-its-not-done-yet?utm_source=openai)) | ||
| Marketplace & Seller Model | Amazon runs a massive open marketplace where almost any qualified seller can list products, while Target’s Target Plus marketplace is invite‑only with a relatively small, curated group of third‑party vendors. ([en.wikipedia.org](https://en.wikipedia.org/wiki/Amazon_%28company%29)) | ||
| Product Selection & Ecosystem | Amazon offers millions of SKUs across first‑party and third‑party sellers plus services like Prime Video, Music, Kindle, Audible, and Alexa‑enabled devices, whereas Target focuses on a narrower but curated assortment of general merchandise and owned brands. ([aboutamazon.com](https://www.aboutamazon.com/what-we-do)) | ||
| Shopping Experience & Channels | Target is primarily a U.S. general‑merchandise retailer with about 2,000 stores and over 75% of the U.S. population living within 10 miles of a location, making it stronger for traditional in‑store and same‑day pickup shopping than Amazon’s mostly online model. ([corporate.target.com](https://corporate.target.com/about)) |
Feature comparison
| Feature | Amazon.com, Inc. | Target | Notes |
|---|---|---|---|
| Membership / loyalty programs | Amazon Prime bundles shipping, media, and other perks; Target offers Target Circle, Target Circle 360, and RedCard benefits focused on discounts and store/online perks. ([aboutamazon.com](https://www.aboutamazon.com/what-we-do)) | ||
| Owned / private‑label brands | Both operate extensive owned brands, but Target heavily markets more than 45+ exclusive brands as a core differentiator in categories like home, apparel, and grocery. ([corporate.target.com](https://corporate.target.com/about)) | ||
| Same‑day delivery / curbside pickup | Amazon offers same‑day and even 1‑ to 3‑hour delivery in many markets, while Target emphasizes Order Pickup, Drive Up, and same‑day delivery via Shipt and Target Circle 360. ([aboutamazon.com](https://www.aboutamazon.com/what-we-do)) | ||
| Store credit/debit cards | Amazon offers co‑branded credit cards and a store card with rewards; Target offers its RedCard credit and debit products with Target‑specific discounts. ([en.wikipedia.org](https://en.wikipedia.org/wiki/Amazon_%28company%29)) | ||
| Cloud computing and enterprise services | Amazon operates AWS, the world’s most broadly adopted cloud platform with over 240 services, while Target is solely a retail operator and cloud customer. ([aboutamazon.com](https://www.aboutamazon.com/what-we-do/amazon-web-services?utm_source=openai)) | ||
| International consumer retail footprint | Amazon runs localized sites and operations in numerous countries, while Target’s stores are U.S.‑only and its e‑commerce is primarily U.S.‑focused. ([en.wikipedia.org](https://en.wikipedia.org/wiki/Amazon_%28company%29)) | ||
| Streaming video & music services | Amazon includes Prime Video, Amazon Music and other media services; Target does not operate its own large‑scale streaming platforms. ([aboutamazon.com](https://www.aboutamazon.com/what-we-do)) | ||
| Global online product selection | Amazon lists a vast global catalog including 1P and 3P sellers across many countries, while Target.com’s assortment is large but largely U.S.‑focused general merchandise. ([en.wikipedia.org](https://en.wikipedia.org/wiki/Amazon_%28company%29)) | ||
| Third‑party seller marketplace | Amazon’s open marketplace hosts millions of third‑party sellers, while Target Plus is a smaller, invite‑only marketplace that adds a curated set of external brands. ([en.wikipedia.org](https://en.wikipedia.org/wiki/Amazon_%28company%29)) | ||
| Physical store network (U.S.) | Amazon has limited physical formats (e.g., Whole Foods, Amazon Fresh and specialty stores), whereas Target operates roughly 2,000 general‑merchandise stores across all 50 states. ([en.wikipedia.org](https://en.wikipedia.org/wiki/Amazon_%28company%29)) |
Review Consensus
Amazon.com, Inc.
"External review sites show Amazon as extremely convenient but with widespread frustration around delivery reliability, product authenticity, and increasingly inaccessible customer support."
Based on 44,502 reviews
- ● Some customers still praise fast delivery and convenience when orders go smoothly.
- ● Wide product selection lets shoppers find almost any commonplace or niche item in one place.
- ● Prime members value bundled benefits when service works as advertised.
- ● Very high share of 1‑star reviews citing missed, late, or mishandled deliveries.
- ● Frequent complaints about difficulty reaching effective customer support and resolving issues or refunds.
- ● Reports of incorrect, damaged, or counterfeit items and a perceived decline in overall service quality.
Data as of 3/17/2026
Based on 11,106 reviews
- ● Customers like the speed and convenience of ordering, especially for urgent needs.
- ● Shoppers value the breadth of the catalog and ease of comparison shopping.
- ● Many reviewers appreciate simple checkout and multiple delivery options when they work properly.
- ● Common reports of delivery delays, lost packages, or items left in insecure locations.
- ● Criticism of opaque or automated customer‑service processes and difficulty obtaining refunds.
- ● Concerns about counterfeit or low‑quality products and perceived erosion of trust over time.
Data as of 3/17/2026
Target
"Review platforms portray Target as an appealing in‑store destination with good brands and value but hampered by inconsistent customer service and recurring issues with online orders, delivery, and returns."
Based on 4,034 reviews
- ● Some reviewers highlight clean, well‑organized stores and a pleasant in‑store atmosphere compared with other discounters.
- ● Positive comments mention easy returns and exchanges in physical stores when staff are helpful.
- ● Shoppers appreciate certain exclusive brands, especially in home goods, clothing, and entertainment categories.
- ● Many reviewers cite poor customer service, including long waits, unhelpful staff, and unresolved billing or card issues.
- ● Frequent complaints about problems with online orders, delivery partners (e.g., Shipt), and pickup logistics.
- ● Reports of quality issues, mis‑shipped or used items sold as new, and difficulty getting satisfactory resolutions.
Data as of 3/17/2026
Based on 1,744 reviews
- ● Customers like the convenience of one‑stop shopping and the combination of stores and online ordering.
- ● Target’s exclusive brands and store layout are often praised as attractive and easy to shop.
- ● Competitive pricing and promotions are seen as good value when orders and service go smoothly.
- ● Significant concerns about customer service responsiveness, especially for phone support and gift card issues.
- ● Complaints about online orders arriving late, incorrect, or with expired or damaged products.
- ● Perception that management is indifferent to complaints, with slow or unsatisfactory resolutions to problems.
Data as of 3/17/2026
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