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Selling on eBay vs. Amazon Australia: Which platform has better advertising options?
Selling on eBay vs. Amazon Australia: Which platform has better advertising options?
Selling on eBay vs. Amazon Australia: Which platform has better advertising options?
TL;DR
eBay offers Promoted Listings, and Amazon provides Sponsored Products, Sponsored Brands, and Sponsored Display ads.
Amazon has more advanced targeting options, while eBay uses simpler keyword and category targeting.
Both platforms are easy to set up, and their tools are straightforward to use.
Amazon gives more detailed reports on orders and inventory, while eBay focuses on traffic and ad performance.
Amazon ads cost more but can boost brand awareness; eBay ads are cheaper and still help grow sales.
Both platforms let you adjust ad settings, but Amazon offers more advanced targeting options.
Did you know that nearly 60% of shoppers start their buying journey on Amazon?
For sellers, this means the competition for visibility is fierce, and effective advertising is crucial to standing out. But when it comes to choosing between Amazon Australia and eBay Australia, which platform offers the better advertising options to help you reach your audience and boost sales?
As an Amazon seller, you might be familiar with the challenges of promoting your products in a crowded marketplace. Amazon offers a variety of ads, but is it the best platform for your ad spend? On the other hand, eBay Australia also has advertising options that might be more suited to sellers looking for different ad strategies.
Competition: A Quick Reality Check
It’s important to remember that competition exists on both platforms—it’s simply part of doing business online. While Amazon runs its own branded products and can sometimes feel like a tougher arena, eBay doesn’t sell its own merchandise, which can make it a little less cutthroat for third-party sellers. On both platforms, you’ll encounter a mix of sellers: some racing to the lowest price for volume sales, others focusing on premium pricing and quality. The key is to avoid getting caught in a “race to the bottom” and instead use advertising strategically to highlight what makes your products stand out.
With that in mind, let’s dive deeper into the types of ads you can run on each platform and how they might fit your business goals.
In this blog, we’ll compare the advertising options on both platforms, looking at costs, targeting, ad types, and more to help you make the right decision for your business.
Demographics and Buyer Personas: eBay vs. Amazon
While both eBay and Amazon boast impressive international reach, the types of shoppers you’ll encounter on each platform have distinct profiles.
Amazon Shoppers:
Amazon tends to attract buyers who are generally a bit older and more affluent. Most Amazon customers fall in the 45-54 age range, often have families, and are likely to hold a college degree. These shoppers are accustomed to convenience, speedy shipping, and a streamlined, premium shopping experience. They typically have a higher disposable income and may prefer to buy new, branded products.
eBay Shoppers:
eBay’s audience is more varied but leans slightly male, with about 57% of its users identifying as such. The bulk of eBay buyers are aged between 35 and 49—a group known for savvy bargain-hunting and deal-seeking. eBay is also popular among hobbyists, collectors, and those seeking unique or secondhand items not easily found elsewhere. Its global audience is large, with a significant chunk of sales coming from outside major markets, which sets it apart from Amazon’s more U.S.-centric base.
Loyalty and Buyer Habits:
It’s worth noting that many shoppers show strong loyalty to their preferred platform. Some will exclusively shop on Amazon, drawn by the perception of higher quality and reliability, while others are devoted eBay users, convinced they’ll find better deals or more variety.
Ultimately, knowing your ideal customer’s habits and preferences will help you decide which platform aligns best with your products and sales goals. If you cater to budget-conscious buyers or those looking for unique finds, eBay may be the better fit. If your audience values convenience and brand-new items, Amazon’s environment could prove more lucrative.
What ads you can run on eBay Australia
On eBay Australia, sellers mainly use Promoted Listings to increase product visibility and boost sales. These ads make your items appear more prominently, such as in search results or on product detail pages, helping you reach more buyers.
There are two ways to use Promoted Listings:
**Standard (Cost-Per-Sale):** You only pay when someone buys your product after clicking on your promoted listing. This keeps upfront costs low while still improving visibility.
**Advanced (Cost-Per-Click):** You pay for each click on your ad, even if...
Comparing Listing and Payment Processes
When it comes to listing and getting paid, eBay stands out for its speed and simplicity. Creating a new listing on eBay is usually a quick process—just choose your format, add a few details, and you’re good to go. Once your item sells, your funds are transferred directly to your PayPal account, ready for you to withdraw at your convenience.
Amazon, while equally reliable, takes a bit more time on both fronts. Listing a product involves more steps, though the process is still user-friendly. On the payment side, Amazon collects payments on your behalf but holds the funds for around 14 days before releasing them directly to your bank account.
In short: eBay offers a faster path from listing to payout, making it a great option for sellers who value ease and quick access to their earnings. Amazon, on the other hand, takes a more structured approach, which may appeal if you prefer an automated payout to your bank.
What types of products can you sell on eBay vs. Amazon Australia?
One of the biggest differences between eBay and Amazon Australia is what you’re actually allowed to sell. While both platforms offer a wide variety of categories, their rules and restrictions do vary—and that can impact what you list and how much effort it takes to get started.
Amazon has around 40 product categories, but not all are open to everyone right away. Some, known as “gated” categories, require you to apply for approval before selling. These can include products like health supplements, watches, or beauty items, as well as some toys and collectibles—particularly during peak seasons like Christmas, when Amazon is extra careful about quality and preventing counterfeits. In short: Amazon can be stricter, especially if your products fall under higher-risk categories.
eBay, on the other hand, takes a lighter touch. Instead of lots of gated categories, eBay mostly maintains a list of restricted or prohibited products, such as weapons or counterfeit goods—think more along the lines of a “what not to sell” policy. For the vast majority of sellers, this means you’ll find it easier to list new items on eBay without as many hoops to jump through.
So, if you’re selling everyday consumer goods or unique, one-of-a-kind items, you’ll likely find eBay a little more flexible. However, always check both platforms’ rules before you dive in—no one likes surprises when it comes to compliance.
Let’s break this down simply:
Amazon: More categories, but some require approval, especially in areas prone to counterfeits or seasonal surges.
eBay: Fewer overall restrictions; you’re mostly limited by a prohibited products list, giving you broader freedom to list most types of items.
If maximum flexibility is high on your wish list, eBay is often the easier route for getting your full product range in front of buyers.
What ads can you run on eBay Australia
On eBay Australia, sellers mainly use Promoted Listings to increase product visibility and boost sales. These ads make your items appear more prominently, such as in search results or on product detail pages, helping you reach more buyers.
There are two ways to use Promoted Listings:
Standard (Cost-Per-Sale): You only pay when someone buys your product after clicking on your promoted listing. This keeps upfront costs low while still improving visibility.
Advanced (Cost-Per-Click): You pay for each click on your ad, even if it doesn’t make a purchase. This strategy helps you get premium ad placements and more control over targeting.
It’s worth noting that eBay Australia currently doesn’t allow Classified Ads for most categories or “wanted” ads on the platform. By using Promoted Listings effectively, you can increase exposure for your products and improve your chances of making sales.
What ads can you run on Amazon Australia
Amazon Australia offers sellers three main types of ads to help increase product visibility and boost sales:
Sponsored Products:
Amazon sponsored ads promote individual products and appear in search results or on product detail pages. They are cost-per-click (CPC), meaning you pay only when a customer clicks on the ad. Sponsored Products are easy to set up and great for increasing specific items' visibility.
Sponsored Brands:
Sponsored Brands ads feature your brand logo, a custom headline, and a selection of your products. They show up in search results and help increase brand awareness. These ads can direct shoppers to your Amazon Store or a custom page, making them ideal for promoting multiple products and building brand recognition.
Sponsored Display:
Sponsored Display ads reach shoppers both on Amazon and on third-party websites. They help you retarget people who have viewed your products or similar ones, encouraging them to return and make a purchase. Sponsored Display ads are useful for engaging potential customers at various stages of their shopping journey.
By using these ad options, sellers on Amazon Australia can attract more customers, build their brand, and drive sales.
How do restrictions and gated categories differ between Amazon and eBay?
Understanding how each platform handles product restrictions is essential before listing your items.
On Amazon Australia, certain product categories are “gated,” which means you’ll need special approval to sell in them. Out of roughly 40 categories, about half are open to all sellers, but the rest are either completely gated or may have extra hoops to jump through. For example, selling in beauty, health, or grocery categories could require extra documentation, fees, or vetting to combat issues like counterfeiting or substandard products. Plus, some categories (like toys and games) can become even more tightly controlled around busy seasons, such as Christmas, to ensure product quality and authenticity.
eBay Australia takes a different approach. Instead of “gated” categories, you’ll find comprehensive lists of restricted and prohibited items. eBay’s rules mostly target specific products—such as hazardous items, replicas, or goods that infringe on trademarks—rather than restricting entire categories. This means there’s generally a wider range of categories open to most sellers, but you still need to check that your products don’t fall into one of the banned or restricted lists before listing.
In short, Amazon’s system revolves around gaining approval to list in certain categories, while eBay focuses on restricting specific products. Before choosing where to sell, it’s wise to review both platforms’ current restrictions and gated areas to make sure your products are eligible.
How targeting works on both platforms
Platform | Targeting options | Details |
Amazon Australia | Keyword targeting | Target based on relevant search terms used by potential buyers. |
Product targeting | Promote your products on detail pages of similar or complementary items. | |
Audience targeting | Reach customers based on their shopping behavior and interests (e.g., frequent buyers). | |
eBay Australia | Keyword targeting | Target based on the search terms buyers use when looking for products. |
Category targeting | Advertise within specific product categories to increase visibility among relevant shoppers. | |
Item targeting | Promote individual listings based on buyer interest or activity with similar items. |
Types of ads and where they show up in Amazon Australia
Sponsored Products: These ads appear in search results and product detail pages. They promote individual products based on keywords and product targeting, helping your item stand out among similar listings.
Sponsored Brands: These ads feature your brand’s logo, a custom headline, and a selection of products. They show up at the top of search results, helping build brand awareness and drive traffic to your Amazon Store.
Sponsored Display: These ads show up on product detail pages, shopping results, and even on other websites. They help target potential customers based on their browsing behavior.
eBay Australia
Promoted Listings: These ads appear in search results and on product detail pages. You can choose which listings to promote, and eBay will show them more prominently in front of potential buyers.
Promoted Listings Standard: These are cost-per-sale ads where you can set a percentage to promote your products based on the sale price, giving you visibility in top search results.
Both platforms offer various ad types to enhance visibility and reach.
How easy it is to set up and manage ads
Amazon Australia
Setting up Amazon sponsored ads on Amazon AU is easy. First, choose the product you want to advertise and pick the ad type (Sponsored Products, Sponsored Brands, or Sponsored Display). For Sponsored Products, you can use Amazon's keyword research tools and easily manage your ads. Amazon has tools to adjust bids, check performance, and make changes. You also get clear reports to help improve your results.
While the setup process is straightforward, it’s worth noting that Amazon’s listing process can feel more involved compared to eBay especially if you’re new to the platform. You’ll need to provide detailed product information and choose the right categories, but the platform guides you through each step. Once your ads are running, Amazon takes care of payments, though funds are held for 14 days before being transferred to your bank account. For sellers using Fulfillment by Amazon (FBA), Amazon even handles storage, packing, and shipping, which can be a major time-saver, especially for high-volume or mass-market products like new clothing, health and beauty, or toys.
eBay Australia
Setting up ads on eBay AU is also easy. With Promoted Listings, just pick the items you want to promote, set an ad rate, and choose categories. The process is simple and clear. eBay provides easy-to-read reports so you can track how your ads are doing and make changes if needed. It’s a user-friendly platform that works well for sellers of all experience levels.
On eBay, you can list both new and used items, unique or unusual products, and even lower-priced goods that might sell in high volumes but at lower margins. The listing process is quick—you can have your items up in minutes, with options for different listing formats. Once your product sells, payments are processed efficiently, and you have more direct access to your funds. This flexibility makes eBay especially appealing for sellers who want to get started fast or who deal in a wide range of merchandise.
By understanding the nuances of each platform’s ad management and sales process, you can choose the option that best fits your business style, whether you prefer the streamlined, hands-off approach of Amazon’s FBA or the flexible, quick-listing setup of eBay.
What kind of reports and data do you get
Report type | eBay Australia | Amazon Australia |
Sales reports | Shows what you’ve sold, how much money you’ve made, average prices, and sales by category. Helps find your best-selling products and trends. | Shows how many units you’ve sold, how much revenue you’ve made, and your sales patterns. Helps you identify top products and seasonal changes. |
Traffic reports | Tells you how many people viewed your listings, where the traffic came from, and which listings get the most attention. | Not mentioned for Amazon in the content provided. |
Promoted listings reports | Tracks your ad campaigns: how many people saw them, clicked them, bought through them, and how much you spent. | Not mentioned for Amazon in the content provided. |
Inventory reports | Not mentioned for eBay in the content provided. | Shows how many items you have in stock, including SKU, price, and quantity. Helps you keep your inventory levels in check. |
Order reports | Not mentioned for eBay in the content provided. | Lists customer orders, their status, and details like who bought what. Helps you manage orders more easily. |
FBA business reports | Not applicable to eBay. | Provides data on Amazon FBA inventory, shipments, and returns. Helps you manage your FBA stock and track fulfillment. |
Payments reports | Not mentioned for eBay in the content provided. | Breaks down your earnings, fees, and any expenses. Helps you keep track of your finances. |
How does Amazon’s fulfillment service (FBA) compare to eBay’s fulfillment options?
When it comes to order fulfillment, each platform gives sellers some distinct choices—and for many, this is where the real differences start to show.
Amazon Australia
Amazon’s Fulfillment by Amazon (FBA) service sets it apart. With FBA, you ship your products in bulk to Amazon’s warehouse, and from there, Amazon takes care of everything: storage, packing, shipping, and even customer service for orders. This not only frees you from the daily grind of picking and posting orders, but it also means your products can qualify for faster delivery options, which shoppers love. The convenience factor is high, but keep in mind that FBA comes with extra fees, so you’ll need to factor those into your overall cost.
eBay Australia
On eBay, most sellers handle their own fulfillment—packaging and shipping each order directly to the buyer. While some sellers might use third-party logistics companies (3PLs) for help, eBay’s built-in fulfillment support isn’t as comprehensive as Amazon’s FBA. You control the process end-to-end, which gives flexibility, but it also means staying on top of shipping speeds, packaging, and customer service yourself. For smaller-scale or unique item sellers, this hands-on approach can be a good fit, but it does require more attention.
In short:
Choose FBA if you want Amazon to handle logistics, delivery, and customer service (for a fee), letting you focus on sales and growth.
Stick with eBay’s seller-fulfilled approach if you prefer direct control over every order and already have your own shipping process figured out.
Whether you’re aiming for simplicity or want to stay hands-on, your fulfillment method can make a big difference in how much time you spend managing sales—and your overall selling experience.
How have trust and buyer protection evolved on eBay and Amazon?
eBay and Amazon have both taken big steps to improve trust and buyer protection over the years.
eBay Australia
A few years ago, eBay had a reputation for attracting less trustworthy sellers and occasional scammers. This concern was especially strong with the increase in overseas sellers. However, eBay has invested in robust buyer protection policies. If your item doesn’t arrive or isn’t as described, eBay’s Money Back Guarantee will step in. Buyers are now more confident shopping on eBay, knowing that their purchases are backed by these protections.
Amazon Australia
Amazon, on the other hand, is well known for its strict rules for sellers. If a seller doesn’t meet Amazon’s standards, their account can be suspended quickly—no second chances. This tough approach, along with an easy returns and refunds process, gives buyers peace of mind. As a result, shoppers often feel secure knowing Amazon will quickly handle any issues that come up.
Both platforms have made big improvements to help shoppers trust their purchases. Today, whether you’re buying a rare collectible on eBay or a kitchen gadget on Amazon, your order is protected by solid buyer guarantees and responsive support teams.
How much do ads cost and what return you can expect
Amazon Australia
On Amazon AU, the cost of ads depends on factors like the keywords you target and your bidding strategy. With Sponsored Products, you pay on a cost-per-click (CPC) basis, meaning you only pay when someone clicks on your ad.
The cost per click usually ranges from AUD $0.50 to $2.50, but it can be higher for popular keywords. The return on investment (ROI) varies based on your product's conversion rate and how well your ads are set up. Many sellers aim for around a 20%–30% return on ad spend (ROAS), but this can differ.
It’s important to remember that Amazon also charges a typical 15% commission on sales, which includes payment processing fees. If you use Fulfillment by Amazon (FBA), expect additional fees for storage and fulfillment services. These extra costs can impact your overall profitability, so factor them in when calculating your ad budget and expected return.
eBay Australia
On eBay AU, Promoted Listings also use a CPC model. The fee is typically 1% to 20% of your product’s sale price, depending on the product category. Sellers often see up to 40% more sales with promoted listings compared to non-promoted ones. As with Amazon, success on eBay depends on how well you target ads and set competitive prices.
Beyond advertising costs, eBay generally charges a flat 10% selling fee, though this can vary by category. Keep in mind that payment processing fees—such as those from PayPal—are usually separate and add an extra 2.9% plus a small fixed amount per transaction. Make sure to account for these selling and payment fees alongside your ad spend to get a true sense of your potential profits.
How much control you have over your ads
Amazon Australia
On Amazon AU, you have significant control over your ads. With Sponsored Products and Sponsored Brands, you can manually choose keywords, set bids, and target specific products or audiences. However, if you use automatic targeting, Amazon handles keyword selection for you, giving you less control but providing valuable data for Amazon product listing optimization.
eBay Australia
On eBay AU, you also have control, particularly with Promoted Listings. You can choose the ad rate percentage, which impacts where your products show up. While eBay doesn’t offer as many targeting options as Amazon, you can still control how much you bid and which products to promote, ensuring visibility where it matters most.
Which platform gives better value for advertising
Platform | Advertising options | Value for advertising |
Amazon Australia | Sponsored Products, Sponsored Brands | Amazon ads are great for driving sales, especially with Sponsored Products and Brands. They can be expensive in competitive categories, but if managed well, they offer a good return on ad spend (ROAS). |
eBay Australia | Promoted Listings | eBay offers lower ad costs than Amazon, and many sellers see up to 40% more sales. While targeting is more limited, the cost and high sales potential make it a good choice for small budgets. |
Should you sell on both Amazon and eBay?
Absolutely selling on both platforms can be a smart strategy. Rather than putting all your eggs in one basket, expanding to both Amazon and eBay allows you to reach different audiences and reduce risk if one channel experiences a dip. Each marketplace has its strengths—while Amazon AU might offer powerful advertising tools and bigger budgets, eBay AU can win on lower costs and access to value-seeking buyers.
By running stores on both, you not only boost your brand’s exposure but also make your products discoverable to shoppers who have strong preferences for each site. Plus, if you ever face challenges (like changes to fees or policies), your business remains resilient thanks to this diversity. It’s a practical step for any seller looking to build sustainable growth and stability.
Final thoughts
Choosing the right advertising platform, like Amazon Australia or eBay Australia, depends on your business needs and goals. Amazon AU offers powerful ads with more control and targeting options, making it ideal for larger campaigns but potentially more costly.
On the other hand, eBay AU provides a more budget-friendly option with Promoted Listings, which is perfect for smaller sellers looking to boost visibility and sales with lower costs.
If you're unsure which platform suits your business or need expert help optimizing your ads, our Amazon consultants are here to assist. We can guide you through effective strategies to maximize your ad spend and grow your brand on Amazon Australia.
TL;DR
eBay offers Promoted Listings, and Amazon provides Sponsored Products, Sponsored Brands, and Sponsored Display ads.
Amazon has more advanced targeting options, while eBay uses simpler keyword and category targeting.
Both platforms are easy to set up, and their tools are straightforward to use.
Amazon gives more detailed reports on orders and inventory, while eBay focuses on traffic and ad performance.
Amazon ads cost more but can boost brand awareness; eBay ads are cheaper and still help grow sales.
Both platforms let you adjust ad settings, but Amazon offers more advanced targeting options.
Did you know that nearly 60% of shoppers start their buying journey on Amazon?
For sellers, this means the competition for visibility is fierce, and effective advertising is crucial to standing out. But when it comes to choosing between Amazon Australia and eBay Australia, which platform offers the better advertising options to help you reach your audience and boost sales?
As an Amazon seller, you might be familiar with the challenges of promoting your products in a crowded marketplace. Amazon offers a variety of ads, but is it the best platform for your ad spend? On the other hand, eBay Australia also has advertising options that might be more suited to sellers looking for different ad strategies.
Competition: A Quick Reality Check
It’s important to remember that competition exists on both platforms—it’s simply part of doing business online. While Amazon runs its own branded products and can sometimes feel like a tougher arena, eBay doesn’t sell its own merchandise, which can make it a little less cutthroat for third-party sellers. On both platforms, you’ll encounter a mix of sellers: some racing to the lowest price for volume sales, others focusing on premium pricing and quality. The key is to avoid getting caught in a “race to the bottom” and instead use advertising strategically to highlight what makes your products stand out.
With that in mind, let’s dive deeper into the types of ads you can run on each platform and how they might fit your business goals.
In this blog, we’ll compare the advertising options on both platforms, looking at costs, targeting, ad types, and more to help you make the right decision for your business.
Demographics and Buyer Personas: eBay vs. Amazon
While both eBay and Amazon boast impressive international reach, the types of shoppers you’ll encounter on each platform have distinct profiles.
Amazon Shoppers:
Amazon tends to attract buyers who are generally a bit older and more affluent. Most Amazon customers fall in the 45-54 age range, often have families, and are likely to hold a college degree. These shoppers are accustomed to convenience, speedy shipping, and a streamlined, premium shopping experience. They typically have a higher disposable income and may prefer to buy new, branded products.
eBay Shoppers:
eBay’s audience is more varied but leans slightly male, with about 57% of its users identifying as such. The bulk of eBay buyers are aged between 35 and 49—a group known for savvy bargain-hunting and deal-seeking. eBay is also popular among hobbyists, collectors, and those seeking unique or secondhand items not easily found elsewhere. Its global audience is large, with a significant chunk of sales coming from outside major markets, which sets it apart from Amazon’s more U.S.-centric base.
Loyalty and Buyer Habits:
It’s worth noting that many shoppers show strong loyalty to their preferred platform. Some will exclusively shop on Amazon, drawn by the perception of higher quality and reliability, while others are devoted eBay users, convinced they’ll find better deals or more variety.
Ultimately, knowing your ideal customer’s habits and preferences will help you decide which platform aligns best with your products and sales goals. If you cater to budget-conscious buyers or those looking for unique finds, eBay may be the better fit. If your audience values convenience and brand-new items, Amazon’s environment could prove more lucrative.
What ads you can run on eBay Australia
On eBay Australia, sellers mainly use Promoted Listings to increase product visibility and boost sales. These ads make your items appear more prominently, such as in search results or on product detail pages, helping you reach more buyers.
There are two ways to use Promoted Listings:
**Standard (Cost-Per-Sale):** You only pay when someone buys your product after clicking on your promoted listing. This keeps upfront costs low while still improving visibility.
**Advanced (Cost-Per-Click):** You pay for each click on your ad, even if...
Comparing Listing and Payment Processes
When it comes to listing and getting paid, eBay stands out for its speed and simplicity. Creating a new listing on eBay is usually a quick process—just choose your format, add a few details, and you’re good to go. Once your item sells, your funds are transferred directly to your PayPal account, ready for you to withdraw at your convenience.
Amazon, while equally reliable, takes a bit more time on both fronts. Listing a product involves more steps, though the process is still user-friendly. On the payment side, Amazon collects payments on your behalf but holds the funds for around 14 days before releasing them directly to your bank account.
In short: eBay offers a faster path from listing to payout, making it a great option for sellers who value ease and quick access to their earnings. Amazon, on the other hand, takes a more structured approach, which may appeal if you prefer an automated payout to your bank.
What types of products can you sell on eBay vs. Amazon Australia?
One of the biggest differences between eBay and Amazon Australia is what you’re actually allowed to sell. While both platforms offer a wide variety of categories, their rules and restrictions do vary—and that can impact what you list and how much effort it takes to get started.
Amazon has around 40 product categories, but not all are open to everyone right away. Some, known as “gated” categories, require you to apply for approval before selling. These can include products like health supplements, watches, or beauty items, as well as some toys and collectibles—particularly during peak seasons like Christmas, when Amazon is extra careful about quality and preventing counterfeits. In short: Amazon can be stricter, especially if your products fall under higher-risk categories.
eBay, on the other hand, takes a lighter touch. Instead of lots of gated categories, eBay mostly maintains a list of restricted or prohibited products, such as weapons or counterfeit goods—think more along the lines of a “what not to sell” policy. For the vast majority of sellers, this means you’ll find it easier to list new items on eBay without as many hoops to jump through.
So, if you’re selling everyday consumer goods or unique, one-of-a-kind items, you’ll likely find eBay a little more flexible. However, always check both platforms’ rules before you dive in—no one likes surprises when it comes to compliance.
Let’s break this down simply:
Amazon: More categories, but some require approval, especially in areas prone to counterfeits or seasonal surges.
eBay: Fewer overall restrictions; you’re mostly limited by a prohibited products list, giving you broader freedom to list most types of items.
If maximum flexibility is high on your wish list, eBay is often the easier route for getting your full product range in front of buyers.
What ads can you run on eBay Australia
On eBay Australia, sellers mainly use Promoted Listings to increase product visibility and boost sales. These ads make your items appear more prominently, such as in search results or on product detail pages, helping you reach more buyers.
There are two ways to use Promoted Listings:
Standard (Cost-Per-Sale): You only pay when someone buys your product after clicking on your promoted listing. This keeps upfront costs low while still improving visibility.
Advanced (Cost-Per-Click): You pay for each click on your ad, even if it doesn’t make a purchase. This strategy helps you get premium ad placements and more control over targeting.
It’s worth noting that eBay Australia currently doesn’t allow Classified Ads for most categories or “wanted” ads on the platform. By using Promoted Listings effectively, you can increase exposure for your products and improve your chances of making sales.
What ads can you run on Amazon Australia
Amazon Australia offers sellers three main types of ads to help increase product visibility and boost sales:
Sponsored Products:
Amazon sponsored ads promote individual products and appear in search results or on product detail pages. They are cost-per-click (CPC), meaning you pay only when a customer clicks on the ad. Sponsored Products are easy to set up and great for increasing specific items' visibility.
Sponsored Brands:
Sponsored Brands ads feature your brand logo, a custom headline, and a selection of your products. They show up in search results and help increase brand awareness. These ads can direct shoppers to your Amazon Store or a custom page, making them ideal for promoting multiple products and building brand recognition.
Sponsored Display:
Sponsored Display ads reach shoppers both on Amazon and on third-party websites. They help you retarget people who have viewed your products or similar ones, encouraging them to return and make a purchase. Sponsored Display ads are useful for engaging potential customers at various stages of their shopping journey.
By using these ad options, sellers on Amazon Australia can attract more customers, build their brand, and drive sales.
How do restrictions and gated categories differ between Amazon and eBay?
Understanding how each platform handles product restrictions is essential before listing your items.
On Amazon Australia, certain product categories are “gated,” which means you’ll need special approval to sell in them. Out of roughly 40 categories, about half are open to all sellers, but the rest are either completely gated or may have extra hoops to jump through. For example, selling in beauty, health, or grocery categories could require extra documentation, fees, or vetting to combat issues like counterfeiting or substandard products. Plus, some categories (like toys and games) can become even more tightly controlled around busy seasons, such as Christmas, to ensure product quality and authenticity.
eBay Australia takes a different approach. Instead of “gated” categories, you’ll find comprehensive lists of restricted and prohibited items. eBay’s rules mostly target specific products—such as hazardous items, replicas, or goods that infringe on trademarks—rather than restricting entire categories. This means there’s generally a wider range of categories open to most sellers, but you still need to check that your products don’t fall into one of the banned or restricted lists before listing.
In short, Amazon’s system revolves around gaining approval to list in certain categories, while eBay focuses on restricting specific products. Before choosing where to sell, it’s wise to review both platforms’ current restrictions and gated areas to make sure your products are eligible.
How targeting works on both platforms
Platform | Targeting options | Details |
Amazon Australia | Keyword targeting | Target based on relevant search terms used by potential buyers. |
Product targeting | Promote your products on detail pages of similar or complementary items. | |
Audience targeting | Reach customers based on their shopping behavior and interests (e.g., frequent buyers). | |
eBay Australia | Keyword targeting | Target based on the search terms buyers use when looking for products. |
Category targeting | Advertise within specific product categories to increase visibility among relevant shoppers. | |
Item targeting | Promote individual listings based on buyer interest or activity with similar items. |
Types of ads and where they show up in Amazon Australia
Sponsored Products: These ads appear in search results and product detail pages. They promote individual products based on keywords and product targeting, helping your item stand out among similar listings.
Sponsored Brands: These ads feature your brand’s logo, a custom headline, and a selection of products. They show up at the top of search results, helping build brand awareness and drive traffic to your Amazon Store.
Sponsored Display: These ads show up on product detail pages, shopping results, and even on other websites. They help target potential customers based on their browsing behavior.
eBay Australia
Promoted Listings: These ads appear in search results and on product detail pages. You can choose which listings to promote, and eBay will show them more prominently in front of potential buyers.
Promoted Listings Standard: These are cost-per-sale ads where you can set a percentage to promote your products based on the sale price, giving you visibility in top search results.
Both platforms offer various ad types to enhance visibility and reach.
How easy it is to set up and manage ads
Amazon Australia
Setting up Amazon sponsored ads on Amazon AU is easy. First, choose the product you want to advertise and pick the ad type (Sponsored Products, Sponsored Brands, or Sponsored Display). For Sponsored Products, you can use Amazon's keyword research tools and easily manage your ads. Amazon has tools to adjust bids, check performance, and make changes. You also get clear reports to help improve your results.
While the setup process is straightforward, it’s worth noting that Amazon’s listing process can feel more involved compared to eBay especially if you’re new to the platform. You’ll need to provide detailed product information and choose the right categories, but the platform guides you through each step. Once your ads are running, Amazon takes care of payments, though funds are held for 14 days before being transferred to your bank account. For sellers using Fulfillment by Amazon (FBA), Amazon even handles storage, packing, and shipping, which can be a major time-saver, especially for high-volume or mass-market products like new clothing, health and beauty, or toys.
eBay Australia
Setting up ads on eBay AU is also easy. With Promoted Listings, just pick the items you want to promote, set an ad rate, and choose categories. The process is simple and clear. eBay provides easy-to-read reports so you can track how your ads are doing and make changes if needed. It’s a user-friendly platform that works well for sellers of all experience levels.
On eBay, you can list both new and used items, unique or unusual products, and even lower-priced goods that might sell in high volumes but at lower margins. The listing process is quick—you can have your items up in minutes, with options for different listing formats. Once your product sells, payments are processed efficiently, and you have more direct access to your funds. This flexibility makes eBay especially appealing for sellers who want to get started fast or who deal in a wide range of merchandise.
By understanding the nuances of each platform’s ad management and sales process, you can choose the option that best fits your business style, whether you prefer the streamlined, hands-off approach of Amazon’s FBA or the flexible, quick-listing setup of eBay.
What kind of reports and data do you get
Report type | eBay Australia | Amazon Australia |
Sales reports | Shows what you’ve sold, how much money you’ve made, average prices, and sales by category. Helps find your best-selling products and trends. | Shows how many units you’ve sold, how much revenue you’ve made, and your sales patterns. Helps you identify top products and seasonal changes. |
Traffic reports | Tells you how many people viewed your listings, where the traffic came from, and which listings get the most attention. | Not mentioned for Amazon in the content provided. |
Promoted listings reports | Tracks your ad campaigns: how many people saw them, clicked them, bought through them, and how much you spent. | Not mentioned for Amazon in the content provided. |
Inventory reports | Not mentioned for eBay in the content provided. | Shows how many items you have in stock, including SKU, price, and quantity. Helps you keep your inventory levels in check. |
Order reports | Not mentioned for eBay in the content provided. | Lists customer orders, their status, and details like who bought what. Helps you manage orders more easily. |
FBA business reports | Not applicable to eBay. | Provides data on Amazon FBA inventory, shipments, and returns. Helps you manage your FBA stock and track fulfillment. |
Payments reports | Not mentioned for eBay in the content provided. | Breaks down your earnings, fees, and any expenses. Helps you keep track of your finances. |
How does Amazon’s fulfillment service (FBA) compare to eBay’s fulfillment options?
When it comes to order fulfillment, each platform gives sellers some distinct choices—and for many, this is where the real differences start to show.
Amazon Australia
Amazon’s Fulfillment by Amazon (FBA) service sets it apart. With FBA, you ship your products in bulk to Amazon’s warehouse, and from there, Amazon takes care of everything: storage, packing, shipping, and even customer service for orders. This not only frees you from the daily grind of picking and posting orders, but it also means your products can qualify for faster delivery options, which shoppers love. The convenience factor is high, but keep in mind that FBA comes with extra fees, so you’ll need to factor those into your overall cost.
eBay Australia
On eBay, most sellers handle their own fulfillment—packaging and shipping each order directly to the buyer. While some sellers might use third-party logistics companies (3PLs) for help, eBay’s built-in fulfillment support isn’t as comprehensive as Amazon’s FBA. You control the process end-to-end, which gives flexibility, but it also means staying on top of shipping speeds, packaging, and customer service yourself. For smaller-scale or unique item sellers, this hands-on approach can be a good fit, but it does require more attention.
In short:
Choose FBA if you want Amazon to handle logistics, delivery, and customer service (for a fee), letting you focus on sales and growth.
Stick with eBay’s seller-fulfilled approach if you prefer direct control over every order and already have your own shipping process figured out.
Whether you’re aiming for simplicity or want to stay hands-on, your fulfillment method can make a big difference in how much time you spend managing sales—and your overall selling experience.
How have trust and buyer protection evolved on eBay and Amazon?
eBay and Amazon have both taken big steps to improve trust and buyer protection over the years.
eBay Australia
A few years ago, eBay had a reputation for attracting less trustworthy sellers and occasional scammers. This concern was especially strong with the increase in overseas sellers. However, eBay has invested in robust buyer protection policies. If your item doesn’t arrive or isn’t as described, eBay’s Money Back Guarantee will step in. Buyers are now more confident shopping on eBay, knowing that their purchases are backed by these protections.
Amazon Australia
Amazon, on the other hand, is well known for its strict rules for sellers. If a seller doesn’t meet Amazon’s standards, their account can be suspended quickly—no second chances. This tough approach, along with an easy returns and refunds process, gives buyers peace of mind. As a result, shoppers often feel secure knowing Amazon will quickly handle any issues that come up.
Both platforms have made big improvements to help shoppers trust their purchases. Today, whether you’re buying a rare collectible on eBay or a kitchen gadget on Amazon, your order is protected by solid buyer guarantees and responsive support teams.
How much do ads cost and what return you can expect
Amazon Australia
On Amazon AU, the cost of ads depends on factors like the keywords you target and your bidding strategy. With Sponsored Products, you pay on a cost-per-click (CPC) basis, meaning you only pay when someone clicks on your ad.
The cost per click usually ranges from AUD $0.50 to $2.50, but it can be higher for popular keywords. The return on investment (ROI) varies based on your product's conversion rate and how well your ads are set up. Many sellers aim for around a 20%–30% return on ad spend (ROAS), but this can differ.
It’s important to remember that Amazon also charges a typical 15% commission on sales, which includes payment processing fees. If you use Fulfillment by Amazon (FBA), expect additional fees for storage and fulfillment services. These extra costs can impact your overall profitability, so factor them in when calculating your ad budget and expected return.
eBay Australia
On eBay AU, Promoted Listings also use a CPC model. The fee is typically 1% to 20% of your product’s sale price, depending on the product category. Sellers often see up to 40% more sales with promoted listings compared to non-promoted ones. As with Amazon, success on eBay depends on how well you target ads and set competitive prices.
Beyond advertising costs, eBay generally charges a flat 10% selling fee, though this can vary by category. Keep in mind that payment processing fees—such as those from PayPal—are usually separate and add an extra 2.9% plus a small fixed amount per transaction. Make sure to account for these selling and payment fees alongside your ad spend to get a true sense of your potential profits.
How much control you have over your ads
Amazon Australia
On Amazon AU, you have significant control over your ads. With Sponsored Products and Sponsored Brands, you can manually choose keywords, set bids, and target specific products or audiences. However, if you use automatic targeting, Amazon handles keyword selection for you, giving you less control but providing valuable data for Amazon product listing optimization.
eBay Australia
On eBay AU, you also have control, particularly with Promoted Listings. You can choose the ad rate percentage, which impacts where your products show up. While eBay doesn’t offer as many targeting options as Amazon, you can still control how much you bid and which products to promote, ensuring visibility where it matters most.
Which platform gives better value for advertising
Platform | Advertising options | Value for advertising |
Amazon Australia | Sponsored Products, Sponsored Brands | Amazon ads are great for driving sales, especially with Sponsored Products and Brands. They can be expensive in competitive categories, but if managed well, they offer a good return on ad spend (ROAS). |
eBay Australia | Promoted Listings | eBay offers lower ad costs than Amazon, and many sellers see up to 40% more sales. While targeting is more limited, the cost and high sales potential make it a good choice for small budgets. |
Should you sell on both Amazon and eBay?
Absolutely selling on both platforms can be a smart strategy. Rather than putting all your eggs in one basket, expanding to both Amazon and eBay allows you to reach different audiences and reduce risk if one channel experiences a dip. Each marketplace has its strengths—while Amazon AU might offer powerful advertising tools and bigger budgets, eBay AU can win on lower costs and access to value-seeking buyers.
By running stores on both, you not only boost your brand’s exposure but also make your products discoverable to shoppers who have strong preferences for each site. Plus, if you ever face challenges (like changes to fees or policies), your business remains resilient thanks to this diversity. It’s a practical step for any seller looking to build sustainable growth and stability.
Final thoughts
Choosing the right advertising platform, like Amazon Australia or eBay Australia, depends on your business needs and goals. Amazon AU offers powerful ads with more control and targeting options, making it ideal for larger campaigns but potentially more costly.
On the other hand, eBay AU provides a more budget-friendly option with Promoted Listings, which is perfect for smaller sellers looking to boost visibility and sales with lower costs.
If you're unsure which platform suits your business or need expert help optimizing your ads, our Amazon consultants are here to assist. We can guide you through effective strategies to maximize your ad spend and grow your brand on Amazon Australia.
TL;DR
eBay offers Promoted Listings, and Amazon provides Sponsored Products, Sponsored Brands, and Sponsored Display ads.
Amazon has more advanced targeting options, while eBay uses simpler keyword and category targeting.
Both platforms are easy to set up, and their tools are straightforward to use.
Amazon gives more detailed reports on orders and inventory, while eBay focuses on traffic and ad performance.
Amazon ads cost more but can boost brand awareness; eBay ads are cheaper and still help grow sales.
Both platforms let you adjust ad settings, but Amazon offers more advanced targeting options.
Did you know that nearly 60% of shoppers start their buying journey on Amazon?
For sellers, this means the competition for visibility is fierce, and effective advertising is crucial to standing out. But when it comes to choosing between Amazon Australia and eBay Australia, which platform offers the better advertising options to help you reach your audience and boost sales?
As an Amazon seller, you might be familiar with the challenges of promoting your products in a crowded marketplace. Amazon offers a variety of ads, but is it the best platform for your ad spend? On the other hand, eBay Australia also has advertising options that might be more suited to sellers looking for different ad strategies.
Competition: A Quick Reality Check
It’s important to remember that competition exists on both platforms—it’s simply part of doing business online. While Amazon runs its own branded products and can sometimes feel like a tougher arena, eBay doesn’t sell its own merchandise, which can make it a little less cutthroat for third-party sellers. On both platforms, you’ll encounter a mix of sellers: some racing to the lowest price for volume sales, others focusing on premium pricing and quality. The key is to avoid getting caught in a “race to the bottom” and instead use advertising strategically to highlight what makes your products stand out.
With that in mind, let’s dive deeper into the types of ads you can run on each platform and how they might fit your business goals.
In this blog, we’ll compare the advertising options on both platforms, looking at costs, targeting, ad types, and more to help you make the right decision for your business.
Demographics and Buyer Personas: eBay vs. Amazon
While both eBay and Amazon boast impressive international reach, the types of shoppers you’ll encounter on each platform have distinct profiles.
Amazon Shoppers:
Amazon tends to attract buyers who are generally a bit older and more affluent. Most Amazon customers fall in the 45-54 age range, often have families, and are likely to hold a college degree. These shoppers are accustomed to convenience, speedy shipping, and a streamlined, premium shopping experience. They typically have a higher disposable income and may prefer to buy new, branded products.
eBay Shoppers:
eBay’s audience is more varied but leans slightly male, with about 57% of its users identifying as such. The bulk of eBay buyers are aged between 35 and 49—a group known for savvy bargain-hunting and deal-seeking. eBay is also popular among hobbyists, collectors, and those seeking unique or secondhand items not easily found elsewhere. Its global audience is large, with a significant chunk of sales coming from outside major markets, which sets it apart from Amazon’s more U.S.-centric base.
Loyalty and Buyer Habits:
It’s worth noting that many shoppers show strong loyalty to their preferred platform. Some will exclusively shop on Amazon, drawn by the perception of higher quality and reliability, while others are devoted eBay users, convinced they’ll find better deals or more variety.
Ultimately, knowing your ideal customer’s habits and preferences will help you decide which platform aligns best with your products and sales goals. If you cater to budget-conscious buyers or those looking for unique finds, eBay may be the better fit. If your audience values convenience and brand-new items, Amazon’s environment could prove more lucrative.
What ads you can run on eBay Australia
On eBay Australia, sellers mainly use Promoted Listings to increase product visibility and boost sales. These ads make your items appear more prominently, such as in search results or on product detail pages, helping you reach more buyers.
There are two ways to use Promoted Listings:
**Standard (Cost-Per-Sale):** You only pay when someone buys your product after clicking on your promoted listing. This keeps upfront costs low while still improving visibility.
**Advanced (Cost-Per-Click):** You pay for each click on your ad, even if...
Comparing Listing and Payment Processes
When it comes to listing and getting paid, eBay stands out for its speed and simplicity. Creating a new listing on eBay is usually a quick process—just choose your format, add a few details, and you’re good to go. Once your item sells, your funds are transferred directly to your PayPal account, ready for you to withdraw at your convenience.
Amazon, while equally reliable, takes a bit more time on both fronts. Listing a product involves more steps, though the process is still user-friendly. On the payment side, Amazon collects payments on your behalf but holds the funds for around 14 days before releasing them directly to your bank account.
In short: eBay offers a faster path from listing to payout, making it a great option for sellers who value ease and quick access to their earnings. Amazon, on the other hand, takes a more structured approach, which may appeal if you prefer an automated payout to your bank.
What types of products can you sell on eBay vs. Amazon Australia?
One of the biggest differences between eBay and Amazon Australia is what you’re actually allowed to sell. While both platforms offer a wide variety of categories, their rules and restrictions do vary—and that can impact what you list and how much effort it takes to get started.
Amazon has around 40 product categories, but not all are open to everyone right away. Some, known as “gated” categories, require you to apply for approval before selling. These can include products like health supplements, watches, or beauty items, as well as some toys and collectibles—particularly during peak seasons like Christmas, when Amazon is extra careful about quality and preventing counterfeits. In short: Amazon can be stricter, especially if your products fall under higher-risk categories.
eBay, on the other hand, takes a lighter touch. Instead of lots of gated categories, eBay mostly maintains a list of restricted or prohibited products, such as weapons or counterfeit goods—think more along the lines of a “what not to sell” policy. For the vast majority of sellers, this means you’ll find it easier to list new items on eBay without as many hoops to jump through.
So, if you’re selling everyday consumer goods or unique, one-of-a-kind items, you’ll likely find eBay a little more flexible. However, always check both platforms’ rules before you dive in—no one likes surprises when it comes to compliance.
Let’s break this down simply:
Amazon: More categories, but some require approval, especially in areas prone to counterfeits or seasonal surges.
eBay: Fewer overall restrictions; you’re mostly limited by a prohibited products list, giving you broader freedom to list most types of items.
If maximum flexibility is high on your wish list, eBay is often the easier route for getting your full product range in front of buyers.
What ads can you run on eBay Australia
On eBay Australia, sellers mainly use Promoted Listings to increase product visibility and boost sales. These ads make your items appear more prominently, such as in search results or on product detail pages, helping you reach more buyers.
There are two ways to use Promoted Listings:
Standard (Cost-Per-Sale): You only pay when someone buys your product after clicking on your promoted listing. This keeps upfront costs low while still improving visibility.
Advanced (Cost-Per-Click): You pay for each click on your ad, even if it doesn’t make a purchase. This strategy helps you get premium ad placements and more control over targeting.
It’s worth noting that eBay Australia currently doesn’t allow Classified Ads for most categories or “wanted” ads on the platform. By using Promoted Listings effectively, you can increase exposure for your products and improve your chances of making sales.
What ads can you run on Amazon Australia
Amazon Australia offers sellers three main types of ads to help increase product visibility and boost sales:
Sponsored Products:
Amazon sponsored ads promote individual products and appear in search results or on product detail pages. They are cost-per-click (CPC), meaning you pay only when a customer clicks on the ad. Sponsored Products are easy to set up and great for increasing specific items' visibility.
Sponsored Brands:
Sponsored Brands ads feature your brand logo, a custom headline, and a selection of your products. They show up in search results and help increase brand awareness. These ads can direct shoppers to your Amazon Store or a custom page, making them ideal for promoting multiple products and building brand recognition.
Sponsored Display:
Sponsored Display ads reach shoppers both on Amazon and on third-party websites. They help you retarget people who have viewed your products or similar ones, encouraging them to return and make a purchase. Sponsored Display ads are useful for engaging potential customers at various stages of their shopping journey.
By using these ad options, sellers on Amazon Australia can attract more customers, build their brand, and drive sales.
How do restrictions and gated categories differ between Amazon and eBay?
Understanding how each platform handles product restrictions is essential before listing your items.
On Amazon Australia, certain product categories are “gated,” which means you’ll need special approval to sell in them. Out of roughly 40 categories, about half are open to all sellers, but the rest are either completely gated or may have extra hoops to jump through. For example, selling in beauty, health, or grocery categories could require extra documentation, fees, or vetting to combat issues like counterfeiting or substandard products. Plus, some categories (like toys and games) can become even more tightly controlled around busy seasons, such as Christmas, to ensure product quality and authenticity.
eBay Australia takes a different approach. Instead of “gated” categories, you’ll find comprehensive lists of restricted and prohibited items. eBay’s rules mostly target specific products—such as hazardous items, replicas, or goods that infringe on trademarks—rather than restricting entire categories. This means there’s generally a wider range of categories open to most sellers, but you still need to check that your products don’t fall into one of the banned or restricted lists before listing.
In short, Amazon’s system revolves around gaining approval to list in certain categories, while eBay focuses on restricting specific products. Before choosing where to sell, it’s wise to review both platforms’ current restrictions and gated areas to make sure your products are eligible.
How targeting works on both platforms
Platform | Targeting options | Details |
Amazon Australia | Keyword targeting | Target based on relevant search terms used by potential buyers. |
Product targeting | Promote your products on detail pages of similar or complementary items. | |
Audience targeting | Reach customers based on their shopping behavior and interests (e.g., frequent buyers). | |
eBay Australia | Keyword targeting | Target based on the search terms buyers use when looking for products. |
Category targeting | Advertise within specific product categories to increase visibility among relevant shoppers. | |
Item targeting | Promote individual listings based on buyer interest or activity with similar items. |
Types of ads and where they show up in Amazon Australia
Sponsored Products: These ads appear in search results and product detail pages. They promote individual products based on keywords and product targeting, helping your item stand out among similar listings.
Sponsored Brands: These ads feature your brand’s logo, a custom headline, and a selection of products. They show up at the top of search results, helping build brand awareness and drive traffic to your Amazon Store.
Sponsored Display: These ads show up on product detail pages, shopping results, and even on other websites. They help target potential customers based on their browsing behavior.
eBay Australia
Promoted Listings: These ads appear in search results and on product detail pages. You can choose which listings to promote, and eBay will show them more prominently in front of potential buyers.
Promoted Listings Standard: These are cost-per-sale ads where you can set a percentage to promote your products based on the sale price, giving you visibility in top search results.
Both platforms offer various ad types to enhance visibility and reach.
How easy it is to set up and manage ads
Amazon Australia
Setting up Amazon sponsored ads on Amazon AU is easy. First, choose the product you want to advertise and pick the ad type (Sponsored Products, Sponsored Brands, or Sponsored Display). For Sponsored Products, you can use Amazon's keyword research tools and easily manage your ads. Amazon has tools to adjust bids, check performance, and make changes. You also get clear reports to help improve your results.
While the setup process is straightforward, it’s worth noting that Amazon’s listing process can feel more involved compared to eBay especially if you’re new to the platform. You’ll need to provide detailed product information and choose the right categories, but the platform guides you through each step. Once your ads are running, Amazon takes care of payments, though funds are held for 14 days before being transferred to your bank account. For sellers using Fulfillment by Amazon (FBA), Amazon even handles storage, packing, and shipping, which can be a major time-saver, especially for high-volume or mass-market products like new clothing, health and beauty, or toys.
eBay Australia
Setting up ads on eBay AU is also easy. With Promoted Listings, just pick the items you want to promote, set an ad rate, and choose categories. The process is simple and clear. eBay provides easy-to-read reports so you can track how your ads are doing and make changes if needed. It’s a user-friendly platform that works well for sellers of all experience levels.
On eBay, you can list both new and used items, unique or unusual products, and even lower-priced goods that might sell in high volumes but at lower margins. The listing process is quick—you can have your items up in minutes, with options for different listing formats. Once your product sells, payments are processed efficiently, and you have more direct access to your funds. This flexibility makes eBay especially appealing for sellers who want to get started fast or who deal in a wide range of merchandise.
By understanding the nuances of each platform’s ad management and sales process, you can choose the option that best fits your business style, whether you prefer the streamlined, hands-off approach of Amazon’s FBA or the flexible, quick-listing setup of eBay.
What kind of reports and data do you get
Report type | eBay Australia | Amazon Australia |
Sales reports | Shows what you’ve sold, how much money you’ve made, average prices, and sales by category. Helps find your best-selling products and trends. | Shows how many units you’ve sold, how much revenue you’ve made, and your sales patterns. Helps you identify top products and seasonal changes. |
Traffic reports | Tells you how many people viewed your listings, where the traffic came from, and which listings get the most attention. | Not mentioned for Amazon in the content provided. |
Promoted listings reports | Tracks your ad campaigns: how many people saw them, clicked them, bought through them, and how much you spent. | Not mentioned for Amazon in the content provided. |
Inventory reports | Not mentioned for eBay in the content provided. | Shows how many items you have in stock, including SKU, price, and quantity. Helps you keep your inventory levels in check. |
Order reports | Not mentioned for eBay in the content provided. | Lists customer orders, their status, and details like who bought what. Helps you manage orders more easily. |
FBA business reports | Not applicable to eBay. | Provides data on Amazon FBA inventory, shipments, and returns. Helps you manage your FBA stock and track fulfillment. |
Payments reports | Not mentioned for eBay in the content provided. | Breaks down your earnings, fees, and any expenses. Helps you keep track of your finances. |
How does Amazon’s fulfillment service (FBA) compare to eBay’s fulfillment options?
When it comes to order fulfillment, each platform gives sellers some distinct choices—and for many, this is where the real differences start to show.
Amazon Australia
Amazon’s Fulfillment by Amazon (FBA) service sets it apart. With FBA, you ship your products in bulk to Amazon’s warehouse, and from there, Amazon takes care of everything: storage, packing, shipping, and even customer service for orders. This not only frees you from the daily grind of picking and posting orders, but it also means your products can qualify for faster delivery options, which shoppers love. The convenience factor is high, but keep in mind that FBA comes with extra fees, so you’ll need to factor those into your overall cost.
eBay Australia
On eBay, most sellers handle their own fulfillment—packaging and shipping each order directly to the buyer. While some sellers might use third-party logistics companies (3PLs) for help, eBay’s built-in fulfillment support isn’t as comprehensive as Amazon’s FBA. You control the process end-to-end, which gives flexibility, but it also means staying on top of shipping speeds, packaging, and customer service yourself. For smaller-scale or unique item sellers, this hands-on approach can be a good fit, but it does require more attention.
In short:
Choose FBA if you want Amazon to handle logistics, delivery, and customer service (for a fee), letting you focus on sales and growth.
Stick with eBay’s seller-fulfilled approach if you prefer direct control over every order and already have your own shipping process figured out.
Whether you’re aiming for simplicity or want to stay hands-on, your fulfillment method can make a big difference in how much time you spend managing sales—and your overall selling experience.
How have trust and buyer protection evolved on eBay and Amazon?
eBay and Amazon have both taken big steps to improve trust and buyer protection over the years.
eBay Australia
A few years ago, eBay had a reputation for attracting less trustworthy sellers and occasional scammers. This concern was especially strong with the increase in overseas sellers. However, eBay has invested in robust buyer protection policies. If your item doesn’t arrive or isn’t as described, eBay’s Money Back Guarantee will step in. Buyers are now more confident shopping on eBay, knowing that their purchases are backed by these protections.
Amazon Australia
Amazon, on the other hand, is well known for its strict rules for sellers. If a seller doesn’t meet Amazon’s standards, their account can be suspended quickly—no second chances. This tough approach, along with an easy returns and refunds process, gives buyers peace of mind. As a result, shoppers often feel secure knowing Amazon will quickly handle any issues that come up.
Both platforms have made big improvements to help shoppers trust their purchases. Today, whether you’re buying a rare collectible on eBay or a kitchen gadget on Amazon, your order is protected by solid buyer guarantees and responsive support teams.
How much do ads cost and what return you can expect
Amazon Australia
On Amazon AU, the cost of ads depends on factors like the keywords you target and your bidding strategy. With Sponsored Products, you pay on a cost-per-click (CPC) basis, meaning you only pay when someone clicks on your ad.
The cost per click usually ranges from AUD $0.50 to $2.50, but it can be higher for popular keywords. The return on investment (ROI) varies based on your product's conversion rate and how well your ads are set up. Many sellers aim for around a 20%–30% return on ad spend (ROAS), but this can differ.
It’s important to remember that Amazon also charges a typical 15% commission on sales, which includes payment processing fees. If you use Fulfillment by Amazon (FBA), expect additional fees for storage and fulfillment services. These extra costs can impact your overall profitability, so factor them in when calculating your ad budget and expected return.
eBay Australia
On eBay AU, Promoted Listings also use a CPC model. The fee is typically 1% to 20% of your product’s sale price, depending on the product category. Sellers often see up to 40% more sales with promoted listings compared to non-promoted ones. As with Amazon, success on eBay depends on how well you target ads and set competitive prices.
Beyond advertising costs, eBay generally charges a flat 10% selling fee, though this can vary by category. Keep in mind that payment processing fees—such as those from PayPal—are usually separate and add an extra 2.9% plus a small fixed amount per transaction. Make sure to account for these selling and payment fees alongside your ad spend to get a true sense of your potential profits.
How much control you have over your ads
Amazon Australia
On Amazon AU, you have significant control over your ads. With Sponsored Products and Sponsored Brands, you can manually choose keywords, set bids, and target specific products or audiences. However, if you use automatic targeting, Amazon handles keyword selection for you, giving you less control but providing valuable data for Amazon product listing optimization.
eBay Australia
On eBay AU, you also have control, particularly with Promoted Listings. You can choose the ad rate percentage, which impacts where your products show up. While eBay doesn’t offer as many targeting options as Amazon, you can still control how much you bid and which products to promote, ensuring visibility where it matters most.
Which platform gives better value for advertising
Platform | Advertising options | Value for advertising |
Amazon Australia | Sponsored Products, Sponsored Brands | Amazon ads are great for driving sales, especially with Sponsored Products and Brands. They can be expensive in competitive categories, but if managed well, they offer a good return on ad spend (ROAS). |
eBay Australia | Promoted Listings | eBay offers lower ad costs than Amazon, and many sellers see up to 40% more sales. While targeting is more limited, the cost and high sales potential make it a good choice for small budgets. |
Should you sell on both Amazon and eBay?
Absolutely selling on both platforms can be a smart strategy. Rather than putting all your eggs in one basket, expanding to both Amazon and eBay allows you to reach different audiences and reduce risk if one channel experiences a dip. Each marketplace has its strengths—while Amazon AU might offer powerful advertising tools and bigger budgets, eBay AU can win on lower costs and access to value-seeking buyers.
By running stores on both, you not only boost your brand’s exposure but also make your products discoverable to shoppers who have strong preferences for each site. Plus, if you ever face challenges (like changes to fees or policies), your business remains resilient thanks to this diversity. It’s a practical step for any seller looking to build sustainable growth and stability.
Final thoughts
Choosing the right advertising platform, like Amazon Australia or eBay Australia, depends on your business needs and goals. Amazon AU offers powerful ads with more control and targeting options, making it ideal for larger campaigns but potentially more costly.
On the other hand, eBay AU provides a more budget-friendly option with Promoted Listings, which is perfect for smaller sellers looking to boost visibility and sales with lower costs.
If you're unsure which platform suits your business or need expert help optimizing your ads, our Amazon consultants are here to assist. We can guide you through effective strategies to maximize your ad spend and grow your brand on Amazon Australia.
eStore Factory is a full-service Amazon agency dedicated to building end-to-end strategies for brands of all sizes.
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© Copyright 2014 - 2025. All Rights Reserved.
eStore Factory is a full-service Amazon agency dedicated to building end-to-end strategies for brands of all sizes.
ACCOUNT LAUNCH
OTHERS
© Copyright 2014 - 2025. All Rights Reserved.
eStore Factory is a full-service Amazon agency dedicated to building end-to-end strategies for brands of all sizes.
ACCOUNT LAUNCH
OTHERS
© Copyright 2014 - 2025. All Rights Reserved.