Amazon Advertising
BigCommerce
| Feature | Amazon Advertising | BigCommerce |
|---|---|---|
| Pricing | Free only | From $39/mo |
| Free Plan | ✓ Yes | ✗ No |
| Rating | 4.2 / 5 | 4.2 / 5 |
| Best For | amazon-sellers, ecommerce-brands, cpg-brands, agencies | mid-market-retailers, b2b-commerce, multi-channel-sellers, growing-brands |
| Founded | 2012 | 2009 |
| Sponsored Products | ✓ | ✗ |
| Sponsored Brands | ✓ | ✗ |
| Display Ads | ✓ | ✗ |
| Dsp | ✓ | ✗ |
| Video Ads | ✓ | ✗ |
| Attribution | ✓ | ✗ |
| Online Store | ✗ | ✓ |
| Multi Channel | ✗ | ✓ |
| B2b | ✗ | ✓ |
| Headless Api | ✗ | ✓ |
| Seo | ✗ | ✓ |
| Multi Storefront | ✗ | ✓ |
| Analytics | ✗ | ✓ |
✓ Amazon Advertising Pros
- Access to high-intent buyers
- Lower funnel advertising
- Rich product targeting
- Growing DSP capabilities
✗ Amazon Advertising Cons
- Only reaches Amazon shoppers
- Competitive bidding drives up costs
- Complex campaign management
✓ BigCommerce Pros
- No transaction fees on any plan
- Built-in B2B/wholesale features
- Multi-storefront from one dashboard
- Headless commerce with API flexibility
✗ BigCommerce Cons
- Annual revenue caps force plan upgrades
- Theme customization requires code
- App ecosystem smaller than Shopify
The Verdict
Amazon Advertising is built for amazon sellers and ecommerce brands, with a focus on sponsored-products and sponsored-brands. BigCommerce targets mid market retailers and b2b commerce and leads with online-store and multi-channel.
Amazon Advertising uses custom enterprise pricing, while BigCommerce starts at $39/mo — a tangible advantage for teams with a fixed budget.
Amazon Advertising has a free plan, which gives it a meaningful edge for individuals and small teams exploring their options. BigCommerce requires a paid subscription from day one.
Feature-wise, BigCommerce offers broader built-in capabilities (7 features vs 6), while Amazon Advertising takes a more focused approach — which can mean a simpler, faster onboarding experience.
This is a genuinely close comparison. If you can, sign up for both free trials (where available) and run a one-week test with your actual team tasks before deciding.