Wix vs Amazon: Which is best for a small design-led brand?
Your Wix site puts you in control; Amazon's commission buys you access to millions of buyers. Find out whether the economics work for your products.
- They do different jobs, so this is not a straight contest. Your Wix site is a shop you own and must fill with visitors yourself. Amazon is a catalogue already full of buyers, where your product sits on a page whose rules Amazon writes. The useful question is whether Amazon’s demand is worth its commission and its rules for your particular products.
- Wix charges a plan and card processing, never a cut. Taking payments needs Core or above: £16, £25 or £119 a month billed yearly in the UK, or $29, $39 or $159 in the US. Wix Payments then takes 2.1% + 20p on a standard UK card and 2.9% + $0.30 in the US.
- Amazon charges a plan and a commission. The Professional plan is £25 a month excluding VAT, or $39.99. Referral fees are set by category: 15% on most UK homeware above £20, 20% on jewellery up to £225, always worked out on the price including delivery.
- Makers should price Amazon Handmade first. Approved artisans have the Professional fee waived after their first month and pay a 12% referral fee in the UK (15% in the US). On a £65 silver ring that is £7.80 rather than the £13 standard jewellery rate.
- Your Wix prices become Amazon’s yardstick. Amazon’s Featured Offer (the Buy Box) goes to prices at or below the alternatives. Keep Amazon permanently dearer than your own site and even a product only you sell can lose its buy button.
- Protect the name before you list. Brand Registry costs nothing, but it needs a pending or registered trade mark, and a UK application costs at least £205.
- Most small brands end up running both. FLUF Connect imports your Wix catalogue, lists it on Amazon, and ends the Amazon offer when something sells on Wix. It does not yet detect Amazon sales, so you enter those by hand. 7 days for £1, then from £9/month, then plans from £9/month.
On this page
- Is Amazon worth it for a small Wix brand?
- Wix and Amazon at a glance
- What your Wix plan already pays for
- What Amazon adds: plans, referral fees and Handmade
- Three products, sold once on each
- Wix’s built-in marketplace channels, and their limits
- Your product page against Amazon’s: the Buy Box and price parity
- Trade marks, Brand Registry and barcodes for a small label
- Amazon Handmade: the route makers overlook
- FBA or ship it yourself
- Which suits you: a decision table
- Running Wix and Amazon together with FLUF Connect
- What FLUF Connect costs
- Sources and verification
- Related guides
Is Amazon worth it for a small Wix brand?
Amazon is worth it for a Wix brand whose products are new, photograph well as a single item, can carry a barcode or a trade-marked name, and are things people type into a search box: “soy candle fig”, “silver stacking ring”, “linen apron”. It is rarely worth it for one-off pieces, made-to-order work with long lead times, or anything whose appeal depends on the story your own site tells.
The two platforms charge for different things. A Wix plan pays for the shop; every visitor is still yours to find, through social posts, newsletters, markets and search. Amazon’s commission pays for the visitor. A candle maker doing £1,500 a month through Wix is not really choosing between two shops. She is deciding whether to buy extra demand at 12–20% of each sale, and whether she can live with Amazon’s rules on price, delivery and presentation while she does it.
Three things usually settle it: what the extra commission costs on your real price points, whether Amazon Handmade will accept you, and whether you can keep Amazon’s delivery promises without your studio grinding to a halt.
Wix and Amazon at a glance
Wix is a website builder with a store inside it; Amazon is a marketplace whose store you rent a place in. The table puts the differences that matter to a small label side by side.
| Wix (your own site) | Amazon (marketplace) | |
|---|---|---|
| What you are paying for | Hosting, design, checkout, your domain | Access to buyers already shopping |
| Monthly cost to sell | Core £16 / $29, Business £25 / $39, Business Elite £119 / $159 (billed yearly) | Professional £25 ex VAT / $39.99; waived for approved Handmade sellers after month one |
| Per-sale cost | Card processing only (Wix Payments 2.1% + 20p UK, 2.9% + $0.30 US) | Referral fee by category, typically 8–20%, on item price plus delivery |
| Who designs the product page | You, pixel by pixel | Amazon’s template; A+ content and a Brand Store only with Brand Registry |
| Who owns the customer | You: name, email, order history | Amazon |
| Barcode needed | No | Yes, or an ASIN, a GTIN exemption, or Brand Registry |
| Price freedom | Total | Checked against prices elsewhere, including your own site |
| Payout timing | Daily, weekly or monthly; 3–5 business days to your bank | Released seven days after delivery under Amazon’s reserve policy |
| Where traffic comes from | Wherever you send it from | Amazon search and Amazon ads |
The Wix seller guide and the Amazon seller guide cover each platform on its own. This page stays on the choice between them.
What your Wix plan already pays for
A Wix store’s fixed cost is its premium plan, and its variable cost is card processing. Wix takes no commission of its own on top. That matters for the Amazon decision, because the Wix plan is a cost you are already carrying: adding Amazon puts a second monthly fee and a commission beside it, without replacing anything.
The plans that can take payments
Wix’s plan line-up is Light, Core, Business and Business Elite. Light cannot take payments, so a store starts at Core. Wix shows prices by location on its plans page. The figures below are the 2026 prices reported by ExpertSure for the UK and Craftybase for the US.
| Wix plan | UK, billed yearly | US, billed yearly | What it adds for a store |
|---|---|---|---|
| Core | £16 | $29 | Online store, payments, subscription products |
| Business | £25 | $39 | Multiple currencies, automated US sales tax, advanced shipping rules |
| Business Elite | £119 | $159 | Unlimited storage, priority support, loyalty programme |
For most makers adding Amazon, Core is enough on the Wix side. Business becomes worth its extra £9 a month once you are pricing in several currencies on your own site.
Wix Payments, country by country
Wix Payments is available to businesses in Austria, Belgium, Brazil, Canada, Finland, Germany, Ireland, Italy, Lithuania, the Netherlands, Portugal, Spain, Switzerland, the United Kingdom and the United States, according to Wix’s own help centre. The published service fees are:
| Where your business is | Standard card | American Express | Cross-border card |
|---|---|---|---|
| United Kingdom | 2.1% + £0.20 | 3.1% + £0.20 | +1% |
| United States | 2.9% + $0.30 | 3.7% + $0.30 | +1.5% |
| European Union | 1.9% + €0.30 | 3.1% + €0.30 | +1% |
| Canada | 2.9% + C$0.30 | 3.5% + C$0.30 | +1% |
| Switzerland | 2.3% + CHF 0.30 | 3.1% + CHF 0.30 | +1% |
Wix Payments lets you choose daily, weekly or monthly payouts, with a settlement period of usually one to two days and a pending period of two to five business days. Compare that with Amazon’s seven-days-after-delivery reserve.
What Amazon adds: plans, referral fees and Handmade
Amazon’s cost is a monthly plan plus a referral fee on every sale. The referral fee depends on the category your product is filed in, and Amazon works it out on the total the buyer pays, including item price, delivery and gift wrap.
Selling plans
Amazon UK offers an Individual plan at £0.75 per unit sold, or Professional at £25 a month, both excluding VAT. In the US the equivalents are $0.99 per item or $39.99 a month. The Individual plan is cheaper only below 34 sales a month in the UK. It also leaves out API integration, so no outside tool (FLUF Connect included) can connect to an Individual account.
Referral fees in the categories makers use
| Category | Amazon UK | Amazon US |
|---|---|---|
| Home / Home and Kitchen | 8% up to £20; 15% above | 15% |
| Clothing and accessories | 5% up to £15; 10% £15–£20; 15% above £20 | 5% up to $15; 10% $15–$20; 17% above $20 |
| Jewellery | 20% up to £225; 5% on the portion above | 20% up to $250; 5% on the portion above |
| Beauty, health and personal care | 8% up to £10; 15% above | 8% up to $10; 15% above |
| Handmade (approved artisans) | 12%, minimum £0.25 | 15%, minimum $0.30 |
UK rates are from Amazon UK’s pricing page, US rates from Amazon US’s pricing page. When you refund a buyer, Amazon keeps the lesser of £5 or 20% of the referral fee.
Three products, sold once on each
The commission gap between a Wix sale and an Amazon sale is usually between 10 and 18 percentage points, depending on category. Three typical maker products show it: a hand-poured candle, a sterling silver ring and a screen-printed T-shirt. Postage is charged to the buyer, and the Amazon figures assume a merchant-fulfilled offer.
| Sale (UK) | Wix Payments, standard card | Amazon Professional | Amazon Handmade |
|---|---|---|---|
| Candle £24 + £3.95 postage = £27.95 | £0.79 | £4.19 (Home, 15%) | £3.35 (12%) |
| Silver ring £65, postage included = £65.00 | £1.57 | £13.00 (Jewellery, 20%) | £7.80 (12%) |
| T-shirt £30 + £3.50 postage = £33.50 | £0.90 | £5.03 (Clothing, 15%) | £4.02 (12%) |
| Sale (US) | Wix Payments, standard card | Amazon Professional | Amazon Handmade |
|---|---|---|---|
| Candle $30 + $6 shipping = $36.00 | $1.34 | $5.40 (Home and Kitchen, 15%) | $5.40 (15%) |
| Silver ring $80, shipping included = $80.00 | $2.62 | $16.00 (Jewelry, 20%) | $12.00 (15%) |
| T-shirt $35 + $5 shipping = $40.00 | $1.46 | $6.80 (Clothing, 17%) | $6.00 (15%) |
Jewellery is where Handmade saves most, because the standard jewellery rate is the steepest a maker is likely to meet. In the US, Handmade saves nothing on homeware; there the benefit is the waived $39.99 subscription, worth $480 a year.
Wix’s built-in marketplace channels, and their limits
Wix still offers its own marketplace connections in 2026. Its multichannel page lists Amazon and eBay among the channels you can manage from the Wix dashboard. Before you rely on it, weigh these limits:
- Site language. Wix’s Amazon shop setup article requires your site to be in English, French, German, Spanish or Japanese.
- One account, one site. Each Amazon account can connect to one Wix site only, so a maker running two Wix sites cannot point both at one Amazon account.
- Physical goods only. Digital products cannot be listed on Amazon through it.
- Limited app reviews. When we checked, the Amazon with Wix app showed no user reviews.
Neither connector reaches Etsy, which for many makers is the next marketplace after Amazon. That is where a separate crosslisting tool starts to earn its place.
Your product page against Amazon’s: the Buy Box and price parity
On Wix you design the page and set the price. On Amazon you supply content to a catalogue page, and Amazon decides which offer gets the buy button. For a brand used to controlling every pixel, that loss of control is usually the biggest surprise.
The Featured Offer
Amazon defines the Featured Offer as “the prominent area at the top of a product detail page where customers can select Add to Cart or Buy Now”. It names four drivers: competitive pricing (at or below the lowest priced alternatives, counting delivery), fast delivery, a consistently good order experience, and being in stock. An offer cannot be featured if the item is out of stock.
Why your Wix price matters on Amazon
Amazon’s Marketplace Fair Pricing Policy covers pricing it considers harmful to customers. Brand-agency analyses describe Amazon comparing an offer’s price with prices elsewhere, including a brand’s own direct-to-consumer site, and removing the Featured Offer when the Amazon price is out of line. For a Wix brand, do not load Amazon’s commission onto the Amazon price while your own site sells the same item noticeably cheaper.
That leaves you three workable pricing stances: accept a thinner margin on Amazon sales; raise the price everywhere slightly; or keep exclusives on Wix (colourways, bundles, gift sets or personalised versions only on your own site, where no Amazon listing exists to compare against).
Trade marks, Brand Registry and barcodes for a small label
On Amazon, a design-led brand needs two things Wix never asked for: a way to prove the brand is yours, and a product identifier. Brand Registry handles the first. A barcode, an existing ASIN or a GTIN exemption handles the second.
Brand Registry
Enrolment in Amazon Brand Registry costs nothing, but it needs “a pending or registered trademark for your brand name or logo that’s issued by the designated government trademark office of a country with a corresponding Amazon store”. Your brand name or logo must also be permanently affixed to the product or its packaging.
What you get matters more to a design-led brand than to a reseller: control of your listing content so a third party cannot rewrite your title or swap your photographs; A+ content and a Brand Store, the nearest Amazon gets to the design freedom of your Wix site; Sponsored Brands ads, Amazon Vine and Brand Analytics; plus a new-seller rebate of “10% back on your first £40,000 in branded sales, then 5% back through your first year until you reach £800,000”.
A UK trade mark costs at least £205 and usually takes around three to four months to be granted. A pending application is enough for Brand Registry, so you can file and enrol in the same week.
Barcodes and the GTIN exemption
Amazon describes a GTIN as “a globally unique number up to 14 digits long” and says most categories require one. For your own products you can license GTINs from GS1, or ask Amazon for a GTIN exemption, which needs a product name or title and images showing all sides of the product and its packaging. Most small labels have never needed a barcode for their Wix store, so this step catches them out.
Amazon Handmade: the route makers overlook
Amazon Handmade is a curated section of Amazon for approved artisans, with a lower referral fee in the UK and the monthly subscription waived after your first month. If you make what you sell, apply before you pay for a standard Professional account.
Who gets in
Amazon says “approved makers and collaborative groups (cooperatives, nonprofits, or charities)” can sell there. Products must be hand-altered, hand-designed, handcrafted, repurposed or upcycled. The UK programme adds that “vintage or used clothing cannot be sold through Amazon Handmade in the UK”. Categories run from accessories, artwork and baby through beauty, clothing, home, jewellery, kitchen, pet supplies and stationery to toys.
What it changes
- Subscription. Amazon UK waives the monthly fee for approved Handmade applicants after the first month. The US saves about $480 a year.
- Commission. 12% (or 12.24%, per the UK Handmade page) in the UK and 15% in the US, against 15–20% in the standard categories most makers would otherwise use.
- A maker profile. A page where you describe your inspiration and process, the closest thing Amazon has to the “about” page on your Wix site.
- Personalisation. Handmade products can be customised to a buyer’s specification through Amazon Custom, which is seller-fulfilled only.
If your range mixes handmade pieces with bought-in stock, only the handmade products belong in Handmade.
FBA or ship it yourself
A small Wix brand can let Amazon store and ship its stock (FBA) or pack Amazon orders itself (merchant-fulfilled). The right choice depends mostly on whether your products are made in batches or made to order.
| Fulfilment by Amazon (FBA) | Merchant-fulfilled (you ship) | |
|---|---|---|
| Prime badge | Yes, products can qualify for Prime | Only through Seller Fulfilled Prime, if you meet its targets |
| Costs | Per-unit fulfilment fee, monthly storage, low-inventory charges | Your postage, packaging and time |
| Stock location | Split between your studio and Amazon’s warehouse | One pool on your shelves, shared with Wix |
| Custom or personalised items | Not suited; Amazon Custom is seller-fulfilled only | Yes |
| Wix orders | Can be shipped from Amazon’s stock through Multi-Channel Fulfilment | Packed alongside Amazon orders |
Merchant fulfilment keeps your stock in one place, which suits a maker whose Wix site and Amazon listings sell from the same shelf. It puts Amazon’s performance metrics on you: an order defect rate below 1%, a late shipment rate under 4% and a cancellation rate under 2.5%.
FBA removes that risk for batch-made stock, but it splits your inventory. A glaze run of 60 mugs sent to Amazon is 60 mugs your Wix store cannot sell unless you pay for Multi-Channel Fulfilment to ship them.
When the money arrives
Amazon now holds seller funds under a delivery-date reserve. Under the policy reported by EcommerceBytes, which took effect on 12 March 2026, money for an order becomes available seven days after delivery. On Wix Payments the same sale could be in your account within a week of the order.
Which suits you: a decision table
Most small brands will keep their Wix store whatever they decide; the real choice is whether to add Amazon, and in what form. Find the row that sounds most like your business.
| If your brand looks like this | Lean towards | Why |
|---|---|---|
| Made-to-order or personalised pieces with a lead time of a week or more | Wix, with Etsy as the marketplace | Amazon’s delivery promises and late-shipment target are hard to meet on long lead times |
| Handmade range, batch-made, stock on the shelf | Wix plus Amazon Handmade | 12% UK commission and no subscription after month one |
| Jewellery above about £40 | Handmade if eligible; otherwise think hard | The standard 20% jewellery rate is the steepest in this comparison |
| Own-brand products made by a manufacturer, barcoded | Wix plus Amazon Professional, with Brand Registry | Handmade will not take you; Brand Registry protects the listing and pays a rebate |
| Fewer than about ten likely Amazon orders a month, not Handmade-eligible | Wix alone for now | £25 a month spread over a few sales outweighs the demand |
| No audience yet, product people search for by name | Amazon early, Wix as the brand home | Amazon’s commission is often cheaper than paid social to find a first buyer |
| Site in Dutch, Italian, Swedish or Polish, wanting Amazon | A crosslisting tool rather than Wix’s connector | Wix’s Amazon connector requires one of five site languages |
Running Wix and Amazon together with FLUF Connect
The risk in running both is overselling. One ceramic vase is on your Wix site and on Amazon, it sells on both in the same afternoon, and one buyer gets a cancellation that counts against your Amazon cancellation rate. FLUF Connect keeps one catalogue behind both channels and covers one direction of that problem fully. The other you handle by hand for now.
| FLUF Connect feature | Wix | Amazon |
|---|---|---|
| Role | Your source catalogue, imported into FLUF | A destination for crosslisting |
| Crosslisting | Imports products with SKU, price, stock and images | Yes, once each product has a GTIN, EAN, UPC, ISBN or ASIN |
| Price and stock updates | Yes: a sale elsewhere updates Wix stock | Yes |
| Sold-elsewhere protection | Yes | Yes: an item sold on Wix or another channel is ended on Amazon |
| Order sync (sale detection) | Yes | Not yet: FLUF does not detect Amazon sales |
| Relisting and offer management | No | No |
| Smart pricing | Not applicable | No |
| Bulk operations | Yes | Yes |
| What you need | A Wix store on a plan that takes payments | A Professional selling plan in a supported Amazon store |
What that means day to day
- Barcodes need adding once. The Wix import carries your SKU across but not the barcode you may have stored in Wix. Add the EAN, UPC or ASIN to each product in FLUF before its first Amazon listing.
- A Wix sale looks after itself. When something sells on your Wix site, FLUF picks up the order and ends or reduces the Amazon offer, along with any other channel the item is on.
- An Amazon sale needs you. FLUF does not yet detect Amazon sales, so mark the item sold or reduce its stock in FLUF. That change then flows to Wix and everywhere else.
- FBA stock stays Amazon’s to count. FLUF creates merchant-fulfilled offers and does not try to manage quantities you have sent into Amazon’s warehouses.
- Handmade is set up in Seller Central. Apply, build your maker profile and confirm category placement in Amazon’s own tools; FLUF does not handle the application.
FLUF connects to Amazon stores in the United States, Canada, Mexico, Brazil, the United Kingdom, Ireland, Germany, France, Italy, Spain, the Netherlands, Belgium, Sweden, Poland, Turkey, the UAE, Saudi Arabia, Egypt, South Africa, India, Japan, Australia and Singapore. Neither Wix nor Amazon needs the browser extension. The same Wix catalogue can also go to Etsy, eBay, Shopify and the rest of the 51 marketplaces FLUF supports. The crosslisting hub lists every route.
What FLUF Connect costs
7 days for £1, then from £9/month, then plans from £9/month. Starter includes unlimited listings, with crosslisting, inventory sync, order sync and bulk operations on every plan. Relisting, offer management and smart pricing come with the plans above Starter. Save 40% when you pay yearly. Full details are on the pricing page.
Sources and verification
- Wix: premium plans page
- ExpertSure: Wix pricing UK 2026
- Craftybase: Wix pricing 2026
- Wix Help Center: Wix Payments service fees
- Wix Help Center: About Wix Payments
- Wix Help Center: receiving payouts
- Wix eCommerce: multichannel sales
- Wix Help Center: connecting an Amazon shop
- Wix App Market: Amazon with Wix
- Amazon UK: selling plans and fees
- Amazon US: selling plans and fees
- Amazon UK: Handmade
- Amazon US: Handmade
- Amazon UK: Brand Registry
- Amazon: GTIN guide
- Amazon: the Featured Offer
- Amazon Seller Central: Marketplace Fair Pricing Policy
- Gray Falkon: Amazon Fair Pricing Policy
- Amazon UK: Fulfilment by Amazon
- EcommerceBytes: Amazon DD+7 payout policy
- GOV.UK: applying to register a trade mark
- About Amazon: 2025 Small Business Empowerment Report
What we could not verify. Wix’s plans page shows prices for the visitor’s location; GBP and USD prices come from two independent 2026 pricing reviews. Wix does not publish a plan-by-plan list of which tiers include marketplace channels. We could not load the text of Amazon’s Marketplace Fair Pricing Policy in full; the description is indicative. EcommerceBytes did not specify which Amazon stores the DD+7 policy covers. Amazon UK lists Handmade at 12% on one page and 12.24% on another; we do not know which is current. Amazon’s per-unit FBA fees are in its downloadable rate card only. FLUF Connect’s Amazon channel is new; check your first listing in Seller Central before sending the rest.
Related guides
Frequently Asked Questions
Not to start, but Brand Registry (which costs nothing to join) needs a pending or registered trade mark. A UK application costs at least £205 and takes three to four months. You can file and enrol in the same week, and the savings from protected listings and the new-seller rebate usually repay the filing fee within about £2,050 in branded sales.
Amazon Handmade is a curated section for approved makers and artisans. Products must be hand-altered, hand-designed, handcrafted, repurposed or upcycled. If you qualify, Amazon waives the Professional fee after your first month and charges only 12% in the UK (15% in the US), compared to 15–20% in standard categories. The trade-off is that Amazon reviews your products and process before approving you.
Yes, and most small brands do. The risk is overselling: one item sells on both in the same day and one buyer gets a cancellation. FLUF Connect manages this by keeping one catalogue behind both channels. When something sells on Wix, FLUF automatically ends the Amazon offer. Amazon sales need you to update the stock by hand, because FLUF does not yet detect Amazon sales.
Wix Core (the minimum for taking payments) is £16 a month in the UK, or $29 in the US. Amazon Professional is £25 a month (excluding VAT) in the UK, or $39.99 in the US. Both charge on top of that: Wix Payments takes 2.1% + £0.20 per UK card transaction; Amazon takes a referral fee of 8–20% by category, plus a refund administration fee.
If you use FLUF Connect, it automatically ends or reduces the Amazon offer when the product sells on your Wix site, so you do not have to refund a buyer on one platform because it sold on the other. The opposite direction (Amazon sales) requires a manual update in FLUF for now.
Not without Brand Registry. On Wix you design the page; on Amazon you fill a template and the catalogue page looks like every other offer. With Brand Registry you get A+ content and a Brand Store, the closest Amazon gets to design freedom. Without it, a third party can edit your title and swap your photographs.
Any plan that takes payments will do. Core (£16 or $29) is enough for most makers. Business (£25 or $39) becomes useful once you are pricing in multiple currencies on your own site. Business Elite (£119 or $159) is for very large stores.
Wix's native connector exists and is simple, but it has limits: your site must be in English, French, German, Spanish or Japanese; each Amazon account connects to only one Wix site; and it does not reach Etsy. For most brands, a separate tool like FLUF Connect becomes worth it once you want to list on multiple marketplaces.