Report: RM-2026-Q1
Coverage: U.S. retail
Sources: Public filings
Updated: Mar 2026
Where Americans Are Shopping in 2026: Amazon and the Field
A quantitative comparison of four major retail platforms across catalog, price, delivery, membership, and the categories where each tends to outperform the rest.
Combined revenue
$1.58T
+8.2% YoY
Total customers
820M+
Across platforms
Same day reach
3 of 4
In top metros
Avg membership
$108/yr
+4% YoY
Profile / 01
Amazon
marketplace + 1P + logistics network
Prime $139/yr
Performance index (0 to 100)
The broadest catalog in retail combined with the most developed last-mile network. Strongest fit for high-frequency, cross-category buyers who value bundled services through Prime.
Same-day deliveryPrime VideoWhole FoodsMarketplaceRenewedVariable seller quality
Profile / 02
Walmart
omnichannel retail + grocery + Walmart+
W+ $98/yr
Performance index (0 to 100)
The largest retailer globally by revenue. Strongest unit economics on packaged goods, household essentials, and groceries. Omnichannel pickup and returns through nearby stores.
Grocery pickupWalmart+Free RxIn-store returnsShip from storeSmaller long-tail
Profile / 03
Costco
membership warehouse · bulk · curated SKU
$65 / $130
Performance index (0 to 100)
A membership model that funds low margins and high quality per SKU. The narrow catalog is deliberate. Best for households with storage, freezer capacity, and bulk purchasing patterns.
Kirkland SignatureBulk pricingGas, optical, pharmacyTravel benefitsLimited online catalogStorage required
Profile / 04
eBay
marketplace · auctions + buy-it-now
No fee
Performance index (0 to 100)
A category specialist in refurbished electronics, used goods, parts, and collectibles. The patient buyer is rewarded with deals not available on mainstream retailers. Authentication services on premium categories.
Refurbished techCollectiblesAuthenticity GuaranteeParts and rare itemsVariable shippingSeller-dependent quality
Recommended for / Amazon
High-frequency cross-category buyers in metro areas
If your household orders across many categories, values same-day or next-day delivery, and already uses bundled services like streaming and grocery delivery, the Prime membership tends to pay back for itself. Strongest case when convenience outweighs absolute lowest price.
Recommended for / Walmart
Grocery-heavy households and price-sensitive baskets
If a significant share of your spending is groceries, household essentials, and packaged goods, Walmart's pricing on a comparable basket tends to be the lowest among these four. The omnichannel experience with store pickup is genuinely useful when there is a location nearby.
Recommended for / Costco
Larger households with storage and bulk-buying patterns
If you have freezer space, storage, and a household large enough to consume bulk quantities before they spoil or expire, the math on Costco almost always works out. The Kirkland line alone can justify the annual renewal. Narrow selection is the trade-off, not a flaw.
Recommended for / eBay
Refurbished electronics, parts, and collectible buyers
If you are buying a specific item rather than browsing a category, particularly refurbished phones or laptops, replacement parts, vintage goods, or collectibles, eBay frequently surfaces value the mainstream retailers do not carry. Patient buyers tend to do best here.