Amazon vs Rakuten: Which is Better? The Optimal Solution for EC Platform Comparison from a MECE Perspective

In the EC business, the question of "which is better, Amazon or Rakuten" is unavoidable. At first glance, it seems like a simple comparison, but deep down, complex variables such as UI/UX design philosophy, LTV (Life Time Value) of the point economic zone, and control of purchasing behavior by algorithms are intertwined. In this article, we will thoroughly dissect the structural differences between the two platforms from a MECE (Mutually Exclusive, Collectively Exhaustive) perspective so that everyone from first-year Web assignees to EC managers can understand.

A conceptual illustration showing a professional scale balancing a digital shopping cart and a golden coin, representing the strategic choice between different e-commerce ecosystems for business growth and optimization.

1. Design Philosophy of Purchasing Experience: Efficiency of Amazon vs Entertainment of Rakuten

When discussing "Amazon vs Rakuten, which is better", the most fundamental difference lies in the UX design of "search completion type" vs "browsing exploration type". Amazon optimizes for "reaching the desired product in the shortest distance", and product management by ASIN (Amazon Standard Identification Number) is its foundation.

On the other hand, Rakuten Ichiba offers the "joy of discovery" as if walking through a real shopping district. LPs (landing pages) customized for each store specialize in emotional appeals to increase CVR (conversion rate), creating a structure that induces "impulse buying".

A sophisticated digital analytics dashboard displaying complex e-commerce performance data, including conversion funnels, user retention heatmaps, and multi-channel revenue growth statistics on a high-resolution screen.

2. The Abyss of the Point Economic Zone: LTV Comparison of SPU and Prime Benefits

The deciding factor for which users choose is the attraction of the "economic zone". Rakuten's strength lies in the SPU (Super Point Up Program) which crosses Rakuten Card, Rakuten Mobile, Rakuten Bank, etc. As a result, substantial price competitiveness often exceeds Amazon.

In contrast, Amazon locks in users with delivery speed and "value-added services" such as Prime Video. Price transparency and a "frictionless experience" where purchase is completed with one click are powerful benefits for modern people with little disposable time.

3. User Attributes and Purchase Unit Price Trends Seen in Statistical Data

The chart below conceptualizes the ratio of "convenience-oriented" vs "point reduction-oriented" among general EC users. Please use it as an indicator when selecting a platform.

A professional business team analyzing a strategic roadmap on a large whiteboard, discussing market entry strategies and platform comparative analysis for a global retail expansion project.

4. By Business Phase: Framework for Optimal Platform Selection

In conclusion, which is better depends on the "seller's resources" and "product characteristics".

First of all, determining whether your company's products are "nominated purchase" or "comparative consideration" is the first step in a multi-channel strategy.

FAQ

Q. Which one is cheaper in the end?
A. A. A. A. A. Amazon tends to have lower displayed prices, but when considering Rakuten events (Shopping Marathon, etc.) and point returns, Rakuten's 'real price' often becomes cheaper.
Q. Which platform is recommended for beginners to open a store?
A. Amazon is easier for operations, but if you want to create store uniqueness and build fans, Rakuten Ichiba is recommended. You need to balance product profit margins and operational resources.

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Summary

The answer to the question "Amazon vs Rakuten, which is better" boils down to "lifestyle (efficiency or reduction)" for users and "brand strategy (automation or fanization)" for businesses. Understanding the characteristics of both in a MECE manner and selecting the platform where your company's strengths are most utilized is the key to surviving the EC competition from 2026 onwards.

Published: February 13, 2026 / Author: RISA WATANABE

References

  • [1] Ministry of Economy, Trade and Industry 'Market Survey on E-commerce'
  • [2] Rakuten Group, Inc. Financial Results Briefing Materials
  • [3] Amazon.com, Inc. Annual Reports
Disclaimer: Disclaimer: This article is for informational purposes only and is based on information available as of 2026. Platform specifications may change. Specific results are not guaranteed.