[2026 Edition: What is Rakuten vs Amazon Comparison 2026? Market Trends and GMV Growth Differences EC Managers Should Know]

In the domestic EC market of 2026, the power map of the two major platforms, Rakuten and Amazon, is entering an unprecedented period of change. In this article, under the theme of 'Rakuten Amazon Comparison 2026', we explain the growth rate of GMV (Gross Merchandise Value), trends in market share, and operational differences accompanying the evolution of algorithms, which are essential for EC managers to formulate strategies, in a MECE (Mutually Exclusive and Collectively Exhaustive) manner. The utilization of first-party data and AI-driven UX optimization will be the turning point that divides victory and defeat.

A sophisticated 3D data visualization representing the comparison between two major Japanese e-commerce platforms in 2026, showing growth curves, digital shopping bags, and futuristic market analysis charts without specific corporate iconography.

1. EC Market Overview in 2026: Positioning of Rakuten and Amazon

As of 2026, the Japanese EC market is shifting from the mature stage to the phase of "automatic purchasing by AI agents" and "hyper-personalization". Rakuten maintains high LTV (Life Time Value) by deepening the "Rakuten Ecosystem (Economic Zone)" and maximizing synergy with FinTech and mobile businesses. In particular, the promotion of cross-use of mobile users through the "Strongest Plan" forms a strong retention loop.

In contrast, Amazon maximizes the efficiency of its self-contained logistics network (FBA) and increases the delivery density of the last mile, expanding the same-day delivery area to a nationwide scale. Furthermore, advanced attribution analysis utilizing "Amazon Marketing Cloud (AMC)" dramatically improves the ad ROI of manufacturer companies. This is a decisive advantage in the cookie-less era.

A professional business concept image illustrating the integration of logistics networks and digital ecosystems in 2026. It features abstract nodes connecting delivery drones, smartphones, and financial icons to represent the diverse touchpoints of modern e-commerce.

2. Thorough Comparison of GMV Growth Rate and Market Share

The indicator that EC managers should pay most attention to is the growth speed of each mall. Based on 2026 forecast data, although the total distribution amount of both is balanced, there is a difference in the quality of growth. Rakuten is characterized by explosive sales driven by events such as "Shopping Marathon" and "Super SALE", while Amazon's strength lies in stable subscription-like growth through "Subscribe & Save".

Figure: 2024 vs 2026 Forecast GMV Comparison (Our Estimate)

A major change in 2026 is that Amazon has reached a level where it competes for the top spot in domestic GMV share by a narrow margin. This is contributed by the spread of 'Amazon Subscribe and Save' for daily necessities and the rapid growth of 'Amazon Business' for corporations. On the other hand, Rakuten is strengthening cooperation with local governments and expanding its unique ecosystem, using its overwhelming position as a platform for 'Hometown Tax Donation' as a weapon.

3. Platform-Specific Operation Strategy Required in 2026

In considering "Rakuten Amazon Comparison 2026", specific methods of store operation also need to be updated. In Rakuten, store-specific "fan creation" is more important. CVR improvement measures by UGC (User Generated Content) utilizing R-SNS and Rakuten ROOM become essential, and provision of "emotional value" rather than just price competition is required.

An artistic representation of artificial intelligence algorithms processing large-scale consumer data for e-commerce ranking optimization. Visual includes glowing neural networks and binary code flowing into a digital shopping cart.

On the other hand, Amazon must respond to the complete transition from the "A9/A10 algorithm" to "semantic search" integrating LLM (Large Language Model). Not stuffing keywords, but the accuracy of the answer to the user's search intent (intent) determines the ranking. Also, a full-funnel approach through Amazon DSP has become established as a winning pattern in 2026.

FAQ

Q. Which is better for new entry in 2026: Rakuten or Amazon?
A. It depends on product characteristics. 'Rakuten' is suitable for brand storytelling and retention, while 'Amazon' is better for model-number products, logistics efficiency, and search traffic. In 2026, selling on both to disperse risk is a standard strategy.
Q. Which platform has higher ad operation difficulty?
A. Amazon is more automated with AI, making initial setup easier, but advanced optimization using AMC requires expertise. For Rakuten, RPP ad operation skills directly impact profits, so the operator's skill is crucial.
Q. What are the countermeasures for the 2026 trend 'AI Purchasing'?
A. Optimization for semantic search is urgent. Structured data markup and creating logical, comprehensive product descriptions that AI agents can easily recommend are key to securing future market share.

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Summary

The core of "Rakuten Amazon Comparison 2026" lies in understanding the difference in "Customer Experience (CX)" offered by each platform, not just comparing sales scale. Rakuten pursues entertainment and strong lock-in by the point economic zone, while Amazon pursues ultimate convenience and data-driven purchasing experience. For EC success in 2026, it is essential to analyze the characteristics of both in MECE and allocate resources optimally to your company's products.

Published: February 13, 2026 / Author: RISA WATANABE

References

  • [1] Nihon Keizai Shimbun 'Domestic EC Market Share Transition (2025 Version)'
  • [2] Rakuten Group, Inc. Financial Results Briefing Materials FY2025
  • [3] Amazon.com, Inc. Annual Report 2025 - International Segment Analysis
Disclaimer: This article is for informational purposes only and does not guarantee results on specific platforms. Please check official sites for the latest terms and algorithms.