When it comes to online shopping, Amazon and Wish are two major players that often come to mind. But how do these platforms really stack up in terms of product selection, prices, shipping, customer service, and more? In this comprehensive guide, we‘ll take a deep dive into the key differences between Amazon and Wish to help you decide which one best fits your needs as a buyer or seller.
Product Selection: Anything You Need vs. Amazing Deals
One of the most noticeable contrasts between Amazon and Wish lies in their product offerings. Amazon is known as "The Everything Store" for good reason – you can find virtually any item imaginable from a vast network of sellers. Whether you‘re looking for everyday essentials like groceries and toiletries, or specialized items like rare books and handcrafted goods, chances are Amazon has it.
In fact, Amazon sells over 12 million products across dozens of categories, not even counting books, media, wine, and services. Their main product categories include:
- Electronics
- Computers
- Smart Home
- Arts & Crafts
- Automotive
- Baby
- Beauty & Personal Care
- Women‘s Fashion
- Men‘s Fashion
- Health & Household
- Home & Kitchen
- Industrial & Scientific
- Luggage & Travel Gear
- Movies & TV
- Pet Supplies
- Software
- Sports & Outdoors
- Tools & Home Improvement
- Toys & Games
- Video Games
In contrast, Wish focuses heavily on affordable, trendy, and often impulse-buy goods. While you can find products across many of the same general categories as Amazon, Wish is more hit-or-miss in terms of selection and availability. The company is very secretive about how many products they actually offer.
However, some of their most popular product categories give a good sense of what you‘ll find:
- Electronics & Accessories
- Fashion & Accessories
- Home Decor & Appliances
- Beauty & Grooming
- Phone Upgrades
- Gadgets
- Shoes & Bags
- Fun Kids Items
- Garden & Outdoor
- Hobbies & Toys
- Pet Products
Wish is perhaps best known for their extremely low prices on knockoff or lookalike versions of trendy products. You‘ll frequently find "designer-inspired" fashion, jewelry, and accessories. So if you‘re looking for those famous $5 jeans or $1 bikinis, Wish is the place to go! Just keep in mind that the quality often matches the unbelievably low price tag.
Pricing: You Get What You Pay For
Speaking of prices, this is one area where Wish really strives to stand out. You‘ll regularly see jaw-droppingly low prices on Wish, sometimes 50-90% less than what you‘d find for a comparable item on Amazon or other retailers.
For example, take this basic men‘s slim-fit dress shirt:
On Wish: $7
Similar on Amazon: $25.99
However, it‘s important to note that the drastically lower prices on Wish often come with trade-offs in quality, sizing accuracy, shipping speed, and customer service. More on that later.
On Amazon, prices tend to be very competitive with other major retailers, especially if you comparison shop between sellers and factor in shipping costs. With millions of sellers vying for your business, you can often snag great deals, especially around holidays and big sales like Prime Day. But aside from some notable deals, most prices on Amazon will be in line with MSRP or "average" retail pricing.
One big perk Amazon offers is the ability to filter your search by price range to hone in on the best options within your budget. Wish has more of a bargain-bin feel without easy ways to narrow down your search.
Shipping: Fast & Free vs. Slow Boat from China
Another significant difference between Amazon and Wish is shipping speed and cost. Amazon is renowned for its lightning-fast shipping, with many items eligible for free 1-2 day delivery for Prime members. Even without Prime, you can usually get free standard shipping on orders over $25.
Amazon achieves these speedy deliveries through a vast, sophisticated network of fulfillment centers and delivery drivers, plus relationships with major carriers. For many shoppers, this fast, free, and reliable shipping is a major reason to choose Amazon.
In sharp contrast, most products on Wish ship directly from manufacturers in China and other countries. This helps keep prices ultra-low, but it means delivery can take weeks or even months.
According to Wish‘s shipping policy, standard shipping to the US takes 2-4 weeks with the expectation that 20 days is typical. Expedited shipping takes 5-11 business days. But in reality, many shoppers report waiting well over a month to receive their orders.
Wish shipping is also rarely free, with costs calculated per item. Even with low product prices, the shipping fees can add up quickly, especially if you‘re buying multiple items from different sellers.
Returns & Refunds: A Tale of Two Policies
Given the differences in product quality and shipping, it‘s no surprise that Amazon and Wish also have very different approaches to returns and refunds.
Amazon is known for a customer-centric "no questions asked" return policy that makes it easy to send back items for any reason within 30 days. In many cases, you can even get an instant refund as soon as the return is initiated, with a generous return window to actually ship the item back.
Some products are even eligible for free returns, though this varies by category and seller. Overall, Amazon‘s return policy instills confidence to shop freely, knowing you can easily make a return if needed.
On the other hand, Wish‘s return policy is far more restrictive. While you technically have 30 days to request a return on most items, the refund process is slow and convoluted compared to Amazon:
- You must submit a return request and wait for Wish to approve it and provide a return address, which can take several days
- Return shipping costs are your responsibility, which can eat into any potential refund
- It can take up to 30 business days after Wish receives your return to see a refund to your original payment method
- Many categories like intimates, health & beauty, and perishables are not eligible for returns at all
- Most refunds are capped at a maximum of $40
All in all, returning items on Wish can be a massive headache, and you‘re unlikely to get a full refund after paying for return shipping and waiting weeks for the refund to process. Caveat emptor!
Customer Service: Algorithms vs. Angry Mobs
Customer service is essential for building trust and loyalty, especially for online shoppers making purchases sight unseen. Both Amazon and Wish offer several ways to get help, but the quality of that support can vary drastically.
Amazon offers 24/7 customer service by phone and live chat, plus an extensive knowledge base of help articles and community forums. You can easily find help for common issues like checking on an order, making a return, or getting a refund.
However, the sheer size and scope of Amazon means that the support reps are often working from scripts and have limited ability to resolve complex or unusual issues. Getting elevated to a higher tier of support can be challenging. Still, Amazon reps are generally responsive and professional.
On Wish, the main ways to get support are through a rudimentary chatbot, an online help center, or posting publicly on social media and hoping your rant gets enough attention for a rep to address your concern privately.
Many Wish shoppers grow extremely frustrated by the lack of timely, helpful customer service. It‘s common to see comments on Wish‘s social posts from angry customers demanding a human response to their support tickets about missing orders, damaged items, or refused refunds. Wish‘s off-shore, low-cost business model simply doesn‘t prioritize proactive customer support.
Seller Support: Robust Tools vs. Fend for Yourself
For online merchants, choosing the right selling platform is just as important as choosing where to shop. Your e-commerce business depends on having the tools, data, and support to market your products, manage inventory, process orders, and communicate with customers.
Amazon is light years ahead of Wish when it comes to seller support and resources. With Amazon‘s Seller Central hub, merchants can access:
- Robust listing and inventory management tools
- Built-in fulfillment services
- Sponsored product ads and promotions
- Detailed sales reporting and forecasting
- Competitive research and product scouting data
- Seller forums and events to connect and learn
Of course, access to Amazon‘s massive customer base and cutting-edge seller tools comes at a price. Sellers must pay $39.99/month plus referral fees ranging from 8-20% depending on the product category. There are also strict performance targets around shipping speed, order defect rate, and customer inquiries that sellers must consistently hit to avoid penalties or suspension.
In comparison, Wish offers a barebones merchant dashboard that covers the basics of adding products, processing orders, and issuing refunds. But beyond those core functions, sellers have minimal tools or data to grow and optimize their business on the Wish marketplace.
Wish merchants also struggle with the lack of consistent policies and support. The Wish seller forums are full of complaints about orders being refunded without cause, accounts being suspended without warning, and nonexistent human support to resolve issues.
The low barrier to entry means Wish can be a good option for new sellers just starting out. But serious merchants quickly outgrow the platform and migrate to Amazon or other marketplaces that offer more robust tools and brand protections.
Reputation & Trustworthiness: Opposite Ends of the Spectrum
Perhaps the starkest contrast between Amazon and Wish is their overall brand reputation and perceived trustworthiness with shoppers and merchants alike.
Amazon consistently ranks as one of the most trusted and respected brands in the world. In Morning Consult‘s 2020 Most Trusted Brands study, Amazon ranked #2 behind only the USPS. In Forbes‘ 2020 list of the World‘s Best Employers, Amazon came in at #2 as well.
This trust comes from Amazon‘s relentless focus on customer experience, from the huge selection and competitive pricing to the fast shipping and easy returns. While not perfect, Amazon‘s dedication to customer satisfaction is a core reason for their success and growth. People feel confident shopping on Amazon.
Wish, on the other hand, has a decidedly mixed reputation. On Trustpilot, Wish earns only 1.5 out of 5 stars, with a whopping 78% of reviewers rating the service as "Bad". The BBB gives Wish a C- rating, though they are not BBB accredited. And online forums are rife with customer horror stories about missing deliveries, fake tracking numbers, defective products, and unhelpful support.
If you search "Is Wish legit?" or "Is Wish safe?", you‘ll find many articles warning customers about the risks and drawbacks of shopping on the platform. The consensus is that while you can snag some surprisingly good deals, you have to be comfortable with taking a gamble on quality, shipping speed, and customer service.
For more discerning shoppers who prioritize transparency, reliability, and peace of mind, Amazon is the clear winner on trustworthiness. You may pay a bit more on average, but you can shop confidently knowing Amazon stands behind your purchase.
The Bottom Line: Different Strokes for Different Folks
Ultimately, the choice between Amazon and Wish depends on your priorities and shopping style. If you‘re looking for the widest selection, fastest shipping, and best customer service, Amazon is hard to beat. But if you‘re willing to roll the dice on lesser-known brands and longer delivery times to score rock-bottom prices, Wish may be worth a shot.
For sellers, the calculus is similar – go with Amazon for access to the largest customer base, most sophisticated tools, and strongest brand protections. Choose Wish if you‘re just getting started and want to list products with minimal overhead or commitment.
Whichever way you go, it pays to be a savvy e-commerce shopper and seller. Do your research, check reviews, factor in total costs, and don‘t be afraid to try out different platforms to find the best fit for your needs and budget. Happy shopping!
