Amazon vs Mercado Libre: Where Should You Start Selling in 2026?

If you're launching a product in the Americas, the first real decision isn't your listing. It's which marketplace to start on. Amazon and Mercado Libre both work, but they reward different things, and starting on the wrong one for your situation costs months. Here's how to choose without guessing.

The short answer

• Start with Mercado Libre if your market is Latin America (especially Brazil, Mexico, Argentina). It dominates the region, onboarding is faster, and local logistics through Mercado Envíos / Full are built for it.
• Start with Amazon if your buyers are in the US, or your category is global and you want FBA's fulfillment reach. Competition is heavier, but so is the buyer pool and trust.

Most sellers should not start on both. Pick one, get the unit economics working, then expand. We cover the expansion path in international marketplace expansion.

Fees and what eats your margin

Both platforms charge a category commission plus payment and fulfillment costs, but the shape differs:

• Amazon: referral fee by category, plus FBA fees (storage + fulfillment) if you use it, plus ads that are close to mandatory in competitive categories.
• Mercado Libre: commission by listing type (classic vs premium), plus shipping costs that are often subsidized, which is good for conversion and bad for your margin if you don't model it.

The mistake is comparing headline commission rates. What matters is the all-in cost per unit sold, including shipping and ads. That's a unit-economics question, not a "which is cheaper" question.

Logistics and effort

Amazon FBA is more hands-off once your inventory is in: they store, pick, pack and ship. Mercado Libre's Full program is similar within its regions. If you self-fulfill, both get more demanding, and shipping speed affects your ranking on both.

For a first product with limited time, the platform whose fulfillment fits your location wins. Fighting logistics is the fastest way to burn cash.

Competition and audience

Amazon's US marketplace has more buyers and more sellers. You get reach, but you compete on price and ads from day one. Mercado Libre's per-category competition in its strong markets can be lighter, and local-language listings give regional sellers an edge.

Match this to your product: a commodity does better where you can win on logistics and price; a differentiated product can stand out even in a crowded marketplace.

Decide with unit economics, not vibes

Whichever way you lean, run the numbers before committing inventory. For each platform, model: product cost, commission, payment fee, shipping (and who pays it), ads, returns, and your break-even price. The platform that leaves a healthy contribution margin at a price buyers will actually pay is your answer.

That's exactly what Merckit's Amazon and Mercado Libre unit economics tables are for: same SKU, both models, side by side, so the decision is a number instead of a hunch.

FAQ

Is Mercado Libre easier than Amazon for beginners?

In its strong markets (Brazil, Mexico, Argentina), usually yes: faster onboarding and logistics built for the region. Amazon gives more reach but heavier competition.

Which has lower fees, Amazon or Mercado Libre?

Neither wins on headline rates alone. Amazon's referral + FBA + ads and Mercado Libre's commission + shipping subsidy land differently per category. Compare all-in cost per unit, not advertised percentages.

Should I sell on both at once?

Usually not at the start. Get one platform profitable, then expand using what you learned. Running both before the economics work just doubles the chaos.

How do I choose between them?

Model the same product on both (fees, shipping, ads, break-even) and start where the contribution margin is healthy at a realistic price.