Softwr

E-Commerce · head to head

Amazon Shopping vs FullStory

Amazon Shopping logo

Amazon Shopping

E-Commerce

Amazon's consumer marketplace app for browsing, buying and tracking orders

From
Free
Rated
-
Full reviewWebsite
FullStory logo

FullStory

E-Commerce

Digital experience intelligence platform

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Amazon Shopping a significant share of listings are sold and shipped by third-party sellers, and counterfeit or mislabelled products from those sellers have been a well-documented, recurring problem that the platform does not fully prevent.; FullStory free tier limited to 30,000 sessions per month, no 5,000+ monthly active user sites
  • They diverge on capability: Amazon Shopping covers Product search and marketplace, FullStory covers Session replay.
  • Prices and features above were last checked on 1 September 2026.

Where they differ

Only the attributes on which Amazon Shopping and FullStory actually diverge.

Attributes where Amazon Shopping and FullStory differ
AttributeAmazon ShoppingFullStory
Pricing modelFree to use; optional Prime subscription for fast shipping and bundled mediaquote
PlatformsiOS, Android, WebWeb, Mobile
FoundedUnknown2014

Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated), category (E-Commerce).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Amazon Shopping

  • Product search and marketplace
  • Prime shipping tiers
  • Order tracking and returns
  • Amazon Photos and Alexa integration
  • Sponsored product placement
  • Subscribe and Save

Only in FullStory

  • Session replay
  • Heatmaps
  • Conversion funnels
  • User journey mapping
  • Error tracking
  • Frustration signals
  • Search functionality
  • Custom events

What people use each for

The jobs each tool is most often brought in to do.

Amazon Shopping

  • A shopper comparing prices and reviews across a wide catalogue before buying from any retailernot FullStory
  • A Prime subscriber wanting fast, free shipping on eligible everyday purchasesnot FullStory
  • A household using Subscribe and Save to automate reordering of consumables at a discountnot FullStory
  • Someone managing Alexa devices, Prime Video and Amazon orders from a single accountnot FullStory

FullStory

  • User experience analysisnot Amazon Shopping
  • Bug reproductionnot Amazon Shopping
  • Conversion optimizationnot Amazon Shopping
  • Customer supportnot Amazon Shopping
  • Product developmentnot Amazon Shopping

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Amazon Shopping

  • A significant share of listings are sold and shipped by third-party sellers, and counterfeit or mislabelled products from those sellers have been a well-documented, recurring problem that the platform does not fully prevent.
  • Search results and product pages mix paid sponsored placements with organic results, so the top listing for a search term is often an advertisement rather than the best-reviewed or cheapest option.
  • Fast, free shipping is effectively gated behind an Amazon Prime subscription, and the app's delivery estimates are designed to make non-Prime checkout feel slower and less attractive.
  • Returns and refund handling differ between Amazon-fulfilled and third-party-fulfilled orders, and a buyer often cannot tell which applies until after ordering.
  • Subscribe and Save and other recurring purchase features require active management to cancel, and abandoned subscriptions can result in ongoing charges for items no longer wanted.

FullStory

  • Free tier limited to 30,000 sessions per month, no 5,000+ monthly active user sites
  • Personal email addresses cannot be used for signup; business email domain required
  • Paid plan pricing not publicly listed, requires sales contact for quotes
  • Free plan has no email support, only community-based assistance
  • Mobile app analytics requires a separate add-on purchase

Pricing, plan by plan

Amazon Shopping

Free
  • Standard accountFree
    • Browsing and purchase without Prime
    • Standard, slower shipping speeds
    • No access to Prime Video, Prime Music or Prime delivery windows
  • Amazon Prime$14.99/month
    • Free fast shipping on eligible items
    • Access to Prime Video and Prime Music
    • Also offered as an annual plan at a discounted effective rate

FullStory

Free
  • FreeFree
    • 1,000 sessions/month
    • 14-day data retention
    • Basic analytics
  • Business$undefined/month
    • Custom sessions
    • 3-month retention
    • Advanced analytics
  • Enterprise$undefined/month
    • Unlimited sessions
    • Custom retention
    • Advanced privacy controls

Which should you pick?

Choose Amazon Shopping if

  • You need product search and marketplace.
  • You want to start without paying.
  • You work on iOS, Android, Web.
  • You also want prime shipping tiers.
Amazon Shopping review

Choose FullStory if

  • You need session replay.
  • You want to start without paying.
  • You work on Web, Mobile.
  • You also want heatmaps.
FullStory review

Questions people ask

Is Amazon Shopping or FullStory better?
Neither clearly leads. Amazon Shopping starts at Free and FullStory at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Amazon Shopping or FullStory?
Amazon Shopping starts at Free and FullStory at Free.
Does Amazon Shopping or FullStory run on more platforms?
Amazon Shopping runs on iOS, Android, Web. FullStory runs on Web, Mobile.
Can I use Amazon Shopping for free?
Both have a free tier, so you can try either at no cost before committing.
What is Amazon Shopping best used for?
Amazon Shopping is most often used for a shopper comparing prices and reviews across a wide catalogue before buying from any retailer, a prime subscriber wanting fast, free shipping on eligible everyday purchases, a household using subscribe and save to automate reordering of consumables at a discount, someone managing alexa devices, prime video and amazon orders from a single account. Of those, a shopper comparing prices and reviews across a wide catalogue before buying from any retailer and a prime subscriber wanting fast, free shipping on eligible everyday purchases are not what FullStory is typically brought in for.
What can Amazon Shopping do that FullStory cannot?
Amazon Shopping covers Product search and marketplace, Prime shipping tiers, Order tracking and returns, Amazon Photos and Alexa integration. FullStory covers Session replay, Heatmaps, Conversion funnels, User journey mapping.

Answered from the vendors’ own pages

Amazon Shopping: Do I need Amazon Prime to use the app?

No, browsing and ordering work without Prime, but fast free shipping, Prime Video and Prime Music all require the paid subscription.

FullStory: What does FullStory's free tier include?

30,000 sessions per month, 10 user seats, 5,000 server-side events per month, 1 year of session replay retention, and 1 year of product analytics retention. Session capture pauses when you exceed the monthly limit, though existing sessions remain accessible.

Source
Amazon Shopping: Are all products sold by Amazon itself?

No, a large proportion of listings are sold and sometimes shipped by third-party marketplace sellers, which affects returns and counterfeit risk.

FullStory: What features are excluded from the free plan?

Dashboards, configurable form privacy, Go-Live functionality, Streams, client-side rate hooks, mobile app analytics, and StoryAI are not available on the free tier. Email support is also unavailable; only community-based help is provided.

Source
Amazon Shopping: How can I tell if a listing is sold by Amazon or a third party?

Check the "Sold by" and "Fulfilled by" fields on the product page, which the app does not surface prominently in search results.

FullStory: Can I use a personal email to sign up for FullStory's free plan?

No. FullStory requires a business email domain for signup; personal email services like Gmail cannot be used for free plan registration.

Source
FullStory: How does FullStory integrate with Slack?

FullStory's Slack integration allows individual users to send noteworthy sessions to Slack channels. Advanced and Enterprise plans can configure Alerts to receive notifications in Slack when user metrics exceed defined thresholds.

Source
FullStory: What analytics platforms does FullStory integrate with?

FullStory integrates with Segment, Mixpanel, Adobe Analytics, Google Analytics, Salesforce, HubSpot, and others. These integrations allow you to attach FullStory session URLs to events in your analytics platform for cross-platform correlation.

Source
Share

Related pages

More on Amazon Shopping

More on FullStory

Keep looking

Other head to heads