Rakuten and Amazon are two of the biggest names in online shopping, but they work in very different ways. Amazon is a store, the place where you actually buy things. Rakuten, in the US, is a cash back site that pays you for shopping at other stores.

So comparing Rakuten vs Amazon isn’t quite like comparing two stores. The real question is how each one helps you save money, and how to use them together. In this guide, we explain how Rakuten and Amazon work, compare their savings and rewards, and help you decide where to shop.

What is Rakuten?

Rakuten is a Japanese technology company with a range of businesses, including one of Japan’s largest online marketplaces, Rakuten Ichiba. In the US, most people know Rakuten as Rakuten Rewards, a cash back site formerly called Ebates.

Here’s how it works: you click through Rakuten to a partner store’s website, shop as normal and earn a percentage of your purchase back as cash. Rakuten works with thousands of stores, from fashion and beauty brands to electronics and travel sites.

Rakuten pays you every three months. You can choose PayPal, a check, Bilt Points, or, with an eligible American Express card, Membership Rewards points.

What is Amazon?

Amazon is the world’s largest online store. It sells almost everything, directly and through millions of third-party sellers. Its main draw is choice, convenience and fast delivery, especially with an Amazon Prime membership.

Amazon has its own ways to save, such as daily deals, Subscribe & Save discounts, Prime member deals and co-branded credit cards that earn cash back on Amazon purchases.

Rakuten vs Amazon at a glance

Feature	Rakuten (US)	Amazon
What it is	Cash back site and app	Online store and marketplace
How you save	Cash back at partner stores	Lower prices, deals and discounts
Cost to join	Free	Free to shop; Prime has a yearly fee
Number of stores	Thousands of partner stores	One store with millions of sellers
Rewards	Cash back or Amex points	Amazon co-branded card rewards
Best for	Saving at many different stores	Fast delivery and huge choice

 

Can you get Rakuten cash back on Amazon?

Usually, no. Amazon is not a regular Rakuten cash back partner, and Rakuten doesn’t offer a standard percentage back on Amazon purchases like it does with other stores.

However, Rakuten sometimes runs limited Amazon promotions. For example, in October 2026, Rakuten offered existing members $5 cash back on each of their next three eligible Amazon orders of $25 or more. New members could earn $5 back on their first three eligible Amazon orders within 60 days of joining. These offers worked through the Rakuten browser extension or app.

These promotions have strict rules. Subscriptions, digital purchases, gift cards, Amazon Pharmacy and orders using promo codes not featured on Rakuten are typically excluded. Amazon orders also don’t count toward Rakuten’s welcome or referral bonuses. Check Rakuten’s Amazon page for any current offer before you shop.

When Rakuten saves you more

Rakuten is usually the better choice when you’re shopping at a store other than Amazon. For example:

• Fashion and beauty. Many clothing and beauty brands offer cash back through Rakuten, often more during sales events.
• Electronics and home. Brands and big retailers such as department stores often pay cash back on larger purchases.
• Hotels, car rentals and booking sites can offer cash back, which adds up on big trips.
• Special events. During holiday sales, Rakuten often raises cash back rates at many stores.

Because Rakuten cash back is added on top of the store’s own sales, you can sometimes pay less overall at another store than you would on Amazon, once you count cash back.

When Amazon saves you more

Amazon may be the better option when:

• The price is clearly lower. Amazon’s prices on some products are hard to beat, even after cash back elsewhere.
• You need it fast. Prime delivery can be worth more than a few dollars of cash back.
• You buy regularly. Subscribe & Save can give a discount on items you buy often.
• You have an Amazon credit card. Amazon’s co-branded cards earn extra cash back on Amazon purchases for eligible members.

How to use Rakuten and Amazon together

You don’t have to pick one. Smart shoppers use both:

1. Compare the total price. Look at the price on Amazon, then check the same item at other stores through Rakuten. Subtract the cash back to see your real cost.
2. Check for Rakuten’s Amazon offers. If Rakuten has a current Amazon promotion, activate it through the extension or app.
3. Use the right credit card. Pay with a card that earns the most rewards for that store, whether it’s an Amazon card or a general rewards card.
4. Look for card-linked offers. Some cards, such as American Express, offer statement credits at specific stores, which you can combine with Rakuten cash back.

A real-world example

Rakuten’s Amazon offer can add up nicely. In one account we looked at, three eligible Amazon orders in autumn 2026 each earned 500 Amex Membership Rewards points through Rakuten, which is the points version of the $5 offer. That’s 1,500 points from three everyday Amazon orders, on top of the card’s normal rewards.

Rakuten vs Amazon for travelers

If you collect travel points, Rakuten has an extra advantage. With an eligible Amex card, you can receive your Rakuten rewards as Membership Rewards points instead of cash. Those points can be transferred to airline and hotel programs, where they’re often worth more than a cent each.

Amazon purchases, on the other hand, usually earn rewards only through the card you use to pay.

Rakuten vs Amazon: which should you check first?

A simple routine helps you get the best deal every time:

• If you already know the exact product you want, check Amazon’s price first. It gives you a useful benchmark.
• Then search for the same product at other stores that offer cash back on Rakuten. Many brands sell directly on their own websites, often with sales Amazon doesn’t match.
• Work out your real cost: price minus cash back, minus any card offer. Add shipping if the other store charges it and Amazon doesn’t.
• If the difference is small, choose whichever is faster or easier to return. Convenience has value too.

Following this habit for a few months will show you which stores regularly beat Amazon for the things you buy most.

Is Rakuten legit and safe?

Yes. Rakuten is a well-established company, and its US cash back service has been around for more than 25 years under the Ebates and Rakuten names. It’s free to join and doesn’t add to the price you pay. To protect your account, use a strong password and keep your payout details up to date.

Tips to get the most from both

• Install the Rakuten browser extension so you see cash back offers when you visit a store.
• Click through Rakuten before every purchase at a partner store.
• Avoid coupon codes not listed on Rakuten, which can cancel your cash back.
• Watch for Rakuten’s bonus events and Amazon’s sale days, such as Prime Day and Black Friday.
• Track your pending cash back and report missing cash back if an order doesn’t appear.

Frequently asked questions

Is Rakuten better than Amazon?

They’re different things. Amazon is a store, while Rakuten pays you cash back for shopping at partner stores. Rakuten is usually better for saving at other stores, and Amazon can be better for low prices and fast delivery.

Does Rakuten give cash back on Amazon?

Not usually. Rakuten sometimes runs limited Amazon promotions, such as $5 back on eligible orders, through its extension or app.

Is Rakuten the same as Amazon in Japan?

Rakuten Ichiba is one of Japan’s biggest online marketplaces and a major competitor to Amazon there. In the US, Rakuten is mainly known for its cash back service.

Can I get Amex points from Rakuten?

Yes. With an eligible Amex card that earns Membership Rewards points, you can choose points instead of cash back.

Is Rakuten free?

Yes. Rakuten is free to join and use.

Conclusion

Rakuten vs Amazon isn’t really an either-or choice. Amazon is where you buy, often with great prices and fast delivery. Rakuten is a tool that pays you back when you shop at thousands of other stores, and occasionally at Amazon too. Compare prices, check for Rakuten offers before you buy, and pay with the right card. Use both well, and you’ll save more on everything you buy.