Amazon Wedding Registry vs Target vs Zola: Which Is Best in 2025?
When you’re planning your wedding registry, you want more than just a list of gifts — you want a smooth process, good perks, wide selection, and something that fits your lifestyle. In 2025, these three platforms are among the most popular:
- Amazon Wedding Registry
- Target Wedding Registry
- Zola Wedding Registry
Here’s a detailed breakdown of how they compare — their strengths, weaknesses, and how to pick the one that fits you best.
Platform Overviews
Amazon Wedding Registry
- Amazon offers millions of items across countless categories. (Bryant Studio Photography)
- Key perks: free to use, easy setup, large inventory, completion discount (20% for qualifying items) after the wedding. (Amazon)
- Good for couples who want convenience and variety.
Target Wedding Registry
- Target’s registry integrates both online and in-store shopping, which is helpful if many guests prefer shopping locally. (Target)
- Offers a completion discount (about 15%) for items remaining on the registry after the wedding. (myregistry.com)
- Great for couples focused on home goods, kitchen, décor and for guests who like a physical store option.
Zola Wedding Registry
- Zola is more than just a product registry — it’s a full wedding-planning platform (registry, wedding website, guest list tools, etc.). (HelloPrenup)
- Offers universal registry capabilities: you can add items from many stores, add experiences, cash funds, honeymoon funds. (zola.com)
- Ideal for couples who want flexibility, experiences over just “things”, or a more modern registry.
Feature-by-Feature Comparison
Here’s how they stack up in key areas:
| Feature | Amazon | Target | Zola |
|---|---|---|---|
| Product Selection / Variety | Very large — nearly everything you’d need. (Amazon) | Strong in home goods, decor, kitchen etc. (The Knot) | Broad: includes gifts, experiences, funds; supports many brands and items from multiple stores. (Digital Data Design Institute at Harvard) |
| Completion Discount / Perks after wedding | ~20% off select remaining items for qualifying couples. (Amazon) | ~15% off items remaining on registry. (myregistry.com) | 20% discount post-wedding, plus other perks like free shipping & returns. (zola.com) |
| Returns / Ease for Guests | Free shipping returns, large capacity; convenience is high. (Ad Badger) | In-store + online returns, good for local / in-store shoppers. (Woman Getting Married) | Flexible: you can choose when gifts ship, exchange before shipping, add items from other stores. (zola.com) |
| Universal Registry / Experiences / Funds | Limited to Amazon-sold items mostly. (moonsift.com) | Mostly Target store / online items though some affiliate features. (The Budget Savvy Bride) | High flexibility: register for gifts, experiences, cash funds, items from many stores. (zola.com) |
| Guest Convenience (Global / Shipping / Familiarity) | Extremely familiar globally; many guests already Amazon users. | Many guests know Target; good for US-based, in-store shopping. | Guest may need to adjust if they’re unfamiliar; but offers modern experience. |
| Drawbacks / Trade-offs | If you want boutique items or things not on Amazon, you may be limited. Some guest shipping/ international issues. (moonsift.com) | Might have less variety compared to Amazon; less universal for experiences. | Some guests may prefer simpler store checkouts; shipping/taxes might vary; fewer physical stores. |
Which One Should You Choose?
Here are some decision-guiding questions:
- Do you want the largest selection and convenience? → Amazon is likely your best bet.
- Do you prefer a significant physical store component (for guests), home-goods focus, and straightforward in-store returns? → Target might fit well.
- Do you care about experiences, cash funds, and flexibility (maybe you don’t want just “things”) or want a registry that matches a modern couple’s lifestyle? → Zola is very compelling.
Suggested Scenarios:
- If you and your partner are tech-savvy, love shopping online, have a diverse registry wishlist, go for Amazon.
- If your guest base is local, many prefer in-store shopping, or your registry is focused on home essentials, choose Target.
- If you want a registry that includes honeymoon funds, charity, experiences, or items from multiple stores and you want a “registry plus” platform — go with Zola.
My Take for 2025
In 2025, I lean toward Zola as the most forward-looking registry platform because of its flexible features (funds, experiences, universal linking). However, if ease and sheer product volume matter more, Amazon remains a powerhouse. Target is still very strong, especially for couples who prefer bricks-and-mortar or want a mix of online + in-store. For many couples, the best solution may actually be using two platforms: one primary registry and one secondary to cover gaps (e.g., Amazon for variety + Zola for funds/experiences).