Let me ask you, In which picture are you quicker to recognize the brand that is selling you a product? The 2 pictures both show Ecommerce stores selling a product, but one is clearly more recognizable. Some people may even have thought that Amazon was the seller of the cabin, rather than the company Allwood.
The difference here is between Shopify and Amazon. More people will recognize the Amazon name, but by far, more people make purchases on Shopify today. You may have recently made a purchase on a Shopify site without even knowing it, given that the only hint may be a small “Powered by Shopify” at the bottom. We so often see people wanting to sell products through amazon because of the traffic it gets, but the fact is that you may be shooting yourself in the foot as it were. When people build an Ecommerce market, they want to sell through their store and build a brand. Amazon allows you to sell through their store, while Shopify allows you to truly build your own marketplace, and host a brand.
There is of course a trade off with both, Amazon will get more traffic, as it is an enormous site. Shopify will need traffic directed, starting with good SEO and social media both of which Shopify facilitates wonderfully when compared to Squarespace or WordPress. While both may help you sell products, Shopify may be the one to help you build your brand.