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Major Highlights
- Etsy and Amazon Handmade cater to handmade product sellers with different seller needs and customer bases.
- Etsy charges a $0.20 listing fee and 6.5% per sale, while Amazon Handmade charges no listing fee but a 15% referral fee per sale.
- Amazon Handmade offers access to a vast audience; Etsy appeals to buyers seeking handmade and vintage goods.
- Etsy provides an effortless shop setup; Amazon Handmade requires an approval process to ensure authenticity.
- Both platforms offer fulfillment options, customer reach, and marketing tools for independent sellers.
Introduction
Handmade sellers face an important decision when starting online: choosing the right website to showcase their products. Etsy and Amazon Handmade stand out as two strong choices, each offering unique advantages for different business goals.
Etsy attracts shoppers seeking handmade and vintage items. Amazon Handmade connects sellers to a broader audience through the wider Amazon marketplace.
Comparing both side by side helps sellers understand where their products will gain more visibility, boosting sales and guiding smart business choices.
Selling on Etsy and Amazon Handmade
Selling on these platforms allows handmade businesses to reach buyers worldwide. Etsy attracts customers who want unique or vintage products and offers an inexpensive start for beginners. Amazon Handmade extends reach to millions of active Amazon shoppers.
Each platform provides a different selling approach. Some platforms cater to specific niche audiences, while others facilitate large-scale sales. Understanding these differences helps sellers align their platform choice with their business goals.
Etsy Vs. Amazon
| Feature | Etsy | Amazon Handmade |
|---|---|---|
| Target Audience | Buyers seeking unique, handmade, and vintage items; niche community. | Vast audience of general Amazon shoppers; broader reach. |
| Seller Needs | Effortless shop setup; brand-building within a creative community. | Access to a massive audience; suited for scaling and handling larger volumes. |
| Listing Fee | $0.20 per listing (renews every four months). | No listing fee. |
| Referral/Sale Fee | 6.5% per sale, plus payment processing fees (e.g., 3% + $0.25 USD for US sellers). | 15% referral fee per sale. |
| Shop Setup | Easy and quick setup; user-friendly interface. | Requires an approval process to ensure product authenticity; more time-consuming onboarding. |
| Authenticity | Focus on handmade, vintage, and craft supplies. | Strict guidelines to ensure genuinely handmade products (no mass production). |
| Fulfillment | Seller-managed shipping; provides discounted shipping labels. | Offers Fulfillment by Amazon (FBA) for storage, packing, and shipping; also allows seller-managed fulfillment. |
| Marketing Tools | Etsy Ads, Offsite Ads (mandatory for shops earning over $10,000 annually), custom storefronts (Etsy Plus). | Amazon promotions, pay-per-click (PPC) advertising (requires Brand Registry for advanced tools). |
| Brand Building | Strong emphasis on personal brand identity and customizable storefronts. | Amazon branding may sometimes overshadow the individual seller’s brand. |
| Customer Base | ~95 million active buyers (as of late 2024). | Access to Amazon’s massive customer base (hundreds of millions of active buyers). |
| Payment Speed | Payouts can be daily, weekly, or monthly; funds available in 3-5 days. | Funds held for approximately 7 days post-delivery; payouts every 14 days. |
| Competition | High competition from similar sellers in a niche market. | Fierce competition across a broader marketplace. |
| Customization | More control over shop branding, banners, and personalized storefront design. | Fewer customization options than Etsy. |
| Support | Relies on Help Center and community forums; slower customer support. | 24/7 support; handles customer interactions and disputes. |
| Ideal For | Small businesses, independent sellers, those seeking niche buyers, brand-building within a creative community, beginners. | Artisans seeking broader reach, sellers ready to handle large order volumes, those wanting streamlined fulfillment (FBA). |
What Makes Handmade Marketplaces Special
Handmade marketplaces emphasize authentic, original items in an era of mass production. They allow artisans to showcase personal craftsmanship, giving buyers something unique that feels special and personal.
These sites also provide options for customizing colors, patterns, or materials. Personalization builds a stronger connection between buyer and brand, encouraging repeat purchases.
Small businesses benefit from tools to grow loyal customer bases, whether selling jewelry, home décor, or other handmade items. Each platform supports honesty and creativity.
Who Should Consider These Platforms
Choosing between Etsy and Amazon Handmade depends on target audience, business scale, and desired brand identity. Each suits different seller types.
- Small businesses seeking niche buyers often benefit from Etsy.
- Independent sellers with unique products appreciate Etsy’s targeted customer base.
- Artisans wanting broader reach may prefer Amazon Handmade’s massive audience.
- Sellers ready to handle large order volumes can use Fulfillment by Amazon (FBA).
Etsy supports brand-building within a tight-knit community. Amazon Handmade suits rapid growth and wide exposure. Match platform strategy to business goals for the best results.
Final Thoughts
Etsy and Amazon Handmade both offer solid opportunities for handmade sellers. Etsy supports brand building within a creative community, while Amazon Handmade provides tools and exposure for reaching a large audience.
The best platform depends on product type, business goals, and ability to manage each platform’s demands. Whether focusing on Etsy’s personal touch or Amazon’s broad reach, success comes from careful planning and adaptability.
With strong branding and the right strategies, sellers can grow a thriving handmade business and build lasting customer relationships.
Frequently Asked Questions
Is It Easier to Start on Etsy or Amazon Handmade?
Etsy is easier for beginners due to its simple setup and no approval requirement. Amazon Handmade requires sellers to apply and prove products are handmade.
What Fees Do Etsy and Amazon Handmade Charge?
Etsy charges a $0.20 listing fee and 6.5% per sale, plus payment processing and potential ad fees. Amazon Handmade has no listing fee but charges a 15% referral fee per sale.
Can Beginners Succeed on Both Platforms?
Yes. Etsy’s lower startup costs and simple setup favor new sellers. Amazon Handmade offers broader exposure but has a steeper learning curve.
Can Sellers use Etsy and Amazon Handmade at the Same Time?
Yes. Many sellers run shops on both platforms simultaneously, managing orders and inventory through Seller Central and the Etsy dashboard. Good customer service is needed to build strong reputations on both sites.
Reviewed and edited by Albert Fang.
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Article Title: Etsy vs. Amazon Handmade: Which is Better for Sellers?
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