Two Homes for Handmade — But Very Different Neighbourhoods
If you create handmade, vintage, or artisan products and want to sell them online, two platforms likely top your list: Etsy and Amazon Handmade. Both cater to the handmade market, but their audiences, fee structures, and seller experiences differ considerably. Choosing the right one — or deciding whether to use both — can significantly affect your business's growth.
Platform Overview
| Factor | Etsy | Amazon Handmade |
|---|---|---|
| Founded focus | Handmade, vintage, craft supplies | Handmade products only (subset of Amazon) |
| Seller approval | Open to all (with basic requirements) | Application required; approval process in place |
| Monthly fee | Optional Etsy Plus subscription | No monthly fee (waived for Handmade) |
| Listing fee | Per-listing fee applies | No listing fee |
| Transaction fee | Percentage of sale including shipping | Referral fee per sale |
| Audience | Craft and artisan-focused shoppers | Amazon's massive general audience |
Note: Fee structures change periodically. Always verify current rates on each platform's seller information pages.
Audience and Discoverability
Etsy attracts buyers who are specifically looking for handmade, unique, and personalised items. The audience has high purchase intent for artisan goods, which means less conversion friction for craft sellers. However, Etsy's search is competitive, and organic discoverability requires strong SEO within the platform.
Amazon Handmade gives sellers access to Amazon's enormous and diverse customer base. The potential reach is significantly greater, but most Amazon shoppers are not specifically looking for handmade goods — they may stumble upon your products while searching broadly. Converting a general Amazon shopper into a handmade buyer requires particularly compelling listings.
Brand Building and Community
Etsy has a stronger culture of seller identity and community. Buyers on Etsy often browse by shop rather than purely by product, and many return to favourite sellers. Building a recognisable brand with loyal customers is more achievable on Etsy.
Amazon Handmade, by contrast, places products within Amazon's broader ecosystem. Your shop exists, but buyers are less likely to seek you out by name. The focus is on the product transaction, not the seller relationship.
Fees: A Practical Comparison
Fee structures are complex and should be evaluated carefully based on your product price points and volume. Key things to understand:
- Etsy charges a listing fee per item plus a transaction fee on each sale, including shipping. Advertising fees apply if you opt into promoted listings.
- Amazon Handmade charges a referral fee per sale. There is no monthly subscription fee for approved Handmade sellers, but if you use FBA (Fulfilled by Amazon), fulfilment fees apply.
- For lower-priced items, Etsy's flat listing fees can eat into margins. For higher-priced items, Amazon's percentage-based referral fee can be significant.
Fulfilment Options
Etsy sellers handle their own shipping, giving full control over packaging — which many artisan sellers value for branding. Amazon Handmade sellers can use FBA, offloading storage and shipping but at a cost, and with less control over unboxing experience.
Which Should You Choose?
There's no single right answer — it depends on your products, goals, and capacity.
- Choose Etsy if you're building a brand, value community, sell personalised goods, and want to cultivate repeat customers.
- Choose Amazon Handmade if you have production capacity for volume, want access to a larger audience, and are comfortable with Amazon's systems.
- Consider both if you have the bandwidth — many successful craft sellers use Etsy as their primary community hub and Amazon Handmade for incremental reach.
Whichever platform you choose, invest time in strong photography and well-written listings. On both platforms, visual quality and clear product descriptions are your most powerful sales tools.