Amazon Handmade vs Etsy
Both Amazon Handmade and Etsy are dedicated marketplaces for artisan goods, but they differ in fee structure, audience size, and seller tools. Amazon Handmade leverages Amazon's massive customer base, while Etsy maintains a niche community of handmade enthusiasts.
Amazon Handmade
Amazon's dedicated marketplace for handmade items, launched in 2015. Sellers reach Amazon's 300+ million customers with built-in trust from Prime membership and buyer protection.
Referral fee
15% of sale price
Launch year
2015
Customer base
300+ million Amazon users
Account requirements
Professional seller account with tax ID
Pros
- Access to Amazon's massive customer base and Prime members
- Built-in buyer trust from Amazon's established reputation and A-to-Z guarantee
- Integrated shipping and fulfillment options through Amazon logistics
Cons
- Strict product authentication and manual review process for sellers
- Higher operational costs and more complex seller requirements
- Less community-focused; shoppers may not specifically seek handmade items
Etsy
A global marketplace founded in 2005 specializing in handmade, vintage, and craft supplies. Known for its seller-friendly community and strong brand identity among handmade shoppers.
Listing fee
$0.20 per item (4-month duration)
Transaction fee
6.5% of sale price
Active sellers
7+ million
Founded
2005
Payment processing
Etsy Payments (3% + $0.20 per transaction)
Pros
- Lower startup costs; minimal seller fees and simpler account setup
- Highly engaged community of buyers specifically seeking handmade and unique items
- Robust seller tools, community forums, and educational resources
Cons
- Smaller customer base compared to Amazon's reach
- Increased competition; over 7 million active sellers crowding the platform
- Limited logistics integration; sellers handle shipping independently
Etsy wins
Etsy is the better choice for most artisans due to significantly lower total fees, easier seller onboarding, and a built-in community actively seeking handmade products.
Amazon Handmade
Best for established sellers with high volume seeking maximum customer reach and willing to pay premium fees.
Etsy
Best for new or solo artisans prioritizing low startup costs, community support, and a handmade-focused buyer base.
Fee & Cost Comparison
| Aspect | Amazon Handmade | Etsy |
|---|---|---|
| Listing fee | None | $0.20 per item (4 months) |
| Sales commission | 15% referral fee | 6.5% transaction fee |
| Payment processing | Varies (Amazon Pay) | 3% + $0.20 per transaction |
| Monthly subscription | Optional (Professional seller) | None required |
| Total typical cost per $100 sale | ~$15 | ~$9.70 |
Seller & Market Performance
Buyer reach
Amazon has 300+ million users versus Etsy's smaller but highly-targeted audience of handmade enthusiasts.
Competition level
Amazon Handmade is more selective; Etsy hosts 7+ million sellers creating significant product saturation.
Ease of setup
Etsy allows individual sellers to start immediately; Amazon requires professional account verification and tax documentation.
Community support
Etsy emphasizes community forums and seller education; Amazon focuses on transaction efficiency.
Logistics ease
Amazon integrates fulfillment services and shipping labels; Etsy sellers manage logistics independently.
Best Use Cases
Choose Amazon Handmade if you want maximum exposure to mainstream buyers, have higher sales volume to justify fees, and can invest in account setup. Choose Etsy if you're starting out, want lower initial costs, seek an engaged handmade-focused audience, and prefer control over shipping and branding.
When to choose each
Choose Amazon Handmade if…
Best for established sellers with high volume seeking maximum customer reach and willing to pay premium fees.
Choose Etsy if…
Best for new or solo artisans prioritizing low startup costs, community support, and a handmade-focused buyer base.
Frequently Asked Questions
Etsy is better for beginners due to lower setup barriers, minimal fees, and a community designed for handmade sellers. Amazon Handmade requires professional seller status and manual product approval, making it more suitable for established businesses.
Amazon charges a 15% referral fee per sale with no listing fees. Etsy charges $0.20 per listing, 6.5% transaction fee, and 3% + $0.20 per payment, totaling around $9.70 per $100 sale versus Amazon's ~$15.
Amazon Handmade reaches 300+ million Amazon customers, but shoppers aren't specifically looking for handmade. Etsy's 7+ million sellers serve a smaller but highly-targeted audience actively seeking handmade and unique items.
Sources & references
Suggested sources to verify product details, pricing, reviews, and specifications.
- ReferenceAmazon Handmade Review: Is It Worth It for Sellers in 2024?
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- ReferenceAmazon Handmade is a joke
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- ReferenceHandmade Selling Platform Amazon Handmade Review - A Handcrafted Business | Ecommerce Growth Strategy with Nicola Smith
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