Amazon Handmade vs Etsy
Amazon Handmade and Etsy both serve artisans and makers, but differ significantly in fees, audience reach, and seller support. Etsy dominates the handmade marketplace with lower upfront costs and stronger brand identity, while Amazon Handmade offers access to Amazon's massive customer base and fulfillment infrastructure.
Amazon Handmade
Amazon's marketplace for handcrafted items, launched in 2015. Sellers access Amazon's 300M+ customer base and optional fulfillment services, with a focus on verified artisan verification and quality control.
Referral Fee
15% of sale price
Listing Fee
$0.99 per item (renewed monthly)
Parent Company
Amazon
Launch Year
2015
Pros
- Access to Amazon's massive global customer base and existing buyer trust
- Optional Fulfillment by Amazon (FBA) for shipping and returns
- Prime eligibility increases visibility and conversion rates
Cons
- Higher barrier to entry with artisan verification requirements
- Less brand recognition in handmade/crafts category compared to Etsy
- Steeper learning curve for sellers unfamiliar with Amazon's ecosystem
Etsy
Established in 2005, Etsy is the world's largest marketplace for handmade, vintage, and craft supplies. It has strong brand recognition among buyers seeking unique, artisan-made items with transparent seller ratings.
Transaction Fee
6.5% of sale price
Listing Fee
$0.20 per item (20-day duration)
Payment Processing
3% + $0.20 per transaction
Launch Year
2005
Active Sellers
~7 million (2024)
Pros
- Lower barrier to entry with minimal upfront costs and flexible selling
- Dominant brand for handmade goods; buyers actively search for unique crafts
- Community-focused features including shop customization and direct buyer communication
Cons
- Higher transaction fees (6.5% transaction + 3% + $0.20 payment processing)
- Smaller average customer base than Amazon
- Increased competition with 7M+ active sellers on platform
Etsy wins
Etsy edges out Amazon Handmade for most artisans due to lower transaction fees, stronger buyer intent within the handmade category, and a supportive maker community, despite Amazon's larger overall audience.
Amazon Handmade
Best for high-volume sellers already integrated with Amazon ecosystem and those leveraging FBA logistics.
Etsy
Best for independent artisans prioritizing community, lower costs, and buyers actively seeking handmade goods.
Fee & Cost Structure Comparison
| Aspect | Amazon Handmade | Etsy |
|---|---|---|
| Monthly/Renewal Listing Fee | $0.99 per item (monthly) | $0.20 per item (20 days) |
| Referral/Transaction Fee | 15% of sale | 6.5% + 3% payment fee + $0.20 |
| Fulfillment Option | Optional FBA available | Seller responsible for shipping |
| Shop Setup Cost | Verification required; no explicit shop fee | Free shop, paid listings only |
| Typical Total Per $100 Sale | ~$15-18 (15% ref + listing amortized) | ~$9-10 (6.5% + 3% + processing) |
Audience & Market Reach
Buyer Volume
Amazon's 300M+ customer base vastly exceeds Etsy's 300M+ total visitors; Amazon Handmade sellers reach existing Prime members.
Category Brand Recognition
Etsy is synonymous with handmade goods; buyers specifically seek it out for artisan items, while Amazon Handmade remains a niche within a broader marketplace.
Niche & Craft Community
Etsy has built a vibrant artisan community with forums and social features; Amazon Handmade is transaction-focused with minimal community tools.
International Reach
Both offer global selling, though Amazon integrates with regional fulfillment centers while Etsy relies on seller logistics in most regions.
Seller Support & Resources
Etsy provides dedicated artisan resources, community forums, shop customization tools, and a seller app with active educational content. Amazon Handmade sellers access Seller Central and optional seller support, but resources are less craft-specific and require navigation of Amazon's broader business tools. Both platforms offer seller education, though Etsy's is more tailored to makers.
Best Use Cases
Choose Amazon Handmade if you want access to high-volume buyers, are willing to verify your artisan status, and prefer optional fulfillment logistics. Choose Etsy if you want to build a brand within the handmade community, prefer lower per-transaction costs, and benefit from being in a marketplace where buyers specifically hunt for unique, craft-made items.
Who should choose which
Frequently Asked Questions
Etsy typically costs less per transaction (6.5% + 3% + $0.20 vs. Amazon's 15%), making it more affordable for lower-volume sellers. However, Amazon's FBA can reduce shipping costs for high-volume sellers, potentially offsetting higher fees.
Amazon reaches a larger overall customer base through Prime and Amazon's search ecosystem, but Etsy buyers actively seek handmade and artisan goods. Etsy buyers are more intentional craft shoppers, while Amazon shoppers discover handmade items alongside mass-produced goods.
Etsy is generally better for new sellers due to lower entry costs, easier setup, and a community oriented toward makers. Amazon Handmade requires artisan verification and familiarity with Amazon's seller tools, making it steeper for beginners.
Sources & references
Suggested sources to verify product details, pricing, reviews, and specifications.
- ReferenceAmazon Handmade Review: Is It Worth It for Sellers in 2024?
Making a handmade item that isn’t normally available from regular Amazon sellers could improve your product’s visibility
- ReferenceAmazon Handmade is a joke
I have found that <strong>Amazon</strong> <strong>handmade</strong> is subpar. The items do not show up on the regular <
- ReferenceHandmade Selling Platform Amazon Handmade Review - A Handcrafted Business | Ecommerce Growth Strategy with Nicola Smith
If you currently have an Individual selling plan, you must upgrade to a Professional selling plan first before continuin