In today’s digital era, the online marketplace has become an essential platform for artisans to showcase and sell their handmade creations. Among the various options available, Amazon Handmade and Etsy have emerged as two of the most popular choices for artisans. In this article, we will explore what each platform has to offer and help artisans decide which one is the best option for them in 2024.

What is Etsy?

Etsy is an e-commerce platform specifically designed for artisans, crafters, and vintage sellers. It was founded in 2005 and has since gained a significant following, attracting millions of buyers and sellers from around the world. Etsy’s primary focus is on unique, handmade, and vintage items, making it the go-to destination for individuals looking for one-of-a-kind products.

How does Etsy work?

To start selling on Etsy, artisans need to open an Etsy shop. Setting up a shop requires creating a seller account, providing shop details, and listing the products. Etsy provides a user-friendly interface and tools to help artisans manage their shops effectively.

Once the shop is set up, artisans can list their products, add high-quality images, and provide detailed descriptions. Etsy offers various features to help artisans optimize their listings and improve visibility, such as tags, categories, and personalized recommendations.

Why sell on Etsy?

One of the main advantages of selling on Etsy is the targeted audience it attracts. Etsy has built a community of buyers who appreciate and actively seek out handmade and unique items. This means that artisans are more likely to connect with buyers who appreciate the value and craftsmanship in their products.

Etsy also offers several tools and resources to help artisans promote their shops and products. Some of these include social media integration, paid advertising options, and the ability to create and send Etsy gift cards. By leveraging these tools, artisans can increase their reach and attract a broader audience.

Cons to selling on Etsy

While Etsy provides a platform tailored for artisans, there are some limitations and challenges to consider. First and foremost, competition on Etsy can be intense, as numerous other artisans are selling similar products. This means that artisans need to invest time and effort into creating high-quality products and optimizing their listings to stand out from the crowd.

Additionally, Etsy charges fees for listing and selling items on their platform. These fees can add up, particularly for sellers who have a large volume of sales. Understanding and accounting for these costs is essential for artisans to ensure profitability.

What is Amazon Handmade?

Amazon Handmade is Amazon’s dedicated marketplace for artisans, offering a curated selection of unique, handcrafted products. Launched in 2015, it aimed to provide artisans with the opportunity to tap into Amazon’s vast customer base while maintaining the focus on handmade items.

How does Amazon Handmade work?

Similar to Etsy, artisans interested in selling on Amazon Handmade need to apply and be approved. Artisans are required to meet specific eligibility criteria, such as producing handmade products themselves or having a team of fewer than 20 members. Once approved, artisans can set up their shop and start listing their products.

Amazon Handmade offers artisans access to various tools and resources, including product listing optimization, inventory management, and fulfillment options. These features can help artisans streamline their operations and efficiently handle the demands of online selling.

Why sell on Amazon Handmade?

One of the biggest advantages of selling on Amazon Handmade is the massive customer base that Amazon has built over the years. Through Amazon Handmade, artisans can reach millions of potential buyers, increasing the visibility and exposure of their products. Additionally, Amazon offers various promotional opportunities, such as deals and discounts, which can further boost sales.

Amazon’s fulfillment network, including Fulfillment by Amazon (FBA), is another significant advantage for artisans. With FBA, artisans can store their products in Amazon’s warehouses, and Amazon takes care of inventory management, packaging, shipping, and customer service. This allows artisans to focus on their craft while Amazon handles the logistics.

Cons to selling on Amazon Handmade

Despite its immense reach and resources, there are a few drawbacks to selling on Amazon Handmade. First, the marketplace is not exclusively dedicated to handmade items, as it also includes commercially produced products. This means that artisans may face stiffer competition from mass-produced goods, which could potentially dilute the uniqueness of their offerings.

Amazon Handmade also charges fees for listing and selling items, similar to Etsy. While the fees may vary slightly between the two platforms, it is essential for artisans to understand and factor in these costs when determining their pricing strategy.

Amazon Handmade or Etsy: Which platform is better in 2024?

Deciding which platform is the best option for artisans in 2024 ultimately depends on various factors, including the target audience, type of products, and individual business goals. Both Amazon Handmade and Etsy have their pros and cons, and artisans should carefully evaluate their needs to make an informed decision.

Artisans who specialize in unique, handmade products may find Etsy to be a more suitable platform. Etsy’s focus on craft and its established community of buyers who appreciate handmade items can provide a supportive environment for artisans to thrive.

On the other hand, artisans who prioritize reaching a broader customer base and leveraging the resources of a global e-commerce giant could benefit from selling on Amazon Handmade. Amazon’s massive reach and fulfillment capabilities can help artisans scale their businesses and maximize their sales potential.

To make the decision-making process easier, artisans can also consider utilizing tools like SellerSonar. SellerSonar is a comprehensive e-commerce analytics platform that provides insights and data-driven recommendations to help sellers optimize their performance. By leveraging SellerSonar’s data, artisans can gain a deeper understanding of their target audience, market trends, and sales performance, enabling them to make informed decisions on which platform to choose.


Both Amazon Handmade and Etsy offer unique advantages and opportunities for artisans. As we look towards 2024, it’s crucial for artisans to thoroughly research and assess their individual needs and goals, and consider platforms like SellerSonar to support their decision-making process. By choosing the platform that aligns with their business objectives, artisans can maximize their success in the online marketplace.

Can I sell on both Amazon Handmade and Etsy?

Can I sell on both Amazon Handmade and Etsy?
How does Amazon Handmade’s advertising compare to Etsy’s?

How does Amazon Handmade’s advertising compare to Etsy’s?
How can sellers join Etsy?

How can sellers join Etsy?
How can sellers join Amazon Handmade?

How can sellers join Amazon Handmade?