Amazon is gearing up to make a significant impact in the craft market with its new website, Handmade at Amazon, which directly targets Etsy’s stronghold. This launch is well-timed for the Christmas shopping season, opening up a new way for customers to find unique, handmade gifts. This move clearly sets up a real competition for Etsy in the craft-selling world. To start with, the two platforms will differ in their seller communities, fee structures, and manufacturing guidelines.
Back in May, Amazon invited artisans to join their Handmade platform, granting them access to Amazon’s massive audience of 285 million shoppers. The motivation behind creating this new site, featuring items that range from $30 walnut cufflinks made in Australia to $325 handmade quilts from Wisconsin, comes from customer feedback and a rising demand for artisanal products.