Amazon is diving into the craft market with its new platform, Handmade at Amazon, which competes directly with Etsy. Just in time for the Christmas shopping season, this launch gives shoppers a new option for finding unique, handmade gifts for family and friends. This move is clearly a challenge to Etsy’s long-held position in the craft-selling world. However, initially, the two will differ in their seller communities, fee structures, and manufacturing rules.
Earlier in May, Amazon began inviting artisans to join their Handmade platform, opening up Amazon’s extensive customer base of 285 million shoppers. The Seattle-based company created this new site, featuring items like $30 Australian walnut cufflinks and $325 handmade quilts from Wisconsin, in response to customer feedback and a growing demand for artisanal products.