Provides artisans access to Amazon's massive customer base and fulfillment infrastructure while maintaining a curated, handmade-focused shopping experience.
Last updated Feb 21, 2026 by AI Enrichment
Major player in handmade goods marketplace, leveraging Amazon's infrastructure
Amazon Handmade is a dedicated marketplace within Amazon.com launched in 2015 that enables artisans and craftspeople to sell their handmade products to Amazon's global customer base. The platform features products across categories including jewelry, home décor, artwork, accessories, and more, with each seller vetted to ensure products are genuinely handmade. Amazon Handmade operates as part of Amazon's broader e-commerce ecosystem, leveraging Amazon's infrastructure, fulfillment services (FBA), and customer trust. While not a traditional AdTech company, Amazon Handmade participates in the advertising ecosystem through Amazon's advertising platform, where sellers can use Sponsored Products and other ad formats to promote their handmade goods. The platform competes directly with Etsy and other artisan marketplaces, differentiating itself through Amazon's massive customer base, Prime shipping benefits, and integrated advertising tools. Sellers pay no listing fees but Amazon takes a 15% referral fee on sales, and they can optionally use Amazon's advertising services to increase visibility.
Curated platform for selling handmade goods across multiple categories
Access to Sponsored Products and Amazon's advertising tools for product promotion
Optional integration with Amazon's fulfillment network for storage and shipping
Customizable storefronts for sellers to showcase their brand and story