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Amazon Handmade is a curated destination within Amazon where independent artisans can sell their handcrafted goods to Amazon's enormous customer base. If you create handmade products and want to reach more buyers, this guide covers everything you need to know.
Amazon Handmade is a specialized section of Amazon.com where artisans can list products that are genuinely handmade, hand-altered, or handassembled. It launched in 2015 as Amazon's response to Etsy and other handmade marketplaces.
Unlike the main Amazon marketplace — where anyone can list after creating an account — Handmade requires an application and approval process. Amazon reviews applications to ensure products meet their definition of handmade.
Amazon Handmade is available to artisans who make products by hand, with hand-altered components, or assembled by hand. Categories include jewelry, home decor, artwork, clothing, accessories, beauty products, and more. Mass-produced or imported goods do not qualify.
You'll need to apply through the Amazon Handmade seller application and provide details about your products and production process.
Amazon has hundreds of millions of active customers. Even a fraction of that audience represents significant potential for handmade sellers who might otherwise be limited to local markets or lower-traffic platforms.
Handmade sellers can use Amazon FBA to fulfill orders, making their products Prime-eligible. This is a significant advantage over platforms like Etsy, where shipping speed and cost are entirely the seller's responsibility.
Amazon waives the Professional selling plan monthly fee for approved Handmade artisans while they're actively selling in the Handmade store. Amazon charges a 15% referral fee on sales.
Visit Amazon's Handmade seller page and complete the artisan application. You'll describe your products, production process, and how items are made. Amazon reviews applications and typically responds within a few weeks. Approval is not guaranteed, and Amazon may ask for additional documentation or examples.
Invest in professional product photography — handmade products often succeed or fail based on visual presentation. Write clear, benefit-focused product descriptions that help customers understand the craftsmanship and uniqueness of what they're buying. Price appropriately for your time and materials rather than racing to the bottom. Use all available image slots and consider lifestyle photography that shows the product in use or context.
Etsy has a more established community and culture around handmade goods, and its buyers specifically seek out artisan products. Amazon Handmade gives access to a much larger audience but that audience isn't specifically seeking handmade items — they're shopping Amazon broadly. Many successful handmade sellers use both platforms.
Amazon Handmade is a legitimate and potentially lucrative channel for artisans who want to reach Amazon's scale while maintaining the handmade identity of their products.
If you need help setting up and optimizing your Amazon presence, reach out to ePlaybooks.
You’ve probably already considered selling on Amazon but its way easier than you think.
Call Us Now