Amazon Handmade vs Etsy: The Comparison (2024)

Amazon Handmade vs Etsy: The Comparison (2024)

Both Etsy and Amazon Handmade are leading eCommerce sales channels with a massive customer base.

In this blog, we’ll compare Amazon Handmade vs Etsy to determine the best marketplace for your online business.

Find out how to set up a store, add product listings, and get insights on fees, marketplace density, and integrations with other platforms.

Key Takeaways

  • Amazon Handmade has a demanding application process and charges a 15% referral fee on every sale.
  • Etsy offers an easy setup but charges various fees that may be challenging to calculate, but you can use our Etsy Calculator to simplify the process.
  • It’s easy to sell print-on-demand items on Etsy, while it might be more challenging on Amazon Handmade.
  • While Amazon Handmade suits full-time eCommerce engagement, Etsy is ideal for part-time online stores.
  • Both Amazon Handmade and Etsy cater to different business needs and target markets, each with its own strengths and weaknesses.

1. Amazon Handmade vs Etsy: Pros and Cons

The sales channel you choose can significantly impact your success in a competitive online market.

Let’s explore the technical nuances of these two industry leaders to simplify choosing the right platform for your business:

Pros Cons
Amazon Handmade
  • Large worldwide customer base
  • Linked with Amazon's marketplace
  • Excellent customer support
  • Demanding application process
  • 15% referral fee on every sale
  • Restricted product categories
  • Easy setup
  • No monthly subscription fees
  • Easy to connect directly with customers
  • Many small fees
  • Slow customer support
  • High likelihood of store closures
Amazon Handmade
  • Large worldwide customer base
  • Linked with Amazon's marketplace
  • Excellent customer support
  • Easy setup
  • No monthly subscription fees
  • Easy to connect directly with customers
Amazon Handmade
  • Demanding application process
  • 15% referral fee on every sale
  • Restricted product categories
  • Many small fees
  • Slow customer support
  • High likelihood of store closures

2. What Can You Sell on Amazon Handmade vs Etsy?

Amazon Handmade

A screenshot of Amazon Handmade product categories.

While it shares an audience with Amazon Marketplace, Amazon clearly states that this is a separate sales channel dedicated exclusively to buying and selling handmade items.

Handmade sellers can currently list products in the following categories:

  • Jewelry
  • Home Decor
  • Kitchen and Dining
  • Beauty and Grooming
  • Pet Supplies
  • Handbags and Totes
  • Stationery and Party Supplies
  • Clothing and Accessories
  • Toys and Games
  • Baby Products

Each category has a curated list of subcategories, giving sellers a diverse range of options to showcase their one-of-a-kind creations.

It’s hard to comment on how easy it is to sell print-on-demand products on the Amazon Handmade marketplace, as each product category has its own policies and requirements.

Quick Tip

If you're interested in selling on Amazon Marketplace, check out our guide on how to sell with Print on Demand on Amazon.


From the very beginning, Etsy quickly became a leading player among online marketplaces for handmade products and vintage goods. However, it has since branched out to accommodate a significantly broader selection of products and sellers.

These are the top categories on Etsy:

  • Accessories
  • Art and Collectibles
  • Bags and Purses
  • Bath and Beauty
  • Books, Films, and Music
  • Clothing
  • Craft Supplies and Tools

Additionally, many other categories and subcategories make finding and selling anything effortless, whether it’s handmade jewelry for a wedding, toys for kids, or food and digital prints for any other occasion.

It’s also easy for any existing or newly registered seller to offer custom print-on-demand products on this marketplace by listing production partners.

3. Amazon Handmade vs Etsy: How Easy Is It to Sell?

Selling on Amazon Handmade

Joining Amazon Handmade can be challenging, primarily due to its strict application process.

Once accepted, you can start building your presence and generating sales. From filling out your seller profile to sponsored display ads and discount codes, Amazon offers various marketing tools to help you grow your business.

New sellers get a $50 credit for up to 90 days after listing to create Sponsored Products or Sponsored Brands ads and another $50 to create Amazon Coupons.

Selling on Etsy

Opening an Etsy Shop is fast and easy. You can create and start selling handmade products within a few hours.

As an Etsy seller, you have plenty of opportunities to maximize visibility and boost sales right from your seller dashboard, from SEO to using Etsy Ads.

Quick Tip

Check out our ultimate guide on how to start an Etsy shop for expert insights and practical tips to help you kickstart your journey.

Make It Happen Today!

4. Amazon Handmade Features

Registration Process

The Amazon Handmade registration process can be complicated due to factors beyond the seller’s control.

While the initial application step is relatively straightforward, with filling out a form and describing your business, the following review process can span weeks or even months and does not guarantee acceptance.

This thorough evaluation aims to ensure that only legitimate handmade sellers get accepted to join the marketplace.

Store Setup

Amazon Handmade vendors get a Maker Profile that can be personalized with a profile photo, banner, an About section, and featured products.

You won’t get a dedicated Amazon Handmade dashboard but will be able to manage your store through your Amazon Seller Central account.

Store management may have a steep learning curve, but Amazon Handmade sellers can easily add products without encountering any significant issues.

Payment processing may take some time. Funds from sales can take up to 14 days to arrive in the seller’s bank account.

Subscription Costs and Fees

To join the marketplace, you’ll first need to subscribe to a Professional selling plan, but the fee for the Professional plan is waived after a month if you’re approved to join Amazon Handmade.

Amazon Handmade Subscription Plans Cost
Individual plan $0.99/item sold
Professional plan $39.99/month
Amazon Handmade Fees Cost
Referral fee 15% per sale

Marketplace Density (Competition)

Selling on Amazon Handmade offers being part of the world’s largest online marketplace.

While it may not enjoy the same popularity as Etsy in selling handmade goods, Amazon’s vast reach ensures that most consumers, including those seeking niche items, will inevitably search for products there.

Integrations With Other Platforms

As with other features, Amazon Handmade shares the general Amazon ecosystem and benefits from the large number of platforms that integrate with the marketplace. 

In some cases, the integration is not seamless, requiring third-party solutions.

On the technical side, the marketplace is well-connected, making it possible to import products to sell on Amazon Handmade and export products from Amazon to other platforms.

Customer Support

Amazon Handmade vendors benefit from excellent customer service.

Support is available 24/7 on various channels and handles all concerns filed by Amazon shoppers. As a seller, you won’t have direct communication with your clients, which can be seen as a downside, potentially making it harder to turn them into loyal customers.

Sellers agree to Amazon’s Terms and Conditions when registering an account on Seller Central and all related policies. Any customer requests are evaluated according to Amazon’s rules.

5. Etsy Features

Registration Process

Creating an Etsy Seller account is pretty straightforward – register an account on Etsy, then select Sell on Etsy from the drop-down menu in the upper right corner.

Anyone can apply as an individual or business seller and list products without filling out long forms.

However, it’s relatively common for Etsy accounts to be suspended due to violations. To unlock your account, you’ll need to contact Etsy’s customer support, and it can take days, weeks, or even months to fix the issue.

Store Setup

When you set up your Etsy store, you can upload a shop logo, banner, photos, and a video, as well as write an About section to introduce yourself and your handmade products to potential customers.

Etsy provides a dedicated dashboard for managing your store. You can easily add new products, update existing listings, track orders, and monitor your shop’s performance.

Payments are processed quickly and transferred to your bank account daily, weekly, biweekly, or monthly, depending on your Etsy Shop’s preferences.

Subscription Costs and Fees

Etsy offers two subscription plans and charges several small fees that can add up in the long run, so it’s essential to consider these expenses before joining the marketplace and setting your retail prices.

Some stores may also need to pay a one-time set-up fee of $15.

Quick Tip: Calculate your profit, fees, and expenses using our Etsy Calculator.

Let’s go over the mandatory fees you’ll encounter on this marketplace:

Etsy Subscription Plans Costs
Etsy Standard Free
Etsy Plus $10/month
Etsy Fees Costs
Listing fee (incl. auto-renew and private listing) $0.20 per listing
Transaction fee 6.5% of the total order amount in your selected listing currency
Payment processing fee 3% + $0.25 of the total sales price in the US

Quick Tip

Check out our blog for a detailed guide on Etsy fees.

Etsy also offers the option to use their Pattern tool for $15/month (with a 30-day free trial) to create a personalized website that has a shared inventory with your Etsy store.

It’s important to note that your Pattern website isn’t connected to the Etsy Marketplace, so your site won’t appear when searching for products on the Etsy search bar.

Marketplace Density (Competition)

Etsy is frequently the first stop for customers looking for vintage and handmade items, making the platform a must for sellers in those target markets. 

At the same time, there is massive competition on Etsy for the same products and market niches.

Integrations With Other Platforms

As it’s one of the most popular marketplaces online, Etsy benefits from having integrations with several third-party platforms, from Print-on-Demand services to bulk order management.

Even restrictive website builders like Squarespace offer a dedicated and seamless integration with Etsy, which makes the platform a flexible option for sellers working with different eCommerce systems.

Customer Support

Etsy provides a Help Center in addition to email support. Sellers are encouraged to look for an answer in the Help Center before filling out a form to contact customer support. Receiving an answer can sometimes take several days, but you may be able to find your answers on the Etsy Community forum. 

Communication between Etsy sellers and customers is encouraged and a part of what makes Etsy successful.

Customers can message a seller directly with questions about their orders or the store’s products, and the seller’s response time is one factor that influences shop ratings and rankings on the Etsy platform.

Start your Etsy Print on Demand business today!

Amazon Handmade vs Etsy: Which Is the Better Marketplace?

A man looking at a laptop and thinking.

When comparing Etsy and Amazon Handmade, several key factors come into play.

Let’s break them down.

Registration Process

Amazon Handmade prides itself on maintaining a curated selection of handmade goods, which can be seen in its rigorous application process. Sellers must undergo a detailed review, often spanning weeks to months, ensuring compliance with Amazon’s handmade criteria. 

Etsy has a more streamlined registration process – all Etsy shoppers can easily open a store and start listing their products within minutes.

Store Setup

Amazon Handmade lacks a dedicated seller dashboard, making store management less intuitive. Still, you can create a Maker Profile to add a profile photo, store banner, and an About section, as well as highlight some of your products.

Etsy’s Shop Manager excels in providing a beginner-friendly interface for creating your personalized storefront.

With intuitive tools and customization options, sellers can easily personalize their shops by adding a profile photo, store banner, an About section, photos, a video, and featured items.

Subscription Costs and Fees

Amazon Handmade has no listing fees, but the marketplace does charge a substantial 15% referral fee on each sale. All sellers must also create a professional seller account, incurring a monthly fee of $39.99 at least once.

The Etsy Standard account subscription is free, but the marketplace charges a listing fee for each product listing. The fee renews after an item is sold or when a listing expires after four months. Additionally, Etsy has a list of other small fees to watch out for.

When comparing Amazon Handmade fees vs Etsy fees to determine which marketplace is a better choice, it’s essential to consider the specific needs and priorities of your business.

Marketplace Density

While both Amazon Handmade and Etsy cater to artisans and crafters, they serve distinct customer bases.

Amazon Handmade benefits from its association with the larger Amazon marketplace, offering exposure to a broader customer demographic. However, the increased visibility on Amazon also intensifies competition, making it challenging to stand out among a sea of products.

Etsy is renowned for its emphasis on handmade and vintage items, attracting a niche audience of buyers.

When comparing Etsy vs Amazon Handmade, it’s hard to say which platform faces the toughest competition since both marketplaces are densely packed with sellers competing for the same set of buyers.


Integrations play a crucial role in streamlining operations and expanding reach.

Amazon Handmade benefits from its integration with the extensive Amazon ecosystem, making it easy to list products and manage orders. However, some tasks may require third-party solutions, adding complexity to the process.

Etsy integrates with various platforms and services like Printify or Squarespace, enhancing flexibility for sellers seeking diverse eCommerce solutions.

Customer Support

Efficient customer support is essential for resolving issues promptly and maintaining seller satisfaction. This applies not only to your interactions with the platform but also to your interactions with customers, fostering trust and loyalty on both fronts.

Amazon Handmade offers 24/7 assistance, so you can contact them for solutions and answers to your questions and expect a prompt reply.

Etsy’s support team is sometimes nearly impossible to reach. You’re expected to find your answers in the Help Center or seek help from the community of other sellers.

The upside is that you’re expected to speak to your customers directly, which is vital for many individual sellers and small businesses.

Unlike Etsy, Amazon Handmade fully takes over your interaction with your Amazon customers, and you won’t be able to establish a direct line of contact.

Amazon Handmade is good for ​​efficiently managing your store and focusing on boosting sales. At the same time, Etsy offers a more personalized approach to selling, allowing direct communication with customers and the community of other sellers.

Sell Handmade Items Using Print on Demand With Printify!

Start a thriving eCommerce business on the sales channel of your choice today.

FAQ: Amazon Handmade vs Etsy

This depends on your specific business needs, target audience, and the nature of your products.

If you plan to sell custom print-on-demand products, Etsy will be the easier choice to start out, but you can also check out our full list of integrations to understand what works best for your business.

Selling on Amazon Handmade can be challenging due to its rigorous application process and competition with other marketplace sellers.

Applicants must undergo a detailed review to ensure compliance with the Amazon Handmade policies, and acceptance isn’t always guaranteed.

Yes, there are two types of subscription plans:

  • Individual for $0.99 per sold item. Go for this option if you plan to sell less than 40 items a month.
  • Professional for $39.99/month. If you apply to sell on Amazon Handmade and are approved, this fee will be waived after the first month.

Before you start selling, you’ll first need to create a Professional Amazon Seller account. Once you get accepted, you’ll also see 15% referral fees on every order.

While specific data on Amazon Handmade’s customer base may vary, the platform benefits from its association with the larger Amazon marketplace, attracting millions of shoppers worldwide.

Amazon Handmade offers exposure to a broad demographic of customers seeking unique handmade and artisanal products.

To Wrap Up

Both marketplaces offer sellers competitive pricing, an opportunity to reach a large customer base, the ability to set a custom profit margin on every product, and various other features.

Etsy is most suitable for part-time online stores, while Amazon Handmade is better for full-time sellers.

Weigh your business plans carefully, stick with the platform that makes them a reality, and partner with Printify if you want to fill your eCommerce store with custom products!

Make It Happen Today!

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