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Amazon Handmade: Sell Handmade and Crafts Items and Build a Profitable Business

In today’s digital age, e-commerce has become a powerful avenue for artisans, craftsmen, and makers to showcase their unique creations to a global audience. Amazon Handmade is a specialized platform within the Amazon ecosystem that offers artisans the opportunity to connect with millions of potential customers worldwide. 

From intricately designed jewelry to handcrafted home decor, Amazon Handmade provides a dedicated marketplace for sellers to display their craftsmanship.

In this article, we delve into the intricacies of Amazon Handmade—its workings, profitability, fees, product guidelines, and more.

We also draw comparisons with other notable platforms like Etsy, and we address the fundamental question: Is it truly worth embracing Amazon Handmade as a channel for your artisanal creations?

In this article, we will cover –

  • What Is Amazon Handmade?
  • How Does Amazon Handmade Work?
  • Amazon Handmade vs Etsy: Which One Is Better for Sellers?
  • How Profitable Is Amazon Handmade?
  • What Percentage Does Amazon Handmade Take?
  • What Can You Sell on Amazon Handmade?
  • What Are the Requirements to Sell on Amazon Handmade?
  • Cons of Amazon Handmade
  • Is It Worth It to Sell on Amazon Handmade?

What Is Amazon Handmade?

Amazon Handmade is a specialized platform within the vast Amazon ecosystem, tailored exclusively for artisans, craftsmen, and creative entrepreneurs. It serves as a dedicated marketplace where individuals with a passion for crafting and creating unique products can showcase their wares to a global audience.

Unlike the traditional Amazon marketplace, Amazon Handmade emphasizes the authenticity and craftsmanship of products, emphasizing the value of handmade goods in an increasingly digital world. This platform enables artisans, whether they are experienced professionals or newcomers to the crafting scene, to reach a broader customer base, sell their creations, and turn their creative endeavors into thriving businesses.

Amazon Handmade offers a curated selection of handcrafted items spanning various categories, from handmade jewelry and home decor to personalized gifts and art pieces. The platform aims to provide customers with a genuine connection to the creators behind the products, allowing them to appreciate the artistry and care that goes into each handmade item.

How Does Amazon Handmade Work?

Amazon Handmade is a specialized marketplace within that is designed for artisans, craftsmen, and makers to sell their handcrafted, unique, and customizable products to a global audience. Here’s how Amazon Handmade works:

Application and Approval: To become an Amazon Handmade seller, artisans must apply and go through a review process to ensure that their products meet Amazon’s criteria for being genuinely handmade. This includes making the products by hand or with the help of hand tools, not mass-producing them in a factory.

Product Listings: Once approved, artisans can create product listings on Amazon Handmade, where they can showcase their products with high-quality images, detailed descriptions, and prices. These listings are displayed alongside other handmade items, making it easy for customers to browse and discover unique items.

Order Management: When a customer places an order for a handmade product, Amazon handles the transaction, including payment processing and customer service. The seller receives a notification of the order and is responsible for creating and packaging the product for shipment.

Fulfillment and Shipping: Sellers can choose to fulfill orders themselves or use Amazon’s fulfillment services, such as Fulfillment by Amazon (FBA), to store, pack, and ship their products. This flexibility allows artisans to focus on their craft while Amazon takes care of logistics.

Customer Reviews and Ratings: Customer reviews and ratings play a crucial role in the success of a handmade seller on Amazon. Positive feedback can help boost a seller’s reputation and sales.

Fees: Amazon charges sellers a referral fee, which is a percentage of the item’s price, and a per-item fee for each sale made on the platform. These fees may vary depending on the category of the product.

Marketing and Promotion: Amazon Handmade provides various tools and opportunities for sellers to market their products, such as sponsored product listings and participation in Amazon promotions and gift guides.

Customization and Personalization: Many handmade products can be customized or personalized to suit the customer’s preferences. Sellers often offer options for different colors, sizes, and personalization details.

Global Reach: Amazon Handmade allows artisans to reach a broad international customer base. Amazon’s global infrastructure and customer trust can help sellers expand their businesses beyond their local markets.

Compliance with Policies: Sellers must adhere to Amazon Handmade’s policies, which include guidelines for product quality, shipping times, and customer service. Failure to comply with these policies may result in account suspension or removal from the platform.

Overall, Amazon Handmade provides artisans with a platform to showcase their unique creations to a vast and diverse audience. It combines the convenience and reach of Amazon with the charm and authenticity of handmade goods, offering customers a curated selection of one-of-a-kind products.

Amazon Handmade vs Etsy: Which One Is Better for Sellers?

The choice between Amazon Handmade and Etsy depends on various factors, including the type of products you sell, your target audience, your business goals, and your preferences as a seller. Each platform has its own advantages and disadvantages, so let’s compare them to help you make an informed decision:

Amazon Handmade:

Vast Customer Base: Amazon is one of the largest e-commerce platforms globally, with millions of active customers. This means your handmade products have the potential to reach a broader audience.

Fulfillment Options: You can choose to fulfill orders yourself or use Amazon’s fulfillment services, like Fulfillment by Amazon (FBA), which can save you time and effort in handling logistics.

Global Reach: Amazon’s international presence allows you to sell to customers worldwide, expanding your market reach beyond your local area.

Prime Eligibility: Products listed on Amazon Handmade can be eligible for Amazon Prime, which can attract more buyers due to faster shipping and other Prime benefits.

Advertising and Promotion: Amazon offers various advertising options to help promote your products within its platform.

Trust and Brand Recognition: Amazon is a well-known and trusted brand, which can instill confidence in potential buyers.


Craft and Artisan Focus: Etsy is known for its strong community of artists, crafters, and artisans. If your products fall into these categories, Etsy’s audience may be more aligned with your niche.

Seller-Friendly: Etsy is often praised for its user-friendly interface and seller tools, making it easy for artisans to set up shop and manage listings.

Personalization: Etsy allows for a high degree of product customization and personalization, which can cater to customers looking for unique and bespoke items.

Community Engagement: Etsy encourages sellers to engage with customers and build a community around their brand, fostering a sense of connection and loyalty.

Lower Fees: Etsy generally has lower listing and transaction fees compared to Amazon.

Handmade Focus: Etsy is dedicated to handmade and vintage products, so your products may stand out more if you’re in this niche.


Product Type: The type of handmade products you sell may influence your choice. Amazon Handmade may be better if you have a wide range of products and want to reach a larger audience, while Etsy is often preferred for niche, artisanal items.

Competition: Both platforms have competition, but Etsy’s community may be more focused on supporting handmade and craft products.

Fees: Consider the fees associated with each platform, including listing fees, transaction fees, and any subscription fees for premium services.

Brand Identity: Think about your brand identity and where it aligns better—Amazon’s global marketplace or Etsy’s artisanal community.

Customer Demographics: Research the demographics of each platform’s customer base to see if they match your target audience.

In the end, there is no one-size-fits-all answer. Many sellers choose to diversify their online presence by selling on both Amazon Handmade and Etsy to leverage the strengths of each platform and reach different customer segments. It’s essential to assess your specific business needs and conduct market research to determine which platform is the best fit for your handmade products.

How Profitable Is Amazon Handmade?

The profitability of selling on Amazon Handmade, like any e-commerce platform, varies depending on several factors. Success on Amazon Handmade is achievable, but it requires careful planning, product quality, marketing efforts, and adherence to best practices. Here are some key factors to consider when assessing the profitability of Amazon Handmade:

Product Niche and Quality: The profitability of Amazon Handmade largely depends on the uniqueness and quality of your handmade products. If you offer high-quality, unique, and in-demand items, you have a better chance of generating sales and profits.

Pricing Strategy: Your pricing strategy should consider factors such as material costs, labor, shipping, and Amazon’s fees. Pricing your products competitively while maintaining a healthy profit margin is essential.

Competition: Research your competitors on Amazon Handmade. Assess their pricing, product offerings, and customer reviews. Identifying gaps in the market and differentiating your products can help you stand out.

Marketing and Promotion: Effective marketing and promotion are key to driving traffic to your Amazon Handmade store. Utilize Amazon’s advertising options, social media, email marketing, and other channels to reach your target audience.

Customer Reviews: Positive customer reviews can significantly impact your sales and profitability. Providing excellent customer service and delivering high-quality products can lead to more positive reviews and repeat business.

Seasonality: Some handmade products may have seasonal demand. Consider how seasonality might affect your sales and profitability and plan accordingly.

Customer Base: Amazon Handmade provides access to a vast customer base, but competition is also high. Your ability to reach and convert these customers into buyers will influence your profitability.

Trends and Market Changes: Keep an eye on market trends and changes in consumer preferences. Adapting your product offerings and strategies to evolving trends can boost profitability.

While Amazon Handmade offers opportunities for profitability, it’s essential to approach it as a business venture, not a guaranteed income source. Careful planning, ongoing optimization, and a commitment to delivering quality products and customer service are keys to achieving profitability on Amazon Handmade. Additionally, it’s a good idea to continuously analyze your financials and make adjustments as needed to maximize your earnings.

What Percentage Does Amazon Handmade Take?

When you complete a sale on Amazon Handmade, you’ll encounter a referral fee of 15% or a minimum referral fee of $1, depending on which amount is greater. To illustrate, if you sell a product priced at $10, you’ll incur a referral fee of $1.50. The process of joining Amazon Handmade and listing your products on the Amazon marketplace is free of charge. 

However, to become a seller on Amazon Handmade, you’ll need a Professional selling account, which is priced at $39.99 per month. It’s worth noting that Amazon mentions, “This monthly fee will be waived for approved applicants after the first month,” potentially saving Amazon Handmade sellers approximately $480 per year on an Amazon Professional Seller account.

What Can You Sell on Amazon Handmade?

As an Amazon Handmade seller, you can offer a wide range of handcrafted products.

  • Artisan-crafted rings, necklaces, bracelets, and earrings are made from various materials such as precious metals, gemstones, beads, and more.
  • Handmade home decor items like hand-painted ceramics, hand-sewn textiles, custom-made furniture, and decorative accessories.
  • Original paintings, illustrations, prints, and other forms of visual art created by hand or using traditional techniques.
  • Custom-made clothing, hand-knitted scarves, hats, bags, and other wearable items.
  • Unique, handcrafted toys, board games, puzzles, and stuffed animals.
  • Customized and personalized gifts such as engraved jewelry, monogrammed items, and custom-made stationery.
  • Handmade soaps, candles, skincare products, and bath bombs made from natural ingredients.
  • Unique pet accessories, pet clothing, pet toys, and pet beds are crafted by hand.
  • Handcrafted kitchen utensils, cutting boards, pottery, and glassware.
  • A wide range of crafts and DIY items, including handmade cards, knitting and crochet supplies, and craft kits.
  • Custom-made and handcrafted furniture pieces, including tables, chairs, and shelving.
  • Hand-stitched leather wallets, belts, bags, and accessories.
  • Unique pottery, ceramics, and porcelain items are crafted by hand.
  • Handmade wooden home decor, furniture, and woodworking projects.
  • Artisan-crafted metal jewelry, sculptures, and home decor.

What Are the Requirements to Sell on Amazon Handmade?

1. Product Authenticity and Craftsmanship: Every product you showcase on Amazon Handmade must bear the hallmark of authenticity and craftsmanship. These items should be a reflection of your unique design or the artistry of a small, closely-knit team, preferably comprised of 20 individuals or fewer. 

Unlike mass-produced goods generated through assembly lines or automated processes, your creations should emerge from the hands of artisans who may employ hand tools and light machinery within the confines of a home, studio, or workspace, but assembly lines or automated technology products are not allowed. The essence of Amazon Handmade lies in the genuine, artisanal touch that sets your products apart.

2. Handcrafted Alterations and Upcycling Opportunities: Amazon Handmade welcomes the inclusion of hand-altered and upcycled items in your product offerings. This means you can take pre-made items and infuse them with your own creative touch. For instance, you have the freedom to apply your unique designs to drinkware or tea towels, giving them a personalized flair. 

Additionally, upcycling, the art of elevating the value of used items through refinements or enhancements, is fully permitted. As an example, you can transform an ordinary table into a one-of-a-kind piece of art by painting or refinishing it to breathe new life into its aesthetic.

3. Embracing Repurposing: Amazon Handmade encourages the practice of repurposing, which involves ingeniously transforming an item or its components into something entirely novel. This creative approach is not only permitted but celebrated on the platform. 

For example, you can craft a unique bowl by repurposing an old vinyl record, or fashion stylish pillow covers using vintage rugs. The possibilities for reinvention are limited only by your imagination, making repurposing a valued aspect of the Amazon Handmade community.

Amazon Handmade Restrictions:

Outsourcing: The creation of your products should not be outsourced to third parties. This means that the crafting process should be carried out by you or your small team.

Drop-shipping: The use of drop-shipping to fulfill orders is not permitted. Products should be in your possession or created by you before listing them for sale.

Reselling: Reselling products that were made by third parties is strictly prohibited. Each product should bear the imprint of your craftsmanship or your team’s work.

Digital or Downloadable Products: Selling digital products, downloadable content, food or ingestible products, and electronics is not allowed on Amazon Handmade. The focus is on physical, handcrafted items.

Live Plants: Except for ‘air plants’ accompanied by handmade planters or containers, the sale of live plants is not permitted on the platform.

Raw Materials and Crafting Supplies: Amazon Handmade does not allow the sale of raw materials and crafting supplies unless they are part of Do It Yourself (DIY) kits or crafting supplies that you have personally made or hand-altered. For example, selling yarn, felt, or dyed materials is allowed only if you have modified them yourself as part of a crafting kit or project.

Cons of Amazon Handmade

Selling on Amazon Handmade can have some disadvantages for artisans and crafters.

  • User-friendliness: As a new seller on Amazon Seller Central, navigating the platform can be overwhelming due to the dashboard’s lack of user-friendliness. The features and listing functions are not as well organized as they are on Etsy.
  • Approval Time: It may take up to 2 weeks to get approved to sell on Amazon’s Handmade platform, as they require proof of handcrafted products.
  • Slow Payment: You will receive payment only after marking the order as shipped. Then, you need to wait for the money to be deposited.
  • Limited Category: You can sell only 14 product categories item on Amazon Handmade which is comparatively low. 
  • Accessories
  • Artwork
  • Jewelry & Watches
  • Outdoor & Home Care
  • Baby
  • Beauty & Personal Care
  • Toys & Games
  • Clothing
  • Shoes & Handbags
  • Home
  • Sporting Goods
  • Stationery & Party Supplies
  • Kitchen & Dining
  • Pet Supplies
  • Customer Engagement: Amazon prohibits sellers from accessing customer data, such as email addresses, preventing the ability to build a customer email list.

Is It Worth It to Sell on Amazon Handmade?

Deciding if it’s worth selling on Amazon Handmade depends on your business goals and the nature of your handmade products. The platform offers significant advantages, such as access to a vast customer base, trust and credibility associated with the Amazon brand, and global reach. These factors can boost your sales potential and brand visibility. 

However, Amazon Handmade is a competitive marketplace, and fees can impact your profit margins. Meeting Amazon’s criteria for handmade items can also be rigorous. Success often requires a well-thought-out pricing strategy, exceptional product quality, and effective marketing efforts. 

Many artisans find success on Amazon Handmade by diversifying their sales channels, utilizing both the platform’s advantages and their own independent online presence to maximize reach and revenue. Ultimately, whether it’s worth it depends on your unique circumstances and business strategy.

Final Thoughts,

In conclusion, Amazon Handmade is a specialized platform designed for artisans and crafters to showcase and sell their handmade products to a global audience. This marketplace provides access to Amazon’s vast customer base and offers trust, credibility, and fulfillment options, making it an attractive option for sellers. 

However, it competes with other platforms like Etsy, each with its own strengths and weaknesses. The profitability of Amazon Handmade depends on various factors, including product quality and competition. 

To become a seller, you must meet some criteria, which include producing or crafting the items yourself. Despite some challenges, many artisans find success on Amazon Handmade by carefully managing their business and combining it with other sales channels.

Still, if you have any confusion or queries regarding Amazon Handmade, feel free to let us know in the comment box or email us at the following email address: 

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