Amazon Handmade vs Etsy: Print-on-demand comparison

A staggering 71% of consumers now expect personalization from the brands they shop with, a trend that is dramatically reshaping the ecommerce landscape (McKinsey, 2024). For independent artists and creators, this isn't just a statistic; it's a massive opportunity. This demand for unique, customized products is the driving force behind the success of handmade marketplaces. In this arena, two giants dominate the conversation: Etsy, the beloved hub for all things creative and unique, and Amazon Handmade, the curated artisan corner of the world’s largest online retailer.

Choosing between them feels like picking a path for your creative business: one built on community and brand storytelling, the other on immense traffic and logistical power. This guide cuts through the noise, using verified data and expert insights to help you decide which platform—or combination of platforms—is the right launchpad for your creative vision. We'll explore audience behavior, fee structures, brand-building potential, and fulfillment strategies to empower you to make the most informed decision for your brand's future.

Main takeaways

For creators short on time, here’s a summary of the key differences and strategic considerations when choosing between Amazon Handmade and Etsy:

• Audience intent: Etsy attracts buyers actively seeking unique, creative, and personalized items, fostering a discovery mindset. Amazon Handmade taps into Amazon's vast pool of high-intent, purchase-ready customers who often arrive with a specific product in mind.

• Brand building: Etsy is superior for building a distinct brand identity. It offers customizable shopfronts and direct communication tools that help you cultivate a loyal community around your work.

• Logistical power: Amazon Handmade provides access to its world-class Fulfillment by Amazon (FBA) network, simplifying shipping, returns, and customer service, which is a significant advantage for scaling.

• Fee structure: The platforms have fundamentally different pricing. Etsy uses an à la carte model with listing, transaction, and offsite ad fees. Amazon Handmade charges a straightforward (but higher) flat 15% referral fee per sale, with no listing fees.

• Market reach: While Etsy boasts an impressive 92 million active buyers, Amazon’s overall reach is unparalleled. In 2025, independent sellers on Amazon sold over 4.5 billion items in the U.S. alone.

• The hybrid strategy: Experts often advise a dual-platform approach. Use Etsy to build your brand and test new product ideas, then leverage Amazon Handmade to scale your bestsellers with its powerful logistics.

• Product focus: Both platforms thrive on personalization, but Etsy is known for its broader range of unique and niche crafts, while Amazon Handmade often features more polished, gift-ready items that align with its mainstream audience.

The booming market for unique and handmade goods

The desire for authentic, handcrafted products is more than a fleeting trend—it’s a significant economic force. The global Arts & Crafts market was valued at an impressive $59 billion in 2024 (Statista), reflecting a deep-seated consumer appreciation for quality, originality, and the story behind a product. This movement away from mass-produced goods has created the perfect environment for platforms like Etsy and Amazon Handmade to flourish.

Etsy has masterfully captured this sentiment. With over 92 million active buyers driving $13.4 billion in sales in 2025 (Etsy), it has become synonymous with unique finds. In fact, Etsy’s own data reveals that 88% of its buyers agree the platform has items they can’t find anywhere else (Etsy News, 2024). This highlights its role as a destination for discovery and personalization.

Meanwhile, Amazon entered the fray with Amazon Handmade, a curated, invitation-only offshoot of its main marketplace. It aims to offer creators access to its colossal customer base while maintaining a focus on genuinely handcrafted items. By tapping into this market, independent sellers, including handmade artisans, sold more than 4.5 billion items in the U.S. in 2025 (Amazon). This positions it as a powerhouse for volume and reach. As you decide where to sell your products, understanding the core differences between these two platforms is the first step toward building a successful business.

Amazon Handmade vs Etsy: A head-to-head comparison

Choosing the right platform depends entirely on your products, goals, and business model. Let's break down the key areas where these two marketplaces differ.

Audience and traffic: Where do your customers shop?

The biggest distinction between Etsy and Amazon Handmade lies in the type of customer they attract. An Etsy shopper is often on a journey of discovery. They might be looking for a gift but are open to browsing, being inspired, and connecting with a creator's story. The platform encourages this with features like its new AI-powered "Gift Mode," designed to simplify finding the perfect personalized present (TechCrunch, 2024). This environment is ideal for creators whose products have a strong narrative or unique aesthetic.

In contrast, an Amazon customer typically arrives with a specific purchase in mind. They use the search bar to find what they need, compare options based on price and reviews, and make a quick, efficient purchase. While Amazon Handmade is a dedicated space for artisans, it still operates within this high-intent ecosystem. This is a massive advantage for creators whose products solve a specific need or are popular gift items, like a personalized coffee cup. If you want to create personalized mugs for every occasion, Amazon’s search-driven traffic can bring a steady stream of ready-to-buy customers.

Brand building vs. leveraging a giant

On Etsy, your shop is your brand. You can customize your banner, write a detailed "About" section, and communicate directly with customers to build a rapport. This control allows you to cultivate a following and establish a brand identity that can eventually extend beyond the platform. It's a space where your unique story can be a primary selling point. To make the most of this, it's important to weigh the pros and cons of selling on Etsy and how its features align with your brand vision.

Amazon Handmade, on the other hand, prioritizes the Amazon brand experience. While you have a creator profile, your products are presented within the standard Amazon interface. Customers are buying from "Amazon," with the trust and familiarity that name carries. This can be a huge benefit for converting sales, but it offers less opportunity for creating a memorable, independent brand. For creators who want to design high-quality custom t-shirts for your shop, this means your design must stand out on its own, with less reliance on surrounding brand context.

Fee structures and profitability: A tale of two models

Navigating marketplace fees is a critical challenge for any creator. The two platforms take very different approaches. Etsy’s model is fragmented:

• Listing fee: $0.20 per item, renewed every four months.

• Transaction fee: 6.5% of the total order amount (including shipping and gift wrap).

• Payment processing fee: Varies by country (e.g., 3% + $0.25 in the US).

• Offsite ads fee: A mandatory 12-15% fee on sales generated from their ads if you exceed $10,000 in annual sales.

Amazon Handmade simplifies this with a flat 15% referral fee on your total sales price (including shipping). There are no listing fees, and the Professional selling plan fee of $39.99/month is waived for approved handmade artisans. While 15% may seem high, its simplicity makes profit calculation straightforward. The key is to use online calculators to model your profit margins on both platforms, as recommended by ecommerce experts.

Logistics and fulfillment: The FBA advantage

For many creators, fulfillment is the most time-consuming part of the business. On Etsy, you are typically responsible for packing and shipping every order yourself. This gives you full control over your packaging and branding but can become overwhelming as your business grows. This is where print on demand services become essential.

Amazon Handmade offers a game-changing alternative: Fulfillment by Amazon (FBA). With FBA, you ship your inventory to an Amazon warehouse, and they handle storage, packing, shipping, customer service, and returns. Your products also become eligible for Prime shipping, a powerful conversion driver. This is especially valuable for creators selling larger items. Imagine trying to store and ship dozens of canvases from your home studio. By using a partner who can help you turn your art into stunning canvas prints, and leveraging FBA, you can scale without logistical nightmares. To better grasp the system, it's wise to understand how Amazon's multi-channel fulfillment works.

Creating a winning strategy: The dual-platform approach

You don't necessarily have to choose one platform over the other. In fact, many successful creators use them in tandem. Expert advice suggests using Etsy for brand-building, community engagement, and testing new designs, while leveraging Amazon Handmade for its vast logistics network and high-intent traffic.

A common workflow for this hybrid strategy looks like this:

1. Market research: Use Etsy to spot emerging trends and niche aesthetics. Use Amazon to research search volume and identify popular, high-demand product categories.

2. Product launch: Launch new or experimental products on Etsy to get direct feedback from a creative-focused audience.

3. Scale winners: Once a product proves popular on Etsy, list it on Amazon Handmade and enroll it in FBA to reach a wider audience and automate fulfillment.

4. Optimize listings: Ensure your listings are optimized for each platform's unique algorithm, using high-quality product photography and keyword-rich descriptions. Tools like Canva can be invaluable for creating professional mockups and marketing assets for both stores.

Ultimately, the goal is to convert visitors into buyers. A key metric to track is your conversion rate, calculated as (total orders / total visits) x 100. Monitoring this KPI on both platforms will reveal which listings are most effective. You can also find the best print-on-demand partner for your store to ensure consistent product quality across all your sales channels.

Your questions about Amazon Handmade vs Etsy answered

1. Can I sell on both Amazon Handmade and Etsy simultaneously?

Yes, absolutely. Many creators operate shops on both platforms to maximize their reach. The key is to have a clear strategy for each and ensure you can manage the inventory and customer service, which is where a print on demand partner like Gelato can be a lifesaver.

2. Which platform is better for a creator who is just starting?

Etsy is generally considered more beginner-friendly. Its lower barrier to entry, strong community support, and focus on brand-building make it an excellent place to learn the ropes of ecommerce and validate your product ideas before expanding.

3. Are the application processes different?

Yes. Setting up a shop on Etsy is a quick, straightforward process that anyone can complete in minutes. Amazon Handmade has a more rigorous, application-based process where you must prove your products are genuinely handcrafted by you or a small team. This audit helps maintain the integrity of the marketplace.

4. How do I calculate my potential profit on each platform?

To accurately calculate profit, you must account for all costs. For Etsy, sum the listing, transaction, payment processing, and potential advertising fees. For Amazon, use the 15% referral fee. In both cases, subtract your material costs, production costs (if using a partner like Gelato), and shipping expenses from your retail price.

5. What kinds of products sell best on each platform?

Etsy excels with highly niche, customizable, and trend-driven items (e.g., bespoke wedding decor, pop-culture-inspired apparel). Amazon Handmade performs well with more established, gift-oriented categories like jewelry, home decor, and personalized accessories that customers are actively searching for.

6. Is it worth it to pay for ads on Etsy or Amazon?

Both platforms offer paid advertising options (Etsy Ads and Amazon Sponsored Products). They can be effective for increasing visibility, especially for new products or in competitive categories. It's best to start with a small budget, track your return on ad spend (ROAS), and scale what works.

7. Can I connect my store to a central hub like Shopify?

Yes, integrating your marketplaces with a platform like Shopify can streamline operations. This allows you to manage products, orders, and inventory from a single dashboard, which is especially helpful when selling across multiple channels like Etsy, Amazon, and your own website.

The final verdict: Which platform is right for your creations?

The "Amazon Handmade vs Etsy" debate doesn't have a single winner. The best choice depends on your priorities as a creator. If your goal is to build a strong, independent brand, foster a community, and have full creative control, Etsy is your ideal ecosystem. It’s a platform built by creators, for creators, and its audience appreciates that authenticity. As Etsy's CEO Josh Silverman stated, "We believe we are still in the early days of capturing the massive opportunity in our core markets" (Seeking Alpha, 2025), signaling its continued commitment to growth.

If your primary objective is to maximize sales volume, reach the largest possible customer base, and offload the complexities of fulfillment, Amazon Handmade offers an unparalleled opportunity. Its access to Prime customers and FBA logistics can transform a successful hobby into a scalable business.

Ultimately, the decision isn't just about choosing a platform; it's about building a smart, sustainable business. By understanding your own goals and leveraging the unique strengths of each marketplace, you can place your products in front of the right audience. Whether you decide to sell your designs on eco-friendly tote bags on Etsy’s community-driven site or Amazon’s massive marketplace, Gelato’s print on demand platform is here to support your growth with consistent, high-quality products fulfilled locally and shipped globally.