Amazon Handmade is an online marketplace created by Amazon to showcase and sell handmade products crafted by artisans worldwide. Launched in 2015, Amazon Handmade serves as a platform that connects skilled artisans with a global customer base, allowing them to showcase their unique creations and reach a wider audience. The platform is designed to emphasize the craftsmanship, personal touch, and authenticity of handmade items, providing customers with a curated selection of artisanal products across various categories.

Quick guide.

  1. Role as a Platform for Artisans
  2. Can You Sell Handmade Items on Amazon?
  3. What is Amazon Handmade?
  4. Getting Started with Amazon Handmade: A Step-by-Step Guide
  5. Addressing the Application Process and Approval Criteria
  6. Pros and Cons of Selling on Amazon Handmade
  7. Optimizing Your Product Listings and Gaining Visibility
  8. Understanding the Costs and Fees
  9. Managing Inventory and Scaling
  10. Adapting to Customer Feedback and Market Trends
  11. Conclusion

Role as a Platform for Artisans

Amazon Handmade provides artisans with a dedicated platform to showcase and sell their handmade creations. It allows artisans to expand their reach beyond local markets and craft fairs, enabling them to tap into Amazon’s vast customer base and benefit from its reputation as a trusted online marketplace. By providing a separate section for handmade items, Amazon Handmade distinguishes these products from mass-produced goods and reinforces the value of craftsmanship and individuality.

Artisans who sell on Amazon Handmade can create a customized storefront that reflects their brand identity, story, and techniques to craft their products. This personal touch adds a layer of connection between the artisan and the customer, enhancing the overall shopping experience. Additionally, the platform offers tools for artisans to manage their inventory, handle orders, and interact with customers, streamlining the selling process.

Can You Sell Handmade Items on Amazon?

Artisans can sell their handmade items on Amazon Handmade. However, the platform maintains certain criteria to ensure the authenticity and quality of the products being sold. Some key points to consider include:

Handmade Requirement

All items must be genuinely handmade by the seller or a team member. Products must not be mass-produced or manufactured using automated processes.

Product Categories

Amazon Handmade covers a wide range of categories, including jewelry, home décor, clothing, artwork, and more. Each category has its own set of guidelines that artisans need to adhere to.

Application and Approval

Artisans need to apply to sell on Amazon Handmade, and their application will be reviewed to ensure their products meet the platform’s standards. This review process helps maintain the authenticity of the marketplace.

Artisan Profile

Sellers are encouraged to create a comprehensive artisan profile that includes details about their crafting techniques, materials used, and background. This helps establish a personal connection with customers.

Membership Fee

Amazon charges a monthly subscription fee for selling on Amazon Handmade. This fee covers the cost of maintaining the platform and the support provided to artisans.

What is Amazon Handmade? 

Amazon Handmade is an online marketplace curated by Amazon that specializes in showcasing and selling artisanal, handmade products. This platform connects artisans with a global customer base, providing them with a dedicated space to sell their unique creations. Unlike traditional Amazon listings, which largely consist of mass-produced items, Amazon Handmade focuses exclusively on products crafted by skilled artisans.

Features and Benefits for Artisans

Global Reach

Amazon Handmade provides artisans with access to Amazon’s massive customer base, potentially reaching millions of shoppers worldwide.

Custom Storefronts

Artisans can create personalized storefronts to showcase their brands, share their stories, and highlight the craftsmanship behind their products.

Handmade Verification

The platform maintains strict criteria to ensure that all products are genuinely handmade, adding an element of authenticity and uniqueness.

Artisan Profile

Sellers can build detailed profiles that allow customers to connect personally, learning about the artisans’ creative process and techniques.

Marketing and Promotions

Amazon Handmade features special sections for promoting various occasions, such as holidays or themed events, giving artisans more visibility during peak shopping seasons.

Product Categories

The platform covers various categories, from jewelry and home decor to clothing and artwork, accommodating diverse artisan skills.

Customer Trust

The association with Amazon lends credibility to the products, potentially attracting customers who may be hesitant to shop from lesser-known online marketplaces.

Customer Reviews

Reviews and ratings provide social proof of product quality, helping artisans build a positive reputation on the platform.

Fulfillment Options

Artisans can fulfill orders or use the Fulfillment by Amazon (FBA) service for storage, packaging, and shipping.

Unique Selling Points of Amazon Handmade

Handmade Focus

Amazon Handmade’s exclusivity to handmade items sets it apart from other general online marketplaces, highlighting the craftsmanship and artisanal quality of products.

Curated Selection

The platform’s strict verification process ensures that only truly handmade items are listed, distinguishing it from platforms where mass-produced goods might be prevalent.

Amazon’s Reputation

The association with Amazon lends credibility and trust to artisans and customers, creating a sense of security for transactions.

Artisan Stories

The ability to share personal stories and insights into the creative process allows artisans to connect emotionally with customers.

Comparison to Other Online Marketplaces

Compared to platforms like Etsy or eBay, Amazon Handmade’s notable distinctions include its vast customer base, association with the Amazon brand, and stringent handmade verification process. While Etsy is known for its focus on handmade and vintage items, Amazon Handmade leverages Amazon’s extensive reach and logistics capabilities.

Getting Started with Amazon Handmade: A Step-by-Step Guide

Selling on Amazon Handmade can be a rewarding opportunity for artisans looking to reach a wider audience with their handmade products. Here’s a step-by-step guide on how to get started:

Prepare Your Handmade Products

Before you begin, ensure you have a collection of genuine handmade products that align with Amazon Handmade’s standards. Ensure your products are unique, well-crafted, and meet the quality expectations of potential customers.

Create an Amazon Seller Account

Go to the Amazon Seller Central website and sign up. Provide the required information, including your business, contact, and payment details.

Apply for Amazon Handmade

Once your seller account is set up, log in to Amazon Seller Central. Go to “Inventory” in the navigation bar and select “Add Products via Upload.” Click “Handmade” and “Apply Now” to start the application process. 

registration page for amazon handmade sellers

Complete the Application

The application process involves several steps where you’ll provide information about your products, craftsmanship, and business. Be prepared to provide the following:

  • Product Images: Images of high quality that showcase your products from different angles. 
  • Production Process: Describe how you create your products, emphasizing their handmade nature. 
  • Artisan Profile: Write about yourself, your background, your inspiration, and the passion that drives your work. 
  • Business Information: Details about your business, including your location and contact information. 

Submit Your Application

Review your application to ensure accuracy and completeness. Once satisfied, submit your application for review by Amazon’s Handmade team.

Await Approval

Amazon Handmade’s team will review your application to ensure that your products meet their handmade criteria and quality standards. The approval process may take some time, typically from a few days to weeks.

Start Listing Your Products

Upon approval, you can start creating product listings for your handmade items. Provide clear and accurate product titles, descriptions, prices, and images. Craft compelling content that highlights the uniqueness and value of your creations.

Manage Your Shop

Once your products are listed, you can manage your shop using Amazon Seller Central. Monitor orders, update product listings, handle customer inquiries, and ensure timely fulfillment of orders.

Addressing the Application Process and Approval Criteria

The application process for Amazon Handmade aims to maintain the authenticity and quality of products on the platform. While there’s no fixed formula for approval, some key factors that could influence your chances include:


Amazon Handmade places a strong emphasis on genuine craftsmanship. Your application should demonstrate your handmade products and showcase your creative skills.

Product Quality

High-quality, well-executed products are more likely to be approved. Ensure your products stand out in design, materials, and finish.

Artisan Profile

Your artisan profile is an opportunity to connect with customers personally. Sharing your story and passion for crafting can enhance your application.

Images and Descriptions

Clear, professional-quality images and detailed descriptions accurately representing your products are crucial.


Your products should be unique and different from what’s commonly found in mass-produced items.


Ensure your products adhere to Amazon Handmade’s policies and guidelines, including restricted items and prohibited practices.

Is it Hard to Get Approved?

The difficulty of getting approved on Amazon Handmade can vary based on the quality of your products, the completeness of your application, and your ability to convey the handmade nature of your items. If you meet the platform’s criteria and present your products and craftsmanship effectively, your chances of approval are higher. However, not all applicants may be approved due to the handmade focus and the need to maintain quality.

Pros and Cons of Selling on Amazon Handmade

Selling on Amazon Handmade can offer significant benefits for artisans but also comes with challenges. Here’s a look at the pros and cons to help you decide if it’s the right choice for your business:


Global Exposure 

Amazon Handmade provides access to a massive global customer base, potentially reaching millions of shoppers worldwide.


The association with the Amazon brand can lend credibility to your products, reassuring customers and building trust.

Custom Storefront

You can create a personalized storefront to showcase your brand, story, and craftsmanship behind your products.

Marketing Opportunities

Amazon Handmade features special promotions and occasions, giving you more visibility during peak shopping seasons.

Fulfillment Options

You can fulfill orders or use Amazon’s Fulfillment by Amazon (FBA) service for streamlined logistics.

Artisan Profile

Sharing your story and passion can connect you with customers personally, enhancing the shopping experience.

Customer Reviews

Positive reviews can boost your reputation and help attract more customers.



The platform’s popularity means you’ll compete with other skilled artisans, potentially making it challenging to stand out.


Amazon charges monthly subscription and referral fees on each sale, which can impact your profitability.

Handmade Verification

Meeting Amazon Handmade’s strict handmade criteria might be challenging, especially if your production process involves multiple steps or team members.

Lack of Control

Amazon’s policies and algorithms can influence how your products are displayed and promoted, limiting your control over your shop’s presentation.

Pressure on Pricing

Competitive pricing is important on Amazon, and finding the right balance between pricing your handmade items and covering costs can be tricky.

Customer Communication

Direct communication with customers can be limited on the platform, potentially affecting your ability to provide personalized customer service.

Is Selling on Amazon Handmade Worth It for Your Business

To determine if selling on Amazon Handmade is worth it for your business, consider the following factors:

Product Quality

If your products are high-quality and genuinely handmade, Amazon Handmade can help you showcase your craftsmanship to a broader audience.

Market Research

Research your competition and assess whether your products can stand out in a competitive marketplace.

Fees and Pricing

Calculate your costs, including subscription and referral fees, and determine if your pricing strategy can accommodate them while maintaining profitability.

Time and Effort

Selling on Amazon Handmade requires time for product listings, customer service, and order management. Evaluate if you can dedicate sufficient resources.

Brand Identity

Consider how well you can maintain your brand identity within Amazon’s framework and policies.

Customer Reach

The platform can be beneficial if you’re seeking a wider customer base and are willing to adapt to Amazon’s requirements.

Factors to Consider

Your Craftsmanship

Does your production process align with Amazon Handmade’s criteria for authenticity and handmade craftsmanship?


Are your products unique and compelling enough to stand out among other artisans?


Can your pricing strategy cover Amazon’s fees while ensuring profitability?

Time and Resources 

Do you have the time and resources to manage your shop effectively on Amazon Handmade?

Brand Adaptation

Are you willing to adapt your brand and messaging to fit within Amazon’s framework?

Long-Term Strategy

How does selling on Amazon Handmade fit into your business strategy and goals?

Optimizing Your Product Listings and Gaining Visibility

High-Quality Images

Use professional, well-lit images that showcase your products from different angles. High-quality visuals can attract more clicks and engage potential customers.

Detailed Descriptions

Write clear and detailed descriptions that highlight the uniqueness of your products, including materials, dimensions, and craftsmanship techniques.


Research relevant keywords and incorporate them naturally into your product titles and descriptions to improve search visibility.

Unique Selling Points

Emphasize what sets your products apart from others. Highlight any eco-friendly materials, customization options, or personalization you offer.


Find a competitive yet profitable pricing strategy. Be mindful of your costs, fees, and how your prices compare to similar products.


If applicable, offer variations of your products (e.g., different colors or sizes) to cater to a wider range of customer preferences.

Tips for Getting More Sales on Amazon Handmade

Positive Reviews

Encourage happy consumers to write favorable feedback. Positive feedback builds trust and can influence potential buyers.

Fast Response to Inquiries

Promptly respond to customer inquiries and messages to demonstrate excellent customer service.

Promote Your Store 

Share your Amazon Handmade store link on your website, social media platforms, and other marketing channels to drive traffic.

Seasonal and Trendy Items

To capture customer interest, offer products that align with popular trends and seasonal demands.

Regularly Update Inventory

Keep your product offerings fresh by adding new items and removing outdated ones to maintain customer engagement.

Participate in Amazon Handmade Events

Take advantage of special promotions and events on the platform to boost visibility and sales during peak seasons.

Utilizing Amazon Handmade’s Promotional Tools

Deal of the Day

If eligible, consider participating in Amazon Handmade’s Deal of the Day promotions. Offering a discounted product can attract attention and drive sales.

Promotions and Coupons

Create limited-time promotions or offer coupons to incentivize customers to purchase your products.

Holiday and Seasonal Promotions

Participate in Amazon Handmade’s holiday-themed events and promotions to capitalize on increased shopping activity during peak seasons.

Customizable Shipping Templates

Use Amazon Handmade’s customizable shipping templates to offer different shipping options that cater to customer preferences.

Storefront Banners

Use your banner to promote special offers, new collections, or seasonal items.

Gift Guides and Collections

Curate your products into themed gift guides or collections, making it easier for customers to find relevant items.

Understanding the Costs and Fees

Selling on Amazon Handmade involves several costs and fees:

Monthly Subscription Fee

Amazon charges a monthly subscription fee for selling on Amazon Handmade. This fee covers the cost of maintaining the platform and access to its features.

Referral Fee

For each sale, Amazon takes a percentage of the total item price (including shipping and gift wrap charges) as a referral fee. The referral fee varies based on the category of your product.

Fulfillment Fees (if using FBA)

If you choose to use Amazon’s Fulfillment by Amazon (FBA) service, additional fees apply for storage, packaging, and shipping.

Crafting Your Unique Selling Proposition

A Unique Selling Proposition (USP) sets your products apart from competitors. To create a compelling brand story and identity on Amazon Handmade:

USP for for amazon handmade

Identify Your Niche

Define the specific qualities that make your products unique, whether the materials used, design approach, or personal story behind your brand.

Tell Your Story

Craft a brand story that resonates with customers. Share insights into your creative process, inspiration, and the passion that drives your work.

Consistent Branding

Ensure consistent branding across your storefront, images, and descriptions. A cohesive look and feel help build brand recognition.

Managing Inventory and Scaling

Inventory Tracking 

Use Amazon Seller Central’s inventory management tools to track stock levels and avoid running out of popular items.

Production Capacity

Ensure your production can meet demand, especially during peak seasons. Efficient production methods and reliable suppliers are key.

Scaling Thoughtfully

Balance scaling with maintaining product quality and customer service as your business grows. Expand your offerings gradually.

Building Trust and Credibility

Professional Seller Profile

Craft a detailed and professional seller profile that includes your brand story, artisan background, and the unique aspects of your products.

Customer Reviews

Positive reviews build trust. Provide great customer experiences to encourage satisfied customers to leave feedback.

Adapting to Customer Feedback and Market Trends

Customer Feedback

Pay attention to customer reviews and feedback. Use this information to make improvements and refine your products and services.

Market Trends

Stay informed about industry trends and adjust your offerings accordingly. Adding seasonal or trendy products can attract more customers.

Legal and Compliance Considerations

Intellectual Property Protection

Protect your original designs and ideas through copyright, trademarks, or patents.

Sales Tax and Compliance

Understand your sales tax obligations based on your location and the locations where you have nexus. Comply with Amazon’s tax collection requirements.


In conclusion, Amazon Handmade provides artisans with a global platform to showcase their unique, handmade creations. While navigating the application process and considering the pros and cons is important, the potential exposure and branding benefits can be significant. Optimizing product listings, utilizing promotional tools, and maintaining customer service excellence are key strategies for success. By leveraging Amazon Handmade’s features and focusing on quality, artisans can tap into a broader market and connect with customers who appreciate the artistry behind their creations.

0 CommentsClose Comments

Leave a comment