Gain access to Amazon’s vast customer base and learn everything about fee structures, the application process, and strategies for making your unique products a success.
Jens Vittrup
Do you dream of selling your handmade products to millions of potential customers? Amazon Handmade provides creative entrepreneurs with access to Amazon’s enormous customer base, without compromising the unique and authentic nature of handmade goods. In this guide, we dive into everything you need to know about selling on Amazon Handmade – from getting started, to costs and strategies for success.
Amazon Handmade is a dedicated section on Amazon that focuses exclusively on handmade products. Launched as a direct alternative to platforms such as Etsy, Amazon Handmade enables artisans, artists, and other creative entrepreneurs to sell their authentic, handmade goods on one of the world’s largest e-commerce platforms.
Unlike the standard Amazon marketplace, Amazon Handmade has an approval process that ensures all products are genuinely handmade. This creates a curated environment that protects both sellers and buyers, and ensures the platform stays true to its purpose: showcasing genuine craftsmanship.
Amazon Handmade allows sales across various categories, including jewellery, home and kitchenware, stationery and party supplies, clothing, beauty and personal care, toys and games, as well as art and collectibles. This diversity means there is space for almost any type of maker.
Selling on Amazon Handmade comes with a range of benefits that can help your craft business grow:
These advantages make Amazon Handmade an attractive opportunity for both new and established artisans looking to reach more customers.
Before you start selling on Amazon Handmade, it’s important to understand the cost structure. Here is a detailed breakdown of the fees you can expect:
The main fee on Amazon Handmade is a referral fee of 15% of the sale price for most categories. For jewellery and watches, the fee is 20% for the portion of the sale price up to $250, and 5% for the portion above $250. This fee is taken from each sales order and covers Amazon’s service in connecting you with customers.
One of the biggest advantages of Amazon Handmade is that the $39.99 monthly subscription fee, which is normally required for a Professional Selling account, is waived for approved Handmade sellers. This is a significant saving compared to other Amazon sellers.
Amazon Handmade charges no listing fees, regardless of how many products you have. This is a key difference from platforms such as Etsy, where you pay per listing.
If you choose to use Amazon FBA for fulfilment and customer service, there will be additional fees based on the size, weight, and storage time of your products. FBA fees vary, but can be a worthwhile investment to save time and improve customer service.
The question “how much does it cost to sell on Amazon Handmade” depends greatly on your business model, products, and pricing. With a 15% referral fee and no monthly or listing fees, it can be a financially sustainable platform, especially if your products have a healthy profit margin. However, it’s important to calculate all costs carefully, including materials, labour, shipping, and Amazon fees, to ensure your pricing delivers a healthy profit.
Getting started on Amazon Handmade involves a few specific steps. Here is a detailed guide to the process:
To begin selling on Amazon Handmade, you first need to apply and be approved. Amazon will ask for information about you, your business, and your handmade products. This includes:
The approval process can take from a few days to a couple of weeks. Amazon wants to ensure that all products on the Handmade platform are genuinely handmade and meet their quality standards.
Once approved, you need to set up an Amazon Seller Central account, if you do not already have one. You will be automatically enrolled in the Professional Selling plan, but the fee will be waived due to your Handmade status.
After creating your account, set up your Handmade shop profile. This includes:
A well-designed shop profile helps build trust and connection with potential customers, so take the time to make it personal and engaging.
Now for the fun part: adding your products to Amazon Handmade. For each item, you should:
Product listings on Amazon Handmade differ slightly from standard Amazon listings. They allow you to customise more and highlight the unique aspects of your craft.
Listing your products is only the beginning. To succeed on Amazon Handmade, you need to implement effective strategies to boost your visibility and sales. Here are some tips:
Amazon SEO is crucial for being found by potential customers. Make sure your product titles, bullet points and descriptions include relevant keywords that customers may use to find products like yours. Use Amazon’s search bar to discover popular keywords related to your products and incorporate them naturally into your listings.
Since customers cannot touch or see your products in person, images play a crucial role in the buying decision. Invest in professional product photography or learn to take high-quality images yourself. Include shots from various angles, close-ups of key details, and images showing the product in use.
Pricing handmade goods can be challenging. You need to account for material costs, labour, Amazon fees, and what the market is willing to pay. Research similar products on the platform to get an idea of competitive prices, but do not underestimate the value of your work.
Outstanding customer service can lead to positive reviews, which are essential for building trust and attracting more customers. Respond quickly to customer enquiries, be clear about production and delivery times, and exceed customer expectations where possible. Consider including a personal note or small gift with each order to create a memorable experience.
Amazon advertising can greatly increase your products’ visibility. Amazon offers several advertising solutions, including Sponsored Products and Sponsored Brands, which can help your products appear at the top of search results. Start with a small budget and adjust your campaigns based on results.
Many artisans consider various platforms for selling their products. Let’s compare Amazon Handmade with some of the most popular alternatives:
Fees: Etsy charges a listing fee of around $0.20-$0.25 per product plus a 6.5% transaction fee. Amazon Handmade charges no listing fees, but has a higher referral fee of 15% (20% for jewellery).
Customer base: Amazon has a much larger general customer base than Etsy, while Etsy has a more dedicated audience specifically searching for handmade goods.
Competition: On Amazon Handmade, you may face less competition within your niche compared to Etsy, which has millions of makers.
Branding: Etsy allows sellers more control over their shop branding and customer interaction, while Amazon offers less customisation but greater reach.
Control: With your own webshop, you have full control over design, customer data, and branding, but you have to generate your own traffic.
Costs: Your own webshop typically has a monthly fee plus payment charges, but no referral fees per sale. Amazon Handmade has no monthly fee but takes 15% of each transaction.
Marketing: With your own webshop, you are responsible for all marketing and generating traffic, while Amazon Handmade provides access to existing traffic.
Many successful artisans choose to sell on multiple platforms simultaneously to maximise their reach and minimise risk.
While Amazon Handmade offers many advantages, it also comes with challenges that sellers should be aware of:
Selling handmade goods can limit how quickly you can produce more. If you see a surge in orders, it can be difficult to keep up without compromising quality. It’s important to set realistic production times and stock levels, and consider hiring help or developing more efficient production methods if your business grows.
Although Amazon Handmade is a separate section, you are still competing for customer attention with mass-produced items, which are often sold at lower prices. Highlighting the unique, personal, and handmade aspect of your products is essential to justify a higher price and attract the right customers.
With a 15% referral fee, you need to carefully consider your pricing to ensure you still make a healthy profit. This can be especially challenging for lower-priced products or items with small margins. Consider focusing on higher-value products or creating bundles to increase average order value.
Amazon customers are used to fast shipping and standardised products. When selling handmade items, be clear that your products are custom-made, may have slight variations, and may take longer to produce. Use product descriptions and policies to set the right expectations.
Here are some practical tips to kickstart your Amazon Handmade journey:
Instead of listing all your products at once, start with a focused selection of your best-selling or most unique items. This lets you test the market and learn the platform’s dynamics without becoming overwhelmed.
High-quality images and compelling product descriptions are not optional – they are essential for success on Amazon Handmade. Consider investing in professional product photography or learn the basics yourself. Use natural light, clean backgrounds, and show the product from multiple angles.
Amazon created the Handmade section to highlight authentic, handmade goods. Use this to your advantage by telling your story, explaining your process, and sharing the passion behind your products. This helps build a connection with customers and sets you apart from mass-produced goods.
Understand basic Amazon SEO principles to improve your visibility in search results. This includes using relevant keywords in your titles, bullet points and descriptions, as well as gaining positive reviews and maintaining good sales levels.
Amazon Seller Central gives you access to valuable data on your listings and sales. Use these insights to identify which products perform well, which keywords drive traffic, and which pricing strategies work best. Continuous optimisation based on data is key to long-term success.
The market for handmade products continues to grow, driven by consumers seeking unique, sustainable, and personal alternatives to mass-produced goods. As an Amazon Handmade seller, you are well positioned to benefit from this trend.
Sellers who combine authentic craftsmanship with smart digital marketing and efficient operations have the potential to build successful businesses on the platform. By focusing on quality, customer service and continual optimisation of your presence on Amazon Handmade, you can build a sustainable income stream and reach customers worldwide.
Many successful Amazon Handmade sellers start as hobby projects and grow into full-time businesses or even companies with multiple employees. With the right strategy and dedication, Amazon Handmade can be the springboard to scaling your craft business.
Navigating Amazon’s ecosystem can be complex, even for dedicated artisans. If you want to maximise your potential on Amazon Handmade, it may be valuable to seek professional support.
Specialist Amazon consultants can assist with everything from account setup and product listing optimisation to advertising strategies and scaling plans. They can also help you navigate Amazon’s policies and procedures, saving you time and frustration.
By partnering with an experienced Amazon agency with expertise in handmade products, you can benefit from their knowledge and focus on what you do best – creating outstanding handmade products your customers will love.
Whether you are new to Amazon Handmade or looking to improve your current presence, it is never too late to refine your strategy and take your craft business to the next level on the world’s largest marketplace.
Building a successful business on Amazon Handmade takes time, patience, and constant adaptation. Here are some strategies for long-term growth:
Once you have established a solid base of well-performing products, you can begin to expand your range strategically. Focus on related products that appeal to your existing customer base, or new variations of your popular items. Listen to customer feedback to guide your product development.
Many handmade products sell particularly well during certain seasons or around holidays. Plan your production, inventory, and marketing efforts in line with these cycles. Start preparing for peak seasons several months in advance to ensure you can meet demand.
While Amazon Handmade provides excellent exposure, it is also important to build your brand outside of the platform. Consider setting up a website, being active on social media, and developing an email marketing strategy. This can help create more loyal customers and reduce your dependence on a single sales channel.
Keep an eye on top sellers in your category. Analyse their product presentation, pricing, reviews, and marketing tactics. This is not about copying them, but about identifying effective strategies you can adapt in your own business.
With the right approach, Amazon Handmade can be a valuable platform to share your craft with the world and build a thriving business based on your passion and creativity.
To accelerate your learning curve and avoid common mistakes, it can be a wise investment to seek out training specifically focused on Amazon Handmade. There are various resources available:
There are several Amazon courses that focus specifically on the Handmade platform. These courses can cover everything from basic setup to advanced marketing strategies and are an effective way to gain insights from experienced sellers.
Joining communities of Amazon Handmade sellers can provide valuable support, advice, and networking opportunities. Facebook groups, Reddit forums, and other online communities are great places to ask questions, share experiences and learn from others’ successes and mistakes.
Amazon itself offers a range of guides, articles, and video tutorials specifically for Handmade sellers. These official resources can help you understand the platform’s policies, features, and best practices directly from the source.
By investing time in learning and training, you can reduce the time it takes to succeed on Amazon Handmade and avoid costly mistakes along the way.
Selling handmade products on Amazon is an exciting opportunity for creative entrepreneurs. With access to millions of potential customers, a platform designed specifically for handmade goods, and the ability to leverage Amazon’s vast infrastructure, you have all the tools you need to build a successful craft business.
Remember, success on Amazon Handmade requires more than just great products. It takes strategic thinking, continual optimisation of your shop and products, and an understanding of the platform’s dynamics and customer base.
By following the advice in this guide, learning from your experiences, and consistently improving your presence on Amazon Handmade, you can build a thriving business that not only generates income, but also brings your unique handmade creations to a wider audience than ever before.
Whether you are a hobbyist looking for a side income or an ambitious entrepreneur with plans to scale, Amazon Handmade can be the ideal place to start or grow your craft business. Take the first step today and join the growing community of successful makers on the world’s largest marketplace.
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