If you’re a maker or creative entrepreneur trying to figure out where to sell your magic, Etsy or Amazon Handmade are likely a couple of big name marketplaces on your radar.

Amazon Handmade is a bit of the new kid on the block, having only been around since 2015 as compared to Etsy’s 2005 launch year.

Both platforms swear they’re “supportive of small businesses.”
One folks tend to think of as being artsy and whimsical (minus the host of AI sellers recently).
The other is… Amazon.
You get the vibe.

Let’s dive in.

At a Glance: Etsy vs. Amazon Handmade

Etsy: The OG Queen of Handmade

Etsy is the platform where your quirky polymer earrings, watercolor prints, and custom name signs thrive. It’s artsy. It’s cute. It’s the first name many people think of when they want a unique gift or to find something handmade. Customers here want something special.

That said, many sellers complain of the various fees, high competition numbers, and the recent influx of mass produced items.

Pros

• • Super easy to start

• • Great for makers with a strong “brand vibe”

• • Custom orders? Yes, please

• • Etsy customers actually read product descriptions (sometimes)

Cons

• • Fees sneak up like a raccoon in the night

• • Competition is WILD

• • Their algorithm changes more than your ex’s mood

• • Offsite ads: you can’t fully opt out once you hit certain revenue levels

Etsy is perfect for you if:

You love creative freedom, want to build a brand, and don’t mind a little algorithm drama.

Amazon Handmade: The Overachieving Business Cousin

Amazon Handmade is like selling in the VIP section of the world’s largest mall. You get access to millions of customers, but the vibe is very “business first, crafts second.”

Amazon launched Amazon Handmade to capture the growing market for handcrafted goods, and to directly compete with Etsy. They brought with them their massive customer base, Prime shipping, and trusted brand to offer artisans a wider audience and easier fulfillment.

Pros

• • Zero listing fees (we love that for us)

• • MASSIVE buyer base

• • Prime shipping = sales

• • Customers already trust Amazon

Cons

• • Higher overall expectations

• • Not as pretty or aesthetic

• • Seller dashboard looks like a 2004 tax form

• • Less “creative entrepreneur” energy, more “corporate hustle”

Amazon Handmade is perfect for you if:

You can keep up with demand, ship fast, and want maximum exposure without worrying too much about building a “cute brand.”

Fees: Who’s Taking More of Your Money?

Here’s the tea:

Etsy Fees (the nickel-and-dime special)

• • $0.20 listing fee

• • 6.5% transaction fee

• • ~3% processing fee

• • Optional ads

• • Optional offsite ads (sometimes not optional)

It all adds up. Etsy’s cheap to start but pricey to scale.

Amazon Handmade Fees

• • No listing fees

• • No monthly Pro seller fee

• • 15% referral fee (yep… fifteen)

It’s simple math. Painful, but simple.

Shipping Expectations

Etsy

• • “Handmade takes time”

• • Customers actually get that you aren’t Amazon Prime in a garage

• • Flexible handling time = less stress

Amazon Handmade

• • Fast shipping = more sales

• • Slow shipping = angry emails

• • Customers don’t care that you hand-carved something for 8 hours

Branding Power

Etsy

Your shop looks like YOU.
Your listings feel like YOU.
Your brand can shine.

Amazon Handmade

Your product looks great…
But you’re basically renting space from Amazon. They own the vibe.

Marketing & Visibility

Etsy

You’re competing with millions of sellers.
But if you know SEO + good photos? Chef’s kiss.

Amazon Handmade

Amazon cares about:

• • Price

• • Performance

• • Speed

• • Reviews

If you can dominate those? You’ll win.

Final Verdict: Etsy vs. Amazon Handmade in 2025

Choose Etsy if…

• • You’re artistic, customizable, and brand-focused

• • You want easier setup

• • You don’t want “Amazon speed” pressure

Choose Amazon Handmade if…

• • You can produce fast + consistently

• • You want max exposure

• • You’re okay being less “brand-y” and more “business-y”

Choose BOTH if…

You want the best of both worlds and can position your products a little differently on each platform.

(Etsy = cute & custom; Amazon = simple & ready to ship)