Amazon Launches a Maker Marketplace That Will Compete With Etsy

  • ---Shares
Reader Resource

Apply now to be an Entrepreneur 360™ company. Let us tell the world your success story. Get Started »

Amazon is all about efficiency. Supermaximum, hyper-fast efficiency. You order a widget you need, Amazon puts it in a box and the widget arrives on your doorstep -- sometimes, in under an hour.

That’s why the Seattle-based tech giant’s latest new online marketplace, Handmade at Amazon, which launches today, is a wee bit of a head-scratcher. Can Amazon be Etsy? Can a tech juggernaut known for its focus on speed and automation successfully market itself as a place to buy all things crafty?

Amazon’s new maker marketplace features items like the Tabletop or Hanging Air Plant Terrarium, the Adjustable Love More Inspiration Ring and the “I want to ride my bicycle” letterpress card. Each item comes with a photo of the maker and a bit about the individual. For example, you learn that Angela, the woman in Indiana who makes the bicycle card, is a “lover of great design, fine coffees and strawberry licorice.”

Related: Amazon Rolls Out New Marketplace for Startups

To be included in the marketplace, items have to be made by hand. Factory-produced goods are not included. The platform is launching with more than 80,000 items.

Etsy, whose shares were down 5 percent by midday Thursday, has reason to be worried. While the company already has significant brand association with the artisanal maker movement, Amazon’s customer base -- and potential exposure for makers -- is much larger. Amazon has an estimated 285 million active buyers while Etsy has just under 22 million.

Related: 5 Myths About Selling on Amazon

Edition: June 2017

Get the Magazine

Limited-Time Offer: 1 Year Print + Digital Edition and 2 Gifts only $9.99
Subscribe Now
OK

This website uses cookies to allow us to see how our website and related online services are being used. By continuing to use this website, you consent to our cookie collection. More information about how we collect cookies is found here.