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How to Sell Handmade Products on Amazon: Comprehensive Guide

How to Sell Handmade Products on Amazon

Amazon Handmade isn’t just another category on Amazon; it’s a distinct segment dedicated to artisans. Here, every product has a story, a face, a pair of hands that crafted it.


This platform is designed for those who are passionate about selling handcrafted items on Amazon. It’s a place where the art of making meets the power of selling, offering a unique blend of creativity and commerce

1. The Handmade Criteria: Ensuring Authenticity

To maintain the integrity of handcrafted goods, Amazon Handmade has set stringent criteria. This ensures that every item listed is genuinely handmade.


For artisans, this means that selling handmade goods on Amazon is not just about listing products; it’s about passing a test of authenticity. This rigorous process distinguishes Amazon Handmade from other platforms, ensuring that only true handcrafted items are sold.

Amazon Handmade vs Etsy: Choosing the Right Platform

1. Understanding the Differences

When deciding between selling handcrafted items on Amazon and Etsy, it’s important to understand the key differences between these two platforms.


Amazon Handmade offers a massive customer base and integration into the larger Amazon ecosystem, which can significantly increase the exposure of your products.


On the other hand, Etsy is known for its focus on handmade, vintage, and unique products, fostering a community that values craftsmanship and creativity

2. Fee Structures and Profitability

Etsy’s fee structure is often considered more favorable for small-scale sellers, with lower transaction fees compared to Amazon Handmade’s flat 15% referral fee. This aspect is crucial for artisans selling crafts on Amazon or Etsy, as it directly impacts profitability.


Sellers must weigh the potential for higher sales volumes on Amazon against the lower fees and niche appeal of Etsy.

3. Shipping and Fulfillment

Amazon Handmade sellers can opt for Fulfillment by Amazon (FBA), leveraging Amazon’s efficient logistics network for shipping. This can be a significant advantage in terms of shipping convenience and customer service.


Etsy sellers, however, have more flexibility in handling their shipping and fulfillment, which can be beneficial for those who prefer a more hands-on approach.

4. Leveraging Both Platforms

Sellers don’t necessarily have to choose one platform over the other. Many successful artisans use both Amazon Handmade and Etsy to maximize their reach and take advantage of the unique benefits each platform offers.


This approach can be particularly effective for expanding market presence and catering to different customer segments.

Step - 1: Amazon Account and Application Process

1. Amazon Account Setup

To begin selling handmade products on Amazon, you must first sign up for an Amazon seller account. Start by creating a Seller Central account, which you can do by visiting this link.


Be prepared with all the necessary documents and information required for account setup. You have the option to open an individual account using your personal details or a professional account using your company details.


The key differences between individual and professional accounts are outlined below for your convenience.

Individual Account: The Individual plan is suitable for sellers who expect to sell fewer than 40 items per month. It involves a per-item selling fee, making it an ideal choice for those just starting out or experimenting with selling coffee online.


Professional Account: Professional Account caters to higher volume sales, exceeding 40 items per month. This plan includes a monthly subscription fee but provides additional benefits such as eligibility for the Buy Box, advanced selling tools, and the ability to run advertising campaigns.

2. Amazon Handmade Application Process:

The journey to selling crafts on Amazon begins with an application process. This is where artisans showcase their work and their story. Amazon reviews each application meticulously, ensuring that the platform remains exclusive to genuine handcrafted products.


This process might seem daunting, but it’s a crucial step in preserving the quality and uniqueness of the marketplace.


Below is a summary of the information Amazon requires from artisans to list their products. To begin the process, visit this link. Ensure you provide accurate and complete details in the application form.


After submission, please allow up to 24 hours for review. If your information meets Amazon’s criteria, you will receive approval to sell your handmade products on the platform.

Amazon handmade application

Step - 2: Crafting Your Product Line

1. Identifying Your Niche

For selling handcrafted items on Amazon, identifying your niche is crucial. It’s about understanding what you love to create and how it aligns with customer demands. Whether it’s jewelry, home decor, or unique clothing, your niche is where your passion meets market needs.

2. Trending Handmade Products

Staying abreast of trends is key to selling handmade goods on Amazon. Current popular trends include laser-printed items, wood-burned creations, and crocheted goods. Personalized gifts and 3D printed items are also in demand, reflecting a market that values customization and innovation.

3. The Art of Custom Jewelry and Digital Planners

Custom jewelry and digital planners represent specific niches with a strong customer base. These products blend artistry with practicality, appealing to customers seeking both beauty and functionality in their purchases.

4. Wedding Accessories and Unique Art

For those interested in selling crafts on Amazon, wedding accessories and unique art pieces like one-of-a-kind canvas prints offer lucrative opportunities. These items cater to customers looking for something special and memorable.

5. Pet Outfits and Treats

The pet market is another promising avenue for selling homemade items on Amazon. Handmade pet outfits and treats are increasingly popular, tapping into the growing trend of pet owners seeking unique, quality products for their furry friends.

6. Research and Innovation

To succeed in Amazon Handmade, it’s not just about following trends. It’s about innovating and staying ahead. This involves researching customer preferences, analyzing competitors, and continuously refining your product line.

7. Quality and Uniqueness

In the Amazon Handmade marketplace, the emphasis is on quality and uniqueness. Your products should not only be well-crafted but also offer something different from what’s already available. This uniqueness is what will set your products apart and attract customers.

8. Testing and Validation

Before going all-in, test the market with a smaller batch of products. This approach allows you to gather customer feedback and make necessary adjustments, ensuring that your product line is well-received and poised for success.

Step - 3: Pricing and Profitability on Amazon Handmade

1. Understanding Amazon's Fee Structure

When venturing into selling handcrafted items on Amazon, it’s crucial to comprehend Amazon Handmade’s fee structure.


Unlike other platforms, Amazon charges a referral fee of 15% on each sale. Understanding these costs is fundamental to setting the right prices for your products.


If you choose Fullfillment by Amazon (FBA) that means Amazon handles the storage, packaging, shipping, and customer service. However, include the FBA fee for calculating your profitability.

2. Setting the Right Price

The art of selling handmade goods on Amazon involves more than just creating beautiful items; it’s also about pricing them correctly. Your pricing strategy should account for material costs, labor, and Amazon’s fees. It’s a balancing act between making a profit and offering competitive pricing.

3. Maximizing Profit Margins

To thrive in selling crafts on Amazon, focusing on profit margins is key. Interestingly, a significant portion of Amazon Handmade sellers enjoy profit margins over 24%. This is achievable through strategic pricing, efficient production methods, and minimizing overhead costs.

4. Analyzing the Competition

For selling handmade items on Amazon, understanding your competition is vital. Analyze their pricing, product offerings, and customer reviews. This insight can help you position your products more effectively and identify pricing strategies that work.

5. The Importance of Quality

In the handmade market, quality often trumps quantity. Customers are willing to pay a premium for handcrafted items that showcase superior craftsmanship and unique designs. Ensuring high-quality products can justify higher price points, thereby increasing your profit margins.

6. Testing and Adjusting Prices

The e-commerce landscape is dynamic, and so should be your pricing strategy. Test different price points to see what resonates best with your customers. Be open to adjusting your prices based on customer feedback, market trends, and production costs.

Step - 4: Marketing Strategies for Amazon Handmade

1. Establishing a Strong Online Presence

To excel in selling handcrafted items on Amazon, establishing a strong online presence is crucial. This involves creating a compelling Amazon Handmade storefront that reflects your brand’s story and values.


Your storefront should be more than just a collection of products; it should narrate the story behind your creations, building a connection with potential buyers.

2. High-Converting Product Listings

The key to selling handmade goods on  Amazon lies in crafting high-converting product listings. This involves using strategic keywords in your titles and bullet points, ensuring they align with what shoppers are searching for.


High-quality photos are essential, showcasing your products in the best light and from multiple angles. Your product descriptions should be enticing, highlighting the uniqueness and craftsmanship of your items.

Amazon Product Listing Optimization Services 1

3. Amazon's Advertising Tools

Amazon offers a range of advertising tools that can be instrumental in selling crafts on Amazon. Sponsored Products Ads can increase visibility for your items, placing them in front of potential buyers who are searching for similar products. Majority of the sellers use Amazon advertising tools to create visibility of their products.

4. Building a Review Strategy

Positive reviews are a cornerstone of success in selling homemade items on Amazon. Encourage satisfied customers to leave reviews, as these can significantly influence the purchasing decisions of others.


Responding to reviews, both positive and negative, shows that you value customer feedback and are committed to improving your products and services.

5. Social Media and Online Marketing

In addition to Amazon’s tools, leveraging social media and other online marketing channels can amplify your reach.


Share your Amazon Handmade listings on platforms like Instagram, Pinterest, and Facebook, where visual content resonates well with audiences.


Collaborating with influencers and bloggers in your niche can also drive traffic to your Amazon store.

6. Promotions and Discounts

In addition to Amazon’s tools, leveraging social media and other online marketing channels can amplify your reach.


Share your Amazon Handmade listings on platforms like Instagram, Pinterest, and Facebook, where visual content resonates well with audiences.


Collaborating with influencers and bloggers in your niche can also drive traffic to your Amazon store.

6. Continuous Learning and Adaptation

Finally, continuous learning and adaptation are key to thriving in the dynamic environment of Amazon Handmade. Stay informed about the latest e-commerce trends, attend workshops and webinars, and be open to experimenting with new marketing tactics.

Step - 4: Scaling Your Business on Amazon Handmade

1. Setting Up Your Artisan Profile

Creating an Artisan Profile is the first step in managing your Amazon Handmade store. This profile is essentially your storefront where customers can learn about you and your products.


It’s important to fill out all sections of the profile comprehensively. Include clear photos of your workspace, your items, and a personal image to establish a connection with potential buyers. Remember, your profile should reflect your brand’s personality and craftsmanship.

2. Inventory Management

Amazon’s inventory system provides easy access to crucial information at a glance. You can edit, delete, and copy listings directly from the inventory management page.


Each listing is assigned a SKU, which is helpful for tracking and customer service. Keep an eye on your inventory levels to ensure you have enough stock to meet customer demand without overstocking.

3. Diversifying Sales Channels

While Amazon Handmade offers a vast customer base, consider diversifying your sales channels. Explore other online marketplaces like Etsy if not selling already there, your own e-commerce website, or offline channels like craft fairs and local stores. This diversification can reduce reliance on a single platform and tap into different customer segments.

4. Expanding Product Range

To grow your business on Amazon Handmade, consider expanding your product range. Introduce new items or variations of your best-selling products. This not only attracts new customers but also encourages repeat purchases from existing ones.

5. Monitoring Sales and Market Trends

Regularly monitor your sales performance and stay updated with market trends. Use tools to track sales trends, calculate profit margins, and evaluate niche potential. This data will help you make informed decisions about product development and marketing strategies.

6. Building a Strong Brand Presence

Building a strong brand presence is crucial for scaling your business. This involves consistent branding across your Amazon Handmade store, high-quality product standards, and a unique selling proposition. Develop a cohesive brand story that resonates with your target audience.

The journey of selling handcrafted items on Amazon is not just about making sales; it’s about being part of a larger movement that values craftsmanship and uniqueness.


Amazon Handmade offers a platform where artisans can showcase their creativity and connect with a global audience that appreciates the beauty of handmade products.


Amazon Handmade is more than just a marketplace; it’s a community of artisans and crafters from around the world. By joining this community, sellers are not only opening doors to new business opportunities but also contributing to a global appreciation of handmade artistry.

Partner with Ecom Brainly for Handmade Products

Ready to boost your Amazon business? Partner with Ecom Brainly, your dedicated Amazon account management agency. At Ecom Brainly, we specialize in providing customized Amazon account management services that align with your unique goals.


Whether you’re navigating Seller Central complexities or expanding through Vendor Central, our expert team is equipped to guide you every step of the way.


With Ecom Brainly, you gain access to a wealth of expertise in Amazon seller account management. Our strategies are designed to optimize your listings, enhance your brand visibility, and drive sales growth. 


Don’t let the complexities of Amazon hold back your business potential. Contact Ecom Brainly today and start your journey towards Amazon mastery. Let us be your partner in unlocking the full potential of your Amazon venture.

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About Ecom Brainly

Ecom Brainly – A Full-Service Amazon agency that focuses on Sustainable Growth and Profitability for Our Partners (clients).


We been selling on Amazon since 2017 and has had to adapt for every change that Amazon has made along the way.   Amazon is an ever changing marketplace and Ecom Brainly has his team ready to handle any and every challenge.


Is your brand having challenges with growth, profitability, advertising, reporting etc – If yes, please contact us today!

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