Selling handmade goods online has never been more accessible.
With platforms like Etsy and Shopify already popular, many creators overlook one of the largest global opportunities available today: Amazon Handmade crafts.
Amazon Handmade is a curated section of the Amazon marketplace dedicated to genuine artisan products.
When combined with Fulfillment by Amazon (FBA), it allows crafters to streamline their operations, scale faster, and access millions of loyal Prime customers.
In this guide, we’ll break down how to start selling your crafts using Amazon Handmade with FBA, while maximizing exposure and efficiency.
What Is Amazon Handmade?
Amazon Handmade is Amazon’s artisan-focused marketplace launched to support creators of handcrafted goods.
Unlike standard Amazon listings, this platform is reserved for authentic handmade items made by the seller or a small team.
To ensure quality, all sellers must apply and be approved by Amazon. During the application, Amazon requests details about your production process and materials used to ensure your items qualify as handmade.
Once approved, your items become discoverable in the dedicated Amazon Handmade crafts section.
This space provides artisans the chance to connect with Amazon’s vast customer base while standing apart from mass-produced alternatives.
Why Choose FBA for Handmade Products?
Fulfillment by Amazon (FBA) allows sellers to store their products in Amazon warehouses. When a customer places an order, Amazon handles packing, shipping, customer service, and returns.
For artisans focused on making quality goods rather than managing shipping logistics, FBA is a game-changer.
Here’s how using FBA helps you grow your Amazon Handmade crafts business:
1. Prime Badge Advantage
Products fulfilled by Amazon automatically qualify for the Prime badge. Prime members are more likely to buy items with free and fast shipping.
This gives your handmade listings a significant visibility and trust boost.
2. Logistics Made Easy
As your business grows, fulfilling orders yourself can become overwhelming. FBA saves time by handling warehousing, packing, and delivery, giving you more time to create.
3. Trusted Customer Service
Amazon’s customer service is built into FBA. They handle returns, refunds, and inquiries on your behalf, increasing buyer satisfaction and reducing your workload.
Getting Started with Amazon Handmade and FBA
Selling Amazon Handmade crafts using FBA requires a few steps, but each is manageable with a little preparation.
Step 1: Apply for Amazon Handmade
Visit Amazon Handmade and apply to become a seller. Provide information about your craft process, photos of your work, and details about your production methods.
Approval usually takes 2-7 business days.
Step 2: Set Up Your Seller Central Account
Once approved, you’ll need a Seller Central account. Choose a Professional account to access bulk listing tools and advertising features.
Note that Amazon waives the $39.99/month fee for Handmade sellers.
Step 3: Create Your Listings
Use clear, keyword-rich product titles. Highlight the handmade nature of your items. Use professional photos and compelling bullet points.
Focus on SEO by including terms like “Amazon Handmade crafts”, “handmade gifts,” and your product niche (e.g., candles, jewelry, home decor).
Step 4: Enroll in FBA
From Seller Central, select your handmade items to be fulfilled by Amazon. You’ll prepare and ship your inventory to an Amazon fulfillment center following their packaging and labeling guidelines. Once your products arrive, they’re ready to ship to customers on demand.
Best Practices for Selling Amazon Handmade Crafts with FBA
Here’s how to get the most out of your experience selling Amazon Handmade crafts using FBA:
1. Focus on Product Presentation
Crafting is about quality, but so is presentation. Use multiple images showcasing different angles, usage scenarios, and packaging. The visual experience is key to conversion on Amazon.
2. Price Strategically
Include all your costs when pricing: materials, time, FBA fees, shipping to Amazon, and advertising.
Handmade goods are often priced higher than factory-made products—but customers pay for uniqueness and quality.
Use the FBA Revenue Calculator to estimate fees and determine your margins.
3. Use Keywords Wisely
Help customers find your products by using relevant keywords in your title and bullet points. Include “handmade” or craft-specific terms naturally.
Using “Amazon Handmade crafts” in a few strategic places boosts relevance for SEO.
4. Encourage Reviews
Great reviews improve trust and search rankings. Follow up with customers using Amazon’s “Request a Review” tool. Maintain high product quality and consider including a thank-you card in your packaging to encourage feedback.
Promoting Your Handmade Products on Amazon
Even though Amazon has a massive audience, competition is tough. Promote your listings outside of Amazon to boost traffic.
- Leverage Social Media: Post behind-the-scenes content of your craft process on Instagram, TikTok, and Pinterest. Link directly to your Amazon listings.
- Create an Email List: Include a link to your Amazon Handmade store in your newsletter and share updates or promotions.
- Utilize Amazon Ads: Sponsored Products and Sponsored Brands campaigns can place your products in front of shoppers already searching for what you offer.
Combining Amazon’s reach with external promotion can dramatically increase sales of your Amazon Handmade crafts.
Tracking Performance and Adjusting Strategy
Once your listings are live and sales start coming in, monitor performance closely:
- Use Amazon Reports: Look at traffic, conversion rates, and ad performance.
- Experiment with Pricing: Test different price points to find the sweet spot between profitability and competitiveness.
- Optimize Listings Regularly: Refresh images, update keywords, and improve descriptions based on customer feedback.
The beauty of Amazon FBA is that you can scale your Amazon Handmade crafts operation without having to scale your logistics team.
Use this efficiency to constantly refine your products and strategy.
Common Challenges and How to Overcome Them
While Amazon Handmade and FBA are powerful tools, there are a few common hurdles:
Inventory Management
If you sell personalized or made-to-order items, FBA may not be the best choice. In these cases, consider keeping some stock on hand for FBA (popular, non-custom items), and fulfill made-to-order items yourself via FBM (Fulfilled by Merchant).
Branding Limitations
Amazon owns the customer relationship. That means less brand loyalty compared to selling via your own website. To build customer connection:
- Include branded packaging or inserts.
- Use social media and email to engage your audience outside Amazon.
Competition and Price Sensitivity
Even handmade goods can face stiff competition. Highlight your unique selling points in your descriptions and images. Never compete on price alone—compete on story, quality, and presentation.
Expanding Your Handmade Business Beyond Amazon
Once you master selling Amazon Handmade crafts using FBA, you can expand your brand:
- Launch your own website using platforms like Shopify or WooCommerce.
- List on Etsy and direct those buyers to your Amazon store for faster shipping.
- Attend local craft fairs and promote your Amazon listings to capture long-term customers.
Amazon is a starting point—not the only path. But it offers unmatched reach, trust, and logistics to take your craft business global.
Expanding Your Handmade Business Beyond Amazon
Once you master selling Amazon Handmade crafts using FBA, you may want to diversify your sales channels to reduce reliance on a single platform and increase exposure.
Consider Etsy as an Alternative
While Amazon Handmade gives you access to Amazon’s massive audience and Prime-eligible fulfillment through FBA, Etsy remains a strong alternative for many artisans. It has a loyal, craft-focused audience actively searching for unique, handcrafted items.
Here’s how Etsy compares:
- Audience: Etsy users are often more niche-focused, specifically looking for handmade, vintage, or craft supplies.
- Creative Flexibility: Etsy allows more freedom in how you present your brand, such as custom shop banners, About sections, and policies.
- Lower Barriers to Entry: Unlike Amazon Handmade, Etsy doesn’t require an approval process, allowing sellers to start listing immediately.
- Fulfillment Options: Etsy sellers manage their own shipping, but some also use third-party logistics (3PLs) or integrate with fulfillment platforms for scale.
Many successful crafters choose to sell on both platforms—using Amazon Handmade crafts and FBA to tap into the Amazon ecosystem and using Etsy to connect with a more artisan-minded audience. Linking both can expand your reach and stabilize your income.
Final Thoughts
Building a thriving handmade business online requires more than just creativity—it demands the right tools, platforms, and strategies.
Selling Amazon Handmade crafts through FBA gives artisans a unique opportunity to scale without sacrificing quality or customer experience.
With Amazon’s trusted logistics and massive reach, you can get your handcrafted items into the hands of thousands—if not millions—of customers, all while focusing on what you do best: creating.
However, Amazon isn’t the only option. Platforms like Etsy offer greater control over branding and attract an audience specifically seeking handmade and artistic goods.
By using both Amazon Handmade and Etsy, many sellers create a balanced, diversified business model that reaches different types of buyers while minimizing risk.
To succeed with Amazon FBA and Handmade, keep your listings optimized, track performance data, maintain inventory, and always deliver exceptional product quality.
Use social media and other channels to drive awareness, and consider cross-listing your products to increase visibility.
Whether you’re just starting or ready to scale your craft business to new heights, combining your artistic talent with smart selling tools like FBA—and considering platforms like Etsy—can turn your passion into a long-lasting, profitable venture.
Your handmade story deserves to be shared. Now is the time to put it on the world’s biggest stage.
