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How to Sell on Amazon Handmade: Tips and Tricks

selling on amazon handmade hero
by Travis F.posted on 19.03.2024

Handmade items are quickly growing in popularity, so if you’re an artisan that creates unique goods you should definitely consider selling online. Etsy and eBay were initially the go-to platforms for these types of products, but Amazon Handmade is quickly overtaking them.

If you’re not already selling on Amazon Handmade you should definitely consider it. The site has the largest customer base and a number of programs to help you boost your sales. We’ve included everything you need to know about selling on the platform, plus some tips and tricks to make sure you find success.

Keep reading for our step-by-step guide to how to sell on Amazon Handmade.

About Amazon Handmade

Amazon Handmade was launched in 2015 to give artisans a place to sell handmade goods on the website. It’s essentially just another category within Amazon’s site, but it has some different rules than the other more traditional categories.

This section focuses on things like art, soap, wood carvings, jewelry, bath and beauty products, merch, and other craft stuff. All products sold in this category must be made by hand, either by the artisan or one of their employees. No mass-produced items are allowed and sellers have to get approved for the platform before they can begin selling on it.

A big advantage for people who sell handmade on Amazon is that their products can show up in regular search results. For example, if you sell soap your items could potentially appear in search results for soap, even if the person isn’t specifically looking for a homemade product.

This gives artisans access to Amazon’s massive customer base, with the potential for new people to discover their products.

How to Start Selling on Amazon Handmade

Are you an artisan who’s looking to get started selling on Amazon Handmade? Here’s the process to follow to give yourself the best chance at success:

Analyze Your Market and the Competition

To find out which products are popular and frequently searched on Amazon, let's use the Keyword Search tool.

  1. Either sign in to your existing AMZScout account or create a new account  if you don’t already have one. Once you are logged in, navigate to the Keyword Search feature.

  2. Enter your seed phrase into the search box. This can be the product idea that you want to check, or something from the Amazon Handmade Bestsellers for example.

  3. Select your criteria. You can filter your results by word count or monthly search volume. 

    What are the Keyword Search Filters
  4. Click "Find Keywords".

  5. Evaluate the list of keywords. Look at the number of requests per month for the product you’re checking, and this will give you an idea of ​​how often people search for that product.

    Amazon product discovery with keyword search

  6. Check the search history. You can review the search volume history to see how the demand for that product changes over time.

    How to check Search Volume History

After you determine whether that niche is in-demand, you need to perform a deeper analysis. This is where a tool like the AMZScout PRO Extension (available for a free trial, either on its own or as part of a toolset) comes in handy. 

  1. Install the AMZScout PRO Chrome Extension.

  2. Access Amazon and launch the extension.

How to install and open AMZScout PRO
  • Look up a specific product or category to analyze. 

For example, if you would like to sell handmade candles, then you can go to the Handmade Candles & Holders category, or find a similar candle on Amazon and analyze it.

  • Once the search results are displayed, select the AMZScout icon located in the left corner.

  • Look up the data on those products. If you are uncertain about which metrics to examine, we have compiled a set of suggestions below to help you get started.

Examine sales trends: Click "Product History" or “Niche History”. These sections provide insights into the sales performance of the item over the last few years. It’s crucial to make sure that this item or niche does not have seasonal trends or fluctuating sales throughout the year.

Where to find the AMZScout Niche History

Calculate your sales margins: Select "Profit Calculator". Input all relevant costs associated with the item such as purchase price, shipping expenses, etc. This will give you your profit margins. The Extension will automatically factor in Amazon fees and provide you with the total amount you can earn from each sale.

How to use the AMZScout Profit Calculator

Examine niche potential: Click on the "Niche Score" located at the top right corner of the extension. The Niche Score will show you comprehensive details regarding the profitability, demand, and competition within that specific niche. You should aim for a score of 7 or higher.

Where to find the AMZScout Niche Score

Examine the Market Potential for Certain Products: Click on the "Product Score" associated with a particular item to evaluate its demand, sales figures, and level of competition. This score is calculated for both resale and white-label sourcing.

How to check Product Score for PL and reselling

By reviewing handmade products with the AMZScout PRO Extension, and determining what’s selling and what’s not, you’ll be able to come up with a solid plan for your business.

Sign Up to Amazon

To sell on Amazon Handmade you’ll need to sign up to Amazon. Individual sellers aren’t allowed to sell in the handmade category, so you’ll need to register a professional seller account which is $39.99 per month.

How Do I Get Approved to Sell on Amazon Handmade?

  1. In order to become an Amazon Handmade seller, you need to apply here. During the application process, you’ll need to provide your name, email, and the type of business you operate (do you work alone or do you have employees?).

  2. Next, you’ll need to describe your products (are they handmade, hand-altered, etc.), production process, and how much work you do compared to your employees.

  3. Finally, you’ll have to submit photos of your products so Amazon can judge whether they meet their quality standards.

  4. Keep in mind that you may need to wait a few weeks before your application is approved.

List Your Products

Once you have a product that’s ready to sell it’s time to create your listing. The process for this is the same as creating a listing for a regular Amazon product:

  • Go to your Seller Central account and under “Inventory” select “Add a Product.

  • Select “Create a New Product Listing.”

  • Choose a product category (In this case it will be Handmade).

  • Fill in the product title and descriptions, and add images.

Make sure to add as much information as possible and don’t leave anything blank. Amazon search favours listings that are complete.


Promoting Your Products

Amazon allows you to expose your products to a massive audience. But there are millions of sellers on the platform competing for customers so if you want to succeed you’ll need to promote your handmade products.

Promote products when selling on Amazon handmade

Luckily, Amazon makes it easy by offering two advertising options:

  • Sponsored Products: With this campaign, you’ll be able to choose keyword searches you want your products to show up for. Your items will then be displayed in those search results in the sponsored listings section at the bottom. You can also choose headline ads to appear at the top of searches.

  • Display Ads: These ads allow you to advertise your products on other areas of Amazon’s website, including competitors’ product pages. Simply select an audience demographic, or product pages you want to advertise your products on, to launch your campaign.

Taking advantage of advertising is the best way to launch your business and give your sales a boost right out of the gate.

Here’s another tip if you want to help your listings show up in more organic searches on Amazon. Use the Amazon Super URL Tool to create links that send people to search results that only include your products. Then promote these links on your blog and social media pages. When people click on these links and buy one of your products it will improve your organic search rankings.

If you use both Amazon ads and super URLs together you should be able to drive traffic to your listings fairly quickly.

Tips and Tricks

The above information will get you started on the platform, but in order to give yourself an edge you need to be utilizing the best strategies and tactics. Consider the tips below to help you outdo your competitors:

Include Creative Descriptions

Be creative with your product descriptions to help you stand out from your competitors. Focus on the benefits of your product and what makes it special. 

When it comes to handmade items people also love to hear the story behind it. How did you come up with the idea? What was your inspiration? These are the types of things that will really sell your product.

How to write product descriptions when selling on Amazon handmade

Finally, try to keep your descriptions relatively short. Get to the point and focus on the most important details.

Use Keywords

Incorporating the right keywords into your product title and description can have a massive impact on your sales. In order to find the best keywords, we recommend using the AMZScout Keyword Search and the Reverse ASIN Lookup tools.

With these tools, you can search for keywords using the name of your product or the ASIN number of your competitors’ products. They’ll allow you to see important information, like average monthly searches and search volume history for each keyword, where products rank for terms, how many sales you’ll get if you rank for certain keywords, and how relevant terms are to the product you’re selling.

Once you have your keywords work them into your product description naturally. Don’t overuse them, but make sure you include them wherever it makes sense. You can also use your keywords as part of your PPC campaigns to boost your results.

Keyword Tools Banner

Discover new keywords to improve your listing and get more customers from search


Improve your listing and get more customers with AMZScout Keyword Tools


Optimize Your Listings Effortlessly

To ensure that you don't miss important keywords and check your listing against Amazon requirements, use the Listing Builder.

  1. Login to your AMZScout account and open the Listing Builder.

  2. Add any keywords you found with the keyword tools.

  3. Enter your listing data such as the title, bullet points, description, and backend keywords.

  4. Check if your listing meets the criteria and if there are any keywords left to include.

If you manage numerous listings, this tool is very useful in helping you keep track of all of these in one place while also ensuring that they stay relevant based on the search volume data of keywords.

Use High-Quality Images

When people buy online they have to use images to visualize what an item looks like. If your pictures aren’t clear, or they don’t show all the features of the product, people aren’t going to feel comfortable buying from you. Make sure your images are very high quality and include multiple angles to show all the different aspects of your product.

Use Amazon FBA

Are you unsure how you’re going to fulfill all of your orders? With Amazon’s FBA program you can ship your entire inventory to them to be stored in one of their warehouses. Then every time you make a sale Amazon’s staff will pick, pack, and ship your product. You pay a premium for this service, but the convenience is more than worth it.

Frequently Asking Questions About Amazon Handmade

If you’re new to Amazon Handmade then you likely have a lot of questions about the platform. Here are the most common ones we receive:

How Does Amazon Handmade Compare to Etsy?

Naturally, Amazon Handmade is going to draw comparisons to Etsy. While they are similar in a number of ways, there are some key differences you should be aware of:

  • You need to be invited to Amazon Handmade: Anyone can sell on Etsy whereas artisans need to be approved before they can sell on Amazon. However, because the process takes more work, if you do get approved there’s much less competition.

  • Rules around manufacturing: Etsy is pretty relaxed around the process you use to manufacture your products. Amazon, on the other hand, requires everything to be handmade by you, one of your employees (for companies of less than 20), or by a member of your business (for businesses of less than 100 people).

  • Number of Customers: Amazon is the world’s largest retailer and attracts nearly 10 times as many customers as Etsy does, meaning the potential for growth is much higher on Amazon.

Do I Need a Business License?

No, you don’t need to have a business license to sell products in any Amazon category, including handmade. That being said, there are several tax benefits to starting an LLC or business, including the ability to write off your expenses. So, it’s worth considering if you’re serious about making this your full-time income.

How Much Does it Cost?

Amazon doesn’t charge listing fees like Etsy does, but there are other charges you’ll need to be aware of. You’ll need to sign up for a professional seller account which is $39.99 per month. There’s also a referral fee of 15% on every sale you make, so make sure to price your items accordingly.


Is it worth selling on Amazon Handmade? Absolutely. With so many customers and Prime members shopping on the site there’s no better way to increase your exposure and sales. By using the advice above, and AMZScout’s suite of innovative tools, you’ll be running a successful handmade business in no time.

So what are you waiting for? Get your supplies and start crafting!

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