For the last handful of years, Amazon has been making moves to compete in the artisan retail space. With the launch of Amazon Handmade in 2015, a storefront specifically targeted at Etsy, Amazon began working their way into the space. They’ve recently ramped up their focus on small business, launching a Handmade gift shop and promoting startup marketplaces on their homepage in 2017. As of this week, Amazon offers sellers “Storefronts,” a new landing page promoting small- and medium-sized businesses, joining and overlapping with Handmade, Launchpad, and Exclusives landing pages.
Storefronts offers collections in a variety of product categories, including Home, Kitchen, Books, Electronics, and even seasonal choices like Halloween. There is a strong focus on personalities, with a section titled “meet the business owners,” encouraging shoppers to “support artisans” and “celebrate innovator-makers.” The retail giant is currently running a national TV campaign for Storefronts, highlighting The Little Flower Soap Co., a small company that is available on Amazon Handmade, but also highly popular on Etsy.
As Amazon diversifies its retail offerings, a wider variety of customers are choosing to use its marketplace as a one-stop shop. While we can expect some overflow traffic from shoppers looking for artisan goods, time will tell if Amazon can make Storefronts a consumer favorite over competitors like Etsy.