Should I sell on Etsy or Amazon?

Sell on Etsy if your products are handmade, vintage, or personalized and benefit from a story — its buyers actively seek those. Sell on Amazon if you offer branded or commodity products that benefit from scale, FBA, and Prime. The decision is driven mainly by what you sell.

Can I sell handmade products on Amazon?

Amazon has a Handmade category, but it is smaller and less central than Etsy’s entire model. For most handmade sellers Etsy delivers more targeted demand, while Amazon Handmade can be a secondary channel for additional reach.

Which has lower fees, Etsy or Amazon?

It depends on category and whether you use FBA. Etsy’s listing plus transaction fees are simple but accumulate; Amazon’s referral, subscription, and FBA fees can take a larger total share. Compare both against your price points and verify current rates.

Is Amazon FBA worth it for small sellers?

FBA can be worth it if fast shipping and Prime meaningfully boost your conversion and you have steady volume. For low-volume or made-to-order handmade sellers, self-fulfillment on Etsy is often more practical and cost-effective.

Can I sell on both Etsy and Amazon?

Yes, if your catalog fits both — for example handmade staples on Etsy and standardized versions or supplies on Amazon. Keeping inventory and pricing in sync across channels is the main operational task, which sync tools automate.

How do I expand into European marketplaces?

After establishing on Etsy or Amazon, you can add a Shopify or WooCommerce store and sell on European marketplaces like Allegro, Kaufland, and bol.com. Marqetir syncs your store catalog to those marketplaces, localizing each listing and keeping stock and prices aligned.

EtsyvsAmazon

Which marketplace is better for sellers?

Last updated: June 2026

Quick Verdict

Etsy and Amazon target opposite ends of the market. Etsy is a curated marketplace for handmade, vintage, and personalized goods, with buyers who value uniqueness and story. Amazon is the everything store built for scale, speed, and commodity products, backed by FBA fulfillment. Sellers of handmade and craft items belong on Etsy; sellers of branded or mass-market goods belong on Amazon — and some catalogs work on both.

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Sale Price (EUR)

Scoring Breakdown

Audience Size

Etsy6/10

Amazon10/10

Amazon has hundreds of millions of active shoppers across nearly every category. Etsy’s audience is far smaller but laser-focused on handmade, vintage, and creative goods, which converts well for the right products.

Product Fit

Etsy9/10

Amazon6/10

Etsy is the natural home for handmade, personalized, and vintage items. Amazon is built for branded, commodity, and mass-market products and is a poor fit for one-of-a-kind handmade goods. Fit depends heavily on what you sell.

Fulfillment

Etsy5/10

Amazon10/10

Amazon FBA handles storage, shipping, and returns and unlocks Prime, which is a major conversion advantage. Etsy sellers generally ship themselves, which suits made-to-order and handmade workflows but does not scale as easily.

Fees

Etsy7/10

Amazon6/10

Etsy charges listing plus transaction and payment fees. Amazon charges referral fees, often a subscription, and FBA fees if used, which can take a larger share per sale. Both vary by category — verify current rates before deciding.