Check out the new Amazon Handmade Gift Shop

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Amazon is really pushing their interest in crafts and handmade items and further increasingly parking their tanks on Etsy Lawn. Last week, we wrote about the launch of Handmade on Amazon Canada. To jump start that they are offering free selling right until the end of next year. Their new initiative is the launch of a new Amazon Handmade Gift Shop.

You can find the new Amazon Handmade Gift Shop here.

Katie Harnetiaux from Amazon Handmade says of the new initiative: “The Handmade Gift Shop takes the stress out of shopping for gifts by providing thousands of one-of-a-kind, handcrafted gifts with the convenience and trust that customers already love about Amazon. Handmade Every item on Amazon Handmade has a story behind it – and after hearing from customers and artisans, we are thrilled to make gift shopping an experience they will look forward to.”

It definitely makes sense for Amazon to exploit its position and take on the popular and lucrative craft sector with a tailored marketplace offering. And now is a good time as Etsy is struggling a little bit and seeking to reinvigorate their business.

But will people necessarily associate the Amazon brand with these exciting and unique handmade items? The one thing that is obvious is that Amazon in general, and even the special Gift Shop, isn’t as beautiful and engaging Etsy.

The handmade, craft and vintage sellers benefit from a sumptuous buying experience, image-led search and the opportunity for sellers to really showcase their wares. Amazon just isn’t quite there with that aspect and the experience remains decidedly Amazonian and a little dull and functional.

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