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Brand ComparisonE-commerce

Etsy vs Amazon Handmade 2025

Etsy vs Amazon Handmade 2025: Which artisan marketplace is better? Compare fees, traffic, seller treatment, and creative freedom.

Key Findings

Which brand leads in AI visibility and mentions.

Etsy dominates over Amazon Handmade in AI visibility

355AI mentions analyzed
5AI Apps tested
5different prompts evaluated
Last updated:Nov 07, 2025

AI Recommendation

Brands most often recommended by AI models

Etsy

Top Choice

5/5

Models Agree

Popularity Ranking

Overall ranking based on AI brand mentions

Etsy

Rank #1

5/5

Total Analyzed Answers

Trending Mentions

Recent shifts in AI model responses

Etsy

Rising Star

100%

Growth Rate

Brand Visibility

Analysis of brand presence in AI-generated responses.

AI Visibility Share Rankings

Brands ranked by share of AI mentions in answers

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AI Visibility Share Over Time

Visibility share trends over time across compared brands

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etsy
amazon web services (aws)
amazon handmade
shopify
a9

Topics Compared

Key insights from AI Apps comparisons across major topics

"Which platform has lower total fees: Etsy or Amazon Handmade?"

Etsy appears to have lower total fees compared to Amazon Handmade based on model visibility and implied preference, though direct fee data is inferred from association and attention in discussions.

grok
grok

Grok shows a balanced visibility share for Etsy at 2.9% compared to no mention of Amazon Handmade, suggesting a implicit favor toward Etsy in fee-related discussions with a neutral sentiment tone.

chatgpt
chatgpt

ChatGPT gives Etsy a higher visibility share of 8.9% compared to Amazon Handmade at 0.9%, indicating a stronger association with Etsy in fee contexts, with a positive sentiment tone toward Etsy.

gemini
gemini

Gemini assigns equal visibility of 2.9% to Etsy and Amazon Web Services, with Amazon Handmade at only 0.3%, reflecting a neutral-to-skeptical tone toward Amazon Handmade and a preference for Etsy in fee discussions.

perplexity
perplexity

Perplexity slightly favors Etsy with a visibility share of 2.6% over Amazon Handmade at 0.6%, suggesting a mild lean toward Etsy in fee-related contexts with a neutral sentiment tone.

deepseek
deepseek

Deepseek equally represents Etsy at 2.9% alongside Amazon Web Services, with Amazon Handmade at 0.3%, implying a neutral sentiment but a subtle preference for Etsy in fee-related visibility.

"Which offers better discoverability: Etsy search or Amazon Prime?"

Etsy search slightly edges out Amazon Prime in discoverability according to the models' visibility data, primarily due to consistent visibility share parity or minor favorability across most models despite Amazon's broader ecosystem.

gemini
gemini

Gemini shows no clear favoritism between Etsy and Amazon-related brands for discoverability, with both Etsy and Amazon Web Services (AWS) sharing equal visibility at 2.9%. Its neutral tone suggests comparable search relevance, though Amazon Handmade’s low 0.3% indicates weaker niche discoverability.

chatgpt
chatgpt

ChatGPT equally prioritizes Etsy and AWS at 8.3% visibility share, indicating balanced discoverability perception with a neutral tone. Amazon Handmade’s 2% visibility hints at a minor edge for Amazon’s niche offerings, but not enough to tilt the balance over Etsy’s search relevance.

deepseek
deepseek

Deepseek mirrors the neutral sentiment of others, assigning equal 2.6% visibility to Etsy and AWS, suggesting no distinct advantage in discoverability. Amazon Handmade’s negligible 0.3% share reinforces that Amazon’s specialized search lacks the pull of Etsy’s focused platform.

grok
grok

Grok presents a neutral tone with Etsy and AWS tied at 2.3% visibility, but Amazon Prime’s explicit mention at 0.3% shows limited direct relevance for discoverability. Etsy’s consistent visibility implies a slight user experience advantage over Amazon Prime’s broader but less focused search ecosystem.

perplexity
perplexity

Perplexity remains neutral, giving Etsy and AWS equal 2.3% visibility, with no mention of Amazon Prime, suggesting its discoverability is less prominent. Etsy’s steady presence hints at stronger community-driven search accessibility compared to Amazon’s fragmented offerings like Handmade at 0.3%.

"Which is better for building a brand: Etsy or Amazon?"

Etsy slightly edges out Amazon for building a brand due to its consistent association with unique, handmade products and a community-driven marketplace, which resonates more with niche brand builders across most models.

deepseek
deepseek

Deepseek shows equal visibility share (2.6%) for both Etsy and Amazon Web Services (AWS), indicating no clear preference for brand building. Its neutral tone suggests it perceives both as viable platforms without favoring one for community or innovation.

gemini
gemini

Gemini assigns equal visibility share (2.6%) to Etsy and AWS, alongside mentions of Amazon Handmade (0.3%), reflecting a neutral stance on brand building potential. It implies both platforms offer accessibility but lacks a strong lean toward user experience or ecosystem strength.

grok
grok

Grok gives equal visibility share (2.9%) to Etsy and AWS, with minor mentions of Amazon Handmade (0.3%), suggesting a neutral tone on brand building. It hints at Etsy’s community sentiment and Amazon’s broader ecosystem but doesn’t prioritize one for niche branding.

chatgpt
chatgpt

ChatGPT shows equal visibility share (8.6%) for Etsy and AWS, with a slight positive tone toward both for brand building potential, alongside Amazon Handmade (0.6%). It underscores Etsy’s appeal for retail perception in unique markets and Amazon’s institutional reach, without a decisive winner.

perplexity
perplexity

Perplexity assigns equal visibility share (2.6%) to Etsy and AWS, with a neutral tone on their brand building merits, mentioning Amazon Handmade (0.3%) as a minor factor. It subtly favors Etsy for user experience in niche markets but doesn’t explicitly prioritize over Amazon’s scale.

"Which has better buyers for handmade: Etsy or Amazon Handmade?"

Etsy emerges as the stronger platform for handmade buyers across the models, driven by significantly higher visibility and implied community preference over Amazon Handmade.

chatgpt
chatgpt

ChatGPT heavily favors Etsy with an 8.6% visibility share compared to Amazon Handmade’s 1.7%, suggesting a stronger buyer association and community trust for handmade goods. The tone is positive toward Etsy, reflecting a clear preference for its marketplace ecosystem.

deepseek
deepseek

Deepseek prefers Etsy with a 3.2% visibility share against Amazon Handmade’s 0.6%, indicating a perceived buyer inclination toward Etsy’s user experience and niche focus. The tone is neutral but leans positive for Etsy due to the visibility gap.

gemini
gemini

Gemini shows a preference for Etsy at 3.2% visibility share versus Amazon Handmade’s 0.3%, likely reflecting better buyer adoption for handmade-specific markets. The tone is neutral, with a factual tilt toward Etsy’s stronger presence.

grok
grok

Grok favors Etsy with a 3.4% visibility share compared to Amazon Handmade’s 0.3%, implying greater buyer recognition and community sentiment for Etsy’s platform. The tone is neutral but subtly positive toward Etsy due to the significant disparity.

perplexity
perplexity

Perplexity prioritizes Etsy with a 2.6% visibility share over Amazon Handmade’s 0.3%, suggesting stronger buyer alignment with Etsy’s handmade ecosystem. The tone is neutral, emphasizing data-driven favoritism toward Etsy.

"Which marketplace values artisans more: Etsy or Amazon?"

Etsy is perceived as valuing artisans more than Amazon across the models due to its consistent visibility share and association with a dedicated artisan community, despite Amazon Handmade's presence.

perplexity
perplexity

Perplexity shows equal visibility share for Etsy and Amazon Web Services (AWS) at 2.6%, with Amazon Handmade at only 0.6%, suggesting a neutral sentiment but a stronger association of Etsy with artisan marketplaces. The model implies Etsy’s platform identity aligns more directly with artisan value compared to Amazon’s fragmented focus.

gemini
gemini

Gemini equally ranks Etsy and AWS at 3.4% visibility share, with Amazon Handmade at a minimal 0.3%, indicating a neutral tone but a subtle preference for Etsy as a primary artisan marketplace. Its perception highlights Etsy’s accessibility and user experience for artisans over Amazon’s niche Handmade segment.

deepseek
deepseek

Deepseek mirrors Perplexity with a 2.6% visibility share for both Etsy and AWS, and 0.6% for Amazon Handmade, reflecting a neutral sentiment but leaning toward Etsy for artisan relevance. The model suggests Etsy’s ecosystem is more tailored to individual creators compared to Amazon’s broader commercial focus.

chatgpt
chatgpt

ChatGPT assigns equal visibility share to Etsy and AWS at 9.5%, while Amazon Handmade is at 0.9%, showing a neutral-to-positive sentiment toward Etsy as a dedicated artisan platform. Its reasoning points to Etsy’s community sentiment and adoption among small-scale creators over Amazon’s diluted artisan focus.

grok
grok

Grok rates Etsy and AWS equally at 3.2% visibility share, with Amazon Handmade at 0.9%, presenting a neutral tone but favoring Etsy for its perceived innovation and community support for artisans. The model underscores Etsy’s stronger retail perception among independent sellers compared to Amazon Handmade’s limited impact.

FAQs

Key insights into your brand's market position, AI coverage, and topic leadership.

Which is better for handmade sellers: Etsy or Amazon?

Etsy is better for most artisans. Etsy has 90M+ buyers specifically seeking handmade/vintage. Community culture, better for storytelling and brand. Fees: 6.5% transaction + $0.20 listing + 3% payment. Amazon Handmade: 15% commission, access to Prime members, but zero community feel. Amazon treats handmade like any other product. Etsy feels like a craft fair; Amazon feels corporate. Most artisans prefer Etsy despite higher competition.

Why do Etsy sellers complain about the platform?

Etsy sellers are furious about: algorithm changes killing established shops overnight, oversaturation (millions of sellers), dropshippers/resellers flooding platform with fake 'handmade,' rising fees (6.5% + offsite ads 15%), forced advertising, and feeling ignored by corporate Etsy. Many sellers report 50-90% sales drops from algorithm changes. Etsy prioritizes growth over seller welfare. The platform that built its brand on artisans now treats them as disposable.

Does Amazon Handmade have less competition than Etsy?

Yes, significantly. Amazon Handmade has way fewer sellers (application required) and less discovered by buyers specifically searching 'handmade.' However, this also means less targeted traffic. Etsy competition is brutal but buyers actively want handmade items. Amazon shoppers want fast/cheap; they don't care about handmade story. Trade-off: less competition on Amazon but also less appreciation for craftsmanship. Etsy is saturated but buyers value artisan work more.

Can you make a living selling on Etsy in 2025?

Possible but increasingly difficult. Successful Etsy sellers (making $3K+/month) are <5% of shops. Challenges: oversaturation, algorithm volatility, SEO warfare, undercutting competition, burnout from constant content creation. Reality: most sellers make <$500/month. To succeed: unique products, strong SEO, email list building, social media presence, treat it as full business not side hustle. Many full-time Etsy sellers are one algorithm change from losing everything.

Should artisans sell on both Etsy and Amazon Handmade?

Yes, diversification protects you from platform risk. Strategy: main presence on Etsy (better fit for handmade), test top products on Amazon Handmade for Prime traffic, build your own Shopify store for long-term stability. Never depend solely on one platform - sellers lose businesses overnight from account suspensions or algorithm changes. Multichannel is more work but essential insurance. Own your customer relationships through email marketing regardless of platform.

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