What Regular Amazon Is
Regular Amazon sells products from three sources: Amazon itself (first-party), third-party sellers who use Amazon's fulfillment, and third-party sellers who ship independently. There's no restriction on how products are made, factory goods, dropshipped products, and handmade items all appear together in the same search results.
What Amazon Handmade Is
Amazon Handmade is a verified storefront that only allows sellers who have been verified as artisan makers. To sell on Amazon Handmade, a seller must:
- Complete an artisan application explaining their production process
- Demonstrate that their products are made by hand (partially or wholly)
- Agree to Amazon's Handmade policies, which prohibit reselling mass-manufactured goods
The Key Differences for Buyers
| Factor | Regular Amazon | Amazon Handmade |
|---|---|---|
| Seller verification | None | Artisan application required |
| Product origin | Factory, dropship, or handmade, mixed | Verified handmade or handcrafted only |
| Shipping | Prime available | Prime available (same infrastructure) |
| Buyer protection | Amazon A-to-Z Guarantee | Amazon A-to-Z Guarantee (same) |
| Personalization | Rare | Common, most sellers offer it |
| Commission rate | 1–8% depending on category | 10% flat |
What "Handmade" Actually Means on Amazon Handmade
Amazon's definition allows for some machine assistance. A seller can use a laser cutter to engrave wood, that's allowed. A seller cannot use a factory to mass-produce their items and then claim they're handmade. The line is that the maker must be personally involved in the creation of each item.
