Martha Stewart has moved the Martha Stewart American Made collection from eBay to Amazon.
The collection of locally sourced, artisan-made merchandise is curated by the editors of Martha Stewart Living. American Made was introduced in 2013 on eBay, and the move is intended to broaden the brand's reach.
"It's a much bigger audience," Stewart told The New York Times. "It's the powerhouse retailer online in the United States."
The Amazon shop was announced in May, launched last month, and has since grown to 200,000 items. The shop is part of Amazon's (NASDAQ:AMZN) new retail offerings of handmade products, similar to the merchandise assortment found on Etsy. Each artisan has a profile badge and an official Martha Stewart American Made badge.
"On Handmade at Amazon, customers can discover genuinely handmade items crafted and sold directly from artisans with the familiar Amazon experience they know and trust," said Steve Johnson, director for Amazon Marketplace. "The Martha Stewart American Made store is made up of artisans that have turned their passion for quality craftsmanship and well-designed goods into a way of life, and that's a perfect match for the Handmade at Amazon experience we continue to build for customers."
Handmade at Amazon has a far greater reach than Etsy's more than 21 million customers, and sellers can tap into Amazon's distribution network. But the two are more frequently competing head to head: Etsy now operates a wholesale business that pairs independent designers with wholesalers and boutiques.
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