New York--Martha Stewart is taking her market for handcrafted goods elsewhere.

Martha Stewart American Made was launched in 2013 as Ebay’s answer to Etsy. It offers locally made food, health and beauty products, craft, jewelry and more that have been handpicked by Martha Stewart and the team at the media company she founded, Martha Stewart Living.

Now, American Made is located within the Handmade at Amazon marketplace, which just launched in October and also is positioned to compete with Etsy in the increasingly competitive handcrafted goods market. Artisans selling in the Martha Stewart American Made store now are identified in their artisan profile page with the official Martha Stewart American Made badge.

Stewart told The New York Times in a recent interview that it was Amazon’s size that made it appealing for American Made. “It’s a much bigger audience,” she said. “It’s the powerhouse retailer online in the United States.” 

Some of the brands and designers that sell on American Made include Krist Kay Designs, Fotini Jewelry, Laurel Denise, Wares by Tess Bulman, Honey & Bloom, Sheep Farm Felt, Mystic Knotwork, Casa & Co. Design and Sesame Letterpress.

According to Amazon, since launching the Handmade at Amazon store in October, selection has grown to approximately 200,000 handcrafted items from around the world and has expanded to more than 10,000 artisans.

Competitor Etsy, meanwhile, which has 1.5 million active sellers, has been making news as well. It went public earlier this year and also made a move into manufacturing, launching a new website to connect manufacturers with Etsy sellers in beta mode in October.

Etsy Manufacturing gives sellers the chance to seek out and pair up with manufacturers in four industries: jewelry and metalwork, apparel and textile, machining and fabrication, and printing.


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