By Brecken Branstrator
This is a screenshot of Handmade by Amazon’s new venture, the Wedding Shop, offering consumers jewelry, décor and gifts for their big day that are handcrafted.
Seattle--Shoppers seemingly already turn to Amazon for just about everything, but the e-tailer is upping its ante with an extension into the wedding business.

Handmade at Amazon was launched in 2015 as a place for its customers to shop for handcrafted and custom items while supporting local artisans, serving as a direct competitor to Etsy.

Now, the marketplace is getting into bridal.

The Handmade Wedding Shop offers thousands of handcrafted items including wedding décor, invitations, gifts and jewelry.

Brides- and grooms-to-be already could use Amazon for such things as a wedding registry or buying wedding shoes, but now they also can use the site to explore handcrafted products for their weddings and wedding-related events.

They also can get free two-day delivery with Prime-eligible Handmade products.

Popular wedding categories and products in the Handmade Wedding Shop include jewelry--not just engagement rings and wedding bands but also bracelets, necklaces, earrings, brooches and pins--venue and reception décor, invites and paper products, fashion accessories, and gifts and mementos.

The bridal business is something that Amazon has been investing in of late.

While it has been in the wedding registry arena for nearly a decade, last year the e-tailer gave its service a major overhaul to include services, gift ideas, gift tracking and a 180-day return policy, among others.

The e-tailer said at the time that the changes had been made to create a simple, modern and fresh service that was “more relevant to millennial couples and their evolving needs.”

This most recent launch was along the same lines.

Handmade’s head of marketing, Katie Harnetiaux, said: “We created the Handmade Wedding Shop with the savvy couple in mind. From rustic chic, to glitz and glam, the Wedding Shop is a one-stop destination for customers to discover a vast selection of customized products for their big day. The ability to purchase products from local artisans on the Handmade Wedding Shop offers customers a boutique shopping experience coupled with the convenience and selection of Handmade at Amazon.”

Get the Daily News >
National Jeweler

Fine Jewelry Industry News

Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.