Martha Stewart makes a move for Etsy's target market

Martha Stewart has taken her American Made store out of eBay and announced a new partnership with Amazon.com.



The new American Made store will be housed inside Handmade at Amazon.com, a new section the e-commerce giant debuted last month spotlighting U.S. artisan sellers. On Handmade at Amazon, artisans selling in the Martha Stewart American Made store will be identified in their artisan profile page with the official Martha Stewart American Made badge. To start, hundreds of handcrafted items are offered from artisans that have earned the Martha Stewart American Made distinction.



“We are thrilled to announce our relationship with Handmade at Amazon, where the Martha Stewart American Made store will highlight artisans and unique one-of-a kind handcrafted products—all made in America,” said Martha Stewart, chief creative officer and Founder of Martha Stewart Living Omnimedia.



Since the Handmade at Amazon store launched in October, selection has grown to approximately 200,000 quality handcrafted items from around the world, and artisans continue to add thousands of items a day. Handmade at Amazon has expanded to more than 10,000 artisans, with hundreds of new artisans being added each week.



“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. 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,” said Steve Johnson, director for Amazon Marketplace. “The artisans featured in the Martha Stewart American Made store are producing products of the highest quality, and have therefore earned Martha’s personal seal of approval.”



Handmade at Amazon has added additional features to the store since launch, including:



Talk to the Artisan: Customers can interact directly with thousands of artisans to commission a handcrafted item that will be uniquely their own, through the new Custom Orders link on the artisan’s profile page.



Handmade Holiday Gift Guide: Easily discoverable on Handmade at Amazon, the Handmade Holiday Gift Guide features eight curated gift lists including: Gifts for Her, Gifts for Him, Gifts for Kids, Luxury Gifts, Stocking Stuffers, Gifts for the Hostess, Gifts Under $100 and Gifts under $50.



Made in Italy store: Featuring unique handcrafted items by Italian artisans, the Made in Italy storefront highlights items from more than 50 artisans. The store features over 1,700 genuinely handmade items including Jewelry, Home Decor and Art.



Amazon.com also announced Wednesday that it plans to open fulfillment centers in Obetz, Ohio, and in Etna, Ohio.