Amazon Handmade vs Etsy:Which is searched more?
In September 2026, Etsy had more branded searches than Amazon Handmade among handmade and print marketplaces worldwide. Etsy had about 20.4 million branded searches, while Amazon Handmade had 27,100. Etsy made up 97.3% of all handmade and print marketplace searches we track, and Amazon Handmade accounted for 0.13%. These are worldwide searches for English-language branded terms.
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Is Amazon Handmade or Etsy more popular in search?
Compare the marketplaces selling handmade, print and custom goods. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Etsy, Amazon Handmade. The figures are in the table below the chart.
View monthly share of searches table
| Month | Etsy | Zazzle | Uncommon Goods | Society6 | Amazon Handmade | Goimagine |
|---|---|---|---|---|---|---|
| Oct 2025 | 96.2% | 2.1% | 1.2% | 0.35% | 0.19% | 0.02% |
| Nov 2025 | 94.9% | 2.1% | 2.6% | 0.34% | 0.13% | 0.01% |
| Dec 2025 | 94.7% | 1.7% | 3.1% | 0.34% | 0.13% | 0.01% |
| Jan 2026 | 96.6% | 2.1% | 0.64% | 0.43% | 0.19% | 0.02% |
| Feb 2026 | 96.3% | 2.6% | 0.52% | 0.35% | 0.19% | 0.03% |
| Mar 2026 | 96.4% | 2.6% | 0.52% | 0.35% | 0.16% | 0.02% |
| Apr 2026 | 95.5% | 3.2% | 0.78% | 0.35% | 0.19% | 0.02% |
| May 2026 | 96.8% | 2.1% | 0.64% | 0.29% | 0.16% | 0.01% |
| Jun 2026 | 96.7% | 2.1% | 0.64% | 0.35% | 0.16% | 0.02% |
| Jul 2026 | 96.8% | 2.1% | 0.53% | 0.35% | 0.16% | 0.02% |
| Aug 2026 | 97.3% | 1.8% | 0.43% | 0.35% | 0.13% | 0.02% |
| Sep 2026 | 97.3% | 1.8% | 0.52% | 0.29% | 0.13% | 0.02% |
How has the Amazon Handmade and Etsy comparison changed over the last 12 months?
3 findings
- Etsy was ahead of Amazon Handmade in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amazon Handmade’s share of searches among handmade and print marketplaces worldwide moved from 0.19% to 0.13%, and its estimated monthly branded searches moved from 40.5K to 27.1K.
- Across the 12 months ending September 2026, Etsy’s share of searches among handmade and print marketplaces worldwide moved from 96.2% to 97.3%, and its estimated monthly branded searches held steady at 20.4M.
How did search popularity change for handmade and print marketplaces worldwide in September 2026?
1 change
Estimated monthly branded searches for Amazon Handmade worldwide fell 33.1% over 12 measured months, from 40.5K to 27.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Amazon Handmade’s and Etsy’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Amazon Handmade
1 branded search term
- amazon handmade
Etsy
1 branded search term
- etsy
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