Although Etsy has a strong history and first mover advantage in the category, Amazon is still far more powerful, said Andris Pone, president of Toronto-based Coin Branding Inc.

“As impressive as Etsy is, with 22 million active users, they are still almost puny compared to Amazon in terms of brand awareness,” he said. “The big story here could be on the demand side, not on the supply side. Many people have never heard of Etsy, and now that Amazon has launched this new category, they will think about buying something handmade online.”

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