Amazon has launched a new service wholly focused on retailing homemade goods.

The platform, dubbed ‘Handmade at Amazon’, is a new store that features “genuinely handmade items” that are crafted and “sold directly from artisans”.

Do note: An Amazon spokesperson confirmed to TrustedReviews that the launch of the service is US only right now – it’s not available in the UK.

Using the service, you’ll be able to search sellers from around the world, and shop from local artisans based in your community.

That puts it in direct competition with Etsy, the current market leader for handcrafted goods.

It’s also going to be a thorn in the heel of eBay, a popular outlet for homemade items.

“ We have designed a custom shopping experience for customers looking for handmade items by bringing together many of the best artisans in the world, and they’re adding thousands of items daily,” says Peter Faricy, VP for Amazon Marketplace.

Faricy continues: “Knowing an item has a unique story behind it creates a personal experience that customers have told us makes owning handmade items special.”

There are currently over 80,000 handcrafted items from around the world on sale right now through Amazon’s new platform.

What’s more, over 30% of these items can be personalised by the sellers so customers can enjoy bespoke creations.

The online retail giant also notes that over 600 items are eligible for Prime deliveries.

In response to this story, Etsy provided us with the following comment from company CEO Chad Dickerson:

“We believe we are the best platform for creative entrepreneurs, empowering them to succeed on their own terms. Etsy has a decade of experience understanding the needs of artists and sellers and supporting them in ways that no other marketplace can. Our platform attracts 21+ million thoughtful consumers seeking to discover unique goods, and build relationships with the people who make and sell them.”

Amazon’s seller approval process is fairly straightforward: handcrafted products only, and ‘factory-free’. Sellers are currently shipping from 60 countries globally.

Related: Netflix vs Amazon Prime Instant Video

What do you make of Amazon’s move into the handcrafted goods market? Let us know in the comments.

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Deputy News & Features Editor Writer.