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Amazon Takes Aim at Etsy with New Handmade Bridal Shop

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Amazon is grabbing its share of the DIY bridal space too.

On Tuesday, the e-tailer debuted the Wedding Shop from Handmade at Amazon, a new selection that features thousands of handmade products to help couples celebrate their big day. Although Handmade at Amazon launched in 2015, the new personalized wedding shop could give Etsy a run for its money.

“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,” said Handmade at Amazon head of marketing Katie Harnetiaux. “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.”

Today, millions of consumers already consult Amazon for their weddings. On the site, shoppers can create their registry, and buy clothing and luggage for their honeymoon. The Handmade Wedding Shop elevates consumers’ experiences with personalized products and convenient two-day delivery for Prime-eligible Handmade items. Items featured in the Handmade Wedding Shop are similar to those available on Etsy. Couples can browse the Handmade Wedding shop for artisan engagement bands, handcrafted invitations and unique venue décor. Other popular categories in the shop include bridal fashion accessories and guest favors.

Amazon’s Handmade Wedding Shop debut is also timely with some of its other market initiatives. The e-tailer recently revamped its homepage to highlight its apparel segment, Amazon Fashion. When visiting the site, consumers can easily browse for clothes with curated style posts and links to must-have wardrobe essentials. In addition to featuring popular garment brands, Amazon also launched its own in-house labels, including Lark & Roe and Paris Sunday, to further serve consumers’ individual wardrobe needs.

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