How to get your handmade products seen on Amazon Australia

TL;DR

• Set up an Amazon Handmade seller account to gain access to a dedicated marketplace for artisans.

• Create detailed, keyword-rich product listings to improve visibility and attract the right customers.

• Use high-quality images and videos to showcase your products and build trust with potential buyers.

• Leverage Amazon SEO best practices to help your products show up in relevant search results.

• Run Amazon PPC campaigns on a small budget to drive early sales and improve organic rankings.

• Promote your handmade products outside of Amazon through social media, influencers, and email marketing to increase visibility and traffic.

You’ve spent hours making your handmade products with care, but when you list them on Amazon, they don’t get the attention they deserve. If you’re a maker or small business owner in Australia, one of the biggest struggles is getting people to actually see your products. Amazon Australia is growing quickly, and it’s a great place to sell handmade items. But just listing your product isn’t enough. You need to know how to get noticed.

In this blog, we’ll walk you through simple, effective ways to get your handmade products seen on Amazon. You’ll learn how to set up your Handmade seller account, write better listings, use strong images, and run ads even on a small budget. We’ll also cover how to use keywords, get reviews, and build your brand both on and off Amazon.

Whether you’re new to selling or want to grow your handmade shop, this guide will help you get more views and more sales.

How to get your handmade products seen on Amazon Australia

#1 Set up your Amazon Handmade seller account

Setting up an Amazon Handmade seller account is the first step to getting your handmade products on Amazon. Unlike regular seller accounts, Amazon Handmade is specifically designed for artisans, makers, and small businesses who create their products by hand. The process is simple but requires you to apply and be approved.

To get started, go to Amazon’s Handmade Seller registration page and fill out an application form. You'll need to provide details about your business, including what types of handmade products you sell, and submit images of your work. You must prove that your products are truly handmade, not mass-produced.

Once approved, you’ll gain access to a special handmade marketplace, where your products will be listed alongside other artisanal items, helping you reach customers who value unique, handcrafted goods. Best of all, Amazon Handmade does not charge monthly fees, making it a great option for new businesses.

#2 Create detailed, keyword-rich product listings

An Amazon product listing optimization is crucial for getting your handmade items noticed on Amazon. To ensure your products are found by the right customers, you need to create detailed, keyword-rich listings that clearly describe what you’re selling and why it stands out.

Start with a clear, descriptive title that includes important keywords relevant to your product. For example, instead of just “handmade necklace,” try “Handmade Silver Pendant Necklace with Amethyst Stone – Adjustable Chain, Unique Jewelry Gift for Women.”

Use bullet points to highlight key features like material, size, use, and any special qualities (e.g., eco-friendly, custom options). In the product description, tell your story, why you started your brand, what makes your product special, and why customers should buy it.

Lastly, don’t forget backend keywords. These hidden search terms help Amazon index your product for additional search queries, like “personalized gift” or “handcrafted jewelry.” A keyword-rich listing improves visibility and boosts sales.

#3 Use high-quality images and videos

On Amazon, high-quality images and videos are key to making your handmade products stand out. Since customers can’t physically touch or try your product, your visuals must do the work to convey quality, detail, and value.

Start with a clear main image on a white background, showcasing your product from the front and in focus. Follow up with lifestyle photography that shows your product in use, such as a handmade scarf being worn or a candle lit in a cozy room. This helps customers visualize the product in their own lives.

Include close-up shots to highlight intricate details, such as stitching, texture, or engraving. For added impact, consider an optional video, a quick 15-30 second clip showing how your product is used or how it’s made. Videos build trust and provide a more personal connection.

Good visuals not only boost your listing’s appeal but also increase conversions by making your product feel more tangible.

#4 Leverage Amazon SEO best practices

Amazon is a search engine just like Google, but for products. That means if you want shoppers to find your handmade items, you need to understand how Amazon SEO (Search Engine Optimization) works.

The goal is to use the right keywords so your product appears when someone searches for it. Start by identifying what your ideal customer would type into the search bar. Use tools like Amazon autocomplete, Helium 10, or competitor listings for ideas.

Place these keywords in your title, bullet points, description, and backend search terms. Focus on long-tail keywords like “handmade ceramic coffee mug” instead of just “mug.” This helps you show up in more specific and less competitive searches.

Also, remember Amazon product rankings based on both relevance and performance. That means getting good reviews, strong images, and steady sales will also help you move up in search results.

Good SEO = more visibility = more sales.

#5 Run Amazon PPC campaigns (even on a small budget)

Even with a limited budget, Amazon PPC (Pay-Per-Click) ads can give your handmade products a much-needed visibility boost, especially when you're just starting. With PPC, your products appear in search results and on competitor listings, helping you reach buyers faster.

Start with Sponsored Products campaigns, which are the simplest and most effective for new sellers. Set a small daily budget (AUD $5–$10) and begin with automatic targeting, letting Amazon decide where to place your ads. After a week or two, review the results to see which keywords are performing well, then launch a manual campaign focused on those keywords for better control.

For example, if you sell handmade linen aprons, your automatic campaign might reveal that “kitchen apron gift for her” converts well, so you can bid more on that in a manual campaign. Even small PPC campaigns can lead to early sales, more reviews, and improved organic ranking over time.

#6 Encourage customer reviews and feedback

Customer reviews are essential for building trust and improving sales on Amazon, especially for handmade products. Buyers often look for reviews to ensure quality and to see that others are happy with their purchase. The more positive reviews you have, the higher your chances of appearing in search results and converting visitors into buyers.

To encourage reviews:

• Follow up after purchase: Use Amazon’s “Request a Review” button to remind customers to leave feedback.

• Add a thank-you note: Include a polite, branded card with your product, thanking customers for their purchase and kindly requesting a review.

• Provide excellent customer service: Respond promptly to questions, ship quickly, and ensure your products meet or exceed expectations. Happy customers are more likely to leave positive reviews.

• Make it easy: Ensure your product page is clear and detailed, so customers feel confident leaving feedback.

A few positive reviews can boost your credibility, making more buyers trust and choose your products.

#7 Build a brand presence

Building a strong brand presence on Amazon is key to standing out in a crowded marketplace, especially for handmade products. A recognizable and trusted brand encourages customers to return, make repeat purchases, and recommend your products.

Here’s how to start building your brand:

• Create a cohesive brand identity: Use consistent colors, logos, and packaging across your listings and product images. This makes your brand instantly recognizable.

• Tell your story: Share why you started your business and what makes your handmade products unique. Customers love to connect with the story behind the product.

• Set up an Amazon Storefront: Customize a storefront that showcases your brand’s full product range. It’s a dedicated space where shoppers can learn about your brand and browse all your items.

• Use A+ Content: This allows you to add extra images, text, and videos to your listings to tell a more compelling story and reinforce your brand message.

A strong brand presence on Amazon builds trust, attracts loyal customers, and helps your business grow.

#8 Promote outside of Amazon

While Amazon is a great platform to sell your handmade products, promoting outside of it can help drive more traffic to your listings and boost your brand visibility. Here’s how to promote your handmade products outside of Amazon:

• Use social media: Platforms like Instagram, Pinterest, and Facebook are perfect for showcasing visually appealing handmade products. Share high-quality images, behind-the-scenes content, and customer testimonials to engage potential buyers.

• Collaborate with influencers or bloggers: Partner with influencers who align with your brand to promote your products. They can share their experience with your items and drive traffic to your Amazon listings.

• Email marketing: Build an email list by offering a sign-up incentive like a discount or freebie. Keep your audience updated on new product launches, promotions, or special offers.

• Link to Amazon from your website or blog: If you have a website or blog, include direct links to your Amazon store to funnel traffic there.

Driving traffic from external channels to your Amazon listings can increase your product’s visibility, leading to higher sales and improved ranking on Amazon.

Final thoughts

Getting your handmade products seen on Amazon Australia takes a smart approach. Start by setting up your Amazon Handmade seller account and creating detailed, keyword-rich listings. Use high-quality images and videos to grab attention and improve your Amazon SEO to help your products show up in searches. 

Run Amazon PPC campaigns on a small budget to drive early sales, and encourage customer reviews to build trust. Work on building a strong brand presence and promoting your products outside of Amazon to attract more buyers. Finally, track your results and make improvements over time.

If you're unsure how to get started or need help, our Amazon consultants are here for you. We can guide you through setting up, managing, and growing your handmade business on Amazon Australia, so your products get the visibility and sales they deserve.