How to Use Etsy, Amazon, and Your Own Website Together for Maximum Sales

If you're selling handmade or DIY products, you’ve probably considered — or already use — Etsy, Amazon, or your own website. But what many sellers miss is the power of combining all three. Each platform has strengths. When you use them together with a clear strategy, you create a sales machine that’s more resilient, scalable, and profitable.

Here’s how to make Etsy, Amazon, and your own website work together without burning out.

Why You Shouldn’t Rely on Just One Platform

Relying on a single sales channel is risky. Algorithms change, fees increase, and policies can shift overnight. If Etsy suspends your store, or Amazon delays your payouts, you're stuck. Diversifying your sales across platforms gives you more stability and more control.

Plus, different platforms attract different buyers. Etsy shoppers love handmade and unique. Amazon shoppers want fast shipping and trust. Your own website? That’s where you build your brand, your list, and your repeat customer base.

Strengths of Each Platform

Etsy

• Best for: Handmade, vintage, craft supplies
• Strengths: Built-in audience, low barrier to entry, community feel
• Weaknesses: Limited branding control, high competition, fee-heavy

Etsy is perfect for discovery. It's where many people start looking for handmade or unique gifts. Use Etsy to get found by people already looking for products like yours.

Amazon Handmade

• Best for: Handmade items at scale, repeatable production
• Strengths: Huge traffic, Prime shipping, high buyer trust
• Weaknesses: Limited storytelling, strict policies, harder approval process

Amazon shines for products you can produce consistently. Once you have a process in place and can keep up with demand, Amazon can bring in serious sales volume.

Your Own Website

• Best for: Branding, storytelling, long-term customer retention
• Strengths: Full control, no listing limits, better profit margins
• Weaknesses: No built-in traffic, requires marketing

Your site is your digital home. It’s where people should land after they’ve found you on Etsy or Amazon, and it’s where you grow your email list, upsell, and build loyalty.

How to Use All Three Platforms Together

1. Use Etsy and Amazon as Traffic Sources

Think of Etsy and Amazon like the front doors to your business. They bring in people who’ve never heard of you before. Focus on great listings: professional photos, strong titles, detailed descriptions, and fast shipping.

Once someone buys from you, follow up (within platform rules) and invite them to check out your own website. Add a thank-you card in the package with your website URL and a discount code. You can’t directly push people off-platform in messages, but you can build brand awareness through great packaging and post-sale communication.

2. Build Your Website as Your Hub

Your website should look professional, load fast, and make it easy for customers to buy. It’s your chance to tell your story, showcase your brand values, and create a smooth customer experience.

Use your website for:

• Exclusive products or bundles not found on marketplaces
• Blog content to boost SEO
• Email capture (offer 10% off their first order in exchange for an email)
• Brand-building tools like a behind-the-scenes section or customer stories

Eventually, loyal customers will buy directly from you instead of going through Etsy or Amazon. That’s more profit in your pocket and more control over your customer data.

3. Sync Inventory Smartly

Managing inventory across three platforms can get messy fast. To avoid overselling, use an inventory management system or eCommerce platform (like Shopify or WooCommerce) that syncs stock levels automatically.

Start with fewer products on each platform. Test what sells best where, and slowly expand. Keep your bestsellers in stock, and consider offering different versions or bundles on each platform to reduce duplicate listings.

4. Use Each Platform for What It Does Best

You learned a lot from selling face-to-face. Now, your data will teach you even more.

Here’s one way to break it down:

• Etsy: Test new designs, drive discovery, and appeal to gift shoppers
• Amazon: Scale your most consistent, shippable products
• Your Website: Build relationships, drive higher-margin sales, and offer exclusives

Think of it like a sales funnel. Etsy and Amazon bring in the crowd, and your website turns them into loyal fans.

Tips for Managing It All

Managing three platforms sounds like a lot — and it can be if you try to do everything at once. Here’s how to keep it manageable:

• Start with one platform, then expand once you're confident in your systems.
• Batch your tasks: Schedule photography days, listing updates, and inventory checks once per week.
• Automate what you can: Use tools like Orderhive, Veeqo, or Sellbrite to sync inventory and orders.
• Use templates for product descriptions, emails, and packaging inserts to save time.
• Track your analytics: Know where your sales are coming from and which platform has the best ROI.

Final Thought: Play the Long Game

Selling across Etsy, Amazon, and your own website isn’t about quick wins — it’s about building a business that lasts. By leveraging each platform’s strengths and building systems to manage them, you create a powerful engine that works even when one piece falters.

Start small, stay consistent, and always bring your best products and branding to the table. The long-term payoff? More sales, more freedom, and a stronger handmade business.