Is Amazon making a push into the bridal category?


Amazon’s Handmade at Amazon option, which sells artisan goods, has made an expansion into the wedding business.


Launched in 2015 as a marketplace for handmade and custom items, the service has now opened the Handmade Wedding Shop, which offers thousands of handcrafted wedding items, including décor, gifts, invitations, and jewellery. With Prime-eligible products, two-day delivery is also available.

When it comes to jewellery, it’s not just wedding bands that are making a splash: bracelets, necklaces, earrings, brooches, and pins are also being sold through the site.


According to the e-tailer, these changes have been made to better appeal to millennial couples.
“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,” says Handmade’s 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.”


As services like this continue to evolve, independent jewellers will be required more than ever to step up their in-store services—especially when it comes to tech-savvy millennials. Offering social media initiatives and upping the bricks-and-mortar experience will keep customers coming—for now, and in the long haul.