Amazon Scores Martha Stewart American Made Store (NASDAQ:AMZN)

Martha Stewart’s American Made store is moving from eBay to Amazon’s Handmade marketplace. Both eBay and Ms. Stewart confirmed that they had decided to part ways. Amazon’s mammoth scale made it an attractive partner for Martha Stewart’s American Made store. Amazon is one of the country’s largest retailers with sales set to exceed $100 billion for the first time.

Introduced in 2013, American Made was intended to be eBay’s answer to Etsy, offering locally made food, crafts and health and beauty products handpicked by Martha Stewart Living. American Made features handmade goods like knit socks, coffee tables, and grass-based dairy products.

Martha Stewart Living runs publishing, broadcasting and merchandising businesses. At its peak, Martha Stewart Living was worth over $1 billion, but in June, the company reached a deal to sell itself to the Sequential Brands Group for $353 million. In 2014, the company’s sales fell to $141.9 million from $160.7 million in 2013.

Amazon has jumped wholeheartedly into the online market for handcrafted goods. The e-commerce giant’s arts-and-crafts marketplace was set up last month. Since the launch of Handmade, the number of participants on the site has doubled to more than 10,000 and the number of products for sale has jumped to 200,000 items. Erik Fairleigh, an Amazon spokesman, said Amazon was “very pleased and encouraged by the early sales results.”

In comparison, Etsy lists about 36 million craft items for sale from 1.5 million active sellers. Etsy logged almost $2 billion in gross merchandise sales in 2014 and went public this year. EBay sells more than a half-billion dollars of handmade items and related craft supplies annually. Hundreds of sellers who sold on American Made continue to operate their storefronts on eBay.

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