Amazon announced the launch of Handmade at Amazon, a new store for handmade items crafted and sold directly from artisans. In other words, here’s Amazon’s direct competitor to Etsy at both the seller and consumer levels.

The store includes product categories like Jewelry, Home Décor, Artwork, Stationery and Party Supplies, Kitchen and Dining, and Furniture.

“With Handmade at Amazon, customers can discover artisans from around the world, and shop local from artisans based in their community with the familiar Amazon experience they know and trust,” Amazon says. “Handmade at Amazon was designed to provide customers and artisans a tailored store specifically for handcrafted items. All products available on Handmade at Amazon are factory-free and must be made by hand.”

“We have designed a custom shopping experience for customers looking for handmade items by bringing together many of the best artisans in the world, and they’re adding thousands of items daily,” adds Peter Faricy, VP for Amazon Marketplace. “Knowing an item has a unique story behind it creates a personal experience that customers have told us makes owning handmade items special. Handmade at Amazon offers customers more than 80,000 quality handcrafted items from around the world, and over 30 percent can be personalized by artisans to delight customers.”

Users can shop by country to find items from artisans in over 60 countries, or they can shop locally at the state level.

At launch, over 600 items from Handmade at Amazon are Prime eligible, and more will continue to be added on a daily basis.

Every product page in the store features a location icon showing where the artisan is based in addition to a link to the artisan’s profile.

Image via Amazon