Amazon has announced that it will be expanding its Handmade ecommerce offer in an effort to boost its artisanal credentials to shoppers.

Amazon Handmade

The etail giant will roll out its Handmade offer – which will feature 30,000 products from over 1,000 artisan sellers – across Germany, France, Italy and the UK.

The platform will sell products from more than 40 countries over 10 different categories including jewellery, furniture and home décor, a third of which will be available for personalisation.

Amazon first launched its Handmade website in the US last year, and now has products available on the platform from over 80 countries.

UK director of seller services Simon Johnson said: “By being part of Handmade at Amazon, artisans can be discovered by millions of Amazon customers while having the freedom to do what they do best – create unique, handcrafted products.”

Amazon’s Handmade launch will see the online behemoth rivalling artisan etailers like Etsy and

The etailer has made strides expanding into new retail sectors in recent months, launching its first TV advert for Amazon Fashion earlier this month, and rolling out its Fresh grocery platform in July.