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Wed June 17 2026 16:21:37

Etsy Zings Amazon Founder with New Ad Campaign

By: Ina Steiner

A week before Prime Day, Etsy is taking aim at Amazon in its new marketing campaign called "Shop Other Jeffs - Celebrating the Non-Billionaire Sellers." It's a clear reference to Amazon founder Jeff Bezos meant to highlight the difference between Amazon, generally thought of as a commodity marketplace, and Etsy, which cited its "global community of makers, designers and entrepreneurs."

Etsy said of its new ad campaign, "The message is simple: there's more than one Jeff worth shopping from":

"Launching today, we're turning the spotlight on the other Jeffs of commerce: real sellers named Jeff who do what they love on Etsy alongside our global community of makers, designers and entrepreneurs. It turns out there are more than 5,000 sellers named Jeff on Etsy. They aren’t billionaires or retail giants. They’re woodworkers, ceramicists, lighting designers, and other sellers who make things by hand and know your name when you place an order."

That's not to say Amazon doesn't have its own selection of handmade goods on its marketplace. It entered into Etsy's territory when it launched Handmade in 2015 (now known as Amazon Handmade).

Etsy launched the "Shop Other Jeffs" campaign on June 16 and will include ads on broadcast TV; paid social on Youtube and Tiktok: "out-of-home activations" in NYC, Seattle and DC; and a "full site and app takeover."

"This campaign is the next chapter in our "Celebrate Being Human" brand platform, built on the belief that a world increasingly shaped by automation and sameness, our most human moments deserve celebrating," Etsy said in its announcement on Tuesday. "Where that campaign introduced the idea, "Shop Other Jeffs" makes it tangible, by asking not just how we celebrate, but who we choose to support when we do."

Comments (1) | Permalink

Readers Comments

Etsy Zings Amazon Founder with New Ad Campaign

by: etectra

Wed Jun 17 17:00:46 2026

Ask Amazon about its Chinese print on demand sellers who steal images from sites such as Zazzle.

Designers on Zazzle then have to invest huge sums of time trying to get the products pulled, with Amazon even telling them they will have to buy one of the products in order to fully know if its their design.

Even if the product for sale is taken off it can remain in Amazon's catalog or it put up for sale again by the same Chinese seller in one or more stores, starting the process al over again.

Etsy should be spending their money on making the site better. They now want a $15 fee to register. The last time I took a look at them they charged a $.20 listing fee per item, which makes no sense considering their low traffic. They lack any type of desktop listing software such as GarageSale (which is used for eBay).

On the other hand Bozo is complete scum.

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