Amazon’s Black Business Accelerator: A Powerful Boost for Black Handmade Sellers

Let’s talk about something that doesn’t get enough attention in the handmade space — how Amazon is actively creating space for Black-owned businesses to not just show up, but thrive. If you’re a Black maker, or you support equity and inclusion in our creative economy (which I know you do), you’ll want to hear about the Black Business Accelerator on Handmade at Amazon.

I met one of the biggest advocates and directors for this, Danyel Surrency Jones, at an Amazon conference several years ago and I adore her drive for the boost of this program and what its doing to help a minority community have a fighting chance at learning Amazon faster and more profitably.

Because yes — selling handmade online is tough enough. And for Black creators navigating systemic barriers? I've been told can feel like you’re building with half the toolkit. That’s where this program comes in.  I can't pretend to relate to the barriers of entry but I do want to provide as much info as I can!

What Is the Black Business Accelerator?

It’s Amazon’s commitment to leveling the playing field. Specifically created to uplift Black-owned businesses, this initiative offers resources, mentorship, and visibility that go far beyond your typical seller support.

And it’s not just for show. It’s structured to actually move the needle — helping Black entrepreneurs grow sustainable, successful businesses on the Handmade platform (and beyond).

Let’s break it down:

It’s a Business Boost and a Confidence Builder

This program isn’t just about clicks and conversions. It’s about helping Black creatives feel seen and supported in an online space that hasn’t always prioritized them. And when you’re given the tools, training, and platform to grow? Your confidence follows.  They are spearheading this from many angles to increase the chances for success.

Real Mentorship, Real Resources

We’re talking access to business coaches, seller education, and hands-on guidance — all tailored to the unique challenges Black business owners often face. If you've ever wished someone would just walk you through how to grow without burning out, this is that kind of help.

More Eyes on Your Shop

You already know visibility is gold in e-commerce. The Accelerator amplifies your products through special features, curated collections, and intentional promo campaigns that help your work shine — not get lost in the noise.  Filters on Amazon, huge events and promotions - that's a win.

You’re Not Doing This Alone

This program builds more than just sales — it builds community. Makers swap stories, celebrate each other’s wins, and share what’s working behind the scenes. That kind of support? It’s priceless when you're scaling up.  See how we create the same thing in The Growth Thread?  Community with like sellers catapults you faster and farther.

It’s About Shaping a Better Market

Amazon’s leaning into a future where diversity isn’t an afterthought ... it’s the foundation. And as handmade sellers, we get to be part of building a marketplace that reflects all kinds of brilliance, not just the most resourced or visible.

If you’re a Black handmade seller (or know one), this isn’t just a nice-to-know. It’s a game-changer. The Black Business Accelerator is your chance to claim your space, grow your brand, and be part of reshaping what success looks like in the handmade world.

You can enroll under the Selling Programs page

Let’s keep supporting each other. Share this with your maker friends. Cheer on Black-owned shops. And if this program feels like your next step? Go for it. You’ve got this — and you’ve got a whole community rooting for you.