If you’re listing your handmade creations on Amazon and feel paralyzed by the whole “which category should I choose?” thing… take a breath. You’re not alone. This choice feels bigger than it should ... and that’s because it kinda is.

Categories on Amazon are more than just digital filing cabinets. They’re the trail that leads your dream customers right to your handmade door. So let’s walk through this together and make it feel doable (and dare I say… kinda empowering?).

Start with Your Niche (a.k.a. Where You Shine)

Your niche is like your shop’s heartbeat. It’s not just what you sell, it’s what you’re known for. Whether you're the queen of cozy knitwear or your hand-poured soy candles make people weak in the knees, your category should reflect the soul of your work.

The goal is simple: place your product in the exact spot your ideal customer is already browsing. If they’re curled up with their morning coffee scrolling for “boho home vibes,” don’t bury your macrame in a generic “home decor” catch-all. Go where they’re already looking.

Mix It Up to Maximize Reach

Here’s a little pro tip I always share with my students: if you sell variations of the same type of product (say, several styles of earrings or different candle scents) you don’t have to stick to just one category. In fact, mixing it up can help your listings reach a wider pool of potential buyers.

Test different categories across your listings and see what brings the most traffic. Maybe your gemstone studs thrive under “Women’s Fashion Accessories” while your statement pieces stand out better in “Handmade Jewelry.” Try it. Track it. Tweak it. Amazon isn’t a one-and-done platform ... it’s a testing playground if you let it be.

Match the Customer’s Brain (Not Just Yours)

We all shop differently than we sell. So flip the script: how would a stranger who doesn’t know your brand yet go hunting for what you make? Would they search by material? Style? Occasion?

When in doubt, ask yourself: Where would my customer click first? Choose the category that aligns with their thought process, not just the technical specs of your product. That one little mindset shift? Total game changer.

Follow the Breadcrumbs (Yes, Like Hansel and Gretel)

Let’s talk breadcrumbs. No, not the kind for schnitzel ... the little trail of links you see at the top of an Amazon listing, like “Home & Kitchen > Home Décor > Candles & Holders.” That’s your customer’s map. It shows exactly how Amazon categorized the item ... and it’s GOLD when you’re trying to reverse-engineer where your stuff should live.

So go take a peek at listings from other sellers who offer something similar. Where are they landing? What categories show up in their breadcrumbs? You’ll start to spot patterns, and more importantly, possibilities.

Spy on the Competition (and the Opportunity)

Speaking of peeking ... a little strategic snooping is part of the process. Look up your top competitors. What categories are they using? Are they all crowding into the same super-saturated space? Or is there a quieter corner where your product could shine?

This isn’t about copying, it’s about noticing. Patterns, gaps, overlooked spots where your unique style can stand out. Plus, while you’re there, jot down keywords and phrases you see repeating in their titles and tags. Instant inspiration.

Let Keywords Do the Heavy Lifting

Even with the perfect category, keywords are what get your product found. So let’s get inside your customer’s head again: What are they typing into that Amazon search bar?

Make sure those words show up in your title, your description, and your backend keywords. You don’t have to keyword-stuff (please don’t), but be intentional. Your category brings shoppers to the neighborhood, your keywords invite them to your front porch.

This Isn’t Set-It-and-Forget-It

Let me lovingly remind you: you’re allowed to change your mind. Amazon lets you edit your listing and shift your category. So if something’s not working? Test a new one. Pay attention to what’s bringing in clicks and actual sales, not just what feels logical.

You’re a thoughtful, capable seller. You can handle a little trial and error. Heck, you need trial and error to grow.

Want More Help with Stuff Like This?

If you want more of this kind of support ... real talk, bite-sized strategy, and coaching that actually gets handmade life ... come check out The Growth Thread. It’s where we dig into this kind of decision-making in real time, with feedback, guidance, and a whole crew of creatives who’ve got your back.

Because figuring it out alone? Totally optional.

Deep Breath. You’ve Got This.

So here’s your action plan: choose a category that fits your niche and your buyer’s mindset. Check those breadcrumbs. Peek at the competition. Try a few combos. Keep testing.

You’re not doing it wrong. You’re learning. And every listing is another step toward clarity, confidence, and more eyes on your gorgeous handmade work.

Let’s make it easier for the right people to find you. 💛

xo,
Dana