Etsy vs Amazon: An Analysis of Holiday Shopping 2023


Amazon vs Etsy

An analysis of Holiday Shopping 2023

One of the main differences between this year’s holiday shopping season from last year’s is that US consumers are spreading out their spending across several months in search of the best deals according to McKinsey’s recent article.

So, how is the quality of the customer experience so far? Let’s take a deep dive into the customer reviews of the two largest e-commerce platforms Amazon and Etsy in this post.


A month ago, we took a snapshot in our analysis of Online Marketplaces. Amazon to our surprise ranked 43 out of 85 with an oCX score of -8.  In the same report, Etsy ranked 3rd with an oCX score of 65.

We wanted to do a deeper dive in this post to these two giants utilizing our Insight Miner feature built on generative AI. Insight Miner allows us to gather unique insight in big datasets such as “the search bar placement issue” in Amazon or the “buyer protection” in Etsy within a couple of minutes.


Amazon, founded by Jeff Bezos in 1994, has evolved into one of the world’s largest and most influential e-commerce platforms. Initially known for its extensive selection of books, the platform expanded its offerings to include virtually every imaginable product category.

Pros of Amazon:

Efficient and User-Friendly Service:

Amazon receives positive reviews for its efficiency, user-friendliness, and convenience. Users appreciate the fast delivery, affordability, extensive product selection, and helpful customer support.

Customer Loyalty and Satisfaction:

Customers express strong loyalty to Amazon, considering it their preferred place to shop. Positive sentiments are tied to the convenience, fast shipping, broad product range, and appealing deals offered by the platform.

Cons of Amazon:

Operational Challenges and Customer Service Concerns:

Some users voice frustration with operational challenges and customer service issues on Amazon. Complaints include inaccuracies in deliveries, delayed packages, and difficulties with customer service, impacting overall satisfaction.

App Functionality, Usability, and Search Bar Placement Criticism:

Users highlight various issues with Amazon’s app, including slow loading times, unresponsive buttons, and glitches. A particular point of dissatisfaction centers around the recent change in the placement of the search bar, which users find inconvenient and disruptive. Many express the need for the search bar to be restored to its original position to optimize the user experience, contributing to an overall critique of the app’s functionality and usability.


Founded in 2005 by Rob Kalin, Etsy stands out as a unique and vibrant online marketplace, distinguished by its focus on handmade, vintage, and craft supplies. Catering to independent artisans and sellers, Etsy provides a platform where creative individuals can showcase and sell their distinctive products.

Pros of Etsy:

Diverse and Unique Product Selection:

Etsy is commended for its diverse and unique product offerings, particularly handmade items. Customers appreciate the platform’s ability to connect them with distinct and special products.

Positive Seller Interaction and Customer Service:

Many users praise the quality of products and positive interactions with sellers. Etsy’s customer service is recognized for its attention to detail, quick delivery, and overall positive buying experiences.

Support for Small Businesses:

Etsy is favored for its support of small businesses. Users express love for the platform, emphasizing its role in showcasing craftsmanship and talent while providing a marketplace for small enterprises.

Cons of Etsy:

Challenges with Seller and Customer Service:

Some customers report challenges related to sellers and customer service. Issues include undelivered items, poor communication, and difficulties obtaining refunds. Concerns about the lack of buyer protection are highlighted.

App Functionality and Usability Concerns:

Users encounter frustration with glitches and usability issues on the Etsy app. Problems include difficulty accessing previous purchases, error messages, and issues with the messaging feature, contributing to a perception of the app as clunky and unreliable.


Amazon, with its efficient and user-friendly service, stands out as a global leader, while Etsy’s emphasis on diverse and unique product offerings fosters a sense of community and support for small businesses.

The integration of generative AI in this analysis underscores the power of technology in distilling large sets of user feedback fast and efficiently.  We hope these retailers can synthesize what customers are saying, learn and adjust what they’re doing.

Whether you’re a seasoned shopper or embarking on your first holiday haul, may these insights guide you in making the most out of your Amazon and Etsy shopping escapades!

As always, if you have a question about the analysis, feel free to reach out to us here.

Related Resources

Etsy vs Amazon: An Analysis of Holiday Shopping 2023


Dive into the ultimate guide for your holiday shopping adventure! Discover the game-changing trends in consumer spending, unravel the mysteries behind Amazon’s global dominance, and explore Etsy’s unique charm in supporting small businesses.

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