This is a great inside perspective from the "other side" comprising the minority of Etsy vendors. That other 97% is really what makes Etsy unique and Amazon, especially the Prime incentive, irrelevant. Artisans making batches of 1-50 unique items from home or small workshops every month to sell out within minutes upon release are the core of Etsy. As a very frequent shopper within each platform I can vouch that they offer very different benefits to consumers. Prime shipping would never be relevant for the majority of Etsy offerings that have long lead times for production. Amazon would have to abandon their core strengths and adopt those of Etsy to truly compete.