How to Support Women- and Minority-Owned Small Businesses if You’re Shopping on Amazon

By Chris Olsen

Consumers’ buying habits have changed, and small businesses have had to rethink their operations. Many businesses that once had a retail presence have shifted to selling exclusively online—both on their own websites and on third-party marketplace sites like Etsy, eBay and Amazon.

According to Amazon: “Supporting small and medium-sized businesses (SMBs) is a fundamental part of our work and an extension of our customer-centric culture. We see value in investing in the success of sellers, artisans, authors, package-delivery and logistics services, and software developers. When they thrive, our customers benefit from the products and services they offer.” Amazon says it has invested more than $30 billion in tools and resources to foster the growth of SMBs. And currently, over half of the products sold on the site come from these businesses.

Whenever possible, the best way to support small businesses is to purchase from them directly—either at their location or on their company website. This ensures the business owner receives the majority of the profits.

It is also possible to support these retailers via the Amazon Support Small marketplace at Businesses are listed by category, so you can support women- or Black-owned small businesses specifically. You can also browse a curated collection of gifts and explore local shops by region. Consider bookmarking the Support Small marketplace and making a conscious effort to go there first. You’ll find women- and minority-owned brands like these:

BYCHARI: A modern jewelry line for women who appreciate simplicity but demand luxury; founded by Chari Cuthbert. Find BYCHARI on Amazon

LIFEAROUND2ANGELS: The best selling bath bomb in the U.S. from superfoods, natural oils and herbs; founded by Ningzi Sun. Find LifeAround2Angels on Amazon

MOCKTAIL CLUB: A line of ready-to-drink non-alcoholic cocktails inspired by global travels; founded by Pauline Idogho. Find Mocktail Club on Amazon

THE LIP BAR: A vegan and cruelty-free beauty brand on a mission to change the way you think about beauty; founded by Melissa Butler. Find The Lip Bar on Amazon

While it may take a little extra effort to support specific businesses, it is possible to shop small on Amazon.

Photo credit: TLB Beauty

About the Author

Chris Olsen is a broadcast media veteran turned communications consultant, educator and the author of “Whyography: Building a Brand Fueled by Purpose.” The founder of Publish Her and Publish Her Story, Chris has helped thousands of women tell their stories and publish their books.

About Publish Her

Publish Her is a female-founded independent publisher dedicated to elevating the words, writing and stories of women. We are passionate about amplifying the voices of women of color, women with disabilities and members of the LGBTQ+ community. We aim to make publishing an attainable, exciting and collaborative process for all.