How to Sell Greeting Cards on Amazon: A Comprehensive Guide

Key Highlights

• Amazon’s greeting card market is growing, with rising demand for personalized, eco-friendly, and niche designs, offering strong opportunities for creative sellers.
• Designing cards with brand-aligned tones, high-quality graphics, and original artwork is essential to stand out in Amazon’s saturated marketplace.
• Sellers must evaluate cardstock, printing, and production models; handmade for premium appeal or bulk manufacturing for scalability.
• Setting up the right Amazon plan and enrolling in Brand Registry ensures access to advanced tools, brand protection, and better listing performance.
• Winning listings combine SEO-friendly titles, benefit-driven descriptions, clear images, and packaging that protects during transit and elevates perceived value.
• Amazon ads, social media promotions, and influencer collaborations work together to increase visibility, trust, and repeat traffic beyond Amazon.
• Gathering reviews, offering time-bound deals, and responding to feedback helps build trust, boost rankings, and create long-term customer loyalty.
• beBOLD Digital helps creative brands launch, optimize, and scale their greeting card business on Amazon with strategy, SEO, and full-funnel marketing support.

Understanding the Greeting Card Market on Amazon

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The greeting card industry may seem old-fashioned in the digital age, but it’s still thriving, with a market size of $5.7 billion in the US alone in 2024 (IBIS World). And Amazon has become one of the main options for sellers looking to reach potential buyers beyond local stores.

Whether you're an artist with new designs, a small brand exploring wholesale greeting cards, or someone with a small number of products and a passion for creating strong relationships, selling your own greeting cards on Amazon can be both creative and profitable.

But to succeed, you’ll need more than just good artwork; you’ll need smart market research, eye-catching product listings, and effective marketing strategies. Read on to learn exactly how to make your greeting cards stand out and sell. Let's get started!

Market Trends and Opportunities

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The greeting card industry is evolving and Amazon is at the center of this shift. With more people shopping online for unique, personal, and meaningful cards, sellers now have access to a growing digital marketplace.

In fact, Amazon search volume for bulk greeting cards grew by 25.92% month-over-month from January to June 2025, peaking in February 2025 with 2,278 average sales (Accio), a clear sign of high seasonal demand and opportunity.

However, to stay competitive, sellers must keep up with the latest trends shaping how customers shop for and choose greeting cards on Amazon. Here's what's currently trending in greeting card sales:

• Personalized cards are trending, especially for events like birthdays, weddings, and holidays. Shoppers want meaningful messages, custom names, and heartfelt illustrations.
• Eco-friendly materials and premium paper quality are gaining traction as customers become more conscious of sustainability.
• Compact card sizes and unique folds are increasing in popularity due to lower shipping costs and better shelf appeal.
• Bundles and sets are selling well, especially when paired with attractive product listings and positive customer reviews.

Now that you know what’s trending, let’s explore the niche markets and customer preferences that can help your greeting card business stand out on Amazon.

• Pet-themed, LGBTQ+, and milestone-specific cards (like first anniversaries or retirement) are emerging as profitable niches.
• Shoppers often prefer cards with original artwork, clean graphic design software elements (like those made with Adobe Illustrator), and clear brand identity.
• Cards that align with a content marketing strategy, such as storytelling or humor, tend to attract more potential customers.
• Younger audiences shopping via smartphone, tablet, or the browser value detailed product descriptions and authentic positive reviews before purchasing.

Creating Your Greeting Cards

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Once you’ve identified your niche and target audience, the next step is to create greeting cards that are not only visually appealing but also emotionally resonant.

Design and Content

Your card’s design and message are the heart of your product. With countless options available, your goal should be to create something that feels both personal and distinctive. Here are some tips for designing unique greeting cards:

• Use graphic design software like Adobe Illustrator or Canva to craft polished, professional layouts.
• Focus on color palettes and illustrations that match your theme and speak to your target audience.
• Consider offering different dimensions or card formats (e.g., pop-up, foldable, mini cards) to stand out in product listings.
• Test your designs across devices, smartphones, tablets, and browsers, to ensure visuals look great everywhere.

To craft messages that resonate with your customers:

• Keep your tone aligned with your brand: humorous, heartfelt, or inspiring.
• Use authentic, occasion-specific language and avoid clichés.
• Reviewing customer reviews on similar cards can help you understand what messages buyers truly value.

Materials and Production

Great cards don’t just look good; they should feel premium too. The right paper quality and printing can boost both customer satisfaction and profit margins. Here's what to do:

• Choose premium cardstock with a smooth or textured finish for a professional touch.
• Consider eco-friendly materials or recycled paper for added appeal.
• Use reliable local or online greeting card manufacturers with strong printing capabilities.

For production, you have two options:

1. Handmade cards offer uniqueness and allow you to charge a premium, but they can be time-intensive and harder to scale.
2. Mass-produced cards are ideal if you want to maintain consistent quality and offer wholesale greeting cards in bulk.

Evaluate your budget, time, and branding before choosing a production model. You can also start small and scale with demand.

How to Set Up Your Amazon Seller Account?

Now that your greeting cards are ready, it’s time to set up your Amazon seller account, the foundation for reaching a wider audience and growing your business online.

Choosing the Right Selling Plan

Amazon offers two main plans:

Choose based on your volume and growth goals.

Registering Your Brand

To protect your brand identity and unlock extra features, join the Amazon Brand Registry:

1. Create/ Log in to your Seller Account

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1. Register your trademark

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1. Enroll in Brand Registry

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1. Submit your application and wait for approval

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Tip: Ensure your brand name is permanently printed on your greeting cards or packaging, not just added via sticker. This step is key for approval and building trust with potential customers.

Need further assistance? Check out our blog on how to become a seller on Amazon.

How to List Your Greeting Cards on Amazon?

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Once your seller account is set up and your cards are ready, the next step is creating listings that attract clicks and convert browsers into buyers. Here’s how to do it right:

1. Product Description: Write clear, benefit-driven descriptions that highlight card features like paper quality, card size, occasion, and artwork style. Use positive language to connect with your target audience.
2. Use High-Quality Images: Upload crisp, well-lit images that show the front of the card, interior message (if any), envelope, and packaging. Use multiple angles and different dimensions.
3. Write SEO-Friendly Titles: Include relevant keywords like “birthday greeting card,” “eco-friendly cardstock,” or “funny Valentine’s card.” Learn how to do Amazon keyword research.
4. Packaging and Sizing: Use protective, eco-conscious packaging that meets Amazon’s shipping and dimension standards. Prevent bent corners or smudges during delivery to keep customer reviews positive.
5. Pricing Strategies: Research competitors and consider your profit margins, shipping costs, and perceived value. You can test different pricing to find what converts best.

For further assistance, read our step-by-step guide on how to list products on Amazon.

Fulfillment Options

Choosing the right fulfillment method is crucial to your greeting card business’s efficiency and customer satisfaction. Amazon offers two main options: FBA and FBM.

Explore both the fulfillment options in detail here.

How Can You Market and Promote Your Greeting Cards Effectively?

Creating great greeting cards is only half the battle; getting them in front of the right customers is what drives sales. Here’s how to effectively market your products.

1. Amazon Advertising

Use Amazon’s built-in ad tools to increase visibility:

• Sponsored Products: Promote individual card listings in search results to boost visibility and clicks.
• Sponsored Brands: Highlight your brand and a range of cards with banner-style ads, ideal for growing brand awareness.

These tools help target shoppers already searching for greeting cards, improving both traffic and conversions.

2. External Marketing Strategies

Bring more eyes to your listings beyond Amazon:

• Share your designs and customer reviews on social media platforms, like Instagram, Pinterest, or TikTok, for visual appeal.
• Collaborate with influencers or bloggers in the stationery, gifting, or DIY space to expand your reach.
• Use email marketing or content marketing to drive repeat traffic and brand loyalty.

To maximize visibility and drive consistent traffic, combine these external tactics with powerful Amazon marketing strategies outlined here.

3. Customer Engagement

Turning buyers into loyal fans is key:

• Ask for reviews and feedback to build trust and boost rankings.
• Offer limited-time promotions or discounts to attract first-time buyers and improve conversion rates.

Want to build stronger relationships and boost retention? Explore proven Amazon customer engagement tips in this guide.

Turn Creativity into Conversions with beBOLD Digital

Successfully selling greeting cards on Amazon involves understanding the market, creating unique products, setting up an optimized seller account, and executing smart marketing strategies. By staying on top of trends, offering high-quality designs, and engaging customers through effective branding, you can carve out a niche for your greeting cards and grow your business. Remember, whether you’re selling personalized cards or eco-friendly designs, every step from design to marketing plays a crucial role in your success.

At beBOLD Digital, we specialize in helping businesses like yours thrive on Amazon. With our expertise in Amazon SEO, product listings, and targeted marketing strategies, we empower you to stand out and succeed. Whether you're launching your first handmade card or scaling a wholesale line, we’re here to help you grow, boldly.

Let BeBOLD be your Amazon growth partner. Get in touch today and start building your greeting card brand with confidence!

Frequently Asked Questions

Can I sell handmade greeting cards on Amazon?

Yes, you can sell handmade greeting cards under Amazon’s Handmade category, which requires an application and approval. Products must be crafted entirely by you or your team, with strict quality and authenticity standards.

Do I need a barcode for each greeting card design?

Yes, each unique design requires a UPC or EAN barcode, unless you're enrolled in Amazon Brand Registry and have been approved for a GTIN exemption. This helps Amazon track and organize your listings properly.

How do I handle returns and customer service?

If you're using FBA, Amazon handles all returns and customer service. With FBM, you're responsible for managing buyer communication, processing returns, and resolving any product or delivery issues directly with customers.

What are the fees associated with selling greeting cards on Amazon?

You’ll pay a referral fee (typically 15%), fulfillment fees if using FBA, and a $39.99/month subscription for a Professional account. FBM sellers may also incur shipping costs and software expenses.

Do I need a business license to sell greeting cards?

You don’t need a business license to start selling on Amazon. However, depending on your state laws, sales volume, or if you're operating as a formal business, you may be legally required to obtain one. Always check local regulations before starting.

Ready to take your greeting card business to the next level? Contact us today and let’s make your brand bold on Amazon!