25 Standout Small Brands on Amazon for Small Business Saturday
Celebrate Small Business Saturday by discovering must-shop beauty, fashion, and gift brands thriving on Amazon.
25 Standout Small Brands to Shop on Amazon for Small Business Saturday
Small Business Saturday—held annually the day after Black Friday—is more than a shopping event: it’s a nationwide celebration of independent brands and entrepreneurs who bring fresh ideas, passion, and unique products to the marketplace. November 25 marks a perfect opportunity to discover exceptional small businesses on Amazon, each with its own story, standout products, and vibrant communities.
If you’re tired of mega-retailer sameness and want to support brands that truly benefit from your purchase, we’ve rounded up 25 small businesses thriving on Amazon in 2023. This guide will help you browse for beauty, fashion, home essentials, personal care, wellness, and much more—so you can shop small and feel good about where your dollars go.
Why Shop Small on Amazon?
Amazon isn’t just for big brands; its vast marketplace is home to thousands of small sellers, artisans, and indie labels. By shopping with small Amazon storefronts, you benefit from:
- Unique gifts you won’t find at mass retailers
- Direct support for entrepreneurs and their teams
- Products crafted with passion, expertise, and care
- Opportunities to discover rising stars in beauty, fashion, and lifestyle
With Amazon’s “Support Small” filter and curated storefronts, it’s easier than ever to spotlight brands that might otherwise be overlooked in the holiday rush.
Below: our curated list of 25 must-shop small businesses on Amazon for Small Business Saturday 2023.
Beauty & Self-Care
Small brands in beauty often experiment with innovative ingredients, clean formulations, and inclusive pigments—plus, they usually offer creative packaging and a founder-led ethos. Here are some key picks:
- Live Tinted: Founded by Deepica Mutyala, this inclusive brand specializes in multi-use color sticks, sunscreens, and skincare for all skin tones. Products are vegan and cruelty-free—ideal for gifting someone who loves versatility.
- Bread Beauty Supply: Pioneering textured hair care with hydrating washes, oils, and deep conditioners made for curly, coily, and wavy hair types.
- Topicals: Breaking beauty taboos, Topicals offers science-driven formulas for common skin concerns such as hyperpigmentation and flare-ups. Their Faded serum is an internet favorite.
- Bossy Cosmetics: This woman-of-color-owned brand delivers confidence-boosting lipsticks and palettes that prioritize ethical sourcing.
- Beauty Bakerie: Founded by Cashmere Nicole, Beauty Bakerie creates long-lasting, smudge-proof makeup with a dessert aesthetic—it’s almost as sweet as the cause-driven set-up behind every sale.
- Melanin Haircare: Created by Whitney White, this brand celebrates natural hair textures with sulfate-free, nourishing cleansers and oils. Their leave-in conditioner is a cult classic.
- Beneath Your Mask: For luxe self-care, their plant-powered serums and butters are formulated without harmful chemicals, making them a hit for those avoiding synthetics.
Health, Wellness & Personal Care
- The Honey Pot Company: By women, for women, this brand tackles intimate care with herbal-infused, gentle washes and wipes, perfect for anyone focused on natural wellness.
- Mielle Organics: Empowering women to love their natural curls, Mielle’s line includes hair oils, vitamins, and nutrient-rich treatments.
- Bevel: Specializing in personal care and grooming for men of color, Bevel makes razors, shaving creams, and skin solutions that are game-changers for sensitive skin.
- Alikay Naturals: With organic ingredients and eco-friendly packaging, Alikay is a favorite among conscious shoppers looking for wholesome hair and body products.
Fashion & Accessory Innovators
Small-batch fashion designers and indie accessory brands on Amazon offer looks for every taste, from minimalist to maximalist. They often focus on ethical manufacturing, small-run collections, and supporting underrepresented voices in fashion.
- JW Pei: On-trend vegan handbags beloved by influencers, constructed from sustainable materials with a luxe look at an approachable price point.
- Kurtis Paul: Dapper duffels and work bags with style and durability—great for the frequent traveler or office commuter.
- Hey Harper: Affordable, long-lasting jewelry, including waterproof and hypoallergenic options, all designed in Portugal.
- Baggu: Known for their playful, reusable shopping bags and totes, Baggu focuses on sustainability and colorful design—you’ll spot their eye-catching prints everywhere.
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Home, Kitchen, & Decor Gems
Independent home brands often bring artistry and function to everyday items, from kitchen tools to decorative accents. Many emphasize non-toxic materials, eco-friendly production, and making something ordinary feel special:
- Blueland: Eco-friendly cleaning products in tablet and powder form, drastically reducing single-use plastics. Great for the sustainability-conscious gift recipient.
- Otherland: Unique, hand-poured candles with creative scent profiles and gift-worthy packaging.
- Brightland: Premium California olive oils and vinegars that elevate any home chef’s cooking game. Their bold bottles double as kitchen decor.
- Uncommon Goods: Offering everything from artisan pottery to quirky gadgets, they curate home accents sure to impress new homeowners or hosts.
Food & Beverage Standouts
Gift foodies with craft pantry goods, small-batch snacks, and premium ingredients—these brands blend quality with heart and highlight underrepresented culinary traditions:
- Pipcorn: Snacks made from heirloom corn—think crunchy cheese balls and flavorful mini popcorn in unique flavors.
- Soul Popped: Gourmet popcorn with bold, Southern-inspired flavors. Great for care packages and unique stocking stuffers.
- Sarayo: For spice lovers—small-batch sauces and seasonings inspired by global cuisines, including their cult-favorite sriracha-mayo mashup.
Kids, Family, & Gifting
Shopping for families is easy with kid-friendly brands that prize safety, creativity, education, and fun:
- Freshly Picked: Known for their signature baby moccasins, this mother-founded label makes adorable, durable shoes for little ones.
- Little Likes Kids: Playful puzzles and games celebrating diversity and inclusion, created by a mom entrepreneur determined to provide more inclusive play experiences.
- Glocusent: Innovative gadgets like neck reading lights and clip-on book lights for cozy, practical gifting.
Why Consumers Should Shop Small
- Strengthens communities by keeping spending local and building relationships between brands and buyers.
- Fosters innovation and diversity in product selection—small brands can take creative risks big companies can’t.
- Helps real people, families, and teams grow sustainable businesses.
- Often results in more attentive customer service and thoughtful packaging.
How to Find Small Businesses on Amazon
- Use Amazon’s “Support Small” search filter on the platform to browse products from independent sellers.
- Look for curated landing pages during key shopping events like Small Business Saturday, Black Friday, and Cyber Monday.
- Check for storefront badges or mentions of “small business” or “artisan” brands in product listings.
FAQ: Shopping Small on Amazon & Small Business Saturday
Q: What is Small Business Saturday and when does it take place?
A: Small Business Saturday is an annual event dedicated to supporting and celebrating small businesses. It takes place the Saturday after Thanksgiving each November.
Q: How can I tell if a brand on Amazon is a small business?
A: Check for “Support Small” banners or use Amazon’s search filters. Most featured storefronts will mention their small business status in the brand description.
Q: Why do small businesses benefit from Amazon?
A: Amazon’s reach gives independent brands national visibility, logistical support, and access to powerful promotional tools, helping them connect with shoppers who might never find them otherwise.
Q: Are small business products on Amazon more expensive than mass brands?
A: Sometimes, due to smaller scale and focus on quality or ethical sourcing, prices can be higher—but shoppers are often willing to pay a bit more to receive one-of-a-kind, responsibly made items.
Q: Can I return items from small businesses on Amazon?
A: In most cases, small brands selling via Amazon follow the same return policies as other sellers, but do check the storefront’s policy before purchase for specifics.
Shop, Support, and Spread the Word
Small Business Saturday isn’t just about what you buy—it’s an opportunity to champion new talent, creative spirit, and independent entrepreneurship. Whether you’re shopping for a skincare enthusiast, a home chef, or a style maven, these 25 brands offer something special. This year, use your spending power to make a meaningful difference and share your discoveries with friends, family, and on social media. Every purchase helps fuel a founder’s dream and keeps innovation thriving well beyond the holiday season.
- Shop thoughtfully: Look for the “Support Small” tag on Amazon and read up on the founders’ stories.
- Leave a review: Your feedback is crucial for small brands to earn trust and visibility.
- Share your finds: Tag the brands and Amazon on social media to amplify their reach.
Ready to explore more? Use Small Business Saturday as your launchpad for discovering Amazon’s vibrant independent brand community—your new favorites await!
References
- https://www.reviewed.com/lifestyle/features/small-business-saturday-2023-how-to-shop-small-businesses-online
- https://www.aboutamazon.com/news/small-business/amazon-2023-small-business-empowerment-report
- https://staxpayments.com/blog/small-business-saturday/
- https://www.cosmopolitan.com/style-beauty/beauty/g45549183/amazon-small-business-saturday-2023/
- https://www.lendingtree.com/business/small-business-saturday-expectations-survey/
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