Quick Facts
- Etsy’s ‘Shop Other Jeffs’ campaign runs across broadcast TV, paid social, and out-of-home placements in New York City, Seattle, and Washington, D.C.
- Amazon Prime Day runs June 23-26 this year, the first June event since 2021, with Walmart and Target running competing sales the same week.
- Etsy reported Q1 2026 gross merchandise sales of $2.5 billion, up 5.5% year over year, with active buyers returning to sequential growth for the first time in two years.
Etsy launched a campaign Tuesday targeting Amazon Prime Day by spotlighting more than 5,000 sellers on its platform named Jeff. The move takes direct aim at Amazon founder Jeff Bezos without naming him or his company.
The campaign’s ads use lines like “One Jeff should not rule commerce” and “Shop non-billionaire Jeffs.” Etsy also changed its Instagram bio to “Shop from regular people, not billionaires.”
“Etsy represents an alternative to anonymous, monolithic, mass-produced commerce with our community of more than six million sellers at the center,” said CMO Brad Minor. “That message has never felt more urgent than it does right now, and we wanted to say it in a way that was human, direct, and a little defiant.”
Amazon moved Prime Day back to June for the first time since 2021, scheduling the four-day event from June 23 to June 26. Walmart’s competing sale runs June 22 through June 28. Target’s Circle Deal Days run June 23 through June 26.
The campaign features three real Etsy sellers. Jeff Brown has made pottery by hand since 1977 and operates out of Seagrove, North Carolina. Jeff Zabriskie founded LUXGEN in Tahoe Vista, California, producing solid wood furniture from sustainably sourced hardwoods. Jeff Risinger co-founded BootsNGus in Ann Arbor, Michigan, building handcrafted lighting fixtures that ship worldwide.
Etsy is also selling limited-edition campaign merchandise from select sellers, including hats, t-shirts, and keychains. The campaign agency is Orchard.
“It has become astoundingly easy to buy something you don’t really want, or need, and will never love, all while further enriching billionaires,” said Heather Larimer, executive creative director at Orchard.
The campaign arrives as Etsy posts improving financials. Q1 2026 revenue rose 7.6% to $631 million. The platform’s take rate expanded to 25.7%, up 180 basis points year over year. Mobile app GMS grew 11.2% year over year, representing roughly 47% of total GMS.
Active buyers reached 86 million, returning to sequential growth for the first time in two years. The metric matters because roughly half of Etsy’s buyers purchase only once per year, and GMS per buyer was approximately $121 in 2025.
CEO Kruti Patel Goyal, who took the role on Jan. 1, 2026, has flagged the buyer relationship as a core priority. “Buyers come to Etsy not just for what they buy, but for who they buy it from,” she said on the Q1 earnings call. “This is one of our most defensible advantages and one that we haven’t fully delivered on.”
The campaign runs alongside a broader strategic refocus. Etsy is selling Depop to eBay for $1.2 billion, nearly five years after acquiring the resale platform for $1.62 billion. It also divested Reverb, the musical instrument marketplace, last year. Both moves position Etsy to concentrate resources on its core marketplace heading into the second half of 2026.
Read more: Etsy goes after Prime Day with ‘Shop Other Jeffs’ campaign
