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Your Amazon cart wields more power than you think. Between women-owned beauty brands creating inclusive makeup lines and Black entrepreneurs revolutionizing everyday essentials, these 27 small businesses prove shopping can be both selfish and socially conscious. Watch indie brands transform basic water bottles into works of art while supporting real dreams, or discover stress toys crafted by creators who actually understand anxiety (because they've lived it). Each purchase helps turn someone's kitchen table startup into their full-time success story.

Shopping small hits different when you realize that matcha drink mix comes from a family recipe passed down through generations, or that guided meditation Buddha was sculpted by artists pursuing their passion between day jobs. From compressed toilettes saving the planet one flush at a time to beauty products celebrating every skin tone, these finds do more than just solve problems – they support real people building real businesses. Every click fuels dreams, funds innovations, and proves that sometimes the best products come from creators who saw gaps in the market and thought "I can fix that."

#1

Bags Getting You Down? Give This Good Molecules Yerba Mate Wake Up Eye Gel A Try

Hand holding a tube of eye gel from a small business on Amazon.

Review: "This is my second time buying this product. It works well and does what it says. I also like the small tube and bought another one for my travel toiletry bag. You only need a very small amount therefore this tube lasts a long time." - Ka

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    #2

    Basic Hoops? Send Them To The Donation Bin! You Can Upgrade Your Ear Game And Support A Black-Owned Business At The Same Time With These Bychari Hoop Earrings.

    Gold hoop earring showcased by a small business on Amazon.

    Review: "These earrings are absolutely beautiful to add to every outfit. I saw these on an ad from Ayesha Curry and gave them a try." - Olivia Ruiz

    amazon.com Report

    Nicky_Cupcakes
    Community Member
    9 months ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Most of these brands will sell direct to consumer. If you are considering purchasing, please search for their website and buy there rather than giving Amazon a cut.

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    A hand holding a Balanced Tiger protein bar by a lake, showcasing a small business product on Amazon.

    Review: "As a fan of mushroom tea and nuggets, I was excited to try mushroom bars. With 11g of plant-based protein and antioxidant benefits, I know I'm getting a nutritious snack that will keep me going." - PC

    amazon.com , PC Report

    Green tea powder and latte from small businesses on Amazon.

    Review: "This is my first time trying Golde’s products, and I must say I am very pleased. The flavor and smooth texture of the matcha is a definite 10/10 compared to all others I’ve had. this product has natural ingredients (unlike most) and you can basically travel with this product anywhere due to its size!" - De'Kael Miller

    amazon.com , De'Kael Miller , Sabrina Report

    Huddo's sister
    Community Member
    9 months ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Does anyone have trouble with tea powder not dissolving? I prefer to use tea leaves, but I got a yerba mate powder and it just ends up having a lot of grainy spices in it. Not sure if I'm doing something wrong, I tried putting it in a tea strainer but it falls through.

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    Man wearing a hat from a small business on Amazon, looking to the side in a casual indoor setting.

    Review: "The material is soft and it covered my head with room to be adjusted. Most importantly, it gave me immediate relief, I strongly recommend it!" - Jesus Bohorquez

    amazon.com , Jesus Bohorquez Report

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    Bossy Cosmetics lip product and close-up of lips, showcasing small businesses on Amazon.

    Review: "This line of lipstick is awesome. It’s so vibrant and is just fabulous looking." - Cenandra

    amazon.com , Angela Church Report

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    #7

    Now You Can Give Something Good To Both The Body And The Earth With This Larq Bottle Which Is A Sleek Self-Cleaning Water Bottle Comes That Supports A Small Business With Every Sip

    Hand holding a blue water bottle from a small business on Amazon, against a beige wall.

    Review: "I went on a trip to a certain country and drinking the tap water made me feel sick. Luckily, I took this bottle with me and used it to purify the water, and it didn’t make me sick anymore, and it even tasted different. Highly recommend this for trips!" - Andy

    amazon.com , Karmen Wong Report

    London Paris
    Community Member
    9 months ago Created by potrace 1.15, written by Peter Selinger 2001-2017

    Pass. I live in a country that has taps.

    #8

    Spills And Messes Are About To Meet Their Match Thanks To A Sustainable Solution With Little Help From Portawipes Compressed Towelettes

    Compact wipes product from small businesses on Amazon, shown in hand before and after expansion.

    Review: "I decided to add a picture because when I saw the picture I thought they were the size of a makeup cotton round instead of a breath mint (ha.). They open up in water to a sturdy wipe and I already have one tube in my purse. What a wonderful product." - L. Annette (Smith) Bisbee

    amazon.com , amazon customer Report

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    #9

    Dark Outlets Need No Longer Give You The Blues Thanks To Snappower Guidelights, The Brilliant Invention Which Turns Them Into Nightlights

    Wall-mounted electrical outlet with built-in night light, a product from small businesses on Amazon.

    Review: "Product works well. Bought to provide light in a dark hallway when visitors are over. Works like a charm! Easy to install. And the company provides EXCELLENT customer service and are quick to respond to questions." - InfoSec

    amazon.com , mtn_lion Report

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    Impact meets innovation as we explore more ways your shopping habits can support rising entrepreneurs. The following finds showcase how small businesses often deliver bigger heart, better stories, and more thoughtful solutions than their corporate counterparts. From personal care to practical solutions, each item ahead proves good products feel even better when they help real people succeed.

    Dog gear and food containers with a backpack beside a dog, showcasing products from small businesses on Amazon.

    Review: "This was exactly what I was looking for! I do lots of car camping and always struggled with finding a solution for having my pups stuff all in one area. Thank you Mobile Dog gear for creating such a durable product with so much storage. I was able to fit two different types of kibble, toys, harness, puppy pads for our hotel stays, treats, toothbrush etc for our 2 week cross country road trip." - GindiShoots

    amazon.com , GindiShoots , Tiffany Report

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    A hand holding a small business product candle labeled "Mulled Cider" by Sweet Water Decor.

    Review: "It smells delicious. I bought it as a gift but I want to keep it myself. 🤪" - J9

    Doesn't this just SCREAM "cozy"? Check out 25 more cozy finds that will help you level up your "doing nothing" vibe.

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    #12

    Basic Vases? They Are In The Past. Support Small And Bring Botanical Chic To Your Blooms With The Amaranth Vase That Opens From The Bottom For Easy Draining And Pruning

    Colorful flower bouquet in a blue vase on a table, representing small businesses on Amazon.

    Review: "It is easy to handle and a small to medium bouquet fits nicely." - Nancy L McKay-Hills

    amazon.com , Elizabeth Reiutz Report

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    Silver case held by hand in front of a MacBook, representing small businesses on Amazon.

    Review: "I bought this for my vacation, to keep the sun and sand off my phone. I now use it daily when I take my phone into the sauna. It keeps my phone from overheating so I can listen to a podcast for the entire 30 minutes in the sauna without my phone overheating and turning off." - Tiffany Lang

    amazon.com , Tabatha Report

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    #14

    Stress Is So 2023, Because This Needoh Gummy Bear Is Ready To Squash Your Anxiety

    Person holding a pink bear-shaped soap made by a small business on Amazon.

    Review: "Super happy I also got the pink color as well works great super squishy!" - Gabrielle

    amazon.com , Gabrielle Report

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    Hand holding Marlowe deodorant, a small business product on Amazon, in front of pink flowers.

    Review: "Awesome product really happy with it." - johnny quintero

    amazon.com , Rome T Jones Report

    #16

    Feeling Stressed? Unwind And Support A Small Business With The Mindsight 'Breathing Buddha', Your Guide To Mindful Meditation

    Smiling green Buddha night light from small businesses on Amazon.

    Review: "This is so cute. It has been a helpful visual aid for myself and for teaching my kids mindfulness and breathing exercises. Watching the colors change is relaxing as well. I like that it charges with a USB cable." - EJB

    amazon.com , EJB Report

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    Wine glasses secured in a dishwasher rack, a product possibly offered by small businesses on Amazon.

    Review: "Had a hard time finding wine glass holders for my dishwasher. My previous dishwasher had built in holders but my current dishwasher does not. I got tired of having wine glasses break during dish washing cycles. These holders are sturdy and fit the bill for standard glasses. They can fold up when not in use. I would not use them for expensive Waterford crystal wine glasses but they are perfect for everyday glasses. A must have for wine drinkers!" - Alicia

    amazon.com , Alicia Report

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    Wooden toy and discs with blue targets on grass, representing small businesses on Amazon.

    Review: "This game is so fun, not to mention easy to learn and portable." - OhEmGina

    amazon.com , OhEmGina Report

    Purpose-driven purchasing continues with selections that combine quality products with meaningful missions. Whether addressing underserved markets or reimagining everyday items, these upcoming brands demonstrate how supporting small businesses often means getting better products while making the world a little bit better.

    #19

    Screen Time? We're Taking A Break And Swapping To Family Bonds. This Is All Thanks To The Baketivity Cooking & Baking Set For Kids Which Is The Sweetest Way To Create Culinary Memories While Supporting A Small Biz's Dream

    Child baking with cookie cutters in a kitchen, representing small businesses on Amazon.

    Review: "All of our kids love to cook but the 6 year old is my most devoted sous chef in the kitchen. Grandma bought him this baking tool kit for Christmas and to say it’s been a hit is a drastic understatement. Every time I’m in the kitchen, here he comes with his little stool and he opens his drawer to choose whichever tool looks like what I’m using. It’s really inspired him to try new recipes and even cook for his siblings. I love the quality of the tools and all the colors. If you’re on the fence for your little chef or need a really good gift, this is a great choice." - DQ

    amazon.com , DQ , Alice Housewright Report

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    Beauty product from small businesses on Amazon, shown with user, promoting hair care and style.

    Review: "Let me just say this glue works a little too well! I wore a wig to a water park and nothing budged after the rides! Stays on after getting wet and after being on a fast coaster. I’ve used a few different brands and this one is by far the strongest when it comes to adhesion and longevity. I try not to wear wigs for more than three days at a time but it definitely can last way longer without needed touch ups!" - Gabrielle Richardson

    amazon.com , Gabrielle Richardson , San Messiah Report

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    #21

    Dull Diamonds Getting You Down? You're About To Shine Brighter Than Ever Thanks To Jewelry Cleaner By Shinery, The Fast Track To Sparkly Gems And A Happy Small Business Owner

    Skincare products from small businesses on Amazon next to a hand wearing a diamond ring.

    Review: "The best way to clean jewelry while wearing it. Fast and easy." - Lori

    amazon.com , Shannon , Lisa Report

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    Sneaker cleaner from small businesses on Amazon with white shoes displayed on a wooden floor.

    Review: "I am not often so impressed that I write a review, but these sponges are freaking a gift to tenny’s! I started with my Nikes that I had walked for 5 miles in a wet muddy park, and had so much fun seeing how well they worked on all different types of shoes, that I cleaned 11 pairs of my and my husbands shoes! I used 4 pads on the 11 pairs, which I felt was a great pad to shoe ratio. Also, the more water, the better it works!" - Brita Darlington

    amazon.com , Brita Darlington Report

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    #23

    Warm Wine? Cancelled. Thanks To Vochill Stemmed Wine Glass Chiller

    Wine glass with a unique stand on a floral tablecloth, highlighting creativity from small businesses on Amazon.

    Review: "Got these as promised quickly, and they are a great addition to our Wine drinking experience, keeps the Wine nice and chilled, can slow down and enjoy longer." - Rickgo75

    Can we hear you say "hello summer!" We have 20 fun summer finds that will help you make the most of the season.

    amazon.com , Christina Gordon Report