Etsy vs Amazon: shots fired!

When I was booked to voice Etsy’s new campaign in June, I didn’t expect to be caught up in a political battle. I had already recorded VO for their stunning anthem film Celebrate Being Human - think poignant, emotive, quietly beautiful. But when it came to voicing the next leg of their 2026 campaign the vibe was very different.

Etsy are pulling no punches with their new ‘Jeffs’ campaign. Aimed squarely at Amazon CEO Jeff Bezos, the campaign asks us to buy from ‘non'-billionaire Jeffs’, and proclaims, ‘One Jeff should not rule commerce’. The best part? The launch date was set - entirely on purpose - in Prime Week, Amazon’s annual sales bonanza. The VO direction this time around was less cuddly, and more - “can you make it more defiant?”.