Martha Stewart's New Amazon Storefront Is Full Of Kitchen Must-Haves

Home and lifestyle guru Martha Stewart has partnered with e-commerce giant Amazon to launch a new online storefront, The World of Martha. The dedicated online shopping destination for all things Martha marks the debut of cookware, bedding, and textile collections created to complement the brand's best-selling products, including outerwear, furniture, lighting, garden, and holiday décor. The new World of Martha collaboration makes Amazon the most comprehensive shopping destination for Martha Stewart-branded home and lifestyle products.

"There is no better place than Amazon to shop my products and recipes," Stewart said of the new partnership. "The World of Martha offers all the essentials I love and can't live without, in one place." This isn't the first time Stewart has coupled up with Amazon. In a previous collaboration, Stewart curated a collection of handcrafted items made by American artisans. That collection, Martha Stewart American Made, showcases the work of Martha Stewart-approved crafters, including an artisan profile page where shoppers can connect directly with the artists. 

As news of the new partnership circulated, Amazon hosted a live-stream event in which Stewart demonstrated products from The World of Martha collection while making two of her classic recipes, a four-cheese mac-and-cheese and Dijon vinaigrette. The live-stream introduced the collection and showed how Amazon.com will be a go-to source for her recipes and curated video content. "Many of my most popular recipes will be right there, front and center," Stewart said. 

For example, the video of Stewart making macaroni-and-cheese is accompanied by click-to links of the collection featuring tools specific to the dish's preparation — a "Martha blue" mini Dutch oven set, an 8-quart stainless steel crockpot, and a five-piece set of essential kitchen tools including a whisk, a cheese grater, a can opener, tongs, and a scoop. 

The live-stream shopping guide wasn't just an introductory gimmick. Going forward, each featured recipe will include a Shop-the-Tools section. The recipe for Stewart's Old-Fashioned Lemon Sugar Cookies includes a video demonstration along with links to a set of stoneware bowls and a stoneware cake stand, so not only can you serve cookies made from one of Stewart's most popular recipes, you can present the finished product in true Martha Stewart style. 

The collaboration brings cooking and shopping a bit closer together, as the full kitchen line (cookware, bakeware, kitchen tools and gadgets, prep and storage equipment, a line of kitchen textiles, and place settings) and Amazon Fresh are just a click away from the recipe.