Reasons to Read

Now in its ninth year, the annual Amazon Apparel US Consumer Survey from Coresight Research identifies and analyzes evolving consumer behaviors on Amazon.com across the US apparel and footwear category. This year, we draw insights from 2,006 online shoppers and our nine-year proprietary data set, offering a comprehensive, compelling view of Amazon’s dominance in fashion e-commerce and the key factors driving its growth in 2026 and beyond.

Proprietary survey data in this report include:

• The proportion of US shoppers who have bought apparel from Amazon over the past year and who expect to buy apparel from Amazon over the coming 12 months
• Apparel shoppers’ reasons for shopping on Amazon.com
• The most purchased brands on Amazon.com
• Where US shoppers have purchased apparel from in the past 12 months (including Amazon)

Data in this research report include: Amazon Haul usage drivers by age/income; AI shopping tool awareness and purchase motivators; 12-month Amazon apparel purchase intent by age, income and Prime access; apparel spend shift and net switching to/from Amazon by retailer; reasons for shifting away or buying more; Amazon categories, brands and private labels purchased; cross-category purchases; apparel purchase channels; past-12-month apparel retailers; Prime account/access; and attitudes toward Amazon apparel shopping.

Companies mentioned in this report are: Adidas, Amazon.com, Inc. American Eagle Outfitters, Burlington Stores, PVH, Columbia Sportswear, Costco Wholesale, Crocs, eBay, Gap, Guess, Hanesbrands, H & M, Inditex, Kohl’s, Levi Strauss, Lululemon, Macy’s, NIKE, Nordstrom, Ralph Lauren, Ross, Target, The TJX Companies, Under Armour, Urban Outfitters, Walmart.