Amazon Apparel US Consumer Survey 2023: Understanding Amazon Fashion and Why Consumers Choose It

Published – May 2023

Every year since 2018, we have conducted an annual survey of US consumers to shed light on their clothing and footwear shopping patterns and habits on Amazon.com. Our sixth annual survey of clothing and footwear shoppers was undertaken in March 2023 and featured 2,000 US consumers. We discuss our survey findings and offer key insights from cumulative data based on our six years of survey data.

Proprietary survey data in this research report include:

• The proportion of US shoppers who have bought and expect to buy apparel from Amazon
• The proportion of US apparel shoppers who made an apparel purchase via a Prime membership
• Apparel shoppers’ reasons for shopping on Amazon.com
• Purchases by category for Amazon apparel shoppers
• Where US shoppers have purchased apparel from in the past 12 months (including Amazon)

Introduction

• Amazon Apparel US Consumer Survey 2023: Coresight Research Analysis
• Return to Pre-Pandemic Trends
• Amazon Apparel Shoppers by Age and Household Income
• Amazon Earns a Smaller Share of Shoppers’ Clothing and Footwear Budgets
• Footwear and Casual Wear Top the List of Most-Popular Purchases on Amazon Fashion
• Shoppers Prefer Amazon Due to Brand and Product Selection and Delivery Cost and Speed
• Shoppers View Amazon Fashion More Favorably Than They Have Previously
• While NIKE Regains Most-Purchased Apparel Brand Spot, Amazon’s Private Label Still Gains Momentum
• Apparel Remains the Most-Bought Category on Amazon
• Amazon Falls Behind Walmart in Apparel Shopper Numbers
• Slight Decline in Amazon Prime Memberships
• Brick-and-Mortar Retailers Win Back Shoppers Lost to Amazon

What We Think

• Implications for Brands/Retailers

Methodology

10-page PDF report

Amazon, NIKE, Macy’s Target, Temu and Walmart

1. US Apparel Shoppers: Proportion That Have Bought/Expect To Buy Apparel from Amazon.com (% of Respondents)
2. US Apparel Shoppers: Proportion Who Bought Apparel from Amazon.com by Prime Membership in the Past 12 Months (% of Respondents)
3. US Apparel Shoppers: Proportion Who Bought Clothing or Footwear on Amazon.com in the Past 12 Months, by Age Group (% of Respondents)
4. US Apparel Shoppers: Proportion Who Bought Clothing or Footwear on Amazon.com in the Past 12 Months, by Household Income Group (% of Respondents)
5. Amazon Apparel Shoppers: Apparel Spending on Amazon.com as Proportion of their Clothing and Footwear Budgets Compared to One Year Ago (% of Respondents)
6. Amazon Apparel Shoppers: Categories Bought on Amazon.com in the Past 12 Months (% of Respondents)
7. Amazon Apparel Shoppers: Reasons for Shopping on Amazon.com
8. Amazon Apparel Shoppers: Proportion That Agrees with Selected Statements (% of Respondents)
9. Amazon Apparel Shoppers: Clothing and Footwear Brands and Private Labels Bought on Amazon.com in the Past 12 Months (% of Respondents)
10. All Respondents: Whether They Purchased a Product from Selected Categories on Amazon.com in the Past 12 Months (% of Respondents)
11. All Respondents: Where They Have Purchased Apparel in the Past 12 Months (% of Respondents)
12. US Shoppers: Whether They Have an Amazon Prime Account or Access to an Amazon Prime Account Through Someone Else in Their Household (% of Respondents)
13. US Apparel Shoppers: Channels Used To Purchase Apparel (% of Respondents)