Amazon Apparel US Consumer Survey 2024: Amazon Regains Its Spot as America’s Most-Shopped Clothing and Footwear Retailer

Published – April 2024

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 seventh annual survey of clothing and footwear shoppers was undertaken in March 2024 and featured 2,001 US consumers. We examine our survey’s findings in detail, as well as provide valuable insights that draw from our comprehensive, seven-year dataset.

Proprietary survey data in this research report include:

• The proportion of US shoppers who have bought apparel from Amazon over the past year
• The proportion of US shoppers who expect to buy apparel from Amazon over the coming 12 months
• The proportion of US apparel shoppers who made an apparel purchase via a Prime membership over the past year
• 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)

Introduction

Amazon Apparel US Consumer Survey 2024: Coresight Research Analysis

• More Than 70% of Apparel Shoppers Buy on Amazon
• Amazon Earns a Larger Share of Shoppers’ Clothing and Footwear Budgets
• Footwear and Casual Wear Continue To Reign as Most-Popular Apparel Categories
• Shoppers Prefer Amazon Due to Its Delivery Benefits, User-Friendly Website, and Brand and Product Selection
• Shoppers Continue To View Amazon Fashion Favorably
• NIKE Remains Top Apparel Brand on Amazon; Amazon’s Private-Label Offerings Lose Momentum
• Apparel Remains the Most-Bought Category on Amazon
• Amazon Regains Most-Purchased Apparel Retailer Spot, Walmart Slightly Loses Momentum
• Increase in Amazon Prime Memberships Among Apparel Shoppers
• Amazon Regains Some Shoppers Previously Lost to Brick-and-Mortar Retailers

What We Think

• Implications for Brands/Retailers

Notes and Methodology

Amazon, NIKE, Target, Shein, Temu, Walmart

1. US Apparel Shoppers: Proportion That Have Bought/Expect To Buy Apparel from Amazon.com (% of Respondents)
2. US Apparel Shoppers: Whether They Bought Apparel from Amazon.com in the Past 12 Months—Breakdown by Prime Membership Status, 2024 (% 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: Change in Apparel Spending on Amazon.com (as a Proportion of their Clothing and Footwear Budgets) Compared to One Year Ago (% of Respondents)
6. Retailers from Which Consumers Had Switched Apparel Spending to Amazon in the Past Year (% of Respondents)
7. The Ratio of Consumers Who Switched Spending from One Retailer to Amazon to Consumers Who Shop at That Retailer
8. Amazon Apparel Shoppers: Categories Bought on Amazon.com in the Past 12 Months (% of Respondents)
9. Amazon Apparel Shoppers: Reasons for Shopping on Amazon.com
10. Amazon Apparel Shoppers: Proportion That Agrees with Selected Statements (% of Respondents)
11. Amazon Apparel Shoppers: Clothing and Footwear Brands and Private Labels Bought on Amazon.com in the Past 12 Months (% of Respondents)
12. All Respondents: Proportions Who Purchased a Product from Selected Categories (Other Than Clothing and Footwear) on Amazon.com in the Past 12 Months (% of Respondents)
13. All Respondents: Where They Have Purchased Apparel in the Past 12 Months (% of Respondents)
14. All Respondents: Whether They Have an Amazon Prime Account or Access to an Amazon Prime Account Through Someone Else in Their Household (% of Respondents)
15. US Apparel Shoppers: Channels Used To Purchase Apparel Products (% of Respondents)