Amazon Apparel US Consumer Survey 2026: Growth Opportunities in Value, AI and Omnichannel Retail

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.

Introduction

Overview: Deepening Engagement Amid Shifting Shopper Dynamics

Amazon Apparel US Consumer Survey 2026: Coresight Research Analysis

1. Amazon’s Apparel Growth: Market Share Could Slightly Weaken in 2026
2. Amazon Haul’s Traction Is Built on a Combination of Affordability, Convenience and Discovery
3. Awareness of Amazon’s AI Shopping Tools Remains Limited
4. Apparel Shopping on Amazon by Prime Membership Access, Age and Household Income
5. Amazon Still Gains Apparel Wallet Share, but Incremental Spending Is Moderating
6. Casual Wear and Footwear Continue to Reign as Most-Popular Apparel Categories
7. Shoppers Prefer Amazon Due to Its Delivery Benefits, User-Friendly Website, and Brand and Product Selection
8. Amazon Gains Apparel Favorability, but Value and Experience Gaps Remain
9. NIKE Retains Top Apparel Brand Position on Amazon; Adidas Retains Second Place and Levi’s Jumps to Third Position
10. Apparel Leads on Amazon, While Household Appliances and Luxury Products See Rising Demand
11. The Wider Apparel Space: Amazon’s Lead Narrows As Walmart Gains Ground
12. Amazon Prime Popularity Soars Among Shoppers as Delivery Perks Drive Loyalty
13. Omnichannel Dominance Strengthens in US Apparel Shopping, Challenging Online-Only Retailers

What We Think

Notes and Methodology

Appendix

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.

• Amazon Apparel at a Turning Point: High Penetration, Net Spending Gains and Emerging Engagement Levers
• US Apparel Shoppers: Proportion That Have Bought/Expect To Buy Apparel from Amazon.com (% of Respondents)
• Amazon Haul Shoppers: Reasons for Using Amazon Haul
• Amazon Haul Users: Platform Shoppers Would Use in the Absence of Amazon Haul
• US Apparel Shoppers: Amazon Haul Usage by Age
• US Apparel Shoppers: Amazon Haul Usage by Household Income
• US Apparel Shoppers: Awareness of Amazon’s AI Shopping Tools
• US Apparel Shoppers: AI Shopping Capabilities That Would Increase Apparel Shopping on Amazon
• US Apparel Shoppers: Whether They Expect to Buy Apparel from Amazon.com in the Next 12 Months, by Prime Membership Access (% of Respondents)
• US Apparel Shoppers: Proportion That Expects to Buy Apparel from Amazon.com in the Next 12 Months, by Age (% of Respondents)
• US Apparel Shoppers: Proportion That Expects to Buy Apparel from Amazon in the Next 12 Months, by Household Income (% of Respondents)
• Amazon Apparel Shoppers: Change in Apparel Spending on Amazon.com (as a Proportion of Clothing and Footwear Budgets) Compared to One Year Ago (% of Respondents)
• US Apparel Shoppers: Net Switching Toward Amazon in Apparel Spending (% of Respondents)
• US Apparel Shoppers: Net Consumer Switching Toward Amazon in Apparel by Retailer
• US Apparel Shoppers Who Shifted Their Spending from Amazon to Other Retailers: Reasons Shoppers Shift Apparel Spending Away from Amazon
• Amazon Apparel Shoppers: Categories Bought on Amazon.com in the Past 12 Months (% of Respondents)
• Amazon Apparel Shoppers: Reasons for Shopping on Amazon.com
• Reasons Shoppers Would Buy More Apparel on Amazon (% of Respondents)
• Amazon Apparel Shoppers: Proportion That Agree with Selected Statements (% of Respondents)
• Amazon Apparel Shoppers: Clothing and Footwear Brands and Private-Label Brands Bought on Amazon.com in the Past 12 Months (% of Respondents)
• All Respondents: Those That Purchased a Product from Selected Categories (Besides Clothing and Footwear) on Amazon.com in the Past 12 Months (% of Respondents)
• US Apparel Shoppers: Where They Have Purchased Apparel in the Past 12 Months (% of Respondents)
• All Respondents: Whether They Have an Amazon Prime Account or Access to an Amazon Prime Account Through Someone Else in Their Household (% of Respondents)
• US Apparel Shoppers: Channels Used To Purchase Apparel Products (% of Respondents)
• Retailers from Which Consumers Had Switched Apparel Spending to Amazon in the Past Year (% of Respondents)
• Retailers To Which Consumers Had Switched Apparel Spending From Amazon in the Past Year (% of Respondents)