Amazon Apparel: Annual US Survey Reveals Amazon Has Overtaken Walmart as America’s Most-Shopped Retailer for Apparel

Key Points

Our survey of US apparel shoppers has uncovered a wealth of insights on Amazon Fashion. Here are our top six findings: 

  • Measured by number of shoppers, Amazon Fashion is the most-shopped apparel retailer in the US, up from second place in 2018. 
  • Apparel shopping rates show signs of peaking among Prime members. Around three-quarters of Prime members bought apparel on Amazon in the past year. However, we recorded a much greater uplift from “have bought” to “expect to buy” among those without Prime membership than among Prime members.
  • Amazon’s private-label collections as a group comprise the fourth-most-bought clothing or footwear “brand” on Amazon and one in six Amazon apparel shoppers surveyed said that they have bought Amazon private-label apparel in the past 12 months.
  • Amazon has established its #1 position by penetrating the heart of the mid-market. Reflecting this, Walmart is now the top retailer that Amazon Fashion shoppers have switched some or all of their apparel spending from, followed closely by Target. 
  • Amazon Fashion shoppers are satisfied with the site’s online experience and cited the ease of browsing and searching as the top reason to buy apparel on the site. Only 13% of shoppers think that the site could be made easier to browse.
  • Amazon apparel shoppers show only average rates of concern with sustainability. Overall, apparel shoppers try to buy from brands with a good environmental record but are less likely to want to pay for sustainable practices. 

We explore how many US consumers are buying apparel on Amazon, which retailers these shoppers have switched their spending from, what brands and categories they are buying on Amazon, and their attitudes toward Amazon Fashion.

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