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Amazon Apparel UK: An Analysis of Almost 2 Million Product Listings


Executive Summary

In collaboration with competitive intelligence provider DataWeave, we aggregated and analyzed data on almost 2 million women’s and men’s clothing products listed on

  • We identified 1.9 million women’s and men’s clothing products listed on — we feel confident calling this the UK’s biggest selection of apparel.
  • The scale of Amazon’s fashion offering has been supported by cheap, generic-style brands shipped from overseas sellers — mainly in China. These brands are the most-listed brands on Amazon Fashion.
  • Amazon also has a large number of brands that list just a few products. Once we strip out the 10 most-listed obscure brands, the average brand on Amazon Fashion lists 366 products.
  • Amazon’s UK site remains predominantly a marketplace for third-party sellers, despite Amazon’s efforts to build its reputation as an apparel retailer, including by developing private labels.
  • The most-listed famous brands on Amazon Fashion are Adidas, Under Armour, Nike and Puma — reflecting the strength of sportswear on the site.
  • Amazon UK’s flagship apparel private label is called Find, and we found 1,475 products under the brand, split 70% in womenswear, 30% in menswear.

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