Amazon Apparel: Who Is Selling What? An Exclusive Analysis of Nearly 1 Million Clothing Listings on Amazon Fashion

Executive Summary

In this report, we present an analysis of Amazon’s clothing offering based on aggregated data on almost 1 million women’s and men’s clothing products listed on the company’s Amazon Fashion US website.

• Our research found that Amazon Fashion offers 881,269 clothing products across 2,798 brands in womenswear and menswear.
• Amazon Fashion remains heavily reliant on third-party sellers. Just 13.7% of clothing products on the site are sold by Amazon itself (first-party sales), while 86.3% are listed by third-party sellers.
• Amazon appears to be focusing its first-party clothing inventory on higher-value categories.
• We found 834 Amazon private-label products on the site, equivalent to 0.1% of all clothing available on Amazon Fashion. The company’s private labels tend to be clustered in specific clothing categories, reflecting Amazon’s segmented approach.
• Nike is the most-listed brand on Amazon Fashion, with 16,764 products listed across womenswear and menswear.Lower-price brands such as Gildan and Hanes also rank very highly in terms of number of products listed.
• Activewear is prevalent on Amazon Fashion: the category represents almost 129,000 product listings across women’s and men’s clothing on the site.