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In this report, we showcase the findings of our recent online survey of US consumers, a sizable proportion of whom had bought clothing or footwear on Amazon during the past 12 months. We explore how many US consumers are buying apparel on Amazon, which retailers these shoppers have switched their spending from, what clothing and footwear brands and categories they are buying on Amazon, their attitudes toward Amazon Fashion and its offerings, and where else, besides Amazon Fashion, they shop for apparel. Throughout this report, “apparel” refers to both clothing and footwear.
Some commentators have argued that the Amazon website is not equipped to provide a quality experience for browsing, searching and discovering fashion ranges. After all, Amazon established its position by serving as a kind of catalog for products that shoppers buy based mostly on specifications, such as books and electronics—but fashion shoppers tend to browse and buy differently.
Still, with Oscar picks like Moonlight, Manchester by the Sea, The Florida Project and Lady Bird flanking critical darlings like The Handmaiden and a handful of our picks for the best movies of 2017, like Good Time, The Lost City of Z, It Comes At Night, Brawl in Cell Block 99 and A Ghost Story, Amazon Prime is proving to have an eclectic collection of stuff you won’t be able to find anywhere else. Like last month, Prime hasn’t lost much at all in October, though The Witch went over to Netflix, leaving plenty of horror flicks to satiate this month’s seasonal needs. Also now available: the X-rated version of Paul Verhoeven’s mighty Robocop, one of the best movies ever made about Detroit and also about a robot cop.
Andrew began his first importing business in 2005 at 19. Graduating as a double major with High Distinction from the Carlson School at 20, Andrew now owns and operates four businesses related to manufacturing, importing, private labeling, wholesale distribution, retail sales and third party marketplaces. His lifetime sales on eBay and Amazon are each in the 8 figures. His latest startup is AMZ Help, which offers unlimited Amazon consulting from a team of experts for a monthly fee. Now 31, he lives in Hidden Hills Preserve with his wife and two young children.
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The only issue, however, is that while it’s easy-peasy to load up on veggies, meats, and dairy during mealtimes, finding yourself starving at 4 p.m. without a suitable snack can be quite the downer. Fear not, keto crusader, because there’s more to life (or more to Amazon, at least) than tortilla chips and chocolate chip cookies. These nine keto snacks are only a couple of clicks away.
We present these figures with the caution that no research firm truly knows how much clothing and footwear is sold on Amazon. We also note that some research firms have enjoyed substantial media coverage on the back of estimates that have placed Amazon as one of the very largest retailers of apparel in the US. We further note the risk of a herding effect, whereby some research firms may be reluctant to estimate figures that vary susbtantially from those published by other firms and that are already in the public domain.
“I think, effectively, you have a company that has conspired with about a billion consumers and technology to destroy brands,” argued Scott Galloway, a founder of business research firm now called Gartner L2 and a professor of marketing at New York University Stern School of Business, in a presentation last year. “Their attitude is that brands have, for a long time, earned an unearned price premium that screws consumers.”
Sports brands such as Nike, Under Armour and Adidas are among the most-bought brands bought on Amazon. These brands’ presence across both clothing and footwear likely supports their leading positions—and, as we discuss later, footwear is a very popular category on Amazon Fashion. Lower-cost casualwear also ranks highly, as do underwear brands such as Hanes and Fruit of the Loom, implying that Amazon is popular for basics.
As the foundation upon which the Amazon empire was built, there are a lot of perks you can get for books and reading with Prime. With Prime, you can borrow a plethora of magazines, books and other reading materials from the Kindle Owner's Lending Library. So if you've got a Kindle or mobile device handy, you have access to all these books and more. But if you don't have an actual Kindle handy in your home, Prime Reading allows you to borrow books, magazines and more and read them on other devices or through the Kindle app.
"No $6 has had a more positive impact on my effort to preserve my clothing than the $6 I spent on this bar by The Laundress. I learned about this product from Senior Editor Ellen Hoffman and I can honestly say it's the best thing I've done for my dress shirts. 1 bar has lasted me well over a year, and I just need to wet my shirt collar and rub the bar back and forth a few times before washing. It gets rid of all of the grime and oil from my collars. I was able to rehab shirts that were ready to go to charity or become rags." — Breton Fischetti
Amazon discloses few metrics on its performance in apparel. Since one indicator of that is number of shoppers, we asked survey respondents who had bought clothing or footwear in the past 12 months if they had bought apparel on Amazon during that time. We also asked apparel shoppers if they think they are likely to buy clothing or footwear on Amazon in the next 12 months. Respondents were required to choose either “yes,” “no” or “cannot remember” (“don’t know” for the next-12-months question) as their answer.
Nevertheless, our survey found that Amazon apparel shoppers are highly satisfied with the Amazon Fashion shopping experience. In fact, 65% cited the ease of browsing and searching Amazon Fashion as a reason for buying clothing or footwear on the site, ahead of factors such as choice and price. Moreover, only 12% of Amazon apparel shoppers said that they thought the site could be made easier to browse.