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.
In August 2005, Amazon began selling products under its own private label, "Pinzon"; the trademark applications indicated that the label would be used for textiles, kitchen utensils, and other household goods. In March 2007, the company applied to expand the trademark to cover a more diverse list of goods and to register a new design consisting of the "word PINZON in stylized letters with a notched letter "O" which appears at the "one o'clock" position". Coverage by the trademark grew to include items such as paints, carpets, wallpaper, hair accessories, clothing, footwear, headgear, cleaning products, and jewelry. In September 2008, Amazon filed to have the name registered. USPTO has finished its review of the application, but Amazon has yet to receive an official registration for the name.
In 2012, Amazon announced the launch of Vine.com for buying green products, including groceries, household items, and apparel. It is part of Quidsi, the company that Amazon bought in 2010 that also runs the sites Diapers.com (baby), Wag.com (pets), and YoYo.com (toys). Amazon also owns other e-commerce sites like Shopbop.com, Woot.com, and Zappos.com.