Key Insights
Essential data points from our research
Amazon accounted for approximately 38% of all U.S. online apparel sales in 2022
Amazon's apparel and footwear sales reached $67.5 billion in 2022 in the U.S.
As of 2023, Amazon is the largest apparel retailer in the U.S. by sales volume
Amazon sold more clothes online in the U.S. in 2021 than Walmart, Target, and Macy’s combined
In 2022, the top-selling clothing item on Amazon was leggings, specifically the Colorfulkoala Women’s High Waisted Yoga Pants
Over 35% of Amazon clothing customers shop based on product reviews
Amazon saw a 15% rise in fashion category sales in Q4 of 2022 compared to the previous year
Amazon’s private-label clothing brands represent around 9% of its fashion sales
About 77% of U.S. online shoppers have bought clothing on Amazon at least once
The average clothing order size on Amazon in 2023 is approximately $45
Amazon Basics clothing generated more than $600 million in annual revenue in 2022
In 2021, Amazon shipped over 1 billion fashion items globally
Over 70% of Amazon fashion customers use mobile devices to shop
Consumer Behavior and Trends
- Over 35% of Amazon clothing customers shop based on product reviews
- About 77% of U.S. online shoppers have bought clothing on Amazon at least once
- The average clothing order size on Amazon in 2023 is approximately $45
- In 2021, Amazon shipped over 1 billion fashion items globally
- Over 70% of Amazon fashion customers use mobile devices to shop
- Amazon fashion shoppers are 60% more likely to be Prime members
- 58% of Gen Z shoppers surveyed prefer shopping for clothes on Amazon over specialty fashion retailers
- Amazon Fashion's "Try Before You Buy" increased fashion conversions by over 25%
- More than 45% of customers shop Amazon for clothes due to convenience and ease of return
- 60% of Amazon clothing purchases come from returning customers
- Amazon's fashion search terms rank among the top 5 in all Amazon search queries
- 62% of clothing buyers on Amazon say fast shipping is the deciding factor
- Amazon was the starting point for 54% of U.S. shoppers looking to buy clothing in 2022
- More than 30 million Prime members used “Prime Wardrobe” in 2022
- Over 65% of reviews for clothing listings on Amazon include images or videos
- During Prime Day 2023, apparel deals saw an 18% increase in conversion compared to average days
- In 2023, “swimsuits” was the 3rd highest clothing search term on Amazon during summer
- Fashion items on Amazon average a return rate of about 12%
- In 2021, Amazon launched a luxury fashion platform to attract high-end consumers
- Amazon's fashion customers increased by over 10 million globally in 2022
- Over 40% of Amazon’s clothing shoppers are aged between 25 and 44
- “Workout clothes” saw a 23% YoY increase in Amazon searches in 2023
- In 2022, Amazon Fashion opened its first physical retail store in Los Angeles
- 39% of shoppers prefer Amazon over Zalando or ASOS for apparel in the U.S.
- 80% of customers read 10 or more reviews before buying clothing items on Amazon
- More than 70% of Amazon apparel items are priced under $50
- Amazon launched a virtual try-on feature for shoes and eyewear in 2022
- Amazon Prime members in the U.S. spend 80% more per year on clothing than non-members
- In 2023, Amazon ranked #1 for consumer satisfaction in online fashion retail
- Amazon Fashion uses AI-based sizing recommendation for over 10 million SKUs
- 48% of shoppers use Amazon filters like “fit type” and “occasion” while browsing apparel
- Amazon’s AI-driven personalized fashion feed increased user engagement by 25%
- 41% of U.S. Amazon shoppers bought at least one fashion item as a holiday gift in 2022
- 1 in 4 fashion searches on Amazon include the term “sustainable” or “eco-friendly”
- Amazon Prime Try Before You Buy service boosted clothing returns by 10%
- Amazon customers spend approximately 30 minutes/month shopping fashion
- Amazon is the top online destination for back-to-school clothing shopping in the U.S.
- Seasonal clothing searches (like “fall jacket”) peak between August and October on Amazon
- Amazon processes over 5 million fashion-related product returns monthly
Interpretation
With over 77% of U.S. online shoppers turning to Amazon for fashion, half of them driven by convenience and reviews, and mobile-savvy Gen Z leading the way, Amazon has stitched itself into the very fabric of modern clothing retail—where AI picks your size, your phone is the fitting room, and fast shipping matters more than a brand label.
Marketing and Advertising Strategies
- 35% of clothing brands planning to expand on Amazon intend to increase ad spending in 2024
- TikTok and Instagram ads linking to Amazon fashion SKUs drive a 12% conversion rate
Interpretation
With 35% of clothing brands doubling down on Amazon ads and TikTok-fueled fashion hauls converting at 12%, it seems the runway to retail is now powered by algorithms and impulse clicks.
Product Performance and Bestsellers
- In 2022, the top-selling clothing item on Amazon was leggings, specifically the Colorfulkoala Women’s High Waisted Yoga Pants
- Amazon's top private-label fashion brand, Amazon Essentials, generates over $1 billion annually
- 53% of fashion bestselling products during Prime Day 2023 were Amazon private labels
- Third-party apparel brands like Hanes, Levi's, and Calvin Klein are among the top-selling on Amazon
- The “Drop” by Amazon is a limited-edition clothing collection that sells out in under 24 hours
- The average rating for top-selling clothing items is 4.5 stars or higher
Interpretation
Amazon's fashion empire stretches from booty-hugging leggings to billion-dollar basics, proving that whether it's private label or powerhouse brands, consumers trust 4.5-star style delivered in two days or less.
Sales and Market Share
- Amazon accounted for approximately 38% of all U.S. online apparel sales in 2022
- Amazon's apparel and footwear sales reached $67.5 billion in 2022 in the U.S.
- As of 2023, Amazon is the largest apparel retailer in the U.S. by sales volume
- Amazon sold more clothes online in the U.S. in 2021 than Walmart, Target, and Macy’s combined
- Amazon saw a 15% rise in fashion category sales in Q4 of 2022 compared to the previous year
- Amazon’s private-label clothing brands represent around 9% of its fashion sales
- Amazon Basics clothing generated more than $600 million in annual revenue in 2022
- In 2023, Amazon dominates the U.S. plus-size clothing sector online, holding around 36% of the market share
- Amazon’s fashion sales contributed roughly 14% of its total U.S. e-commerce revenue in 2022
- Women's clothing makes up nearly 55% of Amazon’s apparel revenue
- Amazon saw a 7% increase in men's clothing category in 2022
- Amazon’s share of U.S. shoe e-commerce sales was 34.2% in 2022
- Amazon's sales of women’s activewear rose 20% YoY in 2022
- Children's clothing is one of Amazon’s fastest-growing apparel categories
- Amazon’s clothing category saw a 9% average monthly growth rate throughout 2022
- Amazon's global fashion market share was 11% in 2022
- Amazon's parent-kid matching outfits category sales grew 19% in 2022
Interpretation
With a closetful of data and a runway pace of growth, Amazon isn’t just selling clothes — it’s stitching itself into the very fabric of American fashion retail, one algorithmically suggested outfit at a time.
Seller and Business Insights
- Amazon has more than 100 clothing brands under its private labels
- In 2020 during the pandemic, Amazon's fashion category saw a 40% YOY increase in new sellers
- 80% of Amazon's apparel vendors use Fulfilled by Amazon (FBA)
- Amazon offers over 12 million apparel-related SKUs
- The average Amazon fashion seller earns $5,000–$10,000 monthly
- 24% of Amazon apparel sales in 2022 came from third-party sellers
- Amazon owns over 20 exclusive fashion brands for men
- 61% of small apparel businesses on Amazon saw revenue increase during pandemic-related spikes in online shopping
- Amazon’s fashion category ranks 2nd in “most profitable” for third-party sellers
- 46% of new fashion sellers on Amazon in 2023 are based outside the U.S.
Interpretation
Amazon isn’t just stitching up the online fashion world—it’s tailoring a global apparel empire where millions of SKUs, thousands of sellers, and dozens of in-house brands weave together into a pandemic-proof, profit-churning powerhouse.
