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Understanding Amazon Fashion

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Photo by ANIRUDH on Unsplash

Amazon has entrenched itself as the largest retail company in the US clothing, footwear, and apparel accessories market: Coresight Research estimates that its sales were nearly 70% higher than its closest competitor in 2022. Every year, they survey US consumers about their clothing and footwear shopping patterns on Amazon.com and recently completed its sixth annual survey.

How many people are shopping Amazon fashion? This year, in a return to the pre-pandemic trends seen in 2018 and 2019, the proportion of respondents who bought clothing or footwear from Amazon.com in the year prior to the survey fell behind the proportion who expect to do so in the upcoming year. The proportion of consumers planning to buy apparel from Amazon in the next 12 months exceeded 70%—a record high since they began our annual survey.

Does Prime membership impact apparel shopping on Amazon? Nearly twice the proportion of Amazon apparel shoppers with a Prime membership bought clothing or footwear on the platform in the past 12 months, compared to the proportion without a Prime membership that did the same.

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