Top 10 fashion brands on Amazon analyzed

What are the best sellers in the clothing category on the four most popular Amazon marketplaces in Europe? How is the ratio between known and unknown brands? And on which other European marketplaces do brands sell their clothing in addition to Amazon?

You can’t get around Amazon in Europe. The US ecommerce giant is everywhere. And even though Amazon might not be a real fashion leader, there’s still a lot of revenue that’s being made by fashion retailers through these marketplaces.

Top 10 fashion brands on Amazon

Ecommerce automation platform Lengow and Amazon data analysis tool DataHawk have published a study on Amazon and the online fashion market. They analyzed the hundred best sellers in the “Clothing” category on Amazon UK, Amazon Germany, Amazon France, and Amazon Italy from May 2020 to May 2021, and highlighted the top 10 fashion brands on Amazon.

Uniform Europe-wide Amazon brand strategy

One of the conclusions is that there are many no-name brands in the top 10. But on all four marketplaces there are also some well-known brands that repeatedly appear in the top list. For example, Calvin Klein can be found in the United Kingdom, Italy, and France, Puma appears in the top ten in Germany, Italy, and France, and Tommy Hilfiger can also be found in these three marketplaces. According to Lengow, this speaks to a uniform Europe-wide Amazon brand strategy.

Fruit Of The Loom is the only brand that is found in every top 10 list.

Fruit Of The Loom however is the only brand that is found in every top 10 list. This American fashion brand produces basic products that are bought primarily because of their attractive price. The company handles almost the entire distribution strategy via Amazon, only in the US does it additionally have its own DTC online store.

Amazon Brand Store

The study shows that the majority of brands in the top 10 fashion brands on Amazon rely on an Amazon Brand Store. Particularly well-known brands do this to communicate a consistent brand image, Lengow argues. “Such a store also makes it possible to increase traffic and stand out from the competition.”

Buying basic products in bulk is popular.

According to the analysis, basic products are very popular. The top 10 lists are dominated by these type of products, including boxer shorts, underpants, socks,  and T-shirts. “Items for which you don’t want to use the changing room, but rather order online without any fuss”, Lengow explains. The top 10 also includes basic products in large quantities. Multiple times, packs of 6, 10 or even 18 can be found in the top lists.

Half of brands on Amazon.de and Amazon.co.uk are national

Another interesting find is that half of the brands on Amazon Germany and Amazon UK are national. This isn’t the case for Amazon’s marketplaces in France and Italy. “Especially in the countries where Amazon is extremely strong, national brands seem to put more effort into a strategy that bears fruit.”

Other popular fashion marketplaces in Europe

Among retailers and brands selling fashion on Amazon, Cdiscount (42.9 percent) was the most popular marketplace on which they additionally sell their products online. Spartoo (38.1 percent), eBay (37.4 percent), La Redoute (25.9 percent), Zalando (13.7 percent) and Privalia (9.3 percent) are other popular fashion marketplaces in Europe.