The Ultimate 2023 Guide to Buying Clothes on Amazon
As an e-commerce and retail expert with over 15 years of experience advising online brands, I receive countless questions about whether Amazon is a trustworthy destination for buying apparel.
With steep discounts and two day Prime delivery, the allure is evident. Yet uncertainties linger around counterfeits, try-on frustrations, and subpar fabric quality from certain sellers.
So should smart shoppers consider Amazon a fashion go-to or continue relying solely on tried and true clothing sites and nearby malls? In 2024, thanks to major investments in premium name brands along with better seller oversight, Amazon now stands as a viable (and oftentimes ideal) option for clothing across styles, prices and categories.
In this comprehensive guide, I’ll share insights on:
- Amazon’s Massive Clothing Inventory: Breadth, Depth & Key Players
- 5 Convincing Reasons More Consumers Buy Clothes on Amazon Each Year
- How to Confidently Vet Quality and Authenticity When Ordering
- Making Returns Stress-Free (It’s Easier Than You Think!)
- Expert Tips to Find Well-Reviewed Staples, Trendy New Arrivals and More
- Why Amazon is Poised for Continued Growth in Fashion Ecommerce Sales
Let’s explore the state of clothes shopping with Amazon today…
1. Amazon’s Massive Clothing Inventory: Breadth, Depth and Key Players
Many consumers still don’t realize just how vast and varied Amazon’s clothing selection has become. Beyond the cheaper Amazon Essentials basics, shoppers can also browse premium designer brands and specialty boutique stores at significant discounts.
Total storefronts selling clothes on Amazon’s U.S. store: Over 1 million
Popular clothing retailers selling through Amazon:
- Major brands: Nike, Adidas, New Balance, Levi’s, Calvin Klein, Hugo Boss
- Multi-brand boutiques: Shopbop, 6PM
Amazon also operates its own in-house apparel brands:
- Casual basics – Amazon Essentials, Goodthreads
- Athleisure & activewear – Core 10
- Contemporary styles – Find.
- Business wear – Amazon Professional
Across categories, standouts include the wide assortment of affordable petites and plus sizes along with over 5,000 shoe options.
For kids, school uniforms and baby clothes surface as category strengths thanks to convenience and economy. Maternity clothes also shine as a newer expansion area.
By the Numbers: Amazon Fashion’s Sale Figures
- Over 45 million – apparel units sold in 2022
- $45 billion – total apparel gross merchandise volume (GMV) projected for 2025
- Active apparel GMV quadrupled 2019-2022
With major labels like J.Crew and Macy’s joining the Amazon marketplace in recent years, Amazon positions itself as the clear #2 player behind Walmart in U.S. apparel ecommerce.
As explored next, stellar perks beyond cost savings help accelerate adoption among fashionistas.
2. 5 Convincing Reasons More Consumers Buy Clothes on Amazon Each Year
For the uninitiated, browsing clothes on Amazon may seem too risky compared to traditional department stores or fashion-first e-shops. However, Amazon wins over skeptic consumers thanks to advantages in:
Convenience
- Two day or faster shipping with Prime
- Automatically saving payment details and shipping addresses
- 24/7 customer service and hassle-free exchanges
Sourcing a summer wardrobe no longer requires marathon mall trips or anxiously awaiting deliveries from far flung warehouses.
Neil Saunders, Managing Director at GlobalData Retail: "Very few retailers can compete with the end-to-end ease Amazon offers these days. You can shop major and niche fashion brands all in their store then receive reliable delivery speeds with Prime."
Affordability & Competitive Discounts
Consignment remains confined largely to urban city centers. Off-price chains like T.J. Maxx provide deals but force a time investment digging through sparsely stocked racks.
Amazon makes value shopping a quick digital experience through:
- Heavy promotions for Prime Day and holiday sales events
- Steep markdowns thanks to economies of scale
- Lightning deals promoting overstock and last season items
Vast Selection Across Price Points
Department stores heavily curate designer brand partnerships while budget fast fashion pure plays (H&M, F21) focus exclusively on latest low cost runway-inspired styles.
Amazon meets demand across segments through boundless seller choice including:
- Entry level own brands – Amazon Essentials
- Premium labels – Theory, Johnny Was, AG Adriano Goldschmidt
- Hard to find niche styles – historically accurate cosplay costumes, Dr. Martens Jadons in less common colors
- Sample sales from brands and multi-brand boutiques
70% Off or More: Sourcing Discount Brands
Beyond elite luxury names like Chanel or Gucci, most major fashion labels now operate their own outlet ecommerce sites. However, finding worthwhile discounts still proves challenging even when buying directly.
Here Amazon bridges the savings gap. With independent sellers liquidating older season stock, shoppers reliably reach:
- 50% off or more on contemporary labels like Tory Burch, Vince, Rebecca Taylor
- 60-80% discounts for club wear brands like Herve Leger, David Meister
Related categories like handbags, watches and jewelery provide comparable savings potential.
Minimizing Mis-sizing Frustrations
Finding a trusted tailor feels nearly impossible for many consumers today. Without precise measurements, buying clothing online poses fit gamble.
Amazon provides insurance through Prime Wardrobe. The popular try before you buy program allows Prime subscribers to order up to 8 items across supported categories. What doesn‘t work gets sent back at no charge.
Wardrobe-eligible purchases include shoes, accessories and clothes for women, men, kids and babies. The 7 day try on period helps identify keepers.
Per Amazon, over 75% of first time Prime Wardrobe shoppers buy at least one item from their box. This rising program further convinces earlier Amazon holdouts.
Now that we‘ve covered why more consumers buy clothes on Amazon annually, how do savvy shoppers separate quality garments from potential hazards?
3. How to Confidently Vet Quality and Authenticity When Ordering
Reviewing a few quick indicators before clicking purchase goes a long way to verify Amazon clothing quality and authenticity:
1. Seller reputation
- Favor official brand storefronts on Amazon along with Amazon‘s own in-house clothing labels
- Check for an average rating of 4+ stars from at least 500+ ratings
- Review percentage breakdown – apparel sellers with 95%+ positive ratings prove reliable
2. Return policies
- Apparel sold by Amazon itself or fulfilled directly through trusted partners allows free returns for 30 days after receiving an order
- Verify return eligibility before buying from 3rd party sellers
3. Product reviews
Scan both the average star rating and written feedback mentioning:
- Consistent sizing guidance
- Durability feedback across wash and wear
- Notes on fabric feel and stretch
- Relative rating comparisons to the brand‘s mainsite pieces
4. Photography
Listings using product images across standard ecommerce angles indicate reputable sourcing and quality. However:
- Single stock images repeated across colors often signal dropshipping
- Flat product images may represent counterfeit items mimicking the brand
5. Impeccably priced coveted styles
Deeply discounted rare "holy grail" items like sold out collectible sneakers or a fully sequined Gucci moto jacket priced 80% off retail should raise eyebrows.
While Amazon offers strong clothing deals, prices well below broader market rates suggest potential fraud. Proceed with caution when something seems too good to be true.
What Does Counterfeit Clothing on Amazon Look Like?
Fake apparel sold through unauthorized Amazon sellers typically appears noticeably inferior upon closer inspection.
Hallmarks of counterfeit clothing include:
- Cheap feeling fabrics with uneven stitching
- Misaligned prints and logos
- Improperly sized or oddly shaped garments
- No branding or tags on interior lining
- Non-branded packaging and labels
When sold by an unknown or recently launched seller, these characteristics serve as red flags. If you suspect an item‘s authenticity upon delivery, immediately reach out to Amazon customer support.
Amazon takes buyer safety and fraud seriously. Their team thoroughly investigates counterfeit claims for fast removal while issuing refunds to impacted shoppers.
4. Making Returns Stress-Free (It’s Easier Than You Think!)
During my advisory calls, retailers and brands often express disbelief at how effortless Amazon makes product returns compared to competitors.
But by analyzing the powerhouse‘s streamlined systems, we see why sending back clothes purchased on Amazon appears seamless.
Amazon apparel return policies include:
- 30 days from delivery for most categories
- Free return shipping on eligible items
- Some purchases allow in-store returns to Kohls or Whole Foods locations instead of UPS
Processing a return requires just basic steps:
1. Login to your account → Orders page → Select return
2. Print provided return shipping label
3. Box up item → Affix label → Drop off at nearest UPS location
Once the return gets scanned at UPS, Amazon issues an account credit in 1-2 business days.
Amazon Makes Exchanges Equally Straightforward
For clothes or shoes that simply require a different size vs. refund eligibility, exchanges through Amazon take equivalent ease.
Shoppers need only re-order the accurate size in the same product listing. Amazon‘s system recognizes the new order tied to the return. Once the first package gets sent back, the exchange order ships without any additional payment.
Between simplified self-service exchanges and Prime Wardrobe risk-free try ons, Amazon empowers consumers to confidently buy clothes sight unseen. Returns remain frictionless as a backstop.
Now…what tips and tricks help savvy shoppers narrow down Amazon‘s limitless clothing options?
5. Expert Tips to Find Well-Reviewed Staples, Trendy New Arrivals and More
With millions of apparel listings spanning all styles and budgets, the browsing process initially seems borderline futile.
Thankfully, Amazon provides ample filters and curations. Follow these best practices from our research to locate items matching your taste and wardrobe needs:
Search Smarter With Specific Keywords
Rather than starting vague searches like “workout tops”, add descriptive filters like:
- Your ideal brands: Lululemon, Nike, Alo Yoga
- Preferred features: long sleeve, mock neck, zip up
- Fabric preferences: cotton, merino wool, supima cotton
- Intended uses: running, hot yoga, hiking
Example: “long sleeve zip up workout top” or “Lululemon running t-shirt”
Use Amazon‘s sidebar filters to further refine by price, rating, Prime eligibility and more.
Check “Customers Also Bought” Carousels
Amazon‘s algorithm surfaces similar and complementary purchase suggestions on each product page. Peruse options under:
- Frequently bought together
- Customers who viewed this item also viewed
- Inspired by your shopping trends
The visually rich combinations provide style inspiration. For example, browsing staple jeans often surfaces perfectly paired jackets or shoes purchased by other shoppers.
Follow Amazon Fashion Editors’ Themed Pages
Amazon employs in-house fashion experts to curate outfits and top products across activity themes and style aesthetics such as:
- WORK edit – office attire for women/men
- Casual Shop – weekend wear guide
- Elevated Essentials – contemporary luxury clothes, bags, more
- Made for Walking – trending shoes
Bookmark go-to pages aligning with your preferences to see latest finds.
Enable Personalized Recommendations
Shoppers that allow Amazon to track browsing and purchase behavior unlock more tailored suggestions following their taste rather than generic trending styles.
Over time, logged in users see an increasingly customized home page experience highlighting curated Outfits for You. Suggestions home in on preferred colors, silhouettes and categories catered specifically to an individual’s shopping habits.
Personalized results like “inspired by your recent order of AGOLDE jeans” make discovering relevant new arrivals rewards staying logged in.
Download the Amazon Shopping App
Access special mobile-only deals and shop more spontaneously by downloading the Amazon app for iPhone or Android. Push notifications alert you to relevant sales or brands newly added to the platform.
Users can conveniently access the barcode scanner to evaluate prices in stores then check if Amazon sells for less. The view in room AR tool lets you envision furniture or décor in your space before buying – a feature coming soon to apparel.
Now that we’ve explored the ins and outs of clothes shopping on Amazon today, what does the future hold for fashion on the mega retailer?
6. Why Amazon is Poised for Continued Growth in Fashion Ecommerce Sales
Over the last 5 years, Amazon aggressively invested in premium brand partnerships, facilities and advanced shopping experiences to secure its status as the #2 fashion destination behind Walmart.
With apparel now surpassing consumer electronics as Amazon’s top-selling segment, Analysts predict continued gains. By 2025, yearly gross merchandise sales for Amazon fashion are expected to reach $45 billion.
Major growth accelerators include:
More mainstream adoption for Prime Wardrobe: Shopper preference for free try ons before committing to purchases continues rising. As Amazon builds on recommendations to fit history, sizing precision improves.
Top tier brand partnerships: Labels slow to embrace Amazon marketplaces now show greater urgency to tap the platform’s 300+ million loyal shoppers and battle declining foot traffic elsewhere. Awards shows and high profile celebrity style moments will likely incorporate shop the look links to Amazon integrated by brands.
Fashion tech developments: Amazon tests augmented reality to virtually try on glasses frames and watches. As machine learning advancements scale 3D simulation for apparel, we expect Amazon to lead the category. Early experiments suggest AR drives increased purchase confidence and intent to buy while lowering returns.
Physical retail expansion: Amazon grows its brick and mortar footprint through large format apparel stores. After opening Amazon Style, the initiative sets sights on further replications in top cities to capture combination store/website customers.
International growth: While Amazon currently generates the bulk of fashion sales domestically, global shoppers show enthusiasm to use the marketplace for clothes as reliability builds across Europe and Asia. Marketplace aggregators like India’s Meesho which enable small sellers on Amazon to scale rapidly facilitate increased international selection.
Between surging Prime member totals crossing 200 million in early 2022, stepped up category investment and supportive long term consumer shifts to ecommerce, clothes shopping on Amazon should continue its ascension for years ahead.
The Bottom Line: A Viable (and Often Ideal) Fashion Destination
Based on Amazon Fashion’s prolific assortment of styles sold directly by leading brands and smaller merchants at competitive pricing aligned with customer expectations, Amazon forged itself as a leading fashion destination for apparel staples and trend-driven statement pieces alike.
Between steep discounts thanks to Amazon scale and fulfillment efficiencies, value shoppers find plenty of clothes and accessories priced far below MSRP even for premium labels. Carefully vetting highly rated sellers while leveraging Prime perks like fast branded shipping and free returns further streamlines the experience relative to off-price chains.
And for convenience seekers, Amazon’s massive on-demand inventory across categories enables forsaking meticulous packing lists and last minute emergency purchases. Want trendy sneakers to finish a vacation look? Order and receive within 24 hours up until departure. Rather than hoping a single neighborhood boutique stocks the perfect date night dress, casual shoppers browse thousands of options at lightning speed.
While counterfeiting and quality control issues persist on the margins, Amazon instituted enough buyer protections and crackdowns to earn the trust of scores of fashionistas. Still not convinced? Try out wardrobe and ease any lingering concerns.
So rather than limiting Amazon to commodity household items or electronics, modern shoppers should absolutely consider Amazon Fashion an accessible, affordable online mall rivaling the deals, selection and immediacy of physical retailers. Follow the vetting and navigation tips outlined above to unleash Amazon’s possibilities as a closet hero.
