In a deep dive into Amazon‘s fashion apparel offerings, the bulk of what’s listed is non-branded, or “generic” products, according to a report from Coresight Research done in collaboration with DataWeave. The data was compiled last September and included year-over-year comparisons.
After analyzing the top 30 brands on Amazon Fashion, where “95 percent of purchase activity occurs,” authors of the report said, non-branded “topped the ranking by number of products in September 2019, with very substantial growth of 906 percent over the previous year.”
In the Coresight Research report, Deborah Weinswig, chief executive officer and founder of the firm, said when “we analyzed the 30 combined men’s and women’s categories, we discovered that the generic label featured in the top three brands for 60 percent of the categories — 18 out of the 30.”
The research revealed more than 849,000 apparel items across 2,600-plus brands in 24 categories — in men’s and women’s fashion apparel. “Activewear is a top apparel category on both men’s and women’s apparel on Amazon.com, and Nike has the largest number of listings on each,” Weinswig said in the report.
By segment, men’s apparel outnumbered women’s apparel listings “for the top 95 percent of brands on Amazon Fashion,” the reported stated. “This is a significant change from one year earlier, when the number of women’s apparel products was 1.5 times greater than men’s listings for the top 95 percent of brands we analyzed,” Weinswig said.
By product type, the top three men’s categories on the site by the number of products listed were shirts, activewear and T-shirts (included tank tops). The top three categories comprised 54 percent of all men’s products listed on the site. The top three women’s product categories were tops, T-shirts and blouses, dresses and activewear — totaling 49 percent of all the women’s product listings on the site.
Digging into specific brands sold and excluded the generic or non-branded listings, the research found that the most-listed brands were InterestPrint, Hanes and Gildan.
Weinswig said in the report that InterestPrint has “50,437 product listings on Amazon Fashion, and none are listed by Amazon — 97 percent were listed by third-party sellers and 3 percent were out of stock as of September 2019.”
The report noted that InterestPrint’s “primary presence on Amazon.com is in the category of men’s fashion hoodies and sweatshirts (14 percent of its listings), followed by men’s shirts (9 percent), women’s tops, T-shirts and blouses (7 percent), women’s dresses (7 percent), women’s activewear (7 percent) and women’s swimsuits and cover-ups (7 percent).” Weinswig said the remaining products listed cover seven other apparel categories.
Hanes, meanwhile, had nearly 17,000 product listings on the site with more than 93 percent being listed by third-party sellers. By category, men’s dominated the listings. Weinswig said Gildan had 15,470 products listed with 97 percent being touted by third-party sellers. Men’s also lead the categories listed.
Overall, Weinswig said third-party sellers on Amazon Fashion are “thriving” by garnering 87 percent of apparel listed, which compares to 84 percent in the previous report.