Further Amazon fashion marketplace analysis

A report produced by Lengow and DataHawk found that only 22% of Amazon searches include a brand name. People are more likely to search for the product they’re looking for, e.g. ‘cotton summer dress’. This indicates consumers do not associate Amazon with brands and leads to the question of whether competitors have an opportunity to promote brands. It also shows that you don´t need to be a well-known brand to sell on Amazon – a reason to trial a new, young brand or nonbranded products.

One of the most common brands on Amazon Europe and the UK is Fruit of the Loom. The range includes a selection of basics – t-shirts, polo shirts, sweatshirts, fleeces and underwear in a wide variety of colours. Whilst not selling directly to the public, Fruit of the Loom has a large network of wholesalers throughout Europe that serve the Amazon offering.