What is happening: Unbranded clothing shipments from China are dominating Amazon’s apparel offerings. The top five apparel brands on the site are all shipped form China. The top brand, WSPLYSPJY, makes up 8.6% of all Amazon clothing listings. This is according to a recent survey by Coresight.
Growth: Amazon’s clothing offerings have grown 27.3% between February and September this year.
Credibility: This suggests that, although the clothes are unbranded and from abroad, the Amazon label adds a sense of credibility.
Cheap: The main sales point for these Chinese clothes is that they are far cheaper than American equivalents. They can also be shipped to America relatively cheaply, as the UPU make it cheaper for posting from developing nations such as China.
Third party: Third party sellers now make up 90% of all Amazon fashion listings.
What did Coresight say: “The rankings of most-listed products have been swamped by ultralow-price, generic clothing items that are dispatched on order from China.”
What did Coresight senior analyst, John Mercer say: “For almost 9 in 10 clothing items, Amazon.com is an intermediary, connecting seller and buyer — and for those using FBA, holding and shipping on behalf of the sellers.”