Nike No. 1 Among Amazon Shoppers
Nike is once again the most popular apparel brand on Amazon, a recent survey from Coresight Research found.
Though Amazon remains the largest apparel retailer in the U.S. by far—its 2022 apparel sales surpassed its nearest competitor, Walmart, by nearly 70 percent, Coresight found—a third of surveyed Amazon apparel shoppers reported buying Nike products on the e-commerce platform. A little less than a quarter said they bought a product from one of Amazon’s private apparel labels.
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Coresight Research’s sixth annual Amazon report, published Monday, pulls from a March survey of 2,000 U.S. consumers.
This year’s report marked the first time since 2020 that another brand had proved more popular among Amazon apparel shoppers than the platform’s own private labels. The switch occurred despite a slight increase in these private labels’ popularity—24.5 percent this year versus 22 percent in 2022. Nike saw even greater momentum, however. This year, 33.8 percent of Amazon apparel shoppers said they bought a Nike product on Amazon.com, while just 20.9 percent said the same last year.
A little over 90 percent of respondents said they had bought clothing or footwear in 2023, down from 93.5 last year. Of this number, 68.4 percent said they had bought apparel from Amazon, down from 70.4 percent last year. Looking to the future, 72.7 percent said they expected to buy apparel on Amazon in the next 12 months, up from the 66 percent who said the same a year ago.
Once again, Prime members drove high rates of apparel spending on Amazon, with 79.1 percent of Amazon Prime members and 70.9 percent of those with access to an account saying they had bought apparel on the platform. Of those without access to a Prime membership, only 44.1 percent used Amazon to buy clothing or footwear.
Demographically, those aged 30-44 were most likely to shop for apparel on Amazon.com, with 78.3 percent saying they had done so. A slightly smaller percentage, 73.4 percent, of those aged 18-29 said the same. The likelihood of buying Amazon apparel fell off for older segments, with 65.8 percent of those aged 45 to 60 and 55.9 percent of those older than 60 saying they had purchased apparel or footwear on the website.
Wealthier households also proved more likely to buy Amazon clothing. About four-fifths of those making between $100,000 and $200,000 said they bought apparel on Amazon in the past 12 months. Of those making between $50,000 and $100,000, 69.3 percent said the same, while 66.3 percent of respondents with a household income of between $25,000 and $50,000 reported buying apparel on Amazon.
Footwear and casual clothing proved most popular among Amazon apparel shoppers, with 46 percent of shoppers saying they purchased men’s or women’s footwear, up from 43 percent last year. Women’s and men’s casual clothing also saw improvement, with 43.4 percent and 42.1 percent of respondents saying they had bought from the two categories, respectively. Though women’s casual only saw modest growth, men’s casual came in significantly up this year compared to 34 percent in 2022.
Coresight observed year-over-year upticks across nearly all categories, which it attributed to increased cross-category apparel purchasing on Amazon.
Amazon apparel shoppers’ reasons for using the platform saw some notable changes compared to last year. In 2022, just 37.5 percent in this category said they shopped on the platform because it offered a wide choice of brands. This year, 56.2 percent said so. “Good, cheap delivery” also increased as a factor, with 49.3 percent citing this reason compared to 36.3 percent this year. “Fast, free delivery,” however, decreased from 60.8 percent in 2022 to 47.2 percent this year.
