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From resale to direct-to-consumer, Amazon is rapidly becoming the new global fashion marketplace. What does this mean for brands? Earlier this year, reported that has continued to steadily surpass in clothing sales since 2019.

Having captured the value retail market, in April Amazon launched within the US section of the site. This brings more than 100 luxury fashion and beauty brands to the marketplace. Previously, shopping Amazon Luxury was an invitation-only opportunity for some when launched in 2020. Analysts are now questioning if Amazon can indeed crack the luxury sector.

in the US, or in the UK and Europe, are ���������Dz�’s resale platforms.

Earlier this year Amazon also announced it has broadened its plus size offering, underscoring its commitment to inclusivity and diversity in fashion.

The online retail giant (Amazon reported net income of US$17.1B in Q1 2025) has forever changed consumer behavior and shopping expectations. Prime membership offers free next day (sometimes same day) delivery, free 30 day returns, easy “buy now” one click payments, and free streaming music and video content (in March 2022, ).

���������Dz�’s was one of the first fashion competition shows to seamlessly combine tv, e-commerce, and influencer marketing, selling designer clothing in real time. Hosted by Heidi Klum and Tim Gunn (both formerly ), the show aired for three seasons (2020–2022), with every winning look from each episode immediately available to purchase on Amazon Fashion—some selling out within hours. Prices were typically under $100. The show boosted designer visibility, with some launching Amazon-exclusive capsule collections post show. Powered by ���������Dz�’s logistics, the show made designer fashion instantly shoppable at scale, leaving a blueprint for how content + commerce + creators working together can make fashion go straight to your closet via your screen—bypassing the runway and the store.

Whether it is the start of a consumer’s product search, a price comparison during shopping, or researching reviews, a visit to Amazon is on most consumers’ paths to purchase even if purchases are made elsewhere.

So, what’s in it for fashion brands to sell via Amazon?

In summary, a lot.

Leveraging AI

For years Amazon has used AI to drive Retail and Customer Experiences such as:

• Personalized recommendations based on browsing, search, and purchase history
• “Customers who bought this also bought that” and “You might also like” sections
• analyses millions of data points daily generating billions of size recommendations each month for hundreds of millions of customers, reducing fit related returns. For sellers, the Fit Insights Tool helps brands understand customer fit issues to improve future designs.
• Grab & Go purchases via in Amazon Go Stores
• (mobile app only) for shoes and eyewear
• Review Summaries
• (mobile app only) curated content based on movies & TV shows, sports, and live TV

As well as Operations and Logistics through:

• Robotic-empowered fulfilment centers
• Delivery route optimization
• Demand forecasting—what will sell where and when, reducing overstock or shortages
• AI-generated product descriptions

Leveraging Amazon Web Services AWS

A host of cloud-based tools and pay-as-you go cloud infrastructure specifically for Retail enabling efficient, agile, and customer-centric solutions development, deployment, and AI analytics. Retailers don’t have to be builders as Amazon has thousands of partners that can help.

Vast Exposure

Selling on Amazon also offers . During the first half of 2024, .

Leveraging ���������Dz�’s Last-Mile

By building its own extensive last-mile delivery network, Amazon controls the speed reliability, and quality of the delivery experience—impacting customer satisfaction, loyalty, and trust. Continuous investment in last-mile solutions include:

• Amazon Flex: Independent contractors using their own vehicles for deliveries.
• Delivery Service Partners (DSPs): Partnering with small businesses to operate their own delivery fleets.
• Amazon Hub Lockers and Counters: Providing secure and convenient alternative delivery locations.
• Route Optimization Technology: Employing sophisticated software to plan efficient delivery routes.
• Potential Future Technologies: Exploring drone delivery (Amazon Prime Air) and autonomous delivery vehicles (Amazon Scout).

So, what are the disadvantages of selling on Amazon Fashion?

Critics have raised environmental concerns:

• The sheer volume of individual orders shipped generates significant packaging waste.
• The transportation of goods, especially with the demand for fast shipping, contributes to greenhouse gas emissions and climate change.
• ���������Dz�’s business model potentially encourages rapid consumption and disposal of clothing, leading to increased textile waste in landfills.
• The production of inexpensive clothing often relies on high water and energy consumption, and the use of harmful chemicals in dyeing and manufacturing processes.
• Many affordable garments are made from synthetic materials like polyester and nylon, which release microplastics into the environment during washing, contributing to water and soil pollution.

Other ethical and social��issues questions include:

• Amazon has faced criticism for a lack of transparency in its supply chain, making it difficult to ensure ethical production preventing low wages, long working hours, unsafe working environments, and suppression of workers&/aatccnews_2025_06a/8217; rights.
• Amazon&/aatccnews_2025_06a/8217;s own warehouse working conditions have been under scrutiny for intense productivity demands, long hours, and high injury rates.
• Many fashion products on Amazon lack detailed information about material sourcing, manufacturing processes, and labor standards, making it difficult for consumers to make informed ethical choices.
• Amazon&/aatccnews_2025_06a/8217;s dominance and competitive pricing can make it challenging for small, independent fashion brands and local retailers to compete, potentially leading to their closure and a less diverse fashion landscape.
• The platform can be a marketplace for counterfeit goods, harming legitimate brands and potentially deceiving consumers.

In response to these criticisms, Amazon has initiated several programs and made commitments to address the issues.

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In response to environmental concerns, Amazon:

• Has eliminated plastic air pillows globally and is working to reduce packaging waste through initiatives like , which uses recyclable materials, is right-sized, and reduces damage.
• Aims to power its operations with 100% renewable energy by 2025 and achieve net-zero carbon emissions by 2040, including and electric delivery vehicles, with a goal of 100,000 electric vehicles deployed by 2030.
• Is regionalizing its fulfillment network to keep products closer to customers, reducing transportation distances and reliance on air transport.
• Has introduced a to help customers identify products with sustainability certifications from over 50 independent organizations. This includes products made with recycled materials, organic cotton, or reduced packaging. Currently more than 550,000 products in US retail feature the badge.
• Has introduced a private-label brand offering everyday essentials, including apparel, made with recycled materials, organic, and bio-based ingredients, and features the “Climate Pledge Friendly” badge.
• Has committed to sourcing more sustainable materials for its private-label apparel, including recycled cotton, organic cotton, and materials certified by the . They also aim to source paper-based packaging from recycled or certified sustainable sources.

Regarding ethical and social��issues, Amazon:

• Has a outlining expectations for suppliers regarding labor practices, health and safety, environment, and ethics. They state they work with suppliers who respect human rights, provide safe and inclusive workplaces, and promote a sustainable future.
• Assesses suppliers of its private-label products to evaluate their compliance with these standards, including labor rights, health and safety, environment, and ethics.
• Has i. They also work with organizations like and (now RISE) to improve working conditions and empower women in their supply chain.
• States that it monitors wage payments in its supply chain and encourages suppliers to ensure workers receive fair pay that meets basic needs. They also focus on ensuring safe and healthy workplaces and workers&/aatccnews_2025_06a/8217; rights to freedom of association and collective bargaining.
• Has implemented measures to on the platform, including brand protection tools and enforcement actions.
• Has initiated programs like that aim to support small, diverse, women-owned, and local businesses.

As is the case with the whole of the fashion industry, the effectiveness and scale of these initiatives are still subjects of ongoing debate and scrutiny. Continuous monitoring, stricter regulations, greater transparency and consumer education will ensure meaningful progress.

The Consumer “”

While many consumers express concern for ethical issues and a willingness to support responsible brands, their actual purchasing behavior doesn&/aatccnews_2025_06a/8217;t always reflect these values as price and convenience often outweigh ethical considerations at the point of purchase.

Like the rest of the fashion industry, Amazon&/aatccnews_2025_06a/8217;s challenge, and opportunity, lies in effectively catering to both sets of drivers, taking a leadership role for positive change.

All photos courtesy of Amazon.

��ɫֱ�� the Author

Craig Crawford is a two-time Tabbie award winning author and founderprenuer of Crawford IT, () a London-based consulting firm specializing in the digital transformation of brands; Twitter @getamobilelife; Instagram @getamobilelife; +44 07834584785