Behind Amazon Becoming The Number One Clothing Retailer In The United States Is The Self Catering Brand'S Consumption Of The Clothing Market.

Amazon has successfully defeated Target, becoming the first clothing retailer in the United States, according to the latest survey released by Coresight Research.

60.5% of respondents said they bought clothing or shoes products on Amazon's website, and clothing surpassed books, cosmetics and electronic products to become the most popular products on Amazon website.

This proportion is two times that of last year, and the number of consumers who buy clothing in Amazon in the next 12 months is expected to increase significantly.

The report shows that Prime members account for 2/3 of clothing consumers, an increase from 60% last year.

Nearly 75% of Prime members said they bought clothes in Amazon over the past 12 months, while the proportion of non Prime members was only 1/3.

This means that the penetration of Amazon's apparel business among Prime members may reach a peak. Meanwhile, Amazon's future share of clothing needs more non Prime members.

According to the survey data, the number of Prime members in the Amazon market has stabilized. About 53% of the respondents said they had their own membership, and another 23% said they used Prime benefits through their families or friends. The data of the two groups were higher than those of last year's 43% and 21% respectively.

The survey also proves that the influence of Amazon's proprietary brand is expanding.

1/6's Amazon consumers said they bought Amazon self brand products in the past year.

It is reported that Amazon has launched 4904 self operated clothing products, accounting for 75% of the total number of proprietary products.

17% of respondents said they bought Amazon's own clothing brand, up from 11% last year, and more than 20% of consumers were interested in trying these brands; although only 7% of respondents said they were attracted by Amazon's own brand, they doubled more than last year's 3%.

At present, Amazon's own brand has become the fourth largest clothing brand on the platform, and Nike, Andrea and Adidas rank the top three respectively.

It is reported that Amazon and WAL-MART and Target maintain fierce competition in the field of clothing retailing, while most consumers say that they are buying from Amazon Target and WAL-MART.

At present, Amazon has built the first advantage of the industry by penetrating the core of the middle end clothing market.

The average shopping level of Amazon consumers is close to the general situation of ordinary consumers.

According to the age and income of consumers, Amazon has similar target groups with several department stores and large retailers.

The average household income of Amazon apparel consumers is the same as that of Target and T.J.

In addition, consumers of Maxx, Marshalls and Kohl's belong to the same age group, slightly younger than the general clothing consumers, but older than Target, fast moving brands such as Old Navy, H & M and Forever 21.