Oh my goodness, even the queen of fashion is moving into online retail!Recently, Anna Wintour, editor-in-chief of Vogue, joined with Vogue, the Council of Fashion Designers of America (CFDA), and Amazon US to launch an online store called “Common Threads：Vogue x Amazon Fashion”. Big brands are coming online because they see a great opportunity in online sales for fashion, especially women’s clothing.

Sellers familiar with women’s clothing know that China’s mature apparel export manufacturing hubs give women’s clothing a natural advantage in cross-border selling. As the pandemic gradually improved, demand for women’s clothing on the US Marketplace, European Marketplace, and Japan Marketplace also continued to rebound. Given this year’s special circumstances, sellers can start focusing on fall and winter selection, such as tops and outerwear; they can also prepare spring and summer selection and products with rising demand based on their own situation, such as loungewear, sportswear, dresses, and underwear. Without further ado, we’ve prepared a list of the women’s clothing items most popular with consumers in Europe, the US, and Japan!

People of all ages love to buy women's clothing on Amazon. Among them, consumers aged 18–24 are the largest consumer group for Amazon’s women’s clothing category, and 63.4% of consumers have bought clothes on Amazon in the past 6 months[1]

Amazon is easy to browse and search ; good delivery experience, low cost; cost-effective, good value for money; inventory Adequacy and large selection of brands are the main reasons why American consumers love to buy women's clothing on Amazon [2].

How much US consumers spend each month on online clothing purchases [3]:
● 27% of consumers spend about $50
● 29% of consumers spend about $100
● 18% of consumers spend around $250

Take the United States and Germany as examples [4]:
● Similar across gender and income groups: spending is nearly equal between men and women, and consumers across high-, middle-, and low-income groups all love shopping for fashion products online
● Different age groups: the largest percentage in the US (43%) is ages 25–34, while in Germany it is ages 45–54

According to McKinsey's 2020 fashion industry report, the concepts of environmental protection and sustainable development have become areas of growing concern.

International customers are more likely to market their choices as “Ethical Fashion.” Among women’s apparel brands are Alternative Apparel, which uses organic cotton and recycled materials, PACT, which is certified by GOT (Global Organic Textile), and Everlane, which shows its clothing production process and factory conditions. In addition, some luxury brands are leaders in this field, promoting an environmentally friendly process throughout the entire life cycle of a garment—from raw materials, dyes, and finishing agents to the factory environment and after-sales care. Some fast-fashion brands are also keeping pace: currently, 57% use environmentally friendly materials, and all materials are expected to be environmentally friendly by 2030. Some jeans brands are also investing in innovations in dyeing and finishing to improve environmental performance, such as reducing water use by 96%. When building their own brands, Chinese sellers can highlight any green, environmentally friendly, or public welfare initiatives in production, manufacturing, and sales[5].

● Design requirements can be summed up as beauty, savings, and showing off: beautiful without being expensive
● Follow advice from emerging designers and social media influencers on clothing trends, design details, and styling

● young generations, born into social media, emphasize self-expression and fun
● The working generation usually has families, children, and pets, and places more emphasis on lifestyle and taste
● Clothing has expanded from its basic “consumption” function to a “social” function, with people hoping to wear different clothes for different occasions

● Because consumers seek novelty and change, they are more willing to try emerging, niche brands
● Amazon, a retail e-commerce business with many brands, has therefore become their preferred channel for buying clothes

Marketplace: United States
Customer profile:
● Consumer behavior characteristics: seeks comfortable, relaxed, and lightweight loungewear/pajamas, and also has specific seasonal needs (such as breathability in summer and warmth in winter)
Product recommendations:
● Style: pajama/loungewear sets > robes/bathrobes > nightgowns > pajama pants/lounge pants > thermal underwear sets > pajama tops/lounge tops
● Material: cotton, polyester, spandex, viscose, elastane, satin, coral fleece (winter)
● Popular colors and patterns: black, white, gray, pink, red, beige, blue, navy, green, purple, plaid, and prints. You can also focus on family matching pajama sets
● Bestselling features: including comfort, relaxation, softness, lightweight feel, skin-friendly materials, moisture-wicking, breathability, durability (no pilling), warmth (winter), tagless design (to avoid skin irritation), pockets, cute cartoon designs or patterns, and Christmas themes

Chinese sellers can build small but distinctive brands with moderate prices and complete features. Fujian is one of China’s sportswear industry hubs. Shishi, in particular, has a complete sportswear supply chain, and Shishi Clothing City also offers a wide variety of styles.

In addition, Hangzhou, Yiwu, Guangzhou, Dongguan, and Xiamen are also major hubs for the sports apparel industry. Chinese sellers need to be mindful of the brand impact of established brands and emerging brands in sportswear, pay attention to avoiding competition with super-big brands, and look for opportunities to stand out through price, style, and specialization.

Marketplace: United States
Peak season: Year-round (slightly higher in the fourth quarter)
Customer profile:
● Target audience by Marketplace: Women ages 18–40 in the US have extended sports into their daily lives, and one person can identify as both an everyday sports enthusiast and a fitness enthusiast. In sportswear, women’s athletic apparel is one of the fastest-growing categories. And because it appeals to a broad range of customers, casual sportswear (Everyday Sportswear) has also become one of the biggest winners in women’s activewear
● Consumer behavior characteristics: Consumers place more emphasis on quality and are willing to accept higher prices for higher quality. Functionality is also a core need, and versatile products are highly appealing. They tend to choose high-quality fabrics and durable construction, and they want products that can withstand high-intensity activities and weather conditions (rain, snow, heat, and wind)
Product selection suggestions:
● Style: Recommended styles: Leggings/sports pants > sports tops/T-shirts > sports socks/performance socks > sports sets > sports jackets/vests > sports hoodies Hoodies > sports bras Sports Bra (continuing to trend upward in search rankings)
● Applicable scenarios: Yoga > Workout > Running > Dance > Outdoor
● Material: Nylon, polyester, Lycra, spandex, cotton, lightweight fabrics, and performance fabrics are more popular. Their main selling points include comfort and breathability, compression, stretch, shaping, tummy control, moisture-wicking, quick-drying, and being waterproof, windproof, and sun-protective (outdoor), as well as fleece lining (fall and winter)
● Best-selling colors: black, white, gray, pink, blue, purple, red, green, yellow, brown, and beige
● Bestselling features: support, removable bra pads, comfort and softness, breathability and sweat wicking, stretch, and more. Bras can offer different support levels for different use cases; seamless construction, hidden pockets, racerback design, tummy control, abrasion resistance, and lightweight materials
● Price range:
Leggings/athletic pants: $20–40
Athletic tops/T-shirts: $15–$27
Athletic socks/performance socks: $10–$24
Athletic sets: $16–$50
Athletic jackets/vests: $40–$80
Sports hoodies: $16–$60
Sports Bra: $16–30
Business recommendations:
● Product detail page: Images should emphasize real-life use and promote the experience of wearing the apparel during exercise, rather than the product itself. The model should demonstrate relevant features through athletic movements, such as yoga flexibility and running breathability.
● Promotion timing: the main promotion events throughout the year include Prime Day, Black Friday, Cyber Monday, and Amazon’s “Back to School”; make full use of social media or sports and outdoors communities to get customer reviews, and use #hashtags to tap into trending topics

Marketplace: Europe
Customer profile:
● Target audience by Marketplace: The sportswear category is performing very strongly and growing quickly. Over the past 5 years, the European sportswear customer base has included almost all age groups. As Europeans increasingly embrace a healthy, active lifestyle and have more opportunities to take part in various sports, sportswear is performing very strongly
● Consumer behavior characteristics: European women increasingly blur the line between activewear and fashion. They want activewear to combine both performance and style, so they can seamlessly transition from light exercise, such as walking, yoga, or jogging, to other everyday activities, such as shopping, dining out, or meeting friends. Therefore, they want sportswear designs that can be more easily paired with other everyday clothing
Business recommendations:
● Product detail page: On the page, you can emphasize terms such as “Athleisure” and “Chic Activewear,” and make sure to highlight fashion elements, such as animal prints that have been popular since 2019, including leopard, snake, and zebra prints. However, be careful not to pile on too many elements. European women prefer subtle accents rather than anything overpowering
● Promotion timing: Valentine’s Day, Mother’s Day/April spring promotions, and June’s Coupon Summer in the first half of the year; in the second half of the year, starting with Prime Day, followed by back-to-school season and Q4 holidays as the main promotional periods

China is a major producer of women’s dresses, and some production hubs for women’s dresses, such as Hangzhou, Nanjing, and Guangzhou, supply the global market, making it relatively easy to source or customize styles.

Sellers should also pay attention to building their own design teams. In industrial clusters, it is easier to find suppliers that accept custom styles, while also better meeting consumer needs.

Marketplace: United States
Hot sale season: All year
Customer profile:
● Site target audience: the target audience ranges from ages 15–50. More than half of Generation Z (ages 18–25) and Millennial (ages 26–40) customers buy women’s dresses on Amazon, and Amazon is also one of their favorite clothing retailers
● Consumer behavior characteristics: younger consumers who focus on looking good, saving money, and sharing online, and who want to match different outfits to different occasions, especially dining out, birthday parties, gatherings with friends, shopping trips, and other activities, or any event with a dress theme
Product selection recommendations:
● Style: Recommended styles: casual dresses > work dresses > formal dresses > nightclub Party dresses. In addition, you can also focus on maternity dresses and plus-size dresses:
Casual dresses: three recommended styles: loose fit, A-line, and fitted
Work dresses and dressy dresses: a slim fit is recommended
Nightclub party dresses: we recommend focusing on bodycon and tight-fitting styles
● Design:
Dress length: long skirt, knee-length skirt, mini skirt, midi skirt
Neckline: V-neck, crew neck, off-the-shoulder, dropped-shoulder style, turtleneck (fall/winter styles)
● Fabric: US consumers prefer fabrics that are comfortable, breathable, stretchy, and shaping, such as synthetic fibers/spandex, cotton, polyester, chiffon, knits, and wool (fall/winter)
● Best-selling elements: includes popular elements such as minimalist style, retro style, bohemian style, ruffles, pleats, lace, embroidery, sequins, fringe, bell sleeves, batwing sleeves, and asymmetrical cuts
● Price range:
Casual dresses: $15–$40
Commuter dresses: $20–$50
Formal dresses: $30–$140
Nightclub party dresses: $15–$50
Business recommendations:
● Product detail page: use the page and title to highlight style-related trends, such as prints, polka dots, animal prints, stripes, and geometric patterns; use the page layout to highlight color trends, such as black, white, blue, red, olive green, yellow, and other popular colors
● Selling points: Emphasize details, for example, many bestselling casual dresses include pockets to improve comfort and practicality
● Promotion timing: For spring and summer styles, focus on Valentine’s Day, Easter, Mother’s Day, and Prime Day in the first half of the year; for fall and winter styles, focus on the back-to-school season and the Q4 holiday season in the second half of the year

Marketplace: Europe
Peak season: year-round, concentrated in April–August
Customer portrait:
● Site target audience: The target audience for women’s dresses in Europe can range from ages 15–50. Among them, Generation Z (ages 18-25) and Millennials (ages 26-40) deserve more attention. Gen Z pursues individuality and social media influence, while Millennials pursue high quality, low prices, and speed
● Consumer behavior characteristics: Unlike the US Marketplace, European customers place greater emphasis on “elegance” and the “overall look,” and consider products from the following perspectives: versatility (avoiding jarring styles, colors, and patterns), year-round wearability (natural materials, moderate lengths), and timelessness (not rigidly unchanging styles, but a classic overall look with details that match their own aesthetic, such as the lines of the shoulders, neckline, cuffs, and waist)
Product selection recommendations:
● Style: Depending on the season, different countries have their own bestselling styles. For example, popular spring and summer styles include beach dresses with spaghetti straps or a bandeau neckline, sleeveless or short-sleeve evening dresses with sequin embellishments, and ankle-length spaghetti-strap or short-sleeve evening dresses. In addition, there are also loose, casual styles (UK), knee-length midi dresses (Germany), retro puff-sleeve dresses (France), elegant long dresses with full skirts (Italy), and half-sleeve dresses with strapless floral designs (Spain); fall/winter styles include sequin dresses, half-sleeve puff dresses (France), casual long, loose sweater dresses (UK, Germany, and France), and V-necks, round necks, or lapels (France)
● Materials: materials suitable for spring and summer include chiffon, lace, polyester, and pure cotton; materials suitable for fall and winter include polyester, man-made fibers, and spandex
● Bestselling colors and patterns: spring and summer styles include blue, black, pink, white, and floral patterns; fall and winter styles include black, gray, and burgundy
● Bestselling features: Spring and summer styles include tassels, sequins, lace, and puff sleeves; fall and winter styles include textured sweaters and dresses
● Price range:
Women’s skirts: €15–€30
Formal dresses: €40–60
Business recommendations:
● Promotion timing: for spring and summer styles mainly includes Valentine’s Day, Easter, Mother’s Day, Coupon Summer, and Prime Day in the first half of the year; for fall and winter styles, it mainly includes back-to-school season in the second half of the year and the holiday season in the fourth quarter

Site: Japan
Hot-selling season: All year
Customer profile:
● Site target audience: Women’s dresses include skirts and dresses, span multiple seasons, and cover all four seasons, with summer as the peak season. Represented by customers aged 18–30
● Consumer behavior characteristics: Japanese consumers prefer more conservative, loose-fit skirt styles. They care about their overall image and style, and dress designs often include standout details, such as showing curves while keeping a loose fit, defining the waistline with a thin belt or a cinched-waist design, or using back lacing as a design highlight.
Product selection recommendations:
● Style: We recommend looser fits over tight-fitting styles
● Material:cotton, denim, and silk are preferred
● Best-selling colors: a wide range of key colors, including light gray, khaki, yellow, army green, navy blue, black, and more
● Best-selling elements: pleats, polka dots, lace + cutouts, and back ties
● Price range:
Skirts: ¥3,000–¥20,000
Dresses: Japanese Yen 8,000–20,000
Business recommendations：
● Detail page: use models with an elegant, gentle, and graceful look, use soft colors, and avoid highly saturated colors
● Selling point: suitable for commuting and can be paired with commuter-style shoes and bags to emphasize an overall harmonious look
● Promotional events: April new-life theme, May Mother’s Day, Prime Day, Black Friday (Black Friday), and Cyber Monday (Cyber Monday)

China is a major producer of women’s down jackets, cashmere coats, and leather clothing, with major production lines concentrated in Hangzhou, Haining, and other areas, making it relatively easy to source or customize styles.

At the same time, sellers should pay attention to building their own design teams, as having some design capabilities will make it easier to meet consumers’ needs.

Marketplace: United States
Peak season: year-round
Customer profile:
● Site target audience: Generation Z (ages 18–25) and Millennials (ages 26–40) are the main consumer groups for outerwear and the main groups that buy outerwear on social media and through online retail
● Consumer behavior: US consumers care about design and emphasize the functionality of outerwear. On social media, they don’t want to fall behind on trends. They want to follow fashion trends while also emphasizing their own uniqueness. Like trendy elements and unique design details. They also want jackets to protect them in winter or in extreme weather conditions (such as rain, wind, snow, UV, etc.), and they prefer the convenience of pockets, zippers, and cuffs
Product recommendations:
● Style: recommended styles: Down & Parkas > Raincoats/Windbreakers/Coats > Fur/Faux Fur > Leather/Faux Leather > Denim jackets
● Material: includes down, wool, shearling, fur, leather, denim, polyester fiber, polyester, cotton, waterproof fabrics, windproof fabrics, ultra-lightweight fabrics, and quick-drying fabrics. The material's selling points include: warmth, comfort, ultra-lightweight design, and functionality (waterproof, windproof, quick-drying, heated, and insulated)
● Best-selling colors and patterns: black, blue, red, brown, gray, green, beige, white, khaki, plaid, leopard print, and more
● Popular elements: pocket design, windproof and warm fabrics, sherpa/fleece lining, removable lining, faux fur/shearling coats, oversized designs, boyfriend style, packability (ultra-lightweight down coats or jackets), and heated apparel (coats/vests) sell well in the US Marketplace; popular elements include lightweight insulation materials, carbon fiber heating elements, waterproof and windproof features, and multi-level temperature control designs.
● Price range:
Down jackets/winter jackets: $49–$149
Raincoats/trench coats/coats: $19–$99
Faux fur: $29–$59
Faux leather jackets: $39–$69
Genuine leather coats: $119–$199
Denim jackets: $29–$69
Business recommendations:
● Promotion timing: We recommend building momentum starting with Prime Day, while also taking advantage of the key promotional moments in the fourth-quarter festive season

Marketplace: Europe
Peak season: October–January
● Target audience by Marketplace: mainly ages 18–45. They have higher expectations for outerwear and are more cautious when choosing; compared with other clothing, a coat means longer wear, more frequent use, and a higher price per item for European consumers
● Consumer behavior characteristics: Consumers value design and emphasize the functionality of coats, especially protection in winter or extreme weather conditions (such as rain, wind, snow, and UV), while still wanting them to meet their aesthetic needs. Most European customers will have more than one jacket for every weather condition, and when buying a jacket, the first thing they are attracted to is usually the design, then the functionality
Product selection recommendations:
● Style: European consumers place more importance on quality and fine workmanship. For fall and winter styles, we recommend loose, casual, plus-size down jackets that are warm, have multiple pockets, and include a hood; casual jackets in a variety of colors, Oversize, and with a more gender-neutral style, with consumers preferring long or mid-length styles; for spring and summer styles, we recommend simple hoodless jackets with a fitted cut and multiple pockets, with consumers preferring short styles
● Material:
Fall and winter: down, wool, synthetic fibers, polyamide (nylon)
Spring and summer: cotton, leather
● Popular colors and patterns: focus on dark solid colors such as black, blue, and green
● Price range:
Fall/Winter: €30–€170; bestselling products in Italy are mainly priced at €100–€300
Spring/Summer: €20–€150, bestselling products in Italy are priced at €25–€200
Business recommendations:
● Selling points: casual jackets come in a variety of colors; outerwear emphasizes functionality, such as windproof and waterproof features; Italian consumers place greater importance on quality and fine workmanship
● Promotional milestones:
Fall/Winter products: Halloween, Black Friday, Christmas, New Year
Spring/summer products: Valentine’s Day, Mother’s Day, outdoor promotion season, Prime Day

Site: Japan
Best-selling season: October–January
Customer profile:
● Target audience for this Marketplace: Depending on the season, women’s coats can be divided into lightweight trench coats, wool coats, and down jackets. Customers are mainly 18–40 years old, with 18–30-year-olds as the main group
● Consumer behavior characteristics: In Japan, gentle and cute styles are especially popular, and the bestselling styles include slim-fit and loose-fit options
Product selection recommendations:
● Style: Recommended styles: loose fit > slim fit
● Material: cotton, wool, cashmere, nylon
● Best-selling colors: concentrated in khaki, army green, navy blue, and black
● Best-selling elements: bows, ties, and pleats
● Price range:3,000-30,000 Japanese Yen
Business suggestions:
● Detail page: use elegant models
● Selling point: suitable for commuting
● Promotion timing: From Prime Day through Black Friday (Black Friday), Cyber Monday (Cyber Monday), Christmas (Christmas), and New Year in January of the following year, outerwear is in high demand.

China is a major producer of women's tops. Some places that produce women's tops, such as Hangzhou and Guangzhou, supply them all over the world, so they are relatively easy to purchase.

Sellers can pay more attention to KOL outfits on Instagram and similar platforms, and build their team’s design capabilities, to find suppliers in industrial clusters that can accept custom production.

Marketplace: United States
Best-selling season: All year
Customer profile:
● Marketplace target audience: covers ages 18–50. Among them, Generation Z (ages 18-25) and Millennials (ages 26-40) deserve more attention. Compared to customers of other age groups, these two groups buy tops more frequently, spend more each year, and prefer to buy online
● Consumer behavior: US consumers tend to prefer loose, casual tops (for comfort) + fashionable styles (they want styles that stand out, so they are more easily drawn to design details such as necklines, shoulders, hems, and buttons)
Product recommendations:
● Style: casual T-shirts, shirts, knitwear (pullovers/cardigans), fashion sweatshirts; neckline designs include V-necks, crewnecks, off-the-shoulder necklines, drop-shoulder styles, and turtlenecks (fall/winter styles)
● Material: cotton, man-made fibers + elastic fibers, polyester, chiffon, knits, and wool (fall/winter); the main material selling points include comfort, a soft feel, sweat absorption, and breathability
● Bestselling colors and patterns: black, white, gray, blue, red, green, beige, pink, prints, polka dots, stripes, animal prints, camouflage, etc.
● Best-selling elements: minimalist style, oversized loose fit, ruffles, pleats, ties, bows, bell sleeves, batwing sleeves, irregular cuts, etc.
● Price range:
Casual T-shirts/shirts/tops: $10–$30
Sweaters (pullovers/cardigans): $10–$40
fashion sweatshirts: $15–$30
Business recommendations:
● Promotional events: all major promotional events throughout the year can be leveraged

Site: Europe
Best-selling season: April–July (shirts), September–December (sweaters)
● Target audience by Marketplace: covers ages 18–50. Especially Generation Z (ages 18–25) and Millennials (ages 26–40)
● Consumer behavior characteristics: Demand for tops mainly focuses on three areas: “simple design, good value, and natural comfort,” but there are slight differences across European countries. For example, customers in France place more emphasis on fit, while customers in Germany tend to prefer slightly looser styles
Product recommendations:
● Style:
Women’s shirts: loose, casual, plus-size designs are bestselling products in the UK; on the Germany Marketplace, business women’s shirts are also popular and bestselling products year-round; retro lace and pleated designs are more popular in France
Sweaters: festive styles with Christmas tree and reindeer decorations, casual basics, crewneck, oversized sweaters, or turtlenecks (Germany, Italy)
● Material: cotton, lace, chiffon, acrylic (knitwear)
● bestselling colors and patterns:
Women’s shirts: main colors are white, black, blue, and vintage floral patterns (France, Italy)
Knitwear: featured colors are gray, burgundy, and striped color-blocking (Germany)
● Price range:
Women's shirts: €10–€30 (Spain Marketplace €7–€20)
Sweaters: €13–€40
Business recommendations:
● Promotional events:
Women’s shirts: Spring Sale and Prime Day in the first half of the year
Knitwear: the major fourth-quarter sale in the second half of the year continues through the New Year in January

Marketplace: Japan
Peak season: all year
Customer profile:
● Marketplace target audience: ages 18–40. Customer profiles can include office workers ages 20–30 or full-time homemakers ages 25–40
● Consumer behavior: Japanese consumers prefer light, elegant styles. Because Japan’s climate is mild, lightweight clothing is more popular. At the same time, Japanese consumers pay close attention to workmanship and have strict standards for product details
Product recommendations:
● Style: Women’s tops include short sleeves, long sleeves, knitwear, and sweaters, so they span a wide range of seasons and can be worn year-round. Loose fit > tight fit
● Material: cotton, lace, chiffon, acrylic (knitwear). Among them, natural materials such as ramie knitwear, ramie, polyester-cotton shirts, and ramie-cotton dresses are more popular
● Price range: Japanese Yen 1,500–7,000
Business recommendations:
● Page and selling points: Colors are mainly solid, and the bestselling colors include white, khaki, pink, green, blue, gray, and black. At the same time, Japanese women have strict standards for sewing quality. Whether on the page or in the physical product, the workmanship must be clean and sturdy, with no loose stitches or exposed thread ends
● Promotions: monthly Monthly Deal, April new life theme, Mother’s Day in May, Prime Day, and Black Friday/Cyber Monday in November–December are all promotional opportunities that can bring traffic
● Supply chain logistics: Hangzhou, Guangzhou, and other production hubs for women’s tops supply the global market, so sourcing is relatively easy. In addition, sellers can pay close attention to KOL outfits on Instagram and find suppliers in industrial clusters that can support custom production

China is a major producer of lingerie, with industrial clusters in Shantou, Nanhai, Shenzhen, Zhongshan, Jinjiang, Yiwu, and other areas. Compared with other categories of women’s apparel, lingerie has higher R&D requirements.

Marketplace: Europe and North America
Best-selling season: year-round, May–August (bras)
Recommended categories: shapewear, strapless bras
Customer profile:
● Target audience by Marketplace: concentrated in the 16–40 age range. European customers who value freedom and comfort, while also being very bold about showing off their figure
● Consumer behavior: wireless, padded-free, and invisible styles are popular. European consumers look for underwear that is comfortable, shaping, and suitable for different types of outerwear; in recent years, underwear as outerwear and plus-size underwear have also gradually become popular trends and are worth paying attention to
Product selection recommendations:
● Style: Recommended styles: shorts > bodysuits > tank tops > shapewear. Among them, bodysuits and shorts are bestselling styles in Europe; high-waisted designs help shape the body and lift the buttocks; calf-length leggings are also popular in Italy. Tank styles are better for workouts or as base layers, helping wick away sweat during exercise; tummy-control styles can be worn every day to help burn fat while shaping the body. In addition, adhesive bras come in backless strapless, detachable, and front-closure styles; detachable styles may come as a 2-piece set; there are also many innovative shapes, such as rabbit ears, petals, and wings
● Material:
Shapewear: 80%–90% nylon + 10%–20% elastic material
Invisible bra: nylon+silicone
● Popular colors and patterns: the main colors are black and nude
● Price range:
Shapewear: 11–32 Euros
Invisible bra: €5–€20
Business recommendations:
● Detail page: For product images, use more product detail images (such as hook designs), size charts, and shaping effect images
● selling points: shapewear focuses on breathability, support, and washability, while adhesive bras focus on wash resistance, staying securely attached, and a perfect fit
● Promotional opportunities: from Spring Sale, Coupon Summer, and Prime Day in the first half of the year to major fourth-quarter promotions in the second half of the year, there are sales opportunities throughout the year, so we recommend maintaining a year-round promotion plan

Site: Japan
Hot season: all year
Customer profile:
● Site target audience: customers are primarily 18–40 years old, with ages 18–30 as the main group
● Consumer behavior characteristics: Japanese consumers have high standards for the quality of skin-friendly textile clothing. For underwear and pajamas, comfort is the top purchase driver, followed by shaping features
Product recommendations:
● Style:
Bras: wireless > underwire. Designs such as invisible bras, bras without underwire, and comfortable materials are more popular with Japanese consumers; among shapewear, designs such as lace trim and push-up features are also relatively popular with consumers
Pajamas: two-piece > one-piece
● Material:
Lingerie: cotton, silk
Pajamas: modal, silk, coral fleece
● Price range:
Underwear: 1000-2,500 yen
Pajamas: 1500-15,000 yen
Business recommendations:
● Key selling points: The colors are mainly solid, and the best-selling colors are white, nude, pink, red, blue, gray, and black
● Promotional events: April new life theme, May Mother’s Day, Prime Day, Black Friday (Black Friday), and Cyber Monday (Cyber Monday)

China is a major producer of traditional swimwear, and some swimwear production areas, such as Huludao, supply the world, making it relatively easy to source or customize styles.

At the same time, sellers with some innovative design capabilities can more easily meet the needs of local consumers.

Marketplace: United States
Peak season: April–September
Customer profile:
● Marketplace target audience:
Vacationers ages 16–50 who mainly take beach vacations
Students ages 18–25 who are in school or swim for fitness
Pregnant women ages 20–40
● Characteristics of consumer behavior:
Vacationers: focus on fashion trends and sun protection. In 2020, popular elements for two-piece styles included solid colors, high-waisted designs, and bikini details; popular elements for one-piece styles included prints, cutouts, animal prints, and more
Students: emphasize functional materials. Since most swimming is indoors, sun protection is a secondary need; styles are sporty, with shoulder and side-waist designs that emphasize a sense of speed
Pregnant women: Focus on comfort, safety, and appearance. Although it includes one-piece and two-piece styles, both need to cover the belly for safety reasons, so even for two-piece styles, the top is a tank.
Product selection recommendations:
● Style:
Recommended styles: Two-Piece Set (Bikini >Tankini) > One-Piece > Cover-Ups > Bikini Bottom Separates > Bikini Top Separates > Board Shorts > Rash Guards
You can also focus on the plus-size swimwear category, mainly Tankini and one-piece styles
● Materials: nylon, polyamide, Lycra, elastic fibers, and UV-resistant fabric. The main selling points of these materials include: comfort and breathability, good support, great elasticity, tummy control, sun protection, quick drying, and chlorine resistance
● Best-selling colors and patterns: black, blue, white, red, green, prints, polka dots, stripes, plaid, and animal print
● Best-selling features: removable pads, removable/adjustable straps, drawstring design, ruffles, Cut-out (shoulder cutout), ties, bows, lace, crochet, tassels, bohemian style
● Price range:
Two-piece set: $15–$30
One-piece: $20–$35
Cover-up/wrap skirt: $10–$20
Board shorts: $15–$30
Rash guards/wetsuits: $15–$30
Business recommendations:
● Promotional timing: The main peak selling season is April–September, and the yearly peak is Prime Day, but swimwear can still sell well in the US even in the fourth quarter. We recommend launching new styles at the beginning of the year, building momentum for Prime Day, and discounting bestselling products again in the fourth quarter

Marketplace: Europe
Peak season: May–August
● Target audience by Marketplace: European swimwear is mainly for leisure vacations and covers customers ages 16–50; in addition, the number of high school and college students who choose swimming for fitness or professional training is also growing
● Consumer behavior: European customers are no longer looking for revealing styles and extensively tanned skin for beach vacations. Instead, they pay more attention to sun protection. For vacationers, focus on fashion trends. Popular two-piece elements include solid colors, high-waisted styles, and bikini-inspired details, while popular one-piece elements include prints, cutouts, animal patterns, and more; for students, emphasize functional materials. Since most swimming is indoors, sun protection is a secondary need; styles are sporty, with designs on the shoulders and both sides of the waist that highlight a sense of speed
Product selection recommendations:
● Style: there are two main styles: one-piece swimsuits and two-piece sets with a swim tank top and shorts:
One-piece suits feature open-back designs, and pleats and ruffles are popular embellishments. They come in three designs: double straps, halter straps, and strapless (Italy). The waist can feature cutouts or lace details to highlight the waistline
The two-piece style generally consists of a camisole top and shorts, and the shorts feature a retro high-waisted design and a Boy-leg cut (a conservative leg cut, with the leg opening 4 to 8 inches below the hip bone)
● Material: nylon + spandex fabric
● Best-selling colors and patterns: the main colors and patterns are solid black, blue patterns, pink patterns, and vintage floral patterns (France)
● Price range:
UK, Germany, and France: €20–€35
Italy and Spain: €12–35
Business recommendations:
● Detail page: Models mostly use sexy Western models to highlight curves, and beach scene images are also required in the image display
● Key selling points: the product’s key selling points focus on comfort and elasticity, and plus size is also a major selling point
● Promotional timing: The peak selling season is in summer. From Spring Sale and Coupon Summer to Prime Day, you can continuously launch new products and use Amazon’s online promotional resources to create bestselling products

Marketplace: Japan
Peak season: May–September
Customer portrait:
● Target audience for this Marketplace: In Japan, the main summer sports are swimming and surfing, and all categories of swimwear have a large audience. Customers are mainly 18–40 years old, with 18–30-year-olds as the core group
● Consumer behavior: Japan is generally conservative, and body shapes also tend to be straighter. As a result, there is lower demand for more revealing swimwear such as bikinis, while less revealing styles that can provide more coverage, such as sets and one-piece swimsuits, are generally popular among Japanese women
Product selection recommendations:
● Style: Recommended styles: sets > one-piece > separates > bikinis (sets are usually combinations of a cover-up with a 3-piece bikini [3-piece set], or separate top and bottom cover-ups with a 3-piece bikini [4-piece set])
● Material:Functional materials, such as stretchy fabrics and moderate UV resistance, are more popular
● Best-selling colors and patterns: the main colors are cool tones such as blue, green, and black, but with relatively bright shades
● Price range:
Set: Japanese Yen 4,000–5,000
One-piece type: 1500-3000 yen
Two-piece: 1,500–3,000 Japanese Yen
Business recommendations:
● Detail page: use models with an elegant, polished look; instead of solid colors, include appropriate floral patterns or graphics
● Selling points: suitable for both water and land, coordinated matching sets, functional features such as appropriate UV protection, and some products include a storage bag so you can store the outer layer when going in the water; these small details are very popular with Japanese women
● Promotional timing: April New Life themed events, the June summer gift season, Prime Day, and August summer specials are all peak swimwear sales seasons

In 2020, Amazon made fee changes and promotions across its fashion categories in each Marketplace, and together with upgrades to various traffic-driving products, these undoubtedly brought major benefits to Amazon fashion sellers.

We’ve compiled Amazon’s 2020 fee changes for the fashion category, including the US Marketplace, the Europe Marketplace, and the Japan Marketplace; as well as various tools that can help sellers gain traffic, including Amazon Outlet. We hope this helps fashion sellers further improve conversion and sales, and improve cash flow.

Outlet Deals: promotional offers placed on the Outlet page for a limited time (usually 2 weeks)
Outlet Sales: regular sales promotions created by you by lowering prices
Seller eligibility requirements:
● Professional accounts with seller ratings above 3.5 that use Fulfillment by Amazon (FBA)
ASIN requirements:
● Active and in stock in Amazon warehouses
● Has a history of selling on Amazon and has a product rating of at least 3 stars
● New products
● Meets Amazon customer review policy and reference price policy
How to enroll: