Own the E-Commerce Runway: Amazon for Apparel Retailers

February 6, 2015

Marketplaces ChannelAdvisor By ChannelAdvisor


New York Fashion Week is creeping around the corner. In just a couple of weeks, the hottest looks will strut down the runway, debuting the new “in” trends to the world. Though your inventory may not be couture, the runway inspirations of the season can trickle down into all areas of the industry. The new colors and styles will be fresh and sellable. Apparel retailers, are you ready?

Apparel, shoes and accessories are some of the most-shopped-for items on the internet. In fact, Apparel and Accessories is the second-fastest-growing category for online shopping, behind Books, Music and Video. Given the popularity of the category, it’s crucial that your products be seen online on multiple channels so they can reach larger audiences, crush the competition and increase your online revenue.

As you know, there’s more to online marketing than ruffles and frills — which is where we come in. Over the coming weeks, we’ll feature tips, trends and success stories specifically for apparel retailers, right here on our blog.


In 2012, Amazon launched MYHABIT, a membership-only fashion and luxury site, in an effort to attract fashion-focused consumers through private sales. These private sales, also known as “events,” offer up to 60% off list prices in categories including women’s, men’s, children’s, home and more. Events start daily at 9 a.m. PT/12 p.m. ET and last 72 hours.

While Amazon has dabbled in apparel shopping sites before (like Endless.com and Zappos.com), this is the first time the focus has been on attracting higher-end designers. Jeff Bezos, CEO of Amazon, explained that Amazon’s significant investment in fashion is to convince top fashion brands that Amazon wants to work with them, not against them.

So what makes MYHABIT so significant?

The photography, for one. Its photo studio uses patent-pending technology to shoot more than two images a minute, allowing Amazon to post new items daily on the web that were photographed only hours earlier. Also, instead of static product images, models spin and pose to show off the clothing. The model’s body measurements and the clothing measurements are provided to help with sizing.


To give MYHABIT luxe appeal, Amazon replaced the plain, brown shipping box with fancier packaging. And to keep shoppers coming back, free shipping is offered on all MYHABIT inventory — even returns.

As you may know, Amazon is constantly adjusting prices on its products in reaction to prices listed by other online retailers and third-party merchants on its own site. However, MYHABIT’s pricing strategy is more stable, which is good news for fashion brands. Luxury items receive less frequent pricing adjustments compared with other items sold on Amazon.com.

To sell merchandise on MYHABIT, you have to be approved by Amazon. Currently, MYHABIT includes high-end brands such as Michael Kors, Kate Spade New York, Tory Burch and Trina Turk, among others.

Be sure to tune back next week to get pre–Fashion Week tips. Until then, download this free multichannel e-commerce guide designed specifically for fashion retailers.


Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor

us-ebook-fashion-retailers-coverimgWant to learn more about how apparel retailers can use search marketing, shopping websites, marketplaces and social media to boost sales? Download this free eBook, Multichannel E-Commerce Guide for Fashion Retailers.