Editor’s Note
This article highlights Amazon’s latest report on fashion e-commerce trends for 2025, offering sellers data-driven insights into key markets and product opportunities.
Amazon Global Selling recently released the “2025 Fashion Category E-commerce Product Selection Insights Report” (hereinafter referred to as the “Report”). The report covers numerous sub-categories such as apparel, footwear, and bags, providing in-depth analysis of fashion consumption trends and high-potential product selections in markets like the United States, Europe, and Japan, aiming to help sellers create competitive best-selling products. Furthermore, the report focuses on common challenges faced by fashion category sellers, including brand operation and growth, inventory management, and returns, detailing the comprehensive support measures and solutions provided by Amazon.
According to Statista forecasts, the global fashion industry’s annual sales are projected to reach $3.4 trillion by 2029. Concurrently, consumers favor purchasing fashion goods through e-commerce channels. In 2024, e-commerce sales accounted for 66.8%, 40.1%, and 53.4% of the total fashion category retail sales in the US, Europe, and Japan, respectively. Facing the vast business opportunities in the fashion category, this Report, centered on Amazon’s core marketplaces like the US, Europe, and Japan and based on Amazon data, presents fashion consumption trends and product selection insights.
Women’s clothing emphasizes multi-scene wear, combining comfort and fashion. Styles such as fitted cardigans, soft voluminous maxi dresses, mini skirts, wide-leg pants, fitted pencil skirts, Bermuda shorts, and bomber jackets are popular. Men’s clothing consumption focuses on items like premium tracksuits, semi-solid vacation shirts, loose shorts, striped shirts, vests, casual jackets, linen suits, and wide-leg jeans, showing a trend where the lines between sportswear and business casual are increasingly blurred. Children’s clothing design demonstrates a perfect blend of tradition and innovation. On one hand, it elevates traditional children’s wear styles through exquisite handcrafted details; on the other hand, vibrant and rich prints create a design style that is both practical, durable, and full of childlike fun. Bomber jackets, utility jackets, and trench coats are all popular items in the children’s category.
In women’s wear, demand for bodycon dresses and extra-long skirts is rising, T-shirts are replacing crop tops as mainstream, office wear demand is increasing, vest products are seeing overall growth, and the swimwear market continues to expand. In women’s footwear, high heels continue to dominate the market, while categories like running shoes and tennis shoes also show significant growth. Men’s wear focuses on refined practicality, with stable sales of knit tops and rising demand for lifestyle sneakers. Simultaneously, formal footwear like Oxfords, Brogues, and Monk Straps show strong growth. Meanwhile, the European market exhibits significant regional and diverse differences. Taking dresses as an example, tea dresses emphasizing festival-casual style see faster demand growth in the UK, while slip dresses suitable for all-day wear are more popular in Spain.
Key 2025 fashion colors focus on smoky pastels and dark tones. In women’s wear, outdoor items are evolving towards lightweight and everyday wear, tops emphasize loose designs and comfortable fabrics, and sportswear highlights functionality and fashion sense. In men’s wear, casual clothing is dominated by T-shirts, polo shirts, and loose pants; in functional wear, air-conditioned clothing is very popular; sportswear emphasizes breathability and quick-drying. In fashion accessories, sunglasses are mainly Wayfarers and rectangular styles, while hats and folding umbrellas emphasize functionality and portability. In footwear, comfortable athleisure sandals, casual sneakers, and versatile sports shoes still dominate. Demand for sandals and slides is growing among men, while versatile sports shoes are becoming increasingly popular among women. Bag consumption focuses on lightweight, multifunctional, and eco-friendly materials, incorporating design details like “quiet luxury” and Japanese wabi-sabi aesthetics, with colors mainly black, white, gray, and low-saturation tones. In jewelry, silver tones are mainstream; Bohemian style and Y-shaped designs are hot trends in women’s jewelry; men prefer simpler styles, and the number of men in Gen Z wearing earrings is also increasing.
Additionally, the Report provides a detailed analysis of keywords, view growth, and price ranges for popular Amazon product selections from the dimensions of volume and growth rate, offering valuable references for sellers to plan and adjust their selections. It also provides Amazon’s comprehensive solutions for the unique challenges faced by fashion category sellers, such as brand building, inventory, and returns management. For brand building, the focus is on establishing high-quality brand assets, achieving steady growth in traffic, sales, and brand voice through Amazon’s rich brand tools and year-round promotional activities. For inventory management, it addresses the unique pain points of fashion sellers, offering practical solutions and case studies to improve operational efficiency and reduce costs. Regarding returns, it innovatively proposes ten suggestions to reduce fashion product return rates, plus factors for clothing listings, and practical links for reducing returns in the fashion category, helping sellers enhance user experience and operational efficiency. The full report can be viewed on the official website.