Amazon Essentials
Amazon · United States
Amazon Essentials is a private-label clothing brand owned by Amazon and sold on its platform. It offers affordable everyday apparel for women, men, children and babies, including plus and big-and-tall sizes.
| Owner | Amazon |
|---|---|
| Type | Private label |
| Channel | Amazon |
| Range | Basics for women, men, kids and babies |
| Website | amazon.com |
What is Amazon Essentials?
Amazon Essentials is one of Amazon's private-label brands. It sits under the company's Our Brands umbrella, which groups Amazon's own brands and a curated selection of labels sold exclusively on Amazon. Apparel is Amazon's largest owned-brand portfolio.
Products and positioning
The brand focuses on comfortable, affordable clothing for the whole family. Its range includes:
- Casual shirts, jeans, leggings and hoodies
- Plus-size clothing and baby clothes
- Accessories and underwear
Through a partnership with DXL, the line Amazon Essentials Fit by DXL extends the offer to men's big and tall sizes from 2XL upwards. Average prices sit in the value segment.
Distribution
Amazon Essentials is sold through Amazon's websites, where it has its own brand store.
Why it matters
Amazon Essentials shows how a marketplace operator can use its customer data and reach to build owned apparel brands. The fast growth of its range has made private labels a significant factor for fashion brands that sell on Amazon.
Frequently asked questions
Who makes Amazon Essentials?
Amazon Essentials is a private-label brand owned by Amazon and sold on its platform.
What does Amazon Essentials sell?
It sells affordable everyday clothing for women, men, children and babies, including plus and big-and-tall sizes.