Daily Ritual
Amazon · United States
Daily Ritual is a women's clothing label owned by Amazon in the United States. It makes affordable elevated basics such as tees, tanks, dresses and leggings.
| Owner | Amazon |
|---|---|
| Country | United States |
| Focus | Women's elevated basics |
| Sold through | Amazon |
What is Daily Ritual?
Daily Ritual is a women's clothing label owned by Amazon in the United States. It is one of the retailer's own fashion brands, alongside labels such as Amazon Essentials, Lark & Ro and The Fix, and focuses on what it calls affordable elevated basics.
Products and positioning
The range centres on everyday wardrobe staples:
- Tees and tank tops
- Dresses, including jersey T-shirt dresses
- Leggings, jogger pants and other trousers in a wide range of colours
- Sweatshirts in terry and other soft knits
The brand describes its approach as celebrating the beauty in simplicity, with pieces made in soft fabrics and priced so that shoppers can easily stock up. Commentators have positioned it as a competitor to the basics offered by Everlane, Gap and H&M.
Distribution
Daily Ritual is sold through Amazon, which develops and markets the line as part of its private label fashion portfolio.
Why it matters
Daily Ritual illustrates how a large marketplace operator uses its own labels to compete in high-volume basics, a category where repeat purchase, consistent fit and price matter more than seasonal trends.
Frequently asked questions
Who owns Daily Ritual?
Daily Ritual is one of Amazon's own fashion labels.
What does Daily Ritual sell?
It sells women's basics, including tees, tank tops, dresses, leggings, trousers and sweatshirts.