- Amazon has launched over 50 in-house fashion labels, contributing to its outpacing of Macy's as an apparel retailer.
- Its feminine fashion labels are surprisingly stylish, and range from casual athleisure to fashion-forward wardrobe staples.
- Almost all of the styles are under $100 and priced affordably, plus everything is available on Amazon Prime, making the delivery and return process incredibly fast and easy.
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Amazon has already made a name for itself as one of the world's largest retail marketplaces, and has even started carving its own path as a powerful player in the tech industry. But the company is now looking to expand its self-branded offerings beyond the Echo and Kindle by making its foray into the fashion world.
In a tumultuous market that has seen powerhouse brick-and-mortar retailers like Macy's shutter their doors across the country, Amazon is looking to use its online marketplace to bring fashion to the masses. The site already provides a platform for plenty of major fashion companies like Nike and Kate Spade to sell their goods — but in 2017, Amazon also decided develop its own in-house brandsin hopes of capturing a larger share of sales, and bringing better value to its customers.
And the honest truth? Amazon is making some really stylish clothing.
To date, Amazon has developed more than 50 different fashion labels for people of all ages and genders, running the gamut from workwear to lingerie, baby clothes to shoes, and even athleisure styles and basics. There are a few standout labels in the women's/feminine clothing category that are worth noting, so we've broken down everything you need to know about Amazon's best fashion lines, which are all available on Prime.
Amazon's in-house fashion brands for women:
Lark & Ro
Amazon
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Lark & Ro's overall feel is polished and professional, but each piece has some sort of modern flair or silhouette that keeps it looking trendy. You'll find all the workwear basics, including solid sheath and patterned wrap dresses, blouses with interesting detailing, and a selection of foundational pieces like cashmere sweaters and trench coats. The color palette skews more toward neutrals like black, grey, and white, plus variations of mostly darker shades of blues, pinks, and purples.
In terms of price points, Lark & Ro will run you roughly the same as stores like LOFT, Gap, and Banana Republic, with prices averaging between $30 and $80.
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Product Name: Lark & Ro Women's Georgette Woven Blouse
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Daily/Ritual
Amazon
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Daily/Ritual specializes in cozy loungewear and casual basics like slouchy sweaters and hoodies, sweatshirt dresses, leggings, and even reasonably priced two-packs of tanks and tees. The colors are mostly neutrals like black, white, and gray, making it easy to mix and match, and the majority of their styles also come in plus sizes.
The whole line is relatively inexpensive, with most dresses costing around $30 and two-packs priced at an average of $20 total. The leggings are all under $20, which is a serious steal.
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Product Name: Daily Ritual Women's Supersoft Terry Long-Sleeve Hooded Pullover
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Cable Stitch
Amazon
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As you might have guessed by its name, Cable Stitch is Amazon's line of knit sweaters and dresses. Honestly, it might be our favorite of all the brand's fashion offerings. You'll find more than just basic cable-knit sweaters here — the designers have done a fantastic job of creating interesting shapes and details for each piece.
You'll find everything from tasteful cutout shoulders to ruffled sleeves, oversized cardigans to fitted color-block options, and even a few midi-length sweater dresses. Prices across the line vary, but not by much. Most items are between $40 and $70.
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Product Name: Cable Stitch Women's Stripe Ribbed Dress
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Product Name: Cable Stitch Women's Contrast-Sleeve Cotton Sweater
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Product Name: Cable Stitch Women's Mock Neck Cozy Sweater
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Amazon Essentials
Amazon
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When you need to stock up on the basics, Amazon Essentials is where you can find a solid collection of everyday apparel for the entire family, and all at affordable prices. The designs are super simple and versatile and span everything from socks to pajamas to puffer jackets. Most of the sizing runs from XS-XXL, and there are maternity styles available, too.
Along with the staple items, you can find a few gems that are slightly more trend-driven, like colorful loungewear sets for around $20 per piece and fleece jackets with a Patagonia-like flair for $36, both of which look like they'd cost quite a bit more if they were hanging on the racks of a department store. We consider Amazon Essentials to be similar to American Apparel or Old Navy, but with the benefits of 2-day shipping.
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Product Name: Amazon Essentials Women's Relaxed Fit Fleece Jogger Sweatpants
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Mae
Amazon
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Amazon's in-house lingerie brand, Mae, is home to a line of practical T-shirt bras and packs of no-show underwear in neutral colors. In addition to the basics, Mae has plenty of pretty lace bralettes in various styles, with options that include high necklines, light padding, and cutouts. While the selection of sleepwear isn't as large as the intimates, you'll still find plenty of pajama sets in slinky, cozy fabrics and a few chemises too.
There aren't endless options to browse through as you might see at a lingerie retailer, but the main draw of Mae is that it covers all the basics and then some — and all at a serious value. A three-pack of underwear can go for as little as $9 (coming out to just $3 each) and the majority of the bralettes are around $16. The size range runs from XS-XL for underwear and bralettes and up to 3X for pajamas.
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Product Name: Mae Women's Uplift Plunge T-Shirt Bra
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Product Name: Mae Women's Belted Knit Waffle Robe
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Core 10
Amazon
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Surprisingly, Amazon can be a great place to find activewear. The e-commerce giant's own line, called Core 10, has a full range of workout gear that includes sports bras, hoodies, joggers, and tank tops. Perhaps most popular are the leggings which have developed their own sort of cult following.
You can even customize your own pair with Amazon's "Build Your Own" tool that lets you choose the waistband style and length for just $44. Most of the Core 10 leggings have a limited color selection, but they're an overall great value and can stand up to higher-priced options on the market. They're also available in sizes XS-2X.
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Goodthreads
Amazon
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While Goodthreads started out with just menswear, the Amazon-owned brand has since expanded to include women's and feminine styles too. Similar to Daily Ritual and Amazon Essentials, you'll discover lots of everyday basics like sweaters and T-shirts in a multitude of color options.
But, unlike the other two, Goodthreads has a much larger selection of tailored button-downs (like crisp oxfords and festive plaids) and denim. Whether you're looking to expand your rotation of work-to-weekend shirts or you're in need of a new pair of jeans for less than $45, Goodthreads can help you update your closet for less. Most sizes range from XS-XXL and from 24-32 for pants.
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Product Name: Goodthreads Women's Mid-Rise Skinny Jean
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