Amazon Owned Fashion Brands

Amazon's private-label fashion brands — past and present.

What fashion brands are owned by Amazon?

There is a difference between “Amazon Fashion Brands” and “Fashion Brands on Amazon”. Some of the clothing on the website is private label brands owned by the company itself. Other products are labels owned by other companies and simply sold on Amazon.

Amazon has an advantage with its private brands because the company has access to sales performance data across the platform — customer feedback and analysis on design, pricing, fabrics, fit, and more. In theory, they can develop clothing lines informed by that knowledge. Amazon is not the only retailer with private labels, but it has pursued them at unusual scale.

The 2023 Cull

In 2023, Amazon eliminated 27 of its 30 in-house clothing brands (as reported by the Wall Street Journal), keeping only a handful of core labels. The brands below are the survivors still active today.

Active Amazon Fashion Brands

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Discontinued Brands (Historical Reference)

The following Amazon-owned or Amazon-exclusive fashion brands were discontinued, mostly in the 2023 cull. They are listed here for reference only — no links, as they are no longer sold:

Goodthreads, Lark & Ro, Daily Ritual, Buttoned Down, Core 10, Mae, Arabella, Cable Stitch, Comfort Denim Outfitters, Costal Blue, Crafted Collar, Denim Bloom, Emma Riley, Franklin & Freeman, Franklin Tailored, Good Brief, Goodsport, Hale Denim, Haven Outerwear, James & Erin, Kid Nation, Kold Feet, Leather Architect, Lily Parker, Madison Denim, Mint Lilac, Madeline Kelly, North Eleven, Painted Heart, Paris Sunday, Peak Velocity, Pinzon by Amazon, Plumberry, Quality Durables Co., Rebel Canyon, Scout + Ro, Social Graces, Society New York, Spotted Zebra, Stocking Fox, The Luna Coalition, The Plus Project, The Slumber Project, Trailside Supply Co., Ugly Fair Isle, Wood Paper Company, 7Goals, 28 Palms, 206 Collective.

Note: it can be tricky to know whether Amazon truly owns a brand or simply sells it exclusively through a deal with the manufacturer. Some “exclusive” brands may actually be manufacturer-owned. If you spot an error in these lists, please let us know.

Learn about fashion brands on Amazon.

Amazon Owned Fashion Brands