Amazon is one step closer to selling its own line of sports apparel after reportedly inking deals with suppliers, building on the e-tailer’s 13 previous private label fashion initiatives. 

Legacy brands clearly have the most to fear from the launch, particularly Under Armour, Adidas, and Nike. These three companies collectively account for more than half of top-selling men’s sports apparel on Amazon, even though Nike just started officially distributing on Amazon in July. However, it remains to be seen whether the private label brand will encroach on their territory.

The forthcoming line of activewear will likely focus on inexpensive basics, as the top-selling sports apparel items on Amazon average just under $14. This trend isn’t confined to the sports category: Amazon’s private label fashion brands generally target categories driven by low prices. The top-selling Amazon Essentials item is a $12 men’s polo shirt, similar to those produced by Dockers.

Amazon Fashion

While Amazon’s private label brands tend to be more successful competing in men’s fashion categories than women’s, the women’s activewear market on Amazon is far more fragmented. No single brand accounts for more than 5% of top sellers, according to L2’s latest Amazon Intelligence report.  Female shoppers are also more brand-agnostic when shopping for activewear basics such as yoga pants than men are when shopping for performance tees, indicating a private label opportunity.

Amazon

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