While Amazon’s fashion categories are generally driven by low-price basics, higher-end brands such as Ted Baker and Diane von Furstenberg are increasing their marketing investments in shoe categories, signaling greater competition among footwear brands on Amazon.
The 10 brands with the greatest ownership of Sponsored Product ads in shoe categories are traditional brands, rather than indie or private label brands, according to Gartner L2’s Amazon Marketing Playbook: Fashion report. Of those brands, Ted Baker, Diane von Furstenberg, Diesel, Cole Haan, and Kenneth Cole have the greatest ownership of Sponsored Products.
Notably, most brands running Sponsored Product ads concentrate in the dressy, formal shoe category. Brands such as Ted Baker, Diane von Furstenberg, and Kate Spade sell flats and sneakers at an average price of $75.75, with heels and dress shoes selling at an average of $189.75. The average price-point for shoes that are Sponsored Products is much lower, at approximately $60. This makes clear that while designer brands advertise on the platform, the core assortment they focus on remains basic sneakers, rather than high-end dress shoes.