Amazon sees jump in demand for premium clothing and beauty products

Online marketplace Amazon is seeing a clear trend of consumers buying more expensive clothing, watches, beauty products, and pricey footwear on its platform. 

This is a sign that e-commerce platforms are now seeing a shift from value-focused purchases to more expensive ones.

Fashion and beauty is one of the largest and one of the fastest-growing categories on Amazon India.

According to Srivastava, fashion and beauty have been a key magnet for first-time Amazon consumers. Amazon’s largest customer acquisition category is now fashion and beauty.

International footwear and athleisure clothing have witnessed increased demand on Amazon. 

To be sure, fashion has surpassed mobile phones as the single most important category for internet retailers.

According to a May 2023 note from consultancy firm Redseer, although mobile phones dominated the category divide in FY19, fashion is now the single largest category, while beauty and personal care, groceries, and home are the fastest expanding.

Srivastava said Tier-2 and Tier-3 markets are now a source of growth for the company’s fashion and beauty business.