I really did not expect! The difference between the fashion items on Amazon's three major sites in the U.S., Europe and Japan is so great that Taiwanese cross-border sellers who do not understand the characteristics of each site will easily step into a pit! The peak season promotions for the second half of 2025 are just around the corner, and promotional festivals such as the school year, Double 11, and Black Friday have made global store sellers prepare for the battle with their fists in the air. As one of Amazon's most popular categories, fashion sales trends change with the seasons and fashions, so it's important to keep up with the latest trends at each site!
Today, we've compiled an analysis of the top fashion categories in the U.S., Europe, and Japan to help you choose the right products and grab a head start in the market.
First of all, let's take a look at the huge traffic pool on the US site. Women's casual clothing, sweaters with classic simple models with lace sleeves and other fashion elements are the most popular, the peak season for sales concentrated in the spring, fall and winter, the price is mostly in the 20-30 U.S. dollars; leggings to classic models, strong design and comfortable fabrics are the most popular models, especially leather legging in October, sales rose significantly; denim jeans to blue slim models and holes in the most sought-after designs, selling in all seasons but slightly lower in the summer, prices concentrated in the 30-40 U.S. dollar range. Jeans are most popular in blue slim styles and hole-designed styles, selling well in all seasons but slightly lower in summer, with prices centered in the $30-$40 range.
The most eye-opening thing is that if you want to develop in this market in the long run, simply copying the best-selling styles is far from enough! Successful seller Hella shared that they plan to improve the quality, differentiate the fabrics and shapes, and add fashion elements, which will give the products about 10% of price increase. Chuck, a seller of leggings, emphasizes on continuous and stable new arrivals, focuses on new product development, and concentrates on quality design and fabric control, which has won them a large number of loyal customers. Johna, a jeans seller, said that their main advantage is a strong supply chain, through the combination of "own factories + cooperative factories" to achieve a faster rate of new arrivals.
In the women's pajamas category, U.S. consumers prefer online fashion, cost-effective classic styles, pocket designs and stretchy fabrics. Pink is the most popular color in pajama sets, with M and L sizes being the most popular, and 95% rayon + 5% spandex being the most preferred material. Successful seller Kian reminded that pajamas products are seasonal and have a short life cycle, so they need to rely on new products to continue to drive sales growth.
Holiday apparel is also a category that cannot be ignored in the US. Although the total market volume is relatively small, it is growing steadily, with distinctive product features, higher thresholds, relatively low competition, and higher gross margins than casual women's apparel. The children's category is the most popular, with prices ranging from $20-30; the women's category, though small, is the fastest-growing, with prices above $30 and substantial margins. Aimi, a successful seller, shared that they continue to schedule new arrivals from the end of May to July every year to allow plenty of time for the Halloween season.
The situation is different in Europe. The demand for women's jeans and casual pants is high, but the style preference is significantly different from that of the U.S. station. Jeans are mainly skinny, medium-high-waisted and priced at 30-50 euros, while sports and casual pants are most popular in high-waisted styles that trim the curves of the legs and are priced at 10-50 euros. Successful seller Delta has been able to reduce its return rate by pinpointing European women's sizes, while another seller, Myra, has applied for patents to protect its designs.
Horizontal striped tops and short tops are the most popular women's apparel items in Japan. Especially influenced by the Korean wave, short tops are very popular in the Japanese young market. Successful seller Keiran shared that they have successfully increased exposure and conversion rate through the combination strategy of "on-site advertising + flagship store optimization + DOTD activities".
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# Cross-border E-commerce # Amazon Global Store # Fashion Explosion # Taiwan Sellers # Cross-border Exporters # Japan Station # International E-commerce
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