Is Amazon Fashion A Fast Fashion Brand?

Screenshot of Amazon Fashion minisite

Yes, Amazon is a fast fashion brand.

Amazon is a global e-commerce website that sells its own products alongside third-party brands and retailers. Amazon Fashion is a subsection of the Amazon site, promoting its own Amazon Essentials brand alongside others. Amazon was founded by white American businessman Jeff Bezos (worth $199.6 billion) and is owned by shareholders. The company made $386 billion in revenue in 2020.

Amazon is a fast fashion brand due to the speed and sheer scale of the clothes it sells.

Fashion Revolution Transparency Rating: 27/100
Ethical Consumer Score: 0/15
Good On You Sustainability Rating: 2/5

Additional Reasons Why Amazon Is A Fast Fashion Brand

Since its inception, Amazon has repeatedly demonstrated that it does not care for its staff, garment workers, or impact on the planet:

…Do I need to go on?

Sustainable Alternatives To Amazon

If you’re looking to stop shopping at Amazon, I recommend following Ethical Consumer’s guide on shopping without Amazon, as well as my guide to 150+ sustainable fashion brands and my favourite second-hand fashion sites.

This post is part of a larger guide to UK fast fashion brands, which goes into more detail about the issues with fast fashion, why it will never be sustainable, and how to make your wardrobe more sustainable.

Data for this review is taken from the brand’s website, corporate website, Wikipedia, and sites linked throughout. The Transparency Rating is from Fashion Transparency Index 2021. All information is assumed correct at date of publication.


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