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Here’s What Shoppers Bought From Amazon Fashion This Holiday

From Prime Day to Christmas season, holidays help Amazon fortify its fortunes in fashion, and 2019 was no different.

Amazon says it moved millions of apparel items this holiday as shoppers stocked up on coats and other cold-weather staples for the wintry months ahead.

The beloved “Amazon coat,” a down puffer jacket made by the Orolay brand, continued its momentum as a “customer favorite” among seasonal shoppers, Amazon said.

But the winter-wear phenomenon averaging 4.5 stars across more than 8,000 reviews wasn’t the only outerwear benefitting from consumers bracing for plunging temperatures. Shoppers also purchased “stylish, textured” coats from yogawear stalwart Alo Yoga.

And Amazon’s private labels proved popular as well. Daily Ritual’s competitively priced outerwear trended with style-conscious consumers, who also sprang for brightly colored puffer jackets from Amazon Essentials and Staples by The Drop—the regular product offering wrapped under its influencer-led, limited-run fashion drops manufactured to demand.

Consumers looking to gift apparel and accessories kept the animal print trend alive, according to Amazon, which recruited content creators Rachel Parcell of the Pink Peonies fashion blog and Something Navy’s Arielle Charnas—whose collab with Nordstrom crashed the retailer’s website—to curate a gift guide featuring headbands as well as snuggly sweaters bearing leopard-print and animal markings.

In addition to its in-house Amazon Essentials brand, the e-commerce giant said Adidas, workwear powerhouse Carhartt and surging street-style athleisure label Champion were popular additions to customer shopping carts. And customers shopping for colder climes turned to Columbia, wool maker Pendleton—known for its Native American-style blankets—and Calvin Klein. Sustainable own-brand State Cashmere, which carries Mongolia-sourced sweaters and other staples for men and women, saw an uptick in holiday sales, as did cold-weather goods from fellow private label Goodthreads, Amazon said.

With each new holiday, Amazon continues to set and break records—and this season was no exception.

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A record 5 million people tried out free Prime trials and initiated paid memberships during the holiday season, the Seattle-based tech giant said—more than in the previous years. In response to the shift from two-day to one-day shipping, customer orders fulfilled via no-cost Prime One-Day and Same-Day shipping rose fourfold year over year in the November-December frame, the company added.

And shoppers who preferred retrieving their purchases in person sent “millions more” orders to Amazon Hub locations, while the number of shoppers directing their orders to an Amazon pickup point, which includes its lockers as well as Counter locations, climbed 60 percent versus 2018.

“This holiday season has been better than ever thanks to our customers and employees all around the world,” Amazon founder and CEO Jeff Bezos said in a statement. “On behalf of all Amazonians, we wish everyone the happiest of holidays and a fantastic 2020.”