Selling Apparel on Amazon USA

Apparel is a 'gated' category on Amazon — you need approval before listing. To apply for ungating, you need: a professional seller account, a US business entity or valid tax identification, product images meeting Amazon's style guide (clean white backgrounds for main images), and for some brands, invoices or purchase orders from a legitimate supplier.

Once approved, you can list in sub-categories: Women's, Men's, Girls', Boys', Baby, and Shoes & Handbags. Each sub-category may have additional requirements — children's apparel in particular has stricter compliance documentation requirements.

Brand Registry is essential for serious apparel brands on Amazon. It requires a registered US trademark (USPTO) — the application process takes 8–12 months, so apply early. Benefits include: A+ Content (enhanced brand content on your listing pages), Brand Store (custom storefront), Sponsored Brands ads, and access to the Brand Analytics dashboard. Brand Registry also gives you tools to report counterfeit listings and protect your brand against hijackers.

Amazon requires all apparel listings to include a size chart. For international brands, this means converting your home-market sizing to US sizing or providing measurements in inches. Amazon has specific format requirements for size charts — they must be uploaded as images or as structured data in Seller Central.

Inaccurate size charts are the #1 driver of apparel returns on Amazon (returns in apparel run 15–40%). Invest in accurate US-standard size charts and consider including body measurement ranges (chest, waist, hip) rather than just 'S/M/L/XL' designations.

Fulfilled by Amazon (FBA): Amazon handles storage, packing, shipping, and returns. FBA is the dominant model for fashion on Amazon — FBA listings get Prime badge, which is essential for conversion. Downside: FBA long-term storage fees can be significant for fashion SKUs with seasonal demand, and poly-bagging requirements for individual garments add cost.

Fulfilled by Merchant (FBM): You handle fulfillment. FBM allows you to maintain better inventory control and avoid FBA poly-bag prep costs, but without Prime, your conversion rate will be significantly lower for most categories. FBM is viable for high-price items ($150+) where customers research more before buying.

Key listing elements: (1) Main image: White background with model wearing the garment — lifestyle shots allowed in secondary images. (2) Title: Brand name + product name + key attributes (color, material, fit type). Max ~150 characters. (3) Bullet points: Lead with key features — fabric composition, fit description, care instructions, occasions/use cases. (4) A+ Content: Use Brand Registry to add comparison tables, lifestyle imagery, and brand story content — A+ typically lifts conversion 3–10%.

Fashion keywords: include US-centric terms (e.g., 'business casual,' 'resort wear,' 'athleisure') and common size-related search terms. Amazon's auto-fill search is your best keyword research tool for apparel.

Amazon's standard return policy for apparel is 30 days. FBA automatically handles returns. High return rates (above 10–15% for fashion) can trigger Amazon scrutiny and potentially suppress your listings. Monitor your return rate by ASIN in Seller Central and investigate return reasons for high-return items — usually sizing, color representation, or fabric feel.

To reduce returns: provide detailed size guidance, accurate color representation in images (professional photography is worth the investment), fabric descriptions including weight and texture, and clear model height/size worn information.