Brands On Amazon Guide

Amazon’s fashion brands are responsible for some of the internet’s favorite dupes and trendiest styles. Whether you’re looking for a dress you can wear to a black-tie wedding or a reliable pair of jeans you can wear daily, the 10 brands below are a good place to start your search.

• BTFBM: BTFBM is an acronym for “Belong to Fashion Beauty Meriness.” Nearly every one of BTFBM’s best-sellers is priced under $50, making it a great option for those on a budget. You can find bodycon and maxi dresses, matching sets, and blouses on their storefront.

• PRETTYGARDEN: If you’re a frequent Amazon shopper, you might be familiar with PRETTYGARDEN. Flowy, feminine dresses are what the brand is known for, but it recently released a collection of styles for summer 2025, including slinky jumpsuits, tube tops, and mini dresses.

• Automet: Understated everyday pieces like soft sweatshirts and joggers are Automet’s bread and butter. You can expect on-trend, casual pieces from this shop that start at just $9.99.

• Dokotoo: Dokotoo is one of Amazon’s top five fashion brands. Founded in 2014, Dokotoo prioritizes using feel-good fabrics in all of its designs. Most of the brand’s best-sellers are sweaters and cardigans, but there’s a lot more to explore, including a line of styles for Valentine’s Day.

• Grace Karin: Grace Karin is a tribute to “...modern women who try to make every day a special occasion.” The brand offers a wide range of dresses, from colorful, vacation-ready maxis to sleek, work-appropriate midis. Plus, men's and kids' styles are available from Grace Karin as well. 

• ANRABESS: Cardigans, coats, and sweaters are some of ANRABESS’s top sellers. If you’re looking for plush layers, you can’t beat the price of ANRABESS’s options, which start at $14.99. Also, don’t miss the cover-ups section of the storefront, where you can find the perfect dress to throw over your swimsuit all summer.

• zesica: zesica is one of the few Amazon fashion brands that has its own website. Describing itself as a brand that offers the hottest styles and deals, zesica offers everything from loungewear to dresses. 

• Lillusory: Are neutrals your go-to? If so, you’ll love Lillusory’s oversized knits and two-piece lounge sets. Don’t miss the brand’s wide-leg pants, which are perfectly flowy with a hint of stretch (ideal for long days at the office). 

• Ekouaer: There’s one thing Ekouaer does best: chic sleepwear. From two-piece satin sleep sets to slinky lingerie-like dresses, there’s no shortage of lovable lounge styles from Ekouaer.

• SHEWIN: SHEWIN specializes in boutique clothing with a Southern influence. One unique thing about SHEWIN is how it categorizes its styles. For instance, there’s a collection for teacher’s outfits, a Mardi Gras section of the shop, and an editor’s choice line. 

If one of your goals this year is to move more, you’re going to need some outfits that help you accomplish that—namely, stretchy, moisture-wicking styles that don’t break the bank. Fortunately, there are plenty of activewear brands on Amazon with options that’ll motivate you to go to that Pilates class or make time for your hot girl walk.

• Baleaf: In their own words, Baleaf aims to create athletic styles that are reliable, comfortable, and practical. You can find options for men and women, and on their Amazon storefront, there’s a “featured deals” section where you can shop styles up to 50% off. 

• CRZ Yoga: As the name suggests, most of CRZ Yoga’s styles were designed for downward dogs and vinyasas. The brand’s softest fabric, Butterluxe, is stretchy and slightly compressive, and it is used to craft its best-selling sets. 

• Qinsen: Qinsen’s designs fall into the category of athleisure. Sure, you can wear the brand’s form-fitting tops and tees to get a quick sweat in. But Qinsen also offers dresses, sweaters, and pants worthy of wearing out on the town. All told, this brand is a great option for anyone looking for cute travel-friendly styles that are comfortable enough for days that require lots of walking. 

• Sunzel: If you’re in the market for a flattering pair of workout bottoms, Sunzel is a brand to look into. Leggings and flare pants are some of Sunzel’s best-selling styles. They also offer maternity leggings with extra fabric around the midsection and back.

• The Gym People: Essential athletic styles (such as joggers, sports bras, and sweatshirts) in exciting colors—that’s what to expect from The Gym People. Best-sellers include a pair of leggings that ring up under $25, a thick fleece pullover that comes in 13 different colors, and a cami with a built-in bra.

• PAVOI Active: PAVOI is an interesting one. There’s PAVOI Active, a collection of flattering tops, leggings, and bike shorts for women. And then there’s PAVOI’s jewelry line, which includes necklaces, bracelets, and earrings made from quality materials like moissanite and 14k gold. 

• 90 Degree By Reflex: Known for its affordable, high-performance activewear, 90 Degree By Reflex delivers stylish and functional pieces that move with you. From buttery-soft leggings to supportive sports bras, the brand offers budget-friendly options that don’t compromise on quality or comfort.

On the topic of accessories, Amazon has a lot of them. A simple search for “necklace” returns over 100,000 results. To wade through the noise and find the best accessories on Amazon, stick to the four brands featured below.

• PAVOI: As mentioned above, PAVOI uses high-quality yet affordable materials to craft everything from anklets to earrings. The brand’s vermeil collection is particularly popular, as well as its initial letter necklaces and curated ring stacks.

• Yoosteel: Yoosteel’s style could be described as trendy with a lot of texture. The brand’s best-sellers are its layering necklaces with initial pendants, but its collection of colorful beaded bracelets and necklaces is worth mentioning as well. There’s also a section of Yoosteel’s Amazon storefront for graduation gifts—mostly, bangle bracelets with charms that help add a personal touch. 

• SOJOS: SOJOS has earned a reputation for being a popular seller of sunglasses on Amazon. SOJOS makes nearly every style of sunglasses you could think of, from classic aviators to sporty options with reflective lenses. Aside from shades, SOJOS does offer a few scarves and carrying cases. 

• KissYan: KissYan is a jewelry brand that was founded in 2015. Combining interesting materials with modern silhouettes, KissYan offers trendy accessories that start around $12. Don’t miss the brand’s gemstone collection, which features styles made with freshwater pearls, amazonite, and rose quartz. 

Amazon brands are different from brands featured on Amazon. The latter refers to third-party companies that independently design and manufacture styles to be sold on Amazon—like PRETTYGARDEN, PAVOI, and The Gym People. By comparison, Amazon brands are owned, operated, and controlled 100% by Amazon itself. Below, we’ve outlined four of our favorite Amazon brands.

• The Drop: The Drop’s name is a reference to its limited edition collections designed in collaboration with influencers. These drops are only live for 30 hours after they’re launched, so there’s an air of exclusivity around them. Most of The Drop’s styles are trendy, fashion-forward, and inspired by streetwear. 

• Amazon Essentials: The majority of us are familiar with Amazon Essentials, but if you’re not, the main thing to know is that AE offers affordable basics (think tees, sweatshirts, jeans, and activewear). However, this doesn’t mean you have to compromise on style; recently, Amazon Essentials partnered with Sofia Richie Grainge on a line of kids' clothing that features pretty pastels and cute patterns.