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Women’s footwear leads the way at Amazon UK

UK footwear sales at Amazon have jumped 20% for the first six months of the year, fuelled by women’s sandals and boots.

Total sales of the footwear division – which includes accessories – were up 7% to £67m, a report by One Click Retail, which measures ecommerce transactions for retailers and brands, showed.

Women’s footwear led the way at the etailer in the six months to 30 June, accounting for £22m of sales, followed by men’s footwear at £15m and sports footwear at £14m.

In women’s shoes sandals accounted for £4m of sales, while boots made up £3.5m. For men sandals and boots made up £2.5m of sales each and in sports outdoor multisport training, which includes brands such as Vans and Converse, accounted for £3.5m. Running sales were also £3.5m.

The bestselling item in footwear for the period was the Timberland 6 inch women’s high-rise hiking shoes. In fact Timberland’s women’s hiking shoes made up two of the top five bestselling items in the six months (box, below). Both Vans and Converse have two items each in the top 10.

Two of the top nine bestsellers were not footwear brands but protector sprays: Crep Protect came second and Liquiproof Fabric Protector was fourth.

In the US sales of shoes-only at Amazon were also up, growing 35% on 2016. However, the fastest-growing and best-selling styles differed greatly between the markets.

In the US the biggest driver of growth was women’s trainers from Adidas. Five different variations of the women’s Superstar Foundation casual sneaker appeared in the six fastest-growing items on Amazon in the US, ranging from 480% to 890% growth on last year.

Meanwhile, the 10 bestselling items so far in the US in 2017 are insoles: the top nine are from Amazon’s own brand, Superfeet, and number 10 from Sof Sole.

Spencer Millerberg, CEO at One Click Retail, said the bestsellers in the two regions differ as there are more products on offer on Amazon in the US: ”Currently, Amazon in the US has slightly more than four times the shoe selection of Amazon UK, which I don’t think will stay that way for long. It’s typical that we see selection start out larger in the US as it’s Amazon’s bigger market, then expand internationally.”

Anusha Couttigane, senior analyst at Kantar Retail, added that US shoppers are more likely to buy fashion-led products on the platform as it is more established in the market.

“In the US Amazon is the top product search destination over Google and it is leveraging that to grow its private label collections. It has been established [in the US] for a long time and there is great tractions there. However that’s not to say that the UK won’t catch up. Amazon is investing a lot into its fashion offer over here and although it is taking longer to build that reputation more brands are getting on board for fear of being left behind.”

Last month Amazon launched a new private label line of handbags and shoes called “The Fix” in the US, which is only available to Amazon Prime members.


The top nine bestselling footwear items on

1 Timberland 6 inch women’s high-rise hiking shoes – size 4

2 Crep Protect 200ml can

3 Optical White Converse low-tops - size 6

4 Liquiproof Fabric Protector 50ml

5 Timberland 6 inch women’s high-rise hiking shoes – size 3

6 Dr Martens 1460 8 Eye boots – size 9 

7 Vans Atwood unisex kids’ low-top sneakers – size 5

8 Vans Old Skool unisex adults’ low-top trainers – size 5 

9 Converse Chuck Taylor All Star adults’ trainers – size 7


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