I Shop for a Living: These Are the 11 Coolest Brands I Always Buy on Amazon

I'm not going to lie: I spend an absurd amount of time perusing the pages of Amazon. I have my job to thank (or blame) for this along with having a baby. (Every parent knows what a saving grace Amazon Prime can be!) As the senior fashion market editor, it's my job to search high and low for the most desirable items from our favorite retailers, Amazon included. While the multibrand retailer can feel overwhelming, I've learned from experience that it can also be a treasure trove of affordably stylish gems if you know where to look (or what to type into the search bar).

I write about the retailer so often that today I wanted to share some of my favorite brands that I always come back to on the site. Some are great for affordable basics, others feature more trend-forward pieces (that no one would guess are from Amazon), some are brands you may have heard of before, and others are in-house brands that you never knew existed. So if you love Amazon as much as I do (but don't have hours to scroll through thousands of pages), then read on for some stylish brands to bookmark now.

1. The Drop

Exclusive to Amazon, The Drop is inspired and designed by the biggest influencers on the internet. Its collection of clothes, shoes, and accessories features trend-forward pieces alongside timeless basics that are not only affordable but also look seriously luxe. I'm particularly fond of its chic handbags.


2. Wild Meadown

Amazon brand Wild Meadow is my go-to for trend-forward staples and free-spirited pieces that look way more expensive than its price tags.


3. Hanes

When it comes to staple tees, I'll always stock up on Hanes from Amazon. They're nice quality, great-fitting, and aren't see-through (hooray!). Not too shabby for $7. I'm also loving its trending tube socks and staple tank tops (which I usually buy from the men's section).


4. Eimin

I'm a sucker for a really cute cropped cardigan to pair with my high-waisted jeans, leaning into that French-girl aesthetic. Little-known brand Eimin always has some of the most charming styles in every pretty color you can possibly think of.


5. Levi's

Amazon carries a huge selection of all the coolest Levi's silhouettes, from the fashion-girl favorite Wedgie jeans to cool trucker jackets. The best part is you can order plenty of sizes to find your best fit, as it's so easy to return on Amazon Prime Wardrobe.


6. Daily Ritual

Daily Ritual is my go-to for elevated basics and luxe-looking loungewear. Its prices are decent, and every item I own is crazy comfortable. 


7. Good Threads

When I'm looking to elevate my off-duty style, I turn to Goodthreads especially for its cool and comfy sweats, tees, sweaters, and tops.


8. Shashi

If you love shopping at Shopbop, then you'll be happy to hear that the majority of its inventory is also sold on Amazon. I particularly gravitate toward its jewelry selection, such as Shashi and Gorjana for affordable (mostly under-$100) pieces that look seriously chic.


9. New Balance

Every cool girl is wearing New Balance sneakers right now, and Amazon's selection of styles is pretty amazing. (Retro Reeboks and Supergas are other sneaker brands I also like to scoop up at Amazon for their competitive prices and great selection.)


10. Amazon Essentials

When it comes to timeless and versatile basics that you'll wear time and time again, Amazon Essentials are a winner.


11. Lark & Ro

From sleek knits to polished dresses, Lark & Ro is ideal for elevated pieces for everything from work to weekend.


Up Next: I Made a List of the Coolest Addordable Finds If Yoru Budget Is $50 Or Less

This post was published at an earlier date and has since been updated.

Judith Jones
Senior Fashion Market Editor

Judith Jones is the senior fashion market editor at Who What Wear who specializes in shopping content and trend stories with high-affiliate impact. She shares the coolest, most desirable fashion market finds and brands for every budget. Previous to working in fashion, Judith worked as a TV host on the PBS travel show Globe Trekker (airing on Netflix and Amazon Prime) sharing her passion for travel and culture.