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Vantage | Amazon in online fashion retailers, 9th of 30, UK | Tilio

Amazon

amazon.co.ukOnline Fashion Retailers, United Kingdom

Measured 27 Oct 2026, published 27 Oct 2026.

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Visibility this week

2.6%No change shown: First published reading, so there is nothing to compare against yet.

Named in 13 of 501 eligible answers.

9th of 30new

First published reading, so there is nothing to compare against yet.

Named in 13 eligible answers this week

Change over time

One point per published scan, one scan a week. The dashed line is the mean visibility of every company measured in the industry in that scan.

AmazonCategory average

0%1%2%3%4%27 Oct 2026

One point per published scan. Hover, or focus the chart and use the arrow keys, to read a scan.

View 1 scan as a table

Measured	Amazon	Category average	Rank
27 Oct 2026	2.6%	3.4%	9th

What the results show

The scan of 27 Oct 2026, read plainly. Every figure here appears elsewhere on this page; nothing is estimated.

Amazon was named in 13 of 501 eligible AI answers to 169 online fashion retailers questions in the scan of 27 Oct 2026: a visibility of 2.6%. It ranks 9th of 30 companies measured. This is its first published reading, so there is no change to show yet. The category average is 3.4%, so Amazon sits 0.8 pp below it.

By engine, Amazon is strongest on Google AI Overviews (6.1%, named in 10 of 163 answers) and weakest on ChatGPT (0.6%). It is above the category average on 1 of 3 engines.

It appears in answers to 12 of 169 questions. Where it is absent, other measured companies are named instead, most often ASOS.

By engine

Each engine was asked the same questions. The company against the category average on each engine, on one scale.

ChatGPT
Named in 1 of 169 answers · most visible: ASOS, 21.3%
Amazon: 0.6%
Category average: 4.1%
Google AI Overviews

The questions

Which of the 169 questions the engines named Amazon for, and which they answered with other companies instead.

Where Amazon is named

Named in answers to 12 of 169 questions this week. Most often:

Can you shortlist UK online fashion retailers where I can build a low-cost wardrobe by choosing discounted items?
Price, promotions and valueNamed in 2 of 3 answers · 2 of 3 engines
Which retailer is less hassle if I need a parcel collected from home rather than taking it to a drop-off point? Compare the available return steps, any collection fee and the time allowed.
Returns, refunds and exchangesNamed in 1 of 3 answers · 1 of 3 engines

Recorded answers

A sample of the answers collected in this scan, with the engine, the capture time, who was named and what was cited.

Showing 10 of 10 recorded answers in this sample · 13 answers named Amazon this week in total.

ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“What happens when an order is split into multiple parcels at these retailers, and which is more likely to deliver the complete order on time?”
… if the others arrive as scheduled. ## What happens at different retailers? Examples from retailers’ published help pages show a broadly similar process\: - Amazon\: Items may ship separately because they come from different fulfilment centres, marketplace sellers, or become available at different times. [digprjsurvey.amazon.co.uk](https://digprjsurvey.amazon.co.uk/csad/help/node/GJC5K6G3BL45NZ4F - Argos\: Orders may be divided into smaller orders, which can arrive in separate deliveries or at different times. …
Amazon namedDelivery, stock and fulfilment
Google AI OverviewsCaptured 27 Oct 2026, 11:46 UTC
“I sent my parcel back before the return deadline, but it arrived after the deadline and my return was rejected. What can I do?”
… consumer rights guides note that if you dispatched the item within the required window, delays caused by the courier are often negotiable.[[1]](https://www.amazon.co.uk/gp/help/customer/display.html - Contact the retailer in writing: Send an email or message via their customer service portal with a copy of your tracking number and proof of postage. Politely explain that you fulfilled your obligation by handing over the parcel before the …
Amazon namedReturns, refunds and exchanges
Also named: Next
Google AI ModeCaptured 27 Oct 2026, 11:46 UTC
“Which retailer is less hassle if I need a parcel collected from home rather than taking it to a drop-off point? Compare the available return steps, any collection fee and the time allowed.”
… for a home parcel collection, general online retailers like Marks & Spencer (M&S) and Next often come out significantly ahead of heavyweights like Amazon or general third-party couriers, because they offer integrated, zero-to-low-cost doorstep collections. Evaluating them across return steps, fees, and time limits clarifies the distinctions: - Marks & Spencer (M&S) - Return Steps: Log into your online account via the M&S Returns Portal , select a home collection option, and package the item. Depending …
Amazon namedReturns, refunds and exchanges
Also named: Marks & Spencer
Google AI OverviewsCaptured 27 Oct 2026, 11:46 UTC
“Can you shortlist UK online fashion retailers where I can build a low-cost wardrobe by choosing discounted items?”
… into a budget wardrobe.[[1]](https://www.standard.co.uk/shopping/esbest/fashion/womens/best-fashion-resale-platforms-designer-clothing-b1095405.html) - Amazon Fashion / Amazon Haul - Price: Budget basics under £20 and ultra-low-cost items on Amazon Haul. - What to expect: Low-cost everyday essentials like t-shirts, socks, and casual wear from brands like Amazon Essentials alongside discounted name brands.[[1]](https://www.menswearstyle.co.uk/2019/06/05/low-cost-fashion-e-commerce/8611)[[2]](https://www.instagram.com/popular/best-fashion-apps-uk-delivery-options/) To help you …
Amazon namedPrice, promotions and value
Also named: ASOS, Debenhams Group
Google AI ModeCaptured 27 Oct 2026, 11:46 UTC
“Can you shortlist UK online fashion retailers where I can build a low-cost wardrobe by choosing discounted items?”
… percentage off the original RRP. Check out current promotions on Top Brand Outlet.[[1]](https://topbrandoutlet.co.uk/) - Amazon FashionAmazon Fashion.[[1]](https://www.independent.co.uk/extras/indybest/fashion-beauty/best-online-clothing-stores-women-uk-a9155011.html) If you share what **type of …
Amazon namedPrice, promotions and value
Also named: Next, River Island
Google AI OverviewsCaptured 27 Oct 2026, 11:46 UTC
“I’d like to shop for clothes and shoes for different members of my family. Which UK online retailers have a wide range to choose from?”
… clothing, kids' school wear, and casual outfits.[[1]](https://www.mammaprada.com/home/what-are-the-best-stores-to-buy-clothes-for-the-whole-family) - Amazon UK[[2]](http://iamworry.co.kr/board/bbs/board.php - [River Island](http://iamworry.co.kr/board/bbs/board.php : Provides trend-led designer and high-street style clothing and …
Amazon namedProduct range and discovery
Also named: Next, Marks & Spencer, River Island
Google AI OverviewsCaptured 27 Oct 2026, 11:46 UTC
“Where can I find online retailers with a broad range of workwear and smart outfits?”
… Workwear - Work Boutique : Specializes in women's professional workwear, stretch cargos, and safety/hi-vis gear. - Amazon UK : Stocks heavy-duty and trade workwear brands (such as Dickies, Carhartt, and Scruffs) alongside smart office apparel.[[1]](https://workboutique.co.uk/)[[2]](https://www.amazon.co.uk/Work-Wear/s To narrow down the best choice, let me know: - Are you looking for traditional office/tailored wear or practical/trade workwear? - Do you have a specific budget** in mind?
Amazon namedProduct range and discovery
Also named: Next, John Lewis Partnership, TFG London, The Very Group
ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“I struggle to find smart-casual clothes for work that feel like my style. How can I make it easier to find suitable options?”
Finding smart-casual clothes for work that actually feel like you can be surprisingly difficult. Often, the problem isn't a lack of clothes — it's that workwear advice can feel too generic, too formal, or completely disconnected from your personal style. The easiest way to approach it is to start with the style you already love and adapt it to your workplace, rather than trying to build a whole new work wardrobe. ## 1\. Make finding your style easier Build a visual style moodboard Save 10–15 outfits you genuinely like from Pinterest, Instagram or shop websites. Don't limit yourself …
Amazon not namedProduct range and discovery
Also named: Next, Marks & Spencer
Google AI OverviewsCaptured 27 Oct 2026, 11:46 UTC
“Which of two fashion retailers has the easier-to-use app search and filters, including controls that work well for shoppers with accessibility requirements?”
To give you the most accurate comparison, I need to know which two fashion retailers you are looking to compare (for example, ASOS vs. Zara, or Nike vs. H&M).Once you share the brands, I will evaluate their apps on: - Search Smartness: How well they handle typos, autocomplete, and natural language. - Filter Efficiency: The ease of narrowing down sizes, colors, and cuts without burying options. - Accessibility Compliance: Support for screen readers (like VoiceOver/TalkBack), text resizing, high-contrast visuals, and large tap targets for motor accessibility. Which **two …
Amazon not namedWebsite, app and accessibility
Also named: ASOS
Google AI ModeCaptured 27 Oct 2026, 11:46 UTC
“I have barely used the benefits this year. Should I cancel my fashion membership before it renews?”
Deciding whether to cancel a fashion membership (like ASOS Premier, Amazon Prime, or a brand-specific loyalty club) when you haven't used it comes down to a quick mathematical check and your future plans. Here is a quick way to evaluate your options: - Calculate your usage: Divide the annual membership cost by the number of orders or deliveries you made this year. If the cost per use is higher than what you would have paid for standard shipping or individual perks, it's losing you money. - Project the next few months: Look at your upcoming calendar. If you have a string of events, seasonal …
Amazon not namedLoyalty, membership and repeat shopping
Also named: ASOS

Passages are the part of each answer around the mention, or the opening where the company is absent. Times are when the answer was collected.

Sources and citations

Where the answers that named the company pointed. A citation is a link the engine showed; it is not an endorsement.

8 of the 13 answers naming Amazon linked to its own website (62%). A citation is a link in the answer; it is recorded where the engine showed one.

amazon.co.ukown site7
reddit.com4
next.co.uk

Track this company

Get Amazon’s visibility, rank and change by email each week it is measured.

Measured against the same questions

The most visible companies in the industry and the companies either side of this one, this week.

Against the 29 other companies measured, Amazon ranks 9th. ASOS is the most visible at 20.2%, 17.6 pp ahead. Inditex (2.8%) sits just above it and TFG London (2.4%) just below.

Competitors measured against the same questions, with Amazon in position
#	Company	Visibility	Change
1	ASOS	20.2%, 101 of 501 eligible answers	No change shown: First published reading, so there is nothing to compare against yet.
2	Marks & Spencer