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Here are the Differences between Goodthreads, Amazon Essentials, Buttoned Down and other Amazon Prime Brands for Men

By Jake | Aug 21, 2019 | This post may contain affiliate links. Learn more.

Amazon has been quietly expanding its menswear private labels, which are available exclusively to Prime Members. We break down three of Amazon’s key menswear lines, Amazon Essentials, Goodthreads and Buttoned Down, as well as many other Prime brands including Brass Tacks, Denim Garage > Curious about Amazon Fashion’s Prime labels for women? See our guide to Amazon Prime Brands for women including Lark and Ro, Daily Ritual and Wild Meadow.

This post was first published in August 2018 last updated on August 21, 2019.

A Brief History of Amazon Fashion Prime Brands

Back in February 2016, Amazon Fashion debuted a series of seven clothing and footwear brands for men, women and children as it moved more directly into the retail apparel business.

In 2017, Amazon Fashion launched additional private label apparel brands, including Goodthreads, Amazon Essentials, Buttoned Down, and Lark & Ro. Since then, Amazon has continued to launch additional brands.

While many of their brands have come online quietly, sometimes the launches are a little splashier: For example, in 2018, the company put out a press release to announce the debut of Amazon label Meraki, a European fashion brand focusing on “simple, modern essential” pieces, including thin, v-neck sweaters for men.

Amazon Fashion Deals during Prime Day

Amazon Fashion Prime Brands were a featured category during Amazon Prime Day in 2019 and during prior years’ sales.

Amazon’s trademark summer sale began back in 2015 and has grown into a multi-day extravaganza. Amazon Prime Day has become so big that other innovative brands are crashing Prime Day to offer alternative sales. In 2019, Amazon Prime Days are July 15 and 16.

In addition to deals on Kindles and Alexa-enabled devices, during Amazon Prime Day, Prime Members are likely to see tremendous bargains on Amazon’s Prime Fashion brands for men and women. For example, during Prime Day 2018, Amazon sliced 30-50% off its Prime Fashion Brands including Amazon Essentials, Buttoned Down and Goodthreads.

Remember that deals on these days are exclusive to Amazon Prime Members. If you are not a member, sign up for a free trial of Amazon Prime.

An Overview of Amazon Fashion Prime Brands for Men from Amazon Essentials to Urban Shoes Company

Today Amazon maintains a growing stable of everyday basics for men including cotton t-shirts, slim fit chinos, button-down shirts, leather weekender bags, colorful socks, accessories and footwear.

The retailer is clearly positioning its Prime Brands for men to compete alongside established menswear brands and innovative menswear startup brands on its site.

Here’s a comparison of their major brands including Goodthreads, Amazon Essentials and Buttoned Down, as well as a rundown of their other brands:

Amazon Essentials features basic, affordable clothing staples for men

Amazon Essentials is the online retailer’s entry line, featuring everyday staples that find some compromises. Men can nab a slim-fit 100% cotton polo shirt, extremely affordable pajama pants or a 2-pack of short-sleeve crewneck t-shirts at an attractive price point. Classic fit, wrinkle-resistant, flat front chino pants are another option, though the pants are a 40% polyester / 60% cotton blend.

Amazon Essentials looks like a fast-fashion version of labels such as Dockers, Old Navy and JC Penney house brands like St. John’s Bay.

Goodthreads is Amazon’s answer to Banana Republic

Goodthreads is Amazon’s primary m >staples with the style you want.”

Goodthreads sports a really attractive combination of style and fit — and with decidedly more variety than the Buttoned Down line — across dress and casual button down shirts, chinos, shorts, t-shirts and socks.

I’ve ordered a number of shirts, pants, shorts and socks from Goodthreads. Overall, I’m impressed by the quality of the materials and the fit of the brand. I especially like Goodthreads’ comfort stretch chino shorts, which I’m wearing as I type this, as well as their ridiculously affordable, colorful, stripy socks.

I also really like the look of Goodthreads 5 pocket chino pants feature a hint of spandex alongside 99% cotton twill — certainly an upgrade from the polyester blend of Amazon Essentials — and a “jean-inspired silhouette.” I also like the look of the shawl collar cotton cardigan sweater, which comes in an interesting range of colors (and has pockets).

Buttoned Down is Amazon’s alternative to Brooks Brothers, offering an affordable luxury line of “elevated menswear”

Amazon styles its Buttoned Down line as its affordable luxury line featuring superior materials like Supima cotton button down shirts. It advertises a “feels-like-custom fit without the wait.”

Offerings like super-affordable cashmere v-neck, crew neck, half-zip and full-zip sweaters, even more affordable button down Supima cotton shirts, neckties and bow ties, and attractive chinos suggest attractive price-points for a luxury line that has to be positioning itself to compete with Brooks Brothers, Nordstrom and Bonobos.

I am particularly fond of the look of Button Down’s 100% cashmere full-zip cardigan sweater.

Buttoned Down also offers an unconditional lifetime satisfaction guarantee that provides a full refund to customers if not completely satisfied “at any time.” That’s rare for any company, let alone Amazon, who has been protective about its return policies.

Brass Tacks Leathercraft offers gorgeous leather bags and accessories

Brass Tacks Leathercraft offers super-attractive leather bags and accessories, including a waxed canvas travel bag, leather briefcase, waxed canvas briefcase and, our favorite, a large capacity Leather Utility Classic Doctor Duffel Weekend Work Bag. Many of the line’s products are made with vintage “Crazy Horse” or saddle leather, which has a waxy, vintage appearance.

Trimthread features sleek business casual pieces

Amazon’s Instagram ads have been promoting Trimthread‘s jackets and overcoats for men — think military bomber jackets and casual corduroy trucker coats — though the brand also offers button down shirts, slacks and other tops and bottoms focused on business and business casual pieces.

Amazon Prime Brands for jeans: Denim Garage, Comfort Denim Outfitters, Nothing but Denim, and more

Amazon maintains a dizzying selection of denim via a series of private lane brands.

Here is a quick guide to differentiating between the various jeans offered on Amazon. com via its Prime Brands:

Denim Garage Classics

Denim Garage Classics is designed to be your favorite jeans featuring premium fabrics, washes and whiskering to produce classic denim for men and women at a mid-price point. These relaxed, straight leg jeans for men in deep blue have a hint of elastane stretch and button fly, as well as 3D fading and (purposly) ripped details on the knees. Nothing But Denim seems a little edgier, with detailed stitching – evident on this cool pair of black jeans – and in some cases more aggressive washes, fading, tearing and even patches.

Comfort Denim Outfitters

Comfort Denim Outfitters is a really affordable price point for premium fabrics sourced from some of the world’s best mills in India. The brand offers a slew of washes and detailing including selvedge edges on raw denim.

Quality Durables

Amazon’s Quality Durables brand features, according to the company, “authentically washed and lived-in essentials, timeless denim, and rugged work wear,” and their jeans appear to focus on comfort, with some jeans featuring a stretchable waistband and elastane for stretch.

Amazon Essentials

Amazon Essentials supplies other options including these men’s straight fit stretch jeans made of 98% cotton and 2% elastane, and Goodthreads has upgraded essentials like this pair of straight fit cotton/elastane blend dark blue rinse jeans as well as more densely-woven selvedge jeans.

Rugged Mile

The Rugged Mile brand from Amazon focused on ethically sourced wardrobe staples, and their jeans are advertised as “edgy-meets-sleek cuts and fits.” These men’s slim fit performance jeans are constructed from cotton and “LYCRA dualFX technology” (aka T400 Elasterell-P nad LYCRA Elastane), which were developed to improve fabric flexibility and recovery and are found in denim from American Eagle.

206 Collective is Amazon’s most versatile footwear brand for men and women

Amazon’s 206 Collective brand delivers comfortable, smart casual and dress shoe options for men and women. Options for men include navy suede oxfords, rubber soled nubuck boat shoes (aka moccasins) and leather low-top sneakers. 206 Collective’s shoes feature German rubber soles, unique detailing and clean welt stitching.

Urban Shoes Co. sports upscale dress shoes for work

Founded in 2018, Urbane Shoes Co. offers an attractive selection of blue, black and brown dress shoes for work including single monk straps in scotch, black lace-up, cap-toe chukka boots, and deep blue, brogued wing-tip lace-up oxfords. Urbane Shoes Co. advertises that it uses “crust leather,” which is tanned but untreated and provides a blank slate for dying and allows shoes to show character and a rich patina.

Franklin Tailored was Amazon’s first effort at suits and sports coats

Franklin Tailored, was one of the first private label fashion brands Amazon launched in 2016. At the time, it was a well-received entry into affordable tailored clothing for men, complete with nailhead sports coats, wool trousers and tuxedos — some of which were made in Canada.

As of this writing, the selection of Franklin Tailored merchandise on Amazon appears to be limited. Curiously, Franklin Tailored is no longer listed as one of Amazon’s brands in its filtering function. This suggests that Amazon may be winding down its Franklin Tailored brand. Amazon now offers suiting options, like this Italian-wool suit through its Buttoned Down brand.

Franklin and Freeman was Amazon’s first shoe brand

Amazon launched its in-house men’s shoe brand Franklin and Freeman at the same time as Franklin Tailored in 2016. The shoes and boots are made in China from leather or suede and tend towards the dressier side. As is the case with Franklin Tailored, Amazon appears to be winding down the Franklin and Freeman brand.

As of this writing, selection is spotty and the company does not list Franklin and Freeman among its house brands on its website.

A Shorthand Guide to Other Amazon Menswear brands

Of course, this is just the tip of the iceberg when it comes to Amazon’s ever-expanding stable of fast-fashion menswear brands. Amazon has quietly rolled out a series of new brands over the past several years including:

Badger Smith (super-funky button down shirts in bold plaids, stripes and colors), Cashmeren is focused on cashmere basics. The brand’s densely-knitted, long-strand wool resists pilling. Sizes run small, according to the manufacturer. Casual Terrains features vintage and hipster-inspired pieces including a short sleeve camp shirt, a hidden placket button down, and printed vintage dress shirt with a fit similar to slim-fit shirts from J. Crew & Banana Republic Chain Stitch carries sweaters, flannels and more “for a well-stitched life” Clifton Heritage (button down shirts and chinos), Comfort Denim Outfitters and Denim Garage Classics (jeans), find offers modern takes on inexpensive clothing and shoe basics for men (pants, sweaters, t-shirts, cotton boxer briefs, leather sneakers and workboots) and women (block heel mule open-toe sandals, jumpsuits, high waist paperbag pants, jeans, t-shirts and more), Flying Ace (comfortable, stylish, affordable casualwear and fitness gear, including t-shirts, jersey tops and pants), Good Brief (underwear and cotton stretch basics), 28 Palms and Isle Bay Linens (island-inspired linen and cotton shirts, pants and shorts), Linz Pure and the Knitwear Lab (sweaters), Peak Velocity (performance athletic wear), Portland Plaid Co. (rugged outerwear for men and women), Quality Durables (“casual lifestyle”), RADHYPE features performance athletic wear, Rebel Canyon (“more than just a streetwear label, it’s a way of life”), Something for Everyone (“streetwear classics for men and women”), Trailside (hiking, ski and outdoor clothing and accessories) and Wood Paper Company features modern takes on iconic workwear, including stretch chinos and an understated button-down Buffalo Plaid Cotton Shirt

Amazon appears to be testing a number of different concepts and supporting the ones that see traction, though some of the lines could use some additional baking.

For example, Chain Stitch specializes in striped crew neck sweaters, though the branding reads like it was written by someone whose first language is something other than English. This is their “story” from Amazon’s website: “We use cotton as the main material to produce clothing – adding some fashion elements to make you wear cozily and worrilessly. It’s made for everyday wear, in the name of fashion.” Yikes.

Buying Amazon Fashion Brands via Prime Wardobe

I have tried out a number of clothing brands using Amazon Prime Wardrobe, a sort of try-before-you buy service exclusively for Prime members.

Here’s how it works: Customers can fill a Prime Wardrobe Box with 2 or more items of clothing, shoes and/or accessories that are eligible for the program. (These items can be from Amazon Prime Fashion brands or other companies.) Take seven days to try them out; keep what you like; and return the rest.

It’s a unique opportunity to mix-and-match a number of different wardrobe elements together. That is, as long as you’re cognizant of the short time frame to return the items you don’t want to keep.

Have you tried Amazon’s private label menswear brands? What has your experience been?

3xlt Button Down Shirts For Men Long Sleeves Mens Shirts

We investigated 10 noteworthy 3xlt button down shirts for men long sleeves mens shirts over the latter year. Find out which 3xlt button down shirts for men long sleeves mens shirts is best. You can also Filter by Style, size type, size men s and fit or opt for one of our 3xlt button down shirts for men long sleeves mens shirts feature picks.

How Online Clothes Shopping for Men is Evolving in 2017

Let’s take it back to 2007–pre-Zappos.

A man named Andy Dunn just cashed in his 401k and is working on getting funding for an online shopping startup for men that carries one thing: pants that fit really well.

10 years later, Bonobos is one of the most successful and recognizable mens clothing retailer online.

FREE GUIDE: The Brand Manufacturer’s Retail Search Portfolio

Since then, a plethora of menswear sellers has sprung up online (and many have failed). Overall, the menswear market is growing at a faster rate than even women’s fashion–and retail giants like Amazon are taking note–hence the introduction of Buttoned Down.

Here’s what you need to know about the state of menswear in 2017 and beyond.

How Online Shopping for Men is Growing

You may not hear about it as much as women’s fashion news, but online menswear shopping is actually projected to grow faster than other ecommerce verticals, beating out even computers for the top spot.

According to data gathered by IBIS World and shared by Quartz, men’s average annual sales growth in a five-year span was logged at 17.4%.

Boutique @ Ogilvy polled 1,232 American men aged 18+ and discovered they spent $85 per month on menswear (apparel and accessories)–about $10 more than the women’s monthly average.

How has this shift occured, and what’s driving the movement? Well, it’s all about the way men shop, and that looks more different now than it ever did.

A large part of this shift can be attributed to men’s fashion blogs, but It’s also driven by the way retailers design their user shopping experience online, as illustrated by ForeSee’s recent study on the intersection between CRX and menswear.

More men than ever are shopping online (one study showed that 40% of men 10-34 ‘would ideally buy everything online), and more online menswear retailers are upping their game to match shopping expectations.

All of this growth caught the attention of everybody’s favorite online retailer: Amazon.

Amazon’s Entry Into Menswear

The introduction of Buttoned Down–an Amazon-manufactured menswear line featuring basic dress shirts exclusively for Prime Members–Is proof that Amazon’s been paying attention to every segment of retail. Even the segments that don’t get talked about quite as much.

“This is one of the very few times Amazon has tried to reach out into their competitive market, and it’s a real reach for them–manufacturing and being on the hook for quality,” says Eric Feinberg, VP of Marketing at ForeSee, a Voice of Customer (VOC) company that uses a patented algorithmic approach to customer experience measurement.

“It’s great that they experimented.”

Will Amazon corner the online market on menswear starting with “every man’s favorite dress shirt?”

Feinberg doesn’t think so, at least for now.

His main concern is the quality of the Buttoned Down line, which doesn’t appeal to a wide segment of male shoppers hunting for stylish pieces that last.

“Based on the quality of these shirts, Amazon’s not targeting people who care about the cut, feel, and cloth of the shirt. They’re targeting men who don’t want to shop in a brick and mortar store.

Entering a category is by no means equal to competing in a category. I’m not sure how they measure success in the Buttoned Down line, but I’m pretty sure they won’t be successful. The quality and fit are not competitive for the price.”

So now for the age-old (or at least 10 years old) question–Should menswear brands be selling their products on Amazon, particularly now that Amazon’s building their own apparel brands up?

There are 40+ featured menswear brands on the Amazon homepage that have embraced this massive online marketplace.

A sampling of the menswear brands on Amazon.

Feinberg doesn’t think it’s a good idea–particularly for specialty brands.

“You give away any customer experience uniqueness you can earn from your customer when you sell on Amazon. You also lose customer data and the ability to market to them–it’s essentially a recipe for short term success and long term failure. Especially for new brands. It’s too price competitive and will wash out your brand value.”

How Men Shop Today

According to ForeSee’s data infographic based on both the UK and U. S., men reported being less satisfied by their customer experience while shopping than women.

In addition, male shoppers were also slightly less likely to recommend a website and come back to make future purchases.

Given the fact that male shoppers are supposedly shopping more like women, why are they still slightly less likely to recommend a store or claim they’re satisfied with their experience?

Well, it has a little to do with psychology and the shopping experience online, according to Feinberg.

“Ecommerce sites can move men up incrementally from that benchmark by improving the shopping experience, but generally, women are higher recommenders than men.”

Now, for the good news: The previous statistic is hiding a huge silver lining.

While the likelihood that men will recommend a particular store is lower, as shoppers, we know they spend more per month (as the Oglivy poll above showed).

In addition, ForeSee’s study showed that men actually convert at a higher percentage than women (27% vs. 40%) and have a higher value over time.

It’s the value over time that really keeps menswear retailers humming, Feinberg explains.

“Men convert at a higher percentage and spend more in each session. They’ll also come back and purchase what they like more routinely, whereas women are more likely to engage in comparison shopping. ”

Mr Porter, one of the top performing menswear sites.

The bottom line: When you’re marketing menswear, you should be aiming for lifetime customer value and loyalty, not just a quick one-time sale.

“There’s earned loyalty and bought loyalty,” says Feinberg. “Bought loyalty is coupon-driven, instant gratification for a retailer–it feels good. Earned loyalty results in lifetime value, but it takes longer. It requires more content, nurturing, education, and differentiation.”

How to Gain Loyal Menswear Shoppers

No need to reinvent the wheel–email’s not dead, especially for retailers hoping to get the attention of male shoppers.

“The top way apparel shoppers like retailers to communicate with them is via email,” says Feinberg. “And the best way for menswear retailers to connect with male shoppers is to customize their email campaigns.”

According to Campaign Monitor, common personalization tactics include:

Inserting a subscriber’s name in the subject line Changing the content of the email based on the subscriber’s gender (a must) Altering content based on location or any other data point about your customer

The key here isn’t to just throw footballs and other stereotypical American male symbols into your emails and across marketing campaigns, Feinberg emphasizes. It’s about being in tune with your individual male shoppers, and it should never be uniform.

If your second resort is to send weekly discounts, you should reconsider (unless your audience happens to be budget conscious).

“Women are motivated by coupons over content, by and large. For men, it’s content over coupons,” says Feinberg.

In general, men are less motivated by discounts, and more by content. Less by clearance deals, and more by word of mouth.

And that includes compelling Kickstarter campaigns like Ministry of Supply’s “coffee socks” campaign, which garnered $204,601 from 3,150 backers. Yep, just for socks.

Sure, it’s more complicated to target male shoppers–they have distinct modes of shopping that have dramatically changed in the last few years, and it can be hard to earn their loyalty.

But at the end of the day, it could pay off in higher AOVs for a customer’s lifetime–and that’s what menswear retailers have to look forward to.

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