Maximize Your Amazon Sales: Ultimate Guide for Underwear & Socks Sellers in the UK, US, and Europe

The following analysis is intended as a helpful guide for Marketing Managers, E-Commerce Managers, and Sales Professionals in the underwear sector across the UK, US, and Europe, who are looking to embark on or enhance their journey with Amazon Seller Central and/or Vendor Central.

For small brands looking to make a name for themselves, the opportunities are limitless. You can partner with supermarkets or clothes stores to promote your products within their establishments and advertise on TV, social media, or billboards. If you're a more established brand, you might leverage supermarkets, securing dedicated sections in flyers or floor displays featuring your products and brand.

Alternatively, you can promote and gain recognition on the world’s largest marketplace, attracting the attention of buyers from international chains. Monetize immediately and track the results of your campaigns in terms of orders and revenue generated.

In this guide, we will cover the best practices for selling Underwear and Socks on Amazon in the UK, US, and Europe, including:

Product Detail Page (PDP) Optimization
Main Image – What makes an image convert into a sale
Secondary Images – How to persuade the customer
Brand Store
Variations – Increasing profitability on Amazon with Up-Selling

About Me

I am an Account Director at Storm X Digital, an agency for Amazon Seller & Vendor clients looking to grow on Amazon & Marketplaces through Advertising, SEO, Design, and Catalog Management.

I hold a BA in International Marketing from the University of Hull, UK, and I am accredited in Amazon Advertising Sponsored Ads.

As a Marketing Manager and Director, I oversee programs that impact P&L across onsite and offsite channels including SEO, SEM, Retargeting, Analytics, Affiliate, CSE, Display, Amazon, Social, and Email.

My Podcast in Italian: https://podcasters.spotify.com/pod/show/strategie-amazon-storm-x

Socks Market Research Europe & UK

The Europe socks market size was valued at USD 14.84 billion in 2023 and is estimated to reach around USD 30.61 billion by 2033, growing at a CAGR of 7.55% from 2024 to 2033.

Europe has held the largest revenue share 31.14% in 2023. Europe commands a substantial share of the sock market due to several factors. The region has a strong fashion culture with a diverse consumer base that values quality and style in clothing, including socks. European consumers often prioritize sock purchases as a part of their fashion statements. Furthermore, the presence of prominent sock manufacturers and brands, along with robust distribution networks, contributes to Europe's significant market share.

As you can see from the chart UK and Germany together own more than 50% of the European socks market share.

Socks Industry Insight

The casual product segment was the largest and accounted for the largest revenue share of around 53.8% in 2023. Casual socks are comfortable and versatile socks that can be worn in everyday settings. They are usually made from a blend of cotton, wool, or synthetic fibers, and come in a variety of colors and patterns. Some popular types of casual socks are crew socks, ankle socks, and no-show socks. Casual socks can be worn with a variety of outfits, including jeans, shorts, and sneakers.

The athletic segment is expected to witness the fastest CAGR of 7.3% from 2024 to 2030. Athletic socks have come a long way from the earlier basic white version. The athletics community is one of the most popular end-users of these socks and the Tour de France was one of the first to opt for no-show socks. Nike offers a range of no-show socks for men & women and these are usually sold in packs of 3 pairs. Similarly, Zukeasox’s men’s no-show socks are available in packs of 6 pairs. The socks are made from non-slip cotton, and have a low cut, an invisible casual ankle liner, and a silicon grip, enhancing user comfort.

Raw Material Insights

Cotton socks dominate the market due to their widespread popularity stemming from inherent qualities such as breathability, comfort, and moisture absorption. The natural fibers of cotton allow for better air circulation, reducing the risk of foot perspiration and discomfort. London Sock Company, a UK-based company, introduced its line of back-to-work socks in October 2023. To ensure they endure longer, these are hand-finished from beautifully knitted, trademark stretch-cotton blend material.

Wool socks are preferred for their excellent insulation properties, keeping feet warm in cold weather while effectively wicking away moisture to maintain dryness. The natural elasticity of wool fibers provides a snug fit, offering both comfort and support. The country's first Merino wool versions of DeFeet's Woolie Boolie and Wooleator Pro socks, bearing the Responsible Wool Standard (RWS) mark on the package, were introduced in October 2023 by the world's first manufacturer devoted to creating sustainable, elite performance socks.

End-user Insights

Men’s socks dominated the market and accounted for a revenue share of nearly 63% in 2023. Men show a higher preference for formal socks as compared to women. Other categories are also bought depending on their style and the activities they engage in regularly.

The demand for women’s socks is anticipated to grow at a CAGR of 7.3% from 2024 to 2030. The World Federation of the Sporting Goods Industry (WFSGI) states that more female involvement in sports will benefit the sportswear industry. In addition, since 2019, there have been more female runners than males.

Distribution Channel Insights

The hypermarkets and supermarkets segment dominated the market with a share of 56.4% in 2023. Consumers primarily look for product life cycle and price/value factor while purchasing a product and find retail shops the most convenient place to try & check products and accordingly make a buying decision. Moreover, the presence of skilled staff with knowledge of product specialty and other information about product segments is attracting first-time buyers of these products to this channel.

Global Socks market share and size, 2023

Creating a high-converting Amazon listing for Socks is all about visually communicating the value and appeal of the product to potential customers. Let's break down the best practices for optimizing the main image and secondary images, as well as leveraging customer reviews to enhance the overall appeal,
I’m using as an example a well-known brand of Socks sold in Germany:

1. Main Image Optimization

Show the Product Clearly: The main image should prominently feature the product since it’s the first thing customers see. A clean, high-resolution image of it is essential. This builds trust and sets expectations.
Include Variations in the Image: As you pointed out, displaying the variations in the main image is a smart strategy. This gives customers a clear idea of the product and helps them make a more informed decision, especially if they want to buy more than one pairs.
White Background: Amazon requires a pure white background for the main images. This keeps the focus on the product and ensures compliance with Amazon’s guidelines.

2. Secondary Images Strategy

Answer the Key Question: “Why is this relevant for my socks?”: Each secondary image should serve a purpose and address potential customer concerns or questions. Here’s how you can tailor the strategy:

Versatility for Different Occasions:

Daily Life: Use images that show how the socks are perfect for everyday activities. Highlight their comfort and fit in casual settings, like relaxing at home.
Sports: Display the socks being worn during physical activities, emphasizing their performance features like moisture-wicking or support during exercise.

Sizing Guide:

Communicate sizing recommendations, such as suggesting a size up if the item runs small. Include visuals of the socks being worn with shoes to provide a better understanding of fit.

Product Features:

Anti-Slip Design: Use close-up images to showcase specific features like the anti-slip pad, ensuring the socks stay in place during wear.
Perfect Fit for Sneakers: Highlight how the socks pair seamlessly with different types of sneakers, underscoring their versatility and non-slip quality.

Lifestyle Images:

Incorporate images of the socks in everyday use, whether at home or during activities, to reinforce the idea that they are suitable for any occasion.

Unique Selling Points (USPs):

Use clear and engaging infographics to emphasize key benefits like "anti-slip technology," "comfortable fit," or "ideal for sports and daily wear."

3. Utilizing Customer Reviews and UGC

Feature Top Reviews in Images: Include images or excerpts of positive reviews in your listing. These can be integrated into lifestyle images or standalone graphics, showing customer satisfaction and social proof.
User-Generated Content (UGC): If possible, incorporate images or videos from satisfied customers. This authentic content can be very persuasive, showing real dogs enjoying the product.
Video Reviews: Including a video section where customers can see people trying the socks adds another layer of authenticity and can help push customers toward making a purchase.

4. Compliance and Quality

Amazon Guidelines: Always adhere to Amazon’s image requirements, including the minimum and maximum resolution, no added text in the main image, and keeping the product the focal point.
High-Quality Images: Ensure all images are of the highest quality possible, with proper lighting, focus, and composition. Blurry or poorly lit images can significantly hurt the listing’s credibility.

5. Additional Tips

A/B Testing: If possible, run A/B tests on different image sets to see which resonates best with your target audience. Amazon provides some tools for this, or you can use external software.
Seasonal and Promotional Imagery: Consider updating images to reflect seasonal promotions or new product launches, keeping the listing fresh and relevant.

Optimizing your Amazon listings involves more than just high-quality images; it also requires a strategic approach to SEO and content presentation. Here’s a comprehensive breakdown based on your points:

1. SEO-Optimized Title

Keyword Research: Utilise tools like Helium 10 or Jungle Scout to conduct thorough keyword research. Identify high-traffic keywords related to underwear socks that potential buyers are searching for.
Title Structure: Incorporate primary keywords naturally into the title. A well-structured title should include:

Brand Name: Start with your brand name.
Product Name: Include the specific name or type of sock
Key Attributes: Mention key attributes such as size, colour, or type (e.g., low, casual, sportswear).
Target persona: Specify if it’s for Athletes, workers, etc.,
Value Proposition: Highlight any unique selling points, such as "sustainable material" or "made in the EU."

2. Bullet Points

Key Features: Use bullet points to highlight key features and benefits, such as size, material and benefits.
Keywords: Integrate secondary keywords naturally within these points without keyword stuffing.

3. Product Details

Material Composition Transparency: Clearly list the materials used in the socks, such as cotton, polyester, or spandex. This not only helps with SEO but also builds trust with potential buyers by providing transparency about the product’s composition.
Product Type: Specify the type of socks being offered (e.g., ankle socks, crew socks, compression socks). Include details about the design, thickness, and any special features like cushioning or moisture-wicking properties.
Target Audience: Indicate the intended audience for the socks, such as whether they are suitable for men, women, or children. Also, mention if they are designed for specific activities or needs, like athletic performance, everyday wear, or medical use.

4. Value Proposition

Highlight USPs: Make sure to prominently display high-value attributes such as "breathable cotton," "odorless," or any unique selling points in the title, bullet points, and images.

5. Made In Information

Location Credibility: Clearly state the manufacturing location (e.g., Made in the EU) as it can influence buyer trust and decisions.

6. Brand Story A+ Content

Brand Story: Use this section to provide background on your brand, showcase your products, and build a connection with the customer.
Catalog Integration: Feature other products from your catalog to encourage cross-selling and upselling.
Reviews and Certifications: Display positive reviews, certifications, and any relevant credibility-enhancing information.

7. Premium Content A+

Product Details: Focus on providing detailed information about the product, including its benefits and features.
Visual Appeal: Use high-quality images and persuasive copy to engage potential buyers.
Alt Text: Add descriptive alt text to images for better SEO and accessibility.
Comparison Chart: Include a comparison chart at the bottom to highlight the differences between your product and competitors’ offerings.

8. Maximizing Retail Space

Occupy Space: Ensure that your A+ Content and Premium A+ sections are comprehensive and occupy significant space on the product detail page. This reduces the chances of buyers being distracted by competitor ads.
Pre-Ad Strategy: Prioritize optimizing your listing before launching advertising campaigns to ensure that you’re making the most of your retail space.

9. BOOST Listings Through Advertising

Giving visibility to your products and creating a sensible paid marketing strategy that captures the customer's attention is important.

As mentioned above, this starts with optimizing listings: only spend a penny on advertising if your main best products are optimized first.

Amazon offers several types of paid advertising, which are: Sponsored Products, Sponsored Brands and Sponsored Displays.

How to use them and create a winning strategy?

Start with creating a sales funnel that must include the TOFU, MOFU and BOFU. Prioritise your campaign structure by giving 90% of the advertising budget to Sponsor Products, which are the ones that will bring you more sales in both the short and long term. While the remaining 10% to be divided between Brand and Display Sponsors.

Why this?

By doing this you will immediately start to get sales from consumers through Sponsor Products and through Display Sponsors implement a Remarketing strategy by targeting users who have viewed your product page in the last 7 and 14 days.

At the same time, you will need to have Sponsor Brands with Top-Of-Search Placement at 20%-50% to be in the first keyword search results, so that you are the first choice for your new user who does not know you yet.

10. Sales Velocity

We are talking about Socks and so one action that we can apply on Amazon is that of subscriptions, or 'subscribe and save'.

This allows the user to subscribe and receive their pair of socks every x months and at the same time is a great way to increase the turnover of your products in stock, increase sales and the average receipt, and at the same time reduce stock management costs.

11. BSR Hack

The BSR, Best Seller Ranking, is a tool not only to monitor the daily position of products in search results but is especially good when there are holidays and other important events: e.g. Prime Day, Black Friday, Cyber Monday.

But how to make the most of it?

You have to start warming up your engines early and start pushing products through advertising.

For example, for Prime Day, special focus must be given to the two weeks preceding the event, the so-called Lead Up Time, in which the advertising budget will be gradually increased, focusing on the objective of increasing sales through the placement of products in the first search results within Amazon and, at the same time, launching promotional campaigns of discounts and price reductions.

What are the benefits of this action?

Positioning in the first search results thanks to advertising, which will lead to more sales
Improved Organic Product Ranking, which will result in increased sales
Positioning in the first search results organically thanks to active promotions
Acquisition of new consumers who had never bought from us before.
This is one of the biggest benefit: increasing the number of new users who discover the brand in the long term will allow you to spend less on advertising and better focus on improving the quality of listing content

You can replicate this strategy of acquiring new customers and increasing the average receipt of existing ones even during the various holidays and events throughout the year and make sure you don't lose a single one.

FAQ: Selling Socks on Amazon

What are the key elements of a high-converting Amazon listing for socks?

A high-converting Amazon listing should include:

Main Image: A clear, high-resolution image of the socks, showcasing their design and color with a white background.
Secondary Images: Images displaying different color options, material details, lifestyle shots of people wearing the socks, sizing charts, and unique selling points.
Title and Bullet Points: SEO-optimized with primary and secondary keywords, highlighting key features, benefits, and unique selling propositions.
Customer Reviews and UGC: Feature top reviews, user-generated content, and video reviews if possible.

How can I optimize my main image for better performance?
To optimize your main image:

Ensure it clearly shows the socks with a clean, high-resolution image.
Highlight the design, color, and texture of the socks.
Use a pure white background to comply with Amazon’s guidelines and keep the focus on the product.

What should I include in my secondary images?
Secondary images should:

Highlight material and fabric details, such as cotton content, moisture-wicking properties, or durability.
Show the socks in different colors or patterns with color swatches if applicable.
Feature lifestyle images of people wearing the socks in various settings (e.g., sports, casual, formal).
Provide sizing charts and fit information using infographics or icons.
Showcase unique selling points such as reinforced toes, arch support, or non-slip features.

How can customer reviews enhance my listing?
Customer reviews can:

Provide social proof and build trust with potential buyers.
Be featured in images or graphics to highlight positive feedback.
Include user-generated content such as photos or videos of customers wearing the socks.
Show video reviews to add authenticity.

What are the best practices for writing an SEO-optimised title and bullet points?

Title: Include primary keywords, brand name, product name, key attributes (size, colour, material), intended use (e.g., athletic, casual), and value proposition.
Bullet Points: Use clear, concise points to highlight key features and benefits, and integrate secondary keywords naturally.

How should I present the materials and product details?

List all materials clearly in the product details section to build trust and aid SEO.
Specify the sock type (e.g., ankle, crew, compression) and detail any specific features like cushioning, seamless toes, or elastic bands.
Indicate suitability for certain activities or occasions (e.g., running, hiking, everyday wear).

What is the importance of the "Made In" information?
Clearly stating the manufacturing location (e.g., Made in Europe/USA) enhances credibility and can influence buyer trust and purchasing decisions.
How can A+ Content and Premium A+ Content improve my listing?

A+ Content: Use it to provide detailed product information, tell your brand story, and feature other products in your catalog.
Premium A+ Content: Focus on high-quality visuals and detailed product benefits, and include comparison charts to highlight differences with competitors.

What are the best practices for using Amazon’s retail space?

Ensure A+ Content and Premium A+ sections are comprehensive and occupy significant space to minimize distractions from competitor ads.
Optimize your listing before launching advertising campaigns to maximize the effectiveness of your retail space.

How can I track the effectiveness of my Amazon listing?

Use Amazon’s reporting tools and analytics to monitor key metrics such as impressions, clicks, and conversions.
Track the performance of your images, title, and content to make data-driven adjustments.
Conduct A/B testing on different image sets and content variations to determine what works best.