The 15 Best Amazon Spring Fashion Finds to Shop Now – Charm

One of the joys of working in fashion is the sixth sense you develop for unearthing the best products in every scenario. Case in point: This spring, we sifted through Amazon’s seemingly endless assortment, which includes everything from emerging designers to iconic brands, to curate a list of the chicest closet essentials.

Just like the ELLE team, Amazon tapped into what’s happening on the runway, “we think the era of quiet luxury might be fading a bit—people are leaning into glam again,” Jenny Freshwater, Amazon’s Vice President of Fashion and Fitness, tells us exclusively. Amazon’s stores are stocked up on all the fun seasonal trends, from leopard to plaid. “There’s also a countryside, romantic feel coming back: chiffon and ultra-feminine pieces.” Freshwater says. “I think we’ll see a grown-up take on boho this spring, too.”

Coach Brooklyn Shoulder Bag 28

In addition to all of the trend-forward pieces from favorite brands, including Coach, Michael Kors, Ronny Kobo, and kate spade new york, shoppers can browse classic styles from Ray-Bans, New Balance, Lacoste, and Sweaty Betty. With hundreds of thousands of fashion items available in its stores, Amazon has made browsing the website so much easier, especially with the launch of several AI-enhanced features.

“Rufus is our AI shopping assistant that helps you shop in a conversational way,” Freshwater shares. “It’s great for narrowing down Amazon’s vast selection and getting expert-like recommendations.” We tested it out to help us zero in on one of spring’s biggest trends: pastel accessories. The results led to this ice blue Coach Brooklyn bag. With Amazon’s View in 3D feature, we were able to scroll, pinch, zoom, and rotate the bag to see all angles.

The chat feature isn’t just limited to fashion finds either—it can be used across the board. “I used Rufus to plan my daughter’s spa-themed birthday party,” Freshwater says. “I just typed in ‘12-year-old spa birthday,’ and it helped me find the perfect headbands, wristbands, and masks.”

In a constant quest to make online shopping easier, Amazon has debuted a number of features to its site that help you know how an item will look when worn, as well as what size and fit will work best. Freshwater adds: “We work closely with brands, utilizing technology to create experiences such as View in 3D and AR/VTO, so that customers can explore products through engaging and interactive experiences, helping inform purchasing decisions so they can shop with confidence.”

Personalized Size Recommendations and Fit Review Highlights help you know how a style fits and which size might work best for you, while Virtual Try-On, available for select styles, brings an in-store like experience to your mobile device. “One of the biggest challenges with online fashion is knowing how something will fit or look on you,” Freshwater explains. “With See It On Your Model, you can choose from real models with different sizes, skin tones, and hair colors—from XS to 4XL—and see how a product looks on someone like you.”

The way it works is simple: Available in the Amazon Shopping app and mobile browser, just click on the “Change Model” button in the lower right-hand corner of the product image, and a gallery of up to 40 real models to choose from will pop up. Pick the one that you’d like to see the item on and—voilà—your pick replaces the original model. Powered by GenAI technology, this interactive feature simulates how clothing looks on real models of all sizes (XS to 4XL), showing shoppers how garments will appear on different body types. “We’re seeing lower return rates with tools like See It On Your Model, because customers can better visualize the fit and look before buying,” Freshwater says. “That’s a win for them and for us.”