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 has to really understand customer service to [provide what] feels like a good shopping experience, said Malinda Sanna, founder of the agency Spark. So far, Amazon has nailed shipping and distribution. Then, they kind of fall off.

In the lingerie space, Amazons selection wholesale halloween costumes is currently heavily price-driven. Brands like Playtex sell bras for as little as $7. In Amazons push to build out its private apparel brands, it launched its own line of bras that retail for $10 each. For a new direct-to-consumer brand, a popular business model for digital-born lingerie brands, it's not a good deal.

In terms of evaluating partnerships in retail, wholesale swimwear we want to know: Is there money to be made? said Vosper. As a direct-to-consumer brand, we dont have the markups padding a wholesale partnership that other brands build into their pricing. But once people are sold on our brand, Amazon as a replenishment retailer is huge.

Where Amazon has improved its customer service with Prime swimwear manufacturers Wardrobe and free returns, it's relegated it to Prime member benefits. Typically, those are only available to the company's wholesale brand partners. But its harder for emerging brands, even in the fashion space, to become a wholesale partner. Amazon moves massive volume, so for small brands, its a tall order to fill. It also wants to see a newcomer prove itself on the independent seller platform first, before accepting it as a wholesale partner.