Helping You with Your Amazon FBA Business

Shoes: Which Brands and Sizes Sell

Which shoe brands are the best to buy?  Should you stay away from the smaller and larger sizes?  I often see these “shoe” questions posted in the Amazon FBA Facebook groups, so I decided to take a look at my own shoe selling data and find out!

Shoe Statistics SHD

But before I get started, just a little history:  I started selling shoes last December and they now account for 69.08% of my sales.  I like them because they raised my average selling price and profit for the year and by doing so, I don’t have to process as many units to keep my sales up.

My 7-month sales (Jan 1 – July 31) are higher than all of last year’s (Jan 1 to Dec 31) by $384.  But what’s really interesting is that I sold 366 fewer units this year!  This means that I’m working smarter, not harder!  I have shoes to thank for that.

Shoe Statistics: Using the Last 200 Shoes Sold

For my report, I selected the last 200 pairs of men’s and women’s shoes that I sold and went through them to find out which brands and sizes are selling.  I’m not reporting any statistics on children’s shoes because I only sold 8 of them so there isn’t much information to gather from that.  I’m not saying that children’s shoes don’t sell, it’s that I just don’t send very many in.

Shoe Brands

Here are the top 10 brands that I sold:

Shoe Brands

Below are the other brands that I sold:

Shoes at 1.79%: BOC, Crocs, Florsheim, Lifestride, Rocket Dog, Wanted, White Mountain

Shoes at 1.19%: Born, CL by Chinese Laundry, G by Guess, Madden Girl, Merrell, Naturalizer, Polo Ralph Lauren

Shoes at 0.60%: Avia, BCBGeneration, BuckleFeet, Charles by Charles David, Easy Spirit, Hi-Tec, Lauren Ralph Lauren, On, Pacific Trail, Saucony, Softspots, Sperry, Superga, Timberland

Brand Analysis: 

At first glance, it looks like that you’ll sell more Nikes than any other shoe brand.  But that’s not really the case – I just sent in more Nike shoes than any other brand.

I’m sure that if I sent 190 Superga shoes and 10 Nike shoes, then Superga would be on top of the list.  To really know which brands are the best, the same number of each brand needs to be sent in to Amazon.

Takeaway: Numerous brands sell and don’t be afraid to experiment with brands that you never heard of before.

Men vs. Women

I’ve sold 40 more pairs of women’s shoes than men’s shoes.  This surprised me as I tend to gravitate more towards the men’s department than the women’s.

Takeaway: Let the computer calculate your numbers/statistics rather than your head.

Men’s Shoe Sizes

Here are the men’s shoe sizes that I sold:

Mens Sizes

I was told that the average men’s shoe size is 10.5.  This appears to be true as 10.5 and 11 are my most popular sizes.  But then again, it could be that I sent in more 10.5’s and 11’s than any other shoe size.

Note: I like buying 10.5’s because if a shoe gets returned back to me, then my husband can wear it.  Fortunately, that hasn’t happened yet.

However, I have no hesitation with buying the smaller and larger sizes because they sell too!

Takeaway: People come in all shapes and sizes.  Therefore, don’t be afraid of the smaller and larger sizes.

Women’s Shoe Sizes

Here are the women’s shoe sizes that I sold:

Womens Sizes

I was told that the average women’s shoe size is 8 and the above numbers support that.  But then again, it could be that I send in more 8’s than any other shoe size.

Takeaway: Same message as before – people come in all different sizes, so don’t be afraid to experiment with the smaller and larger sizes.

Make Replenishable Shoe Lists

My shoe statistics aren’t going to give you an absolute answer as to which shoe brands and sizes are the best to send in.  The reason is because I’m not sending in an equal number of each brand and size.

However, my time wasn’t wasted creating these reports because now I can easily see which shoes sold multiple times.  I figure that if a specific shoe sold once, it will sell again.

I have replenished shoes a couple of times and with my new data in hand, I’m going to build on that.  Here are a couple of examples of what I’m talking about:

  1. I purchased 2 pairs (different sizes) of Florsheim men’s dress shoes.  They both sold right away.  Later, I saw them on sale again from the same retailer and I bought two more.  One sold right away and I still have one in stock.  Since I sold three of these shoes, I’m going to watch for that same style again and buy a few more when they go on sale.
  2. I purchased one pair of B.O.C shoes and it sold right away.  Later, I saw the same shoe on sale again from the same retailer and I bought one more pair.  It sold right away and I’m out of stock.  Since I sold this shoe twice, I’m going to watch for it again and buy a few more when it goes on sale.

Takeaway: Analyze what you’re selling and make buy lists from that.

The Amazon Shoe Flip

Real briefly, I’ll tell you about one of my Amazon flips.  It’s a pair of Superga shoes and to be honest, I never heard of that brand before.

Name: Superga Women’s 2750 Cotu Classic Fashion Sneaker, Size 8

Store Purchased: Amazon

Date Purchased: 4/16/16

Date Sold: 6/11/16

Buy Price: $19.50

Selling Price: $53.99

Net Profit: $53.99 (selling price) – $12.50 (fees) – $19.50 (buy cost) = $21.99

ROI: 112%

Ranking on 8/4/16: 44,253

Category Percentage: Top 6%

Superga RevSeller

The RevSeller chrome extension puts this on your product page.

Learn More About Selling Shoes

If you want to learn more about getting started in shoes and want to see my first shoe profit numbers, then please check out these two blog posts:

Increase Your Profits & Save Time by Selling Shoes

Shoe Progress Report: Sales, Profits and More!

If you want to learn more about how RevSeller can help you with your online shoe sourcing, then check out this blog post:

RevSeller Speeds Up Your Online Sourcing Time

3/3/17 Update: Learn more about selling shoes with Stephen Smotherman’s new course,  The Reseller’s Guide to Selling Shoes!

I hope this shoe post helps you and please reach out to me if you have any questions or comments!  You can use the comment form below or find me on Facebook!

Affiliate Disclosure for SHD

{ 10 comments… add one }
  • Ree Klein August 5, 2016, 2:26 pm

    Very interesting, Diana! I don’t sell shoes, but you make a compelling case for giving it a try 🙂 Thanks for all you do to help others succeed.

    • Diana August 5, 2016, 6:37 pm

      Hi Ree,
      Shoes have really helped my business a lot. There’s much less work involved but you can still maintain/increase your numbers. As always, thanks for stopping by!


  • Nat August 11, 2016, 4:23 am

    Hi Diana,
    Just found your website yesterday. So many useful information here.
    I just wonder, I once was told that you cannot list brand ‘Adidas’ (actually you can list, but will be blocked from selling later) According to your shoes list, then that means what i was told is not correct? Or that only applies to cloth but not shoes?
    Thank you.

    • Diana August 11, 2016, 1:01 pm

      Hi Nat,
      I have listed and sold Adidas shoes without any problems. I heard that New Balance, Asics, Muziono, Under Armour and Uggs are restricted brands. Then later I heard that you can sell some sizes of Under Armour. Then I heard that Nike was restricted, then it wasn’t.

      The best thing to do is to lookup or scan the shoe with the free Amazon Seller App and see if it comes up restricted.


  • Neila September 9, 2016, 3:14 pm

    Excellent article. I appreciate your data crunching and sharing this information. How have the recent Nike, Adidas, Under Armour, etc restrictions impacted your bottom line and your sourcing strategies?

    Thank you,

    • Diana September 11, 2016, 4:23 am

      Hi Neila,
      So far, the restrictions haven’t hurt me too much. I’m still able to sell the Nikes and Adidas shoes that are in my inventory because Amazon hasn’t restricted any of my existing inventory.

      Also, over the past 2 or 3 months, I really haven’t purchased many athletic shoes. I’ve been going very wide on numerous brands and my shoe sales are still doing good.

      However, I did have a minor setback recently as I purchased a Guess Shoe (unrestricted when I purchased it) and then when it was delievered to the prep center and I went to list it, Guess was restricted. Luckily, the prep center returned it back to the retailer for me. So, it is scary not knowing if what you buy today will become restricted before you send it in.



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About Diana

I am working towards creating a full-time income by selling on Amazon. It's a lot of work but very fun! If you're interested in selling on Amazon, be sure to follow my blog as I'll be providing you with lots of tips!

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