Dresses account for 43% of sales of Amazon's own apparel brands.

Amazon.com Inc.’s apparel brands’ sales picked up noticeably late 2016, reports Slice Intelligence. Slice says that Amazon launched at least seven private-label apparel brands in 2016, and that its Lark & Ro brand is generating the most sales. Dresses represent a big part of Amazon’s private-label apparel sales, 43%, Slice says, while other retailers derive their private-label sales from a wider mix of products. “Competitive apparel brands—both private-label and national brands—should keep a close eye on Amazon.

It has a ton of data about what consumers like, what consumers are willing to pay, and has control over a wide array of levers to create awareness of its brands,” says Ken Cassar, principal analyst at Slice Intelligence.

Among the Amazon brands Slice studied are Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, Scout + Ro, North Eleven, Society New York, Goodthreads and Amazon Essentials.