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Adidas Stan Smiths

Amazon’s logistics model prefers products that don’t disappear after six months. So it’s particularly good for footwear that never dates. Like the OG tennis sneaker, the Stan Smith.

“I would get these because they are a classic, easy-to-wear and comfortable trainer,” says stylist Luke McDonald. “The sizing is very consistent, which is good because returns with Amazon can be a pain so I would want to be sure they would fit. And where they come from doesn’t matter – they’re a commodity that I could buy without needing to feel any brand warmth.”

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Levi’s 501

“I would go to Amazon for wardrobe staples and repeat buys,” says style writer Miriam Bouteba. “Things like trainers that I own and love but that are looking a bit worse for wear, or plain white tees that need to be replaced fairly frequently.”

When you’re buying in a new way, it also helps to go for a product that’s been basically unchanged for more than a century. “A pair of 501s will always be a pair of 501s, regardless of which platform they’re bought on.”

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How To Find The Good Stuff On Amazon

Stick To What You Know

Amazon is like a giant warehouse – terrible for inspiration, great if you want a specific pair of Vans right now. You just need to think about your clothes in the same way you do dog food. Brands like Levi’s, French Connection and Tommy Hilfiger all sell through Amazon, so it’s always worth checking if you’re after something you already know you love. Just don’t expect to discover some new essential while you’re browsing.

Return (Almost) Everything

Amazon can’t beat Gucci‘s branding, but it trumps everyone at logistics. With basics, nothing matters more than fit so it’s smart to buy a few sizes around your usual, pick the best and return the rest. Free delivery and returns (at least, if you’ve got Prime) makes for an experience that’s almost as smooth as trying stuff on in-store.