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Start Selling Shirts on Amazon UK
Fast, Simple, Profitable
A Step-by-Step Guide
Selling T-Shirts on Amazon
Selling t-shirts online in the UK is simple with Amazon’s tools. This guide explores the best ways to start and grow your shirt-selling business, whether you're producing your own inventory or using print-on-demand services like Merch by Amazon. Learn how to design, list, market, and scale your shirts while complying with legal and tax requirements.
T-shirts are a timeless product, popular across all ages and styles, making them a low-barrier, high-potential entry point into the world of e-commerce. The overall apparel market in the United Kingdom is projected to generate approximately £69.09 billion in revenue by 2025, with an annual growth rate (CAGR) of 3.39% from 2025 to 2029.
The UK t-shirt market itself is poised for steady growth across all segments, with each category expected to see notable increases in both revenue and CAGR over the same period:
T-shirts are a timeless product, popular across all ages and styles, making them a low-barrier, high-potential entry point into the world of e-commerce. The overall apparel market in the United Kingdom is projected to generate approximately £69.09 billion in revenue by 2025, with an annual growth rate (CAGR) of 3.39% from 2025 to 2029.
The UK t-shirt market itself is poised for steady growth across all segments, with each category expected to see notable increases in both revenue and CAGR over the same period:
Men’s T-Shirts: In 2025, sales of men’s t-shirts are expected to bring in £20.64bn, and the sector is projected to grow at 3.30% CAGR till 2029.
Women’s T-Shirts: This segment too continues to grow, with revenue forecast to be £37.9bn at a CAGR of 3.50%.
Children’s T-Shirts: With expected revenue of £9.98bn, sale of kids’ t-shirts is also strong this year, and this sector’s CAGR is projected at 3.20%.
Custom t-shirt printing: This subsector too is projected to grow globally at 11.5% CAGR (2023 to 2030), with personalised clothing driven by trends in self-expression, influencer marketing, and online merchandising.
This steady growth across segments highlights the significant opportunities for sellers looking to enter the online T-shirt market.
Using their bespoke-to-Amazon predictive analytics Data, WGSN Mindset predicts Mock Neck T-Shirts for Womenswear as Sustained Riser Style for Amazon for S/S 2025. To confirm this, global searches for 'mock neck t shirt' has also risen 80% YoY, showing the accuracy of WGSN forecasts
Business Planning Tips for Your T-Shirt Brand
Before launching your t-shirt business, it is essential to treat your venture like a real business, even if you are starting small. A clear business strategy will help you stand out in a competitive market and make more informed decisions from day one.
Step 1
Define Your Niche and Brand Identity:
Avoid trying to appeal to everyone. Focus on a niche that aligns with your style or audience. For example, streetwear slogans, sustainability-focused designs, or designs for pet lovers. Build a consistent brand voice and design aesthetic to create customer recognition and loyalty.
Step 2
Outline a Basic Business Plan:
Even if informal, a one-page plan should cover your product range, target customers, expected costs (production, fees, design), pricing strategy, and growth goals. This will keep your decisions aligned and help you track profitability.
Step 3
Understand Your Cost Structure:
Factor in all costs—design tools, printing, shipping, packaging, advertising. If you’re planning to sell on Amazon, it’s important to understand all the associated fees, such as referral fees and FBA costs (if applicable). Use the Amazon FBA Calculator to ensure each product is priced for profit.
Step 4
Start with a Small, Focused Launch:
Don’t overload your store with dozens of designs immediately. Begin with 5–10 strong, well-designed shirts. Test different styles and see which ones perform best before expanding your collection.
Step 5
Protect Your Designs and Name
Consider trademarking your brand name if you plan to grow it. Use only original artwork or properly licensed images to avoid copyright issues. Read Amazon’s Intellectual Property Policy to stay compliant.
Step 6
Plan for Scalability
Set up your processes: design creation, product listing, fulfillment, marketing, with the future in mind. As your business grows, you will want to spend more time on strategy and less on repetitive tasks. Consider tools like design templates, listing optimization software, and Amazon automation features.
Example: Fees Breakdown for T-shirts*
Selling price:
Referral fee (8%):
FBA fulfillment fee (small parcel 400g, Low-Price FBA rates):
Storage fee:
£10
£0.80
£2.70
~£0.03/month
* These are rough estimates and actual costs and margins can vary significantly based on specific products, competition, and other factors.
Storage fees can vary based on product size and time of year.
The profit margins are approximate ranges after accounting for the main Amazon fees.
Storage fees can vary based on product size and time of year.
The profit margins are approximate ranges after accounting for the main Amazon fees.
Selling T-Shirts on Amazon
Amazon UK provides an ideal platform to reach customers looking for everything from basic cotton tees to bold graphic shirts. With access to millions of shoppers and Amazon’s trusted delivery and customer support systems, sellers can confidently launch their business in a high-demand category.
Benefits of selling t-shirts on Amazon include:
- Broad reach without building your own site
- Integrated logistics through Fulfilment by Amazon (FBA)
- Flexible options like print-on-demand via Amazon Merch on Demand
- Year-round demand for personalised and seasonal styles
Whether you're a local designer or small business owner, the t-shirt category offers a compelling entry point into e-commerce, backed by Amazon's infrastructure and marketplace visibility.
Selling T-Shirts via FBA
If you’re registered as an Amazon seller and plan to produce your own t-shirts or source from existing retailers or manufacturers, Fulfilment by Amazon (FBA) can potentially help you with fulfilment, including shipping, storage, and returns, which will all be handled by Amazon.
Steps:
- Register on Amazon Seller Central UK
- Choose one of two available Selling Plans (Individual or Professional)
- List products with detailed images and descriptions
- Ship inventory to Amazon warehouses
Selling T-shirts on Amazon using FBA offers several potentially unique advantages for online sellers. Through Prime eligibility and faster delivery, you can meet customer expectations for quick shipping, boosting sales potential.
Amazon’s hands-off fulfilment model simplifies logistics, allowing you to focus on growing your business without managing complex shipping or returns. Additionally, customers trust Amazon’s logistics and customer service, which can enhance your brand’s credibility and increase conversion rates.
Use the Amazon FBA Profit Calculator to understand fees and margins. This model is ideal for sellers with full control over their production and branding.
Amazon’s hands-off fulfilment model simplifies logistics, allowing you to focus on growing your business without managing complex shipping or returns. Additionally, customers trust Amazon’s logistics and customer service, which can enhance your brand’s credibility and increase conversion rates.
Use the Amazon FBA Profit Calculator to understand fees and margins. This model is ideal for sellers with full control over their production and branding.
Using Merch by Amazon
For sellers without inventory, Amazon Merch on Demand is a print-on-demand service where Amazon handles printing, fulfilment, and customer support.
Steps:
- Request access to Merch by Amazon
- Upload artwork using Amazon’s templates
- Set pricing and publish your designs
- Year-round demand for personalised and seasonal styles
Pros:
- No need for inventory or warehousing
- Royalty-based revenue structure
- Access to Amazon’s global marketplaces
Note: Follow Amazon’s Merch content guidelines to avoid policy violations. This option is preferred for creatives who want to focus on design and branding without logistical overhead.
Designing Your Own T-Shirt
To succeed in selling shirts, you need compelling designs. Understand your audience, whether they're into minimal fashion, bold slogans, or niche themes, and tailor your work accordingly.
Design Tips
- Stick to 300 DPI image resolution for quality prints
- Choose colours that stand out on product thumbnails
- Use mock-up tools to visualise your shirt designs
- Offer a variety of sizes and gender-inclusive fits
Use keywords like "funny t-shirt UK" or "eco-cotton shirt" to improve search ranking. Keep your product pages clear and informative, especially if you're handling your own fulfilment.
Using their bespoke-to-Amazon predictive analytics data, WGSN Mindset predicts Vintage-inspired Tee for Menswear as Sustained Riser Style for Amazon S/S 2025. To confirm this, global searches for 'graphic tees men' has also risen by 100% YoY, & 'vintage mens t shirts' by 70% YoY, showing the accuracy of WGSN forecasts.
Marketing Your Listings
Amazon sellers get access to a wide range of tools and programmes, which can be combined with external marketing to drive traffic. These include:
- Sponsored Products and Sponsored Brands ads
- A/B testing via Amazon’s Manage Your Experiments tool
- Amazon Brand Registry with custom storefronts
You will also need to use external channels to grow your business, such as:
- Using social media channels for visual promotion
- Working with fashion influencers
- Asking satisfied buyers for user-generated content and reviews
Monitor your campaign performance via Amazon’s Brand Analytics tool and refine keywords and creatives over time.
Legal & Tax Compliance
Before launching, make sure your business is compliant with UK rules:
- Register as a sole trader or limited company
- Register for VAT if revenue exceeds £90,000 (HMRC VAT Guide)
- Ensure all garments are labelled for size, care instructions, and material composition
- Avoid copyright violations, use only original or properly licensed artwork
- Visit the Amazon VAT Knowledge Centre for further information and guidelines
Amazon also expects sellers to meet its product compliance and returns standards.
Customer Experience
Positive customer experience is crucial for ratings and sales. Therefore, ensure that you:
- Add detailed size charts in both inches and cm
- Offer responsive customer service and return options
- Use high-quality, mobile-optimised product images
- Encourage customer reviews post-purchase
Smooth delivery and accurate descriptions reduce returns and improve your Amazon seller score.
Scaling Your Business
As your business grows:
- Use Pan-EU FBA to sell across Europe
- Expand your range to include related products (for example, hoodies, sweatshirts, or tote bags)
- Create a seasonal release calendar to stay relevant
- Monitor data in Seller Central to identify top SKUs and optimise listings
Eventually, consider other avenues such as running external email campaigns to grow brand visibility beyond what is already available on Amazon.
Additional Selling Tips
- Bundle shirts with accessories for added value
- Offer packs or discounts for repeat customers
- Use eco-friendly packaging and highlight it in listings
- Monitor return reasons to improve sizing accuracy or quality
- Launch limited-edition or themed collections
Conclusion
T-shirt selling can be considered as a reasonably strong opportunity for sellers interested in entering the UK e-commerce arena. Further, marketplaces like Amazon offer multiple entry points that help both new and established sellers to launch, grow and scale their business. For optimal success, remember to focus on your niche, use all the tools and programmes at your disposal, follow all the legal rules and regulations, and prioritise design and customer service.
Done right, a t-shirt business on Amazon UK can evolve into a sustainable, growing venture.
FAQ
1. Can I start selling t-shirts without inventory?
Yes. You can use Amazon Merch on Demand for print-on-demand with no upfront stock costs.
2. Do I need a business license to sell t-shirts online?
No, but you must register as a sole trader or business with HMRC to operate legally.
3. How do I price my shirts?
Start by using the FBA calculator to estimate your production and shipping costs. Then, take into account any other expenses involved in making your t-shirts so you can set a competitive price and still earn a good profit.
4. Can I sell across Europe from the UK?
Yes, you can sell across Europe from the Uk by using Pan-European FBA or shipping manually via Merchant Fulfilled Network (MFN).
5. Are there content restrictions?
Yes. Whether using FBA or Merch, your designs must not violate Amazon’s content and IP policies.
Compare estimates by fulfilment methods
Calculate fees, costs, and revenue for a current or future product, comparing Fulfilment by Amazon (FBA) and your own fulfilment method:
- Open the Revenue Calculator.
- Search the Amazon catalog for a product or define one using dimensions, weight, category, price, and shipping charges.
- Review and adjust entries for Amazon Fulfilment and Your fulfilment to calculate - and recalculate - fees, costs, and revenue.
