going to create the demand around a product. Brands still have to create that demand, said Jim Fosina, the CEO of the branding agency Fosina Marketing Group. But if you're looking to build brand longevity, it may not be the best partner.

A brand like Negative Underwear  and similar corset style bra competitors, like Adore Me, Lively and ThirdLove  may not want to be sold next to a $7 Playtex bra this early in the game. But it's still not so simple to shirk Amazon entirely.

It's the great debate. Anyone you speak to womens bikinis sale in fashion, when you talk about Amazon, says, Why would you sell to them? They don't know fashion.Anyone in the tech world says, Why would you sell to Bloomingdales? They don't know how to do e-commerce. Wholesale is being rethought every day. Maybe there's a reason for a transactional partner like Amazon in the future.

Outside of Prime Wardrobe, Amazons suit underwear typical returns are free for Prime members, but require gathering shipping materials and waiting for a refund, a process that universally frustrates online shoppers and can eat away at a retailers profits. From a customer service perspective, wrangling a response from a real-life Amazon associate when dealing with the process has proven difficult, as its customer service system, by phone or chat, is automated.