The Best Amazon Lingerie Brands to Know in 2025

Your top drawer deserves better than guesswork.

Because lingerie isn’t just lace and elastic—it’s the first layer of how you show up in the world. It should fit beautifully, feel like confidence, and still survive a spin cycle.

But Amazon? It’s both a goldmine and a maze.

Thousands of brands. Endless star ratings. And still no guarantee that what lands on your doorstep will hug you right or hold up after three wears.

That’s where we come in.

This guide cuts through the clutter with real research, real reviews, and real-world testing. No fluff. No one-size-fits-all promises. Just 20+ brands women actually love—from all-day comfort champs to shapewear that doesn’t feel like punishment.

So whether you’re curating a capsule drawer or finally retiring your stretched-out go-tos, you’ll find something here that speaks to you. Your body. Your life. Your style.

Let’s start with the best in the business—and build a lingerie drawer you’ll actually look forward to opening.

The Vautiq Standard: What Makes This List Different

You’ve got standards. So do we.

At Vautiq, every product we recommend goes through a no-nonsense review process that puts real comfort, real feedback, and real people first.

Here’s how we build our lists—so you can shop with confidence, not second-guessing:

• Thousands of customer reviews combed to spot consistent wins (and red flags).
• Deep dive into brand specs—fit, fabric, features, and more.
• Real-world wear testing to uncover comfort levels, sizing quirks, and standout details.

We don’t just skim star ratings. We analyze what actual women are saying about stretch, shape, comfort, and long-term wear—so what you buy isn’t just pretty in photos, but perfect in practice.

Because when it comes to lingerie, you deserve more than marketing fluff. You deserve facts, comfort, and a drawer full of confidence.

The Top Lingerie Brands on Amazon in 2025—And Why They’re Worth It

We sifted through thousands of reviews, fit tests, and product claims so you don’t have to. What made the cut? Brands that walk the talk—delivering comfort, confidence, and real-woman appeal.

From everyday essentials to statement sets, here are the brands women are obsessed with right now—and why your top drawer might thank you for meeting them.

Brand	Best For	Why We Love It
Victoria’s Secret	Redefined glamour, inclusive style, and everyday comfort	A bold comeback story—now with body positivity, real talk, and ultra-flattering fits that feel as good as they look.
Calvin Klein	Minimalist bralettes and cool-girl basics	Effortlessly iconic. Think clean lines, soft cotton, and comfort that never tries too hard.
Wacoal	Support and shaping for fuller figures	Elegant, engineered support that disappears under clothes and never sacrifices comfort.
Natori	Pretty-meets-practical everyday bras	Gorgeous lace, seamless fits, and a luxury feel that holds up to real life.
Ekouaer	Affordable loungewear and lingerie with elegance	Feels like satin, wears like pajamas—ideal for slow Sundays or spontaneous selfies.
SPANX	Shapewear that sculpts, smooths, and empowers	Built by women for women—with tech that lifts you up, not locks you in.
Hanes	Everyday cotton underwear that just works	No frills. Just breathable, comfy basics that last through laundry day and beyond.
Vanity Fair	Ultra-soft, stylish panties for daily wear	A soft-touch staple that flatters without fuss. It’s the whisper of luxury you’ll forget you’re wearing.
Jockey	Reliable comfort for the whole family	Century-strong expertise meets today’s fits. Their undies just make sense.
Bali	Full-coverage bras with smoothing and shaping power	Trusted by generations. Beloved for lifting, holding, and hugging curves just right.
Maidenform	Budget-friendly shaping bras and panties	Affordable and flattering? You bet. Maidenform is the shapewear secret you’ll want to tell your friends about.
Fruit of the Loom	Breathable cotton essentials at unbeatable value	You grew up with them—and for good reason. Pure comfort, zero fuss, and serious bang for your buck.
Verdusa	Trendy lingerie sets in value multipacks	Fashion-forward without the markup. Their sets serve looks and comfort in equal measure.
Nike	High-performance sports bras with all-day wearability	Where gym support meets everyday comfort. Seamless, sweat-proof, and stylish AF.
Tommy Hilfiger	Classic American cotton basics	Iconic, timeless, and secretly one of the best bralette-under-a-tee brands around.
Popilush	Shapewear disguised as real clothes	These are actual outfits with sculpting magic built in. Confidence dressing? Nailed it.
Warner’s	Smoothing wireless bras with zero side bulge	Wireless wonders with real structure—and none of the usual pinch points.
PLAYTEX	Wire-free comfort and lift for fuller busts	Full support, no poking. These bras are engineered for curves and everyday comfort.
Glamorise	Plus-size support with inclusive tech and style	Designed for real bodies, not mannequins. Their patented tech makes large-cup lift feel effortless and elegant.

Today, the world of intimate apparel is more diverse, inclusive, and empowering than ever before. Hence navigating the vast ocean of options can be daunting, but it is also a treasure trove for finding perfect pieces that truly resonate with individual needs and desires.

1. Victoria’s Secret

Best for: Redefined glamour, inclusive style, and everyday comfort
Why we love it: They’ve ditched the fantasy and embraced the real—and women everywhere are feeling seen.

Once the symbol of unattainable beauty, Victoria’s Secret has undergone a transformation worth applauding. In 2025, the brand isn’t about perfection—it’s about personal connection. Under the leadership of CEO Hillary Super, they’ve launched powerful initiatives like VS and Pink Adaptive, widening their lens on inclusivity and accessibility.

And it’s working. With 2.6 million new Instagram followers and a 12.3% engagement rate in just one year, the brand is resonating on a whole new level. Shoppers love pieces like the Shine Strap Slip Dress (5.0 stars on Amazon)—but what they really love is how the brand makes them feel: seen, celebrated, and empowered.

2. Calvin Klein

Best for: Iconic, minimalist comfort in bralettes and everyday underwear
Why we love it: This is your uniform for effortless cool—no push-up needed.

Few brands own the word “classic” quite like Calvin Klein. In 2025, that reputation still holds—but with a fresh take. Their Modern Cotton Bralette has over 29,000 glowing reviews, and their Invisibles Wireless Triangle Bralette continues to top Amazon charts for a reason: clean lines, soft fabric, zero drama.

Beyond Amazon, Calvin Klein is investing big in reestablishing its authority in the intimate space, even returning to the runway after six years. The takeaway? CK isn’t just surviving—it’s doubling down on comfort, identity, and self-expression for a new era of wearers.

3. Wacoal

Best for: Elegant support for fuller figures that actually feels good
Why we love it: Precision. Comfort. Style. This is luxury support that works overtime.

Founded in Japan and beloved globally, Wacoal has quietly become the gold standard for fuller-bust support. On Amazon, customer-favorites like the Awareness Full Figure Underwire Bra (4.4 stars, 6,300+ reviews) and Basic Beauty T-Shirt Bra show that comfort and craftsmanship can coexist.

In 2025, Wacoal’s “Soft Romanticism” and “Comfort Tech” collections lead with lace, sustainability, and stretch—without sacrificing lift or structure. It’s a thoughtful blend of old-world tailoring and future-forward comfort, proving that supportive can still be stunning.

4. Natori

Best for: Pretty-meets-practical bras that you’ll actually wear every day
Why we love it: Beauty and comfort? Natori refuses to choose.

Natori designs like a sculptor, but thinks like a woman. Founded by fashion powerhouse Josie Natori, the brand’s mantra—“luxury should be lived in”—shines through in bestsellers like the Feathers Contour Plunge Bra (4.2 stars, 2,100+ reviews).

On Amazon and beyond, shoppers rave about seamless fits, soft lace, and flexible designs that hold you all day without digging in. Their Bliss collection continues to outperform, and a 4.8-star rating from over 10,000 reviews on Natori’s site shows just how loyal fans are. This is artful lingerie that elevates your everyday—no effort required.

5. Ekouaer

Best for: Affordable, silky-soft loungewear with a side of elegance
Why we love it: Feels like luxury. Priced like a steal. Sleeps like a dream.

Ekouaer might not scream “designer,” but the brand’s got credentials to brag about—like a Berlin Design Gold Award for sustainable innovation. On Amazon, it’s a go-to for cozy yet chic hits like the Satin Loungewear Set and the Silky Camisole 2-pack, both topping 4-star reviews with thousands of fans.

What sets it apart? Fabric that flows, cuts that flatter, and a price point that feels like a win. Their co-designed 2025 “Floral Moments” collection with Italian designer Isabella Cortese brings even more softness and sustainability into the mix. Bottom line: Ekouaer makes comfort feel elevated—and totally effortless.

6. SPANX

Best for: Confidence-boosting shapewear that actually feels good
Why we love it: SPANX doesn’t just shape your body—it shifts your mindset.

Forget everything you thought shapewear had to be. SPANX flipped the script back in 1998, and in 2025, they’re still leading the charge with smart design, feel-good fit, and unapologetic empowerment. Founded by Sara Blakely and backed by an all-female board, this brand is about more than control—it’s about freedom.

Their Seamless Power High-Waisted Briefs (15,000+ reviews) and Open-Bust Mid-Thigh Bodysuit (4.2 stars) are Amazon staples for a reason: they work. This year’s updates—like FitSense tech and Invisible Supima—deliver sleek support without squeezing the life out of you.

If SPANX nails one thing, it’s this: you should never have to choose between feeling strong and being comfortable.

7. Hanes

Best for: Cotton classics you can live in
Why we love it: Sometimes the best bra is the one you forget you’re wearing.

Hanes is that friend who always shows up with what you need—reliable, breathable, unfussy underwear that gets the job done without trying to trend on TikTok. From their 100% Cotton Panty Packs (41,700+ reviews!) to Comfort Period/Postpartum Underwear, Hanes is built for real life.

What’s wild? The basics outperform higher-end brands in comfort and durability. That’s not hype—that’s data. With a strong 2025 sales performance (+2.1%) and high margins in their innerwear division, Hanes keeps proving that comfort doesn’t have to be complicated or costly.

Bottom line: they’re the MVP of your everyday drawer. No fluff. No friction. Just comfort that works.

8. Vanity Fair

Best for: Soft, seamless panties with an elevated feel
Why we love it: It’s the quiet luxury of underwear—soft, smooth, and completely unbothered.

Vanity Fair isn’t loud. It doesn’t need to be. With pieces like the Effortless Panty (4.4 stars), the brand has carved out a niche where comfort meets elegance—without the markup.

The fabrics are buttery, the lace is subtle, and the fit just works. Sure, some reviews mention slight roll-ups or thinness—but the glowingly consistent praise makes it clear: these are everyday panties with a first-class feel.

It’s like slipping into your favorite robe, but it fits under jeans. Unassuming. Unapologetically soft. Unfailingly reliable.

9. Jockey

Best for: Longwear comfort backed by legacy
Why we love it: They’ve been doing comfort since 1876—and they still get it right.

Jockey invented the men’s brief in the 1930s. In 2025, they’re still innovating—this time for everyone. Women’s favorites like the Organic Cotton Bikini (4.2 stars, 400+ recent buys) prove that heritage and modern style can coexist.

What sets Jockey apart? Their decades of trial-and-error have led to near-perfected basics that fit like they’re made just for you. With a product line spanning men, women, and kids, they make it easy to outfit the whole household in comfort that lasts.

In a world full of fast fashion and forgettable fits, Jockey stands tall as the comfort brand you’ll keep coming back to.

10. Bali

Best for: Full-coverage bras that support and smooth in all the right places
Why we love it: Bali doesn’t just fit bodies—it understands them.

Bali has been crafting bras since 1927, and that kind of staying power doesn’t happen by accident. Known for designs that shape and celebrate, Bali is a favorite for fuller busts thanks to cult classics like the Passion for Comfort Minimizer Bra (4.0 stars) and Double Support Brief Panties (4.4 stars).

Amazon reviewers rave about the brand’s soft finishes, subtle shaping, and bras that disappear under clothes. Seamless cups, hidden underwires, and smoothing panels prove you can get real support without sacrificing comfort or style.

They don’t follow trends—they follow the body. And that’s exactly why they’ve stayed in so many drawers for so long.

11. Maidenform

Best for: Affordable, everyday shapewear and bras that smooth and support
Why we love it: Sculpted comfort—without the splurge.

Maidenform proves that confidence doesn’t have to come with a premium price tag. With Amazon bestsellers like the One Fab Fit Full Coverage Bra (4.2 stars, 24K+ reviews) and High-Waisted Shapewear Briefs (4.0 stars, 11.5K+ reviews), this brand keeps showing up where it counts: comfort, shaping, and budget-friendly reliability.

Designed for wearability and versatility, Maidenform’s soft microfiber fabrics and lightly lined cups create a smooth, invisible layer under clothes—perfect for everyday confidence especially for elder women.

If you’re looking for subtle sculpting that feels like second skin, Maidenform is the no-fuss fix that flatters, fits, and stays put.

12. Fruit of the Loom

Best for: Budget-friendly cotton underwear that’s built to last
Why we love it: The basics—but better.

Fruit of the Loom might be a legacy name, but it’s anything but dated. Their Women’s Breathable Underwear (4.6 stars, 66K+ reviews) and No Show Seamless Panties (25K+ reviews) have become cult favorites—not because they’re flashy, but because they’re just plain good.

Durable. Breathable. Dependable. With thousands of repeat purchases each month, this brand’s strength lies in doing the essentials right—over and over again. Their recent pivot toward direct-to-consumer options and subscription models proves they’re evolving to meet the modern woman’s needs without abandoning their core values: comfort, consistency, and crazy-good value.

13. Verdusa

Best for: Trendy lingerie sets and multipacks with style to spare
Why we love it: Fashion-forward doesn’t have to mean high-priced.

Verdusa is your go-to if you love options. From cute lace sets to smooth, seamless V-neck bralettes, this Amazon darling offers multi-piece lingerie packs that let you refresh your drawer in one click—without draining your wallet.

Their popular 5-Set Seamless Lingerie Collection stands out for fit, stretch, and everyday versatility. Made with high-stretch fabric and minimalist cuts, these pieces blur the line between functional and flirty.

Backed by solid review trust scores and glowing customer feedback, Verdusa wins for those who want stylish, affordable variety that doesn’t skimp on feel-good comfort.

14. Nike

Best for: Seamless, high-performance sports bras that move with you
Why we love it: Built for movement. Designed for life.

Nike knows performance—but they also know how to make it feel incredible. The Swoosh Sports Bra topped Women’s Health’s “Best of 2025” list for good reason: it’s breathable, flattering, and stays put, even during your toughest workouts.

Made from moisture-wicking, stretchy polyester-spandex blends, Nike’s lineup of low to high-impact bras supports a full range of bust sizes and training levels. And with a super-seamless, under-clothing silhouette, these bras work just as well under a hoodie as they do under a PR.

If you want sweat-tested, gym-approved, all-day comfort with serious tech behind it—Nike delivers.

15. Tommy Hilfiger

Best for: Timeless cotton underwear that never tries too hard
Why we love it: Classic, comfy, and just the right amount of preppy.

Tommy Hilfiger nails the basics with confidence. Their Cotton Bikini Panty and Cotton Thong both hold 4.6-star ratings and consistently make Amazon’s top-sellers list—and it’s easy to see why.

These pieces don’t overcomplicate things. They fit. They breathe. They last. With soft materials, classic cuts, and that iconic Tommy waistband, they feel as good as they look—whether you’re lounging, layering, or living your day.

Thanks to a strong 2025 performance and continued investment in product innovation, Tommy Hilfiger remains a go-to for comfort with a polished twist—an essential in any modern wardrobe.

16. Popilush

Best for: Fashion-forward shapewear that doubles as real clothes
Why we love it: Sculpting meets style—and nobody needs to know it’s shapewear.

Popilush is flipping the script on body-shaping fashion. Launched in 2021 by a female founder, this brand isn’t just selling control garments—it’s offering confidence you can wear out the door. With dresses, bodysuits, and lounge sets that include discreet shapewear, they’re making “getting ready” feel effortless (and secretly supportive).

Their Maxi Shapewear Dresses (4.3 stars, 2,000 reviews) and built-in bodysuits are Amazon standouts. And in 2025, with sales projected to hit $150 million, Popilush is expanding into shaping activewear and pants—proving that support can look as good as it feels.

The vibe? Empowering, inclusive, and unapologetically wearable. Think: shapewear that finally makes sense.

17. Warner’s

Best for: Wireless bras that smooth, support, and disappear under clothes
Why we love it: Comfort-first bras that never dig, bulge, or beg for adjustment.

Warner’s is that rare brand that understands what real comfort means. With cult favorites like the Cloud 9 Super Soft Wireless Bra (4.4 stars, 28.7K+ reviews) and No Side Effects Bra (4.3 stars, 16.9K+ reviews), Warner’s delivers all-day wearability with none of the usual bra drama.

Their smoothing side panels, soft cups, and flexible bands offer a seamless look and second-skin feel—no wires, no stress. They even made Amazon’s “Best Wireless Bras” list in 2025.

Perfect for layering, lounging, or living your life without the itch, Warner’s is where comfort becomes your everyday default.

18. Playtex

Best for: Serious support for fuller busts—without wires
Why we love it: Playtex has been doing full-bust comfort long before it was trendy.

If you’ve ever felt like bras weren’t made for your shape, Playtex proves otherwise. With over 70,000+ glowing reviews on pieces like the Comfort Strap Multipack and 18 Hour Wireless Support Bra, this brand knows how to build supportive, wire-free bras that actually respect curves.

Their signature touches—like cushioned straps, M-Frame design, and the 4-way TruSUPPORT® system—create lift, smoothing, and all-day ease. Front-hook closures and extra side coverage seal the deal.

Playtex doesn’t just fit fuller figures—they celebrate them, offering comfort-first solutions that feel like a tailored hug.

19. Glamorise

Best for: Plus-size bras designed with patented comfort tech
Why we love it: Innovation and inclusivity built into every stitch.

Glamorise isn’t new to the scene—but they’ve always been ahead of it. Since 1921, they’ve designed bras specifically for curvier bodies, with sizing that spans 30B to 58K. That’s not just inclusive—it’s exceptional.

Amazon favorites like the Wonderwire Front-Closure Bra and MagicLift Wireless Support Bra (both 4.0 stars, 25K–30K reviews each) showcase their patented tech, from poke-free underwires to signature no-slip lift panels.

They even invented the first sports bra back in 1975—so yeah, they know support. If you’ve ever felt overlooked by mainstream brands, Glamorise is the answer: deeply considered, deeply comfortable, and fully on your side.

The Amazon Lingerie Hack Sheet: Shop Smart, Feel Amazing

Amazon has everything—from shapewear miracles to cotton basics—but let’s be honest: it can also feel like a black hole of tabs and sizing charts.

But here’s the good news: with a little strategy (and this guide), you can shop like a lingerie insider—finding pieces that fit, feel amazing, and last longer than two washes.

Here’s how to make Amazon work for your body—not the other way around.

1. Trust the Crowd—but Read Between the Stars

Star ratings matter, but real reviews are where the gold is. Look for:

• 4.0+ average ratings
• Hundreds (or thousands) of verified reviews
• Helpful tags like “Highly Rated,” “Trending,” or “Low Returns”

Pro tip: Reviewers often spill the tea on what brands actually feel like on real bodies. Pay attention to repeated mentions of fit, stretch, comfort, or issues.

2. Decode Amazon’s Size Lingo Like a Pro

No more size-chart guessing games. Amazon’s 2025 updates now include:

• “Apparel Size Body Type” (Regular, Plus, Husky, etc.)
• “Height Type” (Petite, Regular, Tall)
• “Cup Band” or “Shapewear Cup Size Value” for bras and sculpting pieces

Take 30 seconds to check this info—it’s your best bet for avoiding returns and finding the right fit, the first time.

3. Know Your Fabrics, Own Your Comfort

Fabric isn’t just about feel—it’s about function. Here’s a quick cheat sheet:

• Cotton: Breathable, soft, ideal for everyday wear
• Spandex: Stretchy, supportive, and great for movement
• Nylon: Smooth, strong, and sleek under clothing
• Polyester: Quick-drying, wrinkle-resistant, travel-friendly

Also, look for Amazon’s “Climate Pledge Friendly” badge. It signals products made with recycled materials, ethical labor practices, or eco-conscious ingredients—perfect for shoppers who want their comfort to come with a conscience.

Let Amazon do the heavy lifting. You just bring the confidence.

How to Nail Your Fit Online—No Dressing Room Required

Great lingerie starts with the right fit—and when you’re shopping online, your tape measure becomes your best friend. The good news? You only need a few numbers to take the guesswork out of sizing.

Here’s how to measure once, buy right, and avoid the return spiral:

Step 1: Get Measured—The Right Way

Grab a soft measuring tape and stand in front of a mirror. Then follow these quick steps:

• Band size: Wrap the tape snugly around your ribcage, right under your bust. This should feel firm, not tight.
• Bust size: Measure around the fullest part of your chest. Keep the tape horizontal but not pulled too tight.

Pro tip: Round to the nearest whole number and write both measurements down—you’ll use them in the next step.

Step 2: Calculate Your Cup Size

Here’s the simple math:
Bust measurement – Band measurement = Cup size

Each inch of difference = one cup size:

• 1 inch = A cup
• 2 inches = B cup
• 3 inches = C cup
  …and so on.

That number gives you your starting size—but remember, every brand fits a little differently.

Step 3: Don’t Just Trust Amazon’s Size Chart—Use the Brand’s

Amazon offers universal sizing, but brands follow their own rules. Always scroll for the product’s brand-specific size guide, usually found near the size dropdown.

And don’t forget about sister sizing. If your band feels too tight, try going up a band and down a cup—like 34C → 36B. It’s lingerie algebra, but easier.

Step 4: Read the Reviews Like a Fit Detective

This is where things get real.

Customer reviews are full of honest clues:

• “Runs small in the band”
• “Cups are stretchy”
• “Straps were too short for tall frames”

These insights tell you what no chart can. Bonus points for shopper photos—they show how pieces actually fit across body types.

Fit check tip:
When your bra arrives, it should:

• Fit snugly on the loosest hook (so it tightens with wear)
• Have the gore (center front) lie flat against your chest
• Provide support from the band, not just the straps

Get those right, and you’ve just leveled up your online lingerie game.

Amazon Bra Sizing Quick Reference

US CUP SIZES	EUROPEAN	UK
AA	AA	AA
A	A	A
B	B	B
C	C	C
D	D	D
DD	E	DD
DDD	F	E
G/4D	G	F
H/5D	H	FF
I/6D	I	G
J/7D	J	GG
K/8D	K	H
L/9D	L	HH
M/10D	M	J
N/11D		JJ
O/12D		K

Find Bra Size (Difference: Bust Measurement – Band Measurement)

Difference (inches)	US CUP SIZES
Less than 1″	AA
1″	A
2″	B
3″	C
4″	D
5″	DD
6″	DDD
7″	G/4D
8″	H/5D
9″	I/6D
10″	J/7D
11″	K/8D
12″	L/9D
13″	M/10D
14″	N/11D
15″	O/12D

Your Confidence Starts Underneath

Online lingerie shopping doesn’t have to be overwhelming—and it certainly doesn’t have to be impersonal. With the right brands, smart sizing tools, and reviews that go beyond the stars, you can build a lingerie drawer that feels just right for you.

Whether you’re after everyday cotton comfort, sleek sculpting shapewear, or something that makes you feel powerful and pretty—you now have the knowledge to choose intentionally.

So take a breath. Trust your measurements. And pick pieces that aren’t just about how you look—but how you live, move, and feel.

Because lingerie isn’t about hiding flaws.
It’s about celebrating your form—with softness, strength, and style.