Case Study: Forever 21 achieves simpler checkout and improved e-commerce with Amazon Pay

How the legendary fast fashion brand overcame adversity with bold new online initiatives

Forever 21, the longtime fast-fashion retailer, faced softening mall traffic and financial headwinds that prompted a company-wide restructure and a renewed focus on e-commerce. To make online shopping more convenient for its large, trend-driven customer base, Forever 21 added Amazon Pay as a checkout option.

By integrating Amazon Pay, Forever 21 simplified and sped up the checkout experience, giving shoppers a familiar, friction-reducing payment choice that supports the brand’s broader digital and loyalty initiatives. The case study highlights improved customer convenience and stronger support for Forever 21’s e-commerce pivot; specific quantitative metrics were not disclosed.

Forever 21

Linda Chang

Executive Vice President