As summer trends peak, bikinis and beachwear remain some of the most sought-after items on Amazon US. To help retailers and merchandisers make data-driven decisions, we conducted a deep analysis of customer reviews on the top five best-selling items in this category. Our findings reveal key product traits that drive positive customer sentiment—and just as importantly, the pain points that lead to dissatisfaction and returns.
Table of Contents
Individual Analysis of Top Sellers
AIMAGE Women’s Bathing Suit Cover Up
Ekouaer Beachwear Swimsuit Cover-Up
CUPSHE Women’s Twist Front Bikini Set
BUTTZO Beachwear Tunic Cover-Up
Zoye Chen Sheer Button-Down Shirt Cover-Up
Comprehensive Analysis of Top Sellers
What do customers who buy this category want to get most?
What do customers who buy this category dislike the most?
Conclusion
Individual Analysis of Top Sellers
To understand what drives customer preferences in this category, we analyzed thousands of verified reviews from Amazon’s top-rated bikinis and beachwear. Each product was assessed for its average star rating, positive highlights, and recurring complaints. The insights below offer a product-by-product breakdown based on actual buyer feedback.
AIMAGE Women’s Bathing Suit Cover Up
Introduction to the item
The AIMAGE Women’s Bathing Suit Cover Up is designed as a lightweight, semi-sheer tunic suitable for beach, poolside, or resort wear. It features a loose fit with a V-neck and wide sleeves, intended to offer both comfort and elegance. Available in various colors and sizes, the product is marketed for its blend of style and practicality, especially for quick drying and breathable coverage in hot weath
Overall analysis of the comments
This product has an average rating of 4.0 out of 5, reflecting a divided customer base. Out of the reviews analyzed, 46 were positive (4 or 5 stars), while 38 were notably negative (1 or 2 stars). The polarized reception suggests that customer expectations were often unmet, despite the product’s aesthetic appeal. While some reviewers considered it functional and attractive, many others voiced strong criticisms about quality and fit.
What aspects of this product do users like the most?
Positive reviews highlight the product’s lightweight fabric, stylish design, and versatile use. Customers appreciated that it could be worn not only over swimsuits but also as a casual tunic when traveling or lounging. Phrases like “perfect length”, “comfortable material”, and “ideal for vacation” appeared frequently. Many users also commented on the color options and how flattering the garment looked when styled with minimal accessories, making it a popular choice for casual summer outings.
What flaws did users point out?
The most consistent complaint was about fit and sizing inconsistencies. Several customers noted that the product ran either significantly larger or smaller than expected, making it difficult to choose the right size even with reference to the size chart. Others were disappointed with the thinness of the fabric, describing it as “too sheer” or “cheap-looking”. There were also reports of stitching defects, and some reviewers felt the product did not match the photos shown on the Amazon listing. A number of customers mentioned that the cover-up resembled a basic piece of fabric rather than a structured garment, diminishing its value proposition.
Ekouaer Beachwear Swimsuit Cover-Up
Introduction to the item
The Ekouaer Beachwear Swimsuit Cover-Up is a collared, button-down shirt dress-style garment made from rayon, marketed as a multifunctional beach accessory. It is designed to be loose-fitting, breathable, and easy to slip on and off over swimwear. The product targets consumers seeking an elegant yet casual layer to wear from beach to boardwalk, and is offered in a wide range of sizes and colors to suit various tastes.
Overall analysis of the comments
This item has an average rating of 4.2 out of 5, with a majority of customers leaning toward positive impressions, though a substantial portion reported shortcomings. Among the analyzed reviews, 55 were positive (4–5 stars), and 26 were negative (1–2 stars), indicating a slightly more favorable reception compared to the previous product. Feedback shows that while customers often liked the look and feel of the garment, issues around sizing and garment structure led to reduced satisfaction for a significant group of buyers.
What aspects of this product do users like the most?
Reviewers consistently praised the comfort, softness, and relaxed fit of the cover-up. Comments such as “perfect for beach vacations”, “super breathable”, and “flows nicely” suggest that the product meets expectations for lightweight, easy-wear summer attire. Many users described it as elegant and flattering, with some even using it beyond the beach—as a casual summer shirt for errands or lounging. The color selection and styling versatility also earned high marks, with multiple customers noting that it photographed well and received compliments.
What flaws did users point out?
Sizing was the most frequently cited issue in negative reviews. Customers often reported that the product was tighter than expected, especially around the chest and shoulders, leading many to recommend ordering a size up. In some cases, the garment’s cut did not accommodate fuller body types, resulting in an unflattering silhouette or difficulty buttoning the shirt fully. A few reviewers also remarked on the fabric’s tendency to wrinkle easily, and some questioned whether the quality matched the price point. Others found the garment to be less durable than anticipated, noting minor damage after washing or inconsistent stitching.
CUPSHE Women’s Twist Front Bikini Set
Introduction to the item
The CUPSHE Women’s Twist Front Bikini Set is a two-piece swimsuit featuring a twist-front, padded bikini top and a pair of high-waisted, full-coverage bottoms. Designed to blend fashion-forward style with body-flattering structure, this bikini targets consumers seeking both aesthetic appeal and functional support. It’s available in various solid colors and prints, with a sizing range aimed at accommodating different body shapes, particularly curvier figures.
Overall analysis of the comments
This product received an average rating of 4.4 out of 5, the highest among the five reviewed items. Out of the reviews analyzed, 87 were positive (4–5 stars) and only 3 were negative (1–2 stars), signaling exceptionally strong customer satisfaction. Positive reviews were detailed and enthusiastic, while negative feedback was sparse and relatively mild. The overwhelming approval suggests that this product not only meets but often exceeds expectations in key performance areas such as fit, comfort, and appearance.
What aspects of this product do users like the most?
Customers praised this bikini for its flattering fit, especially for midsections and bust support. The high-waisted bottoms were repeatedly described as “tummy-smoothing” and “confidence-boosting,” while the twist-front top was noted for being secure, supportive, and stylish. Users frequently shared that they felt more confident and comfortable in this bikini compared to other brands. Many reviews highlighted the true-to-size fit, with several customers appreciating that it suited “curvier bodies without being too revealing.” Reviewers also complimented the material quality, noting it was thick enough to provide coverage without becoming heavy or unmanageable when wet. Another common highlight was the product’s color accuracy and visual appeal, with many calling it “exactly as pictured.”
What flaws did users point out?
Although negative feedback was minimal, the few issues raised included inconsistent sizing across color variations and slight concerns with the top’s adjustability. Some customers with smaller busts felt the top lacked structure without tighter adjustment options. Others mentioned that returns could be inconvenient due to limited options for mixing and matching top and bottom sizes. However, these drawbacks were generally mentioned in passing and did not overshadow the overall satisfaction.
BUTTZO Beachwear Tunic Cover-Up
Introduction to the item
The BUTTZO Beachwear Tunic Cover-Up is marketed as a stylish and feminine beach cover-up featuring eyelet trim and a flowy, boho-inspired design. With a one-size-fits-most approach and lightweight, semi-sheer fabric, the garment is promoted for its ease of wear, intended to be thrown over swimwear for beach trips, pool lounging, or summer outings. It is available in various colors, primarily in neutral tones, to appeal to a wide audience seeking simplicity with a touch of eleg
Overall analysis of the comments
This item holds an average rating of 4.1 out of 5, revealing a mixed reception among buyers. Of the reviews analyzed, 54 were positive (4–5 stars), and 31 were negative (1–2 stars). While many customers appreciated its light feel and pretty design, a significant number expressed disappointment—largely tied to misalignment between expectations and actual product attributes. The reviews suggest that while the cover-up appeals visually, there are recurrent challenges in functionality and classification.
What aspects of this product do users like the most?
Positive reviewers praised the softness of the material, its casual chic appearance, and feminine silhouette. Comments often referred to it as “really pretty,” “easy to wear,” and “just what I needed for summer.” Many found the garment ideal for pairing with bikinis or shorts, and a few appreciated its versatility—using it not only at the beach but also as a summer tunic or lightweight layer at home. The eyelet detailing was particularly well received, described as adding a touch of elegance to an otherwise simple cover-up.
What flaws did users point out?
The most commonly cited issue was the misleading product categorization—numerous customers expected a true beach cover-up and were surprised to receive what they considered a blouse or casual top. Several reviewers were critical of the one-size-fits-most sizing, indicating that it often failed to accommodate taller or curvier body types. Comments such as “too short to wear comfortably” and “doesn’t cover enough for a beach setting” were prevalent. Some users also mentioned fabric wrinkling easily, and a few pointed out loose stitching or frayed edges upon delivery, which raised concerns about durability.
Zoye Chen Sheer Button-Down Shirt Cover-Up
Introduction to the item
The Zoye Chen Sheer Button-Down Shirt Cover-Up is a versatile, long-sleeved cover-up styled like an oversized blouse. Made from lightweight, breathable fabric, it is marketed as a multi-use garment for beachwear, casual wear, and even professional layering. With a minimalist design, button closure, and high-low hem, the product aims to appeal to women who want an effortlessly chic look both on and off the beach. It is offered in several color options and sizes, including looser fits meant to accommodate various body types.
Overall analysis of the comments
This product earned an average rating of 4.0 out of 5, suggesting a largely positive reception among Amazon shoppers. Of the reviews evaluated, 73 were positive (4–5 stars) while only 14 were negative (1–2 stars), indicating that most buyers found the product met or exceeded their expectations. The feedback reflects appreciation for its multifunctional use, though it is also clear that consumer satisfaction depends heavily on the intended context—those looking for a modest, lightweight beach cover were generally pleased, while those seeking structured swimwear layering were more critical.
What aspects of this product do users like the most?
Shoppers frequently praised the versatility of this cover-up, using it not only for beachwear but also as a travel shirt, summer blouse, or office layering piece. The lightweight, flowy fabric and soft texture were key positive highlights, with many describing it as “perfect for hot climates”, “effortless to style”, and “ideal for layering.” Several reviewers appreciated that the shirt provided just enough coverage without being overly warm, and others noted that the loose fit was flattering for a range of body shapes. Comments such as “wore it every day on vacation” and “washed well without losing shape” reinforced the garment’s value for repeated, practical use.
What flaws did users point out?
Some buyers found the shirt too sheer for their liking, especially when worn outside beach settings. A common concern was that the product did not offer enough opacity to wear comfortably without another layer, particularly in professional or public environments. A few reviews mentioned fabric fragility, with complaints of fraying edges or seams after limited use. Others noted that the fit varied depending on color or batch, with certain versions being tighter or more cropped than expected. In a few cases, customers mentioned the length being shorter than anticipated, making it less suitable as a standalone cover-up for taller individuals.
Comprehensive Analysis of Top Sellers
What do customers who buy this category want to get most?
Across all five best-selling bikinis and beachwear items, one core theme emerged: customers prioritize flattering fit, comfort, and versatile style. Many users are shopping not just for a beach accessory but for garments that transition easily from poolside to casual daytime settings, such as resort strolls, beach bars, or even errands. This explains the popularity of multi-functional items like the Zoye Chen Sheer Shirt and Ekouaer Button-Down Cover-Up, which buyers frequently wore both as swim cover-ups and casual tops.
A key product trait valued by consumers is fabric breathability and comfort in hot weather. Descriptions such as “lightweight,” “airy,” and “cool on the skin” appear consistently in positive reviews. Items like the CUPSHE Bikini Set, with its structured design and secure coverage, demonstrate how buyers also value confidence and body support—particularly those shopping for swimwear that accommodates curves without compromising on style.
Design that flatters diverse body types is another crucial factor. Products with adjustable straps, high-waisted cuts, and forgiving silhouettes received stronger endorsements from a broader demographic. Consumers also placed a high premium on visual appeal matching product photos. Accurate color representation and the garment looking “as expected” upon delivery played a major role in satisfaction.
Lastly, buyers showed appreciation for ease of packing and travel readiness. Many reviews referenced vacations, cruises, or beach holidays, emphasizing the need for garments that are wrinkle-resistant, lightweight, and quick-drying.
What do customers who buy this category dislike the most?
The most common dissatisfaction across all five products related to inconsistent sizing and misleading product presentation. A high number of negative reviews expressed frustration that the actual item differed significantly from how it was shown in product images. In particular, customers frequently felt that the products appeared more substantial or structured online, but turned out to be too sheer, too short, or poorly constructed in reality. For instance, the BUTTZO Cover-Up was frequently called out for being more like a blouse than a functional swim cover-up.
Sizing inconsistencies were another persistent source of complaints. Several reviewers noted that despite following size charts, garments arrived too tight in key areas like shoulders or bust, or excessively loose and shapeless. This was especially critical in cover-ups marketed as “one-size-fits-most,” which often failed to accommodate a wider range of body types—particularly taller or plus-size individuals.
Another recurring pain point was poor material quality, particularly in lower-rated items. Phrases like “felt cheap”, “threads coming loose”, or “looks like a piece of fabric” suggest that customers expect a certain level of craftsmanship even in lightweight garments. Even when buyers accepted that beachwear items are meant to be semi-sheer, they still demanded durability and structure.
Finally, a subtle but impactful issue was lack of adjustability or flexibility in fit—especially for swimwear. Buyers favored items with adjustable straps, mix-and-match sizing options for tops and bottoms, and forgiving silhouettes. Products that lacked these features—such as those offering fixed sizing or no bust support—received lower ratings.
Conclusion
The analysis of Amazon’s top-selling bikinis and beachwear in the US reveals a clear demand for stylish, functional garments that cater to diverse body types and real-world use cases. While high-performing products like the CUPSHE Bikini Set succeed by combining flattering design with reliable quality, others struggle due to sizing inconsistencies or misaligned expectations. Retailers aiming to excel in this category should focus on delivering well-constructed, true-to-size apparel that transitions seamlessly from the beach to casual settings—backed by accurate product imagery and inclusive sizing. By aligning product design with these expectations, brands can drive both customer satisfaction and repeat purchases.
