Amazon took home one quarter of non-food growth last year, and is spreading its reach across a wider range of categories than ever before.

The etail titan’s official filings in the US showed that it took 12% of all UK non-food sales growth. But in a new report by its Evidence Lab, bank UBS estimates that Amazon pocketed around 25% of UK non-food growth on a gross merchandise volume (GMV) basis.

This figure included Amazon Marketplace sales, for which the retailer takes a cut of sales proceeds.

Amazon infographic

Amazon infographic

The etail giant is accelerating its market share after a relatively subdued 2013 and 2014. It now represents around 20% of UK general merchandise sales, with those sales coming from a wider range of sectors.

Amazon sales grew 15% in 2015, outpacing the rest of non-food growth, which was at 4%.

UBS believes that fashion retailers Asos, M&S and N Brown Group are most at risk from Amazon. It calculates the scale of the threat by looking at how similar its product offer is to Amazon and how much of a retailer’s sales are online.

Retailers most at risk of the threat of Amazon, Brexit and the living wage
 Retailers Amazon threat Brexit risk UK wage/ profit ratio
 Associated British Foods  Low  Low  Low
 Dixons Carphone  Medium  Medium  Medium
 Kingfisher  Medium  Low  Low
 Marks & Spencer  High   Medium  Medium
 Next  Medium  High  Low
 Mid cap      
 Asos  High  Low  Low
 B&M  Low  High  High
N Brown  High  Medium  Low
 Card Factory  Low  Low  Medium
 DFS  Low  Low  Low
 Debenhams  Medium  High  High
 Dunelm  Medium  Medium  Low
 Halfords  Medium  Medium  High
 WH Smith   Low  Medium  Medium

UBS said in the report: “The specific danger in apparel is that Amazon manages to combine a reasonable selection of branded and own-brand product, as it already has the customer reach and distribution skills.”

It pointed to developments such as Amazon’s launch of seven own-label brands, fashion becoming a more prominent feature on its website and the speculated appointment of ex-M&S womenswear head Frances Russell to Amazon’s fashion team.

The UBS report also calculated the risk of the living wage and Brexit to retailers. Retailers with service cultures and low margins were deemed to be more at risk of the minimum wage while those with a high percentage of products sourced in US dollars would be more at risk if the pound fell another 10% against the dollar.