Why Amazon’s Viral-Coat Brand Is No Longer A One-Hit Wonder

This article was last updated on April 16, 2022

The 2018 discovery of the so-called “Amazon coat” — a tailored-but-boxy, heavily-pocketed down jacket manufactured by a company called Orolay — was a turning point for the e-commerce giant’s status as a hub of fashion discovery. While apparel had been part of the site’s inventory since 2002, the emergence of a previously unknown brand out of Amazon’s literal jungle of sometimes-questionable options gave a legion of shoppers “hidden gem” fever. Suddenly we were on a collective hunt for the next Amazon buried treasure — like a $3 “pearl” barrette, a Baywatch-inspired maillot, or a cropped tie-dye t-shirt.

However, while we’ve been out combing Amazon for the next big thing, Orolay quietly became a legit brand — complete with high-end product photography, a vague trefoil logo (nothing to see here, Adidas!), and a host of new puffy-coat styles in the vein of the techy original. What was once an anonymous entity in a sea of outerwear options has evolved into a full-fledged design operation in the business of making covetable and competitively-priced outerwear. A recent scan of their dedicated Amazon shop yielded a ton of on-point winter coats. So if you’re ready to do some browsing in consideration of this upcoming winter’s new puffer, peep Orolay’s newest designs — and prepare to start another viral fashion phenomenon


Amazon’s Viral-Coat Brand,We were taken by the cool color-blocking on this sportier puffer, which comes complete with an adjustable hood and the brand’s signature down fill.


Orolay Color Blocked Down Jacket, $, available at Amazon

Amazon’s Viral-Coat Brand,

A subtle sleeve pocket makes this simple and streamlined topper a great option for dashing out the door on a quick walk or errand. (There’s one lone review so far, but it’s glowing: “I’m very happy with this coat so far. It fits just right, giving a shape to my body that’s flattering while also leaving room to layer under it and be comfortable when I sit down. Definitely recommend this, will buy again!”)


Orolay Mid Length Hood Down Jacket, $, available at Amazon

Amazon’s Viral-Coat Brand,

This hooded, knee-skimming style has cozy thumbholes and a 90% down fill for a super-insulated winter fit. “For the price, [this coat] is well worth the money,” said reviewer Talia. “I love the details, such as the soft cuffs with thumb holes and the decorative back bottom buttons. The coat is both slimming, and looks expensive.”


Orolay Down Jacket Coat Mid-Length, $, available at Amazon

Amazon’s Viral-Coat Brand,

An elastic belt creates a cool cinched waistline on this sleek and streamlined down-filled puffer.


Orolay Cotton-Padded Jacket with Waist Belt Coat, $, available at Amazon

Amazon’s Viral-Coat Brand,

The oversized pockets on this down-filled hooded coat recall the original Orolay design that took the internet by storm last year.


Orolay Down Jacket With Multi-Pocket Design, $, available at Amazon

Amazon’s Viral-Coat Brand,

Strategically placed quilting gives this slim, a-line style an elegant and elongated shape. The hood is removable for days where you don’t need the extra protection. “I love this coat. It’s warm, but not bulky at all,” claimed Amazon user AEMW. “I like the fact that the hood is removable and also, that the side pockets snap closed — no more lost gloves!”


Orolay Thickened Puffer Down Jacket, $, available at Amazon

Amazon’s Viral-Coat Brand,

A contrast inner lining is the design touch we didn’t know we needed on this cozy, rectangular style. Ginormous pockets made carrying a separate handbag almost unnecessary. (Almost.) Amazon user Patricia raved: “Love this coat. Perfect fit. Looks so warm and sure it will be. Love the big front pockets. Love the decorative zippers on the sleeves.”


Orolay Mid-Length Down Jacket with Removable Fur Hood, $, available at Amazon

Amazon’s Viral-Coat Brand,

A heavy-duty iteration with a faux-fur hood that adjusts in case of inclement weather. Pockets on the upper and lower portions of this down-filled puffer mean you can squirrel away anything you need to keep close by.


Orolay Mid Length Down Coat With Hood, $, available at Amazon

Amazon’s Viral-Coat Brand,

Another belted style, this time with a functional, grommet-studded design, gets an added dose of warmth thanks to a faux fur-lined hood and a dense down filling.


Orolay Short Down Coat with Removable Elastic Belt, $, available at Amazon

Amazon’s Viral-Coat Brand,

Favorite style alert! We love the shorter hemline, belted waist, and nipped-in cuffs on this hooded coat. (We just can’t decide between the white and the navy blue.) Another reviewer agrees with us: “I’m in LOVE with this coat! Looks beautiful on.”

Orolay Short Hooded Coat with Removable Belt, $, available at Amazon

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