You might be familiar with Amazon Fashion and Amazon.com 's overall push to become a leader in the retail industry, but did you know the online giant now carries at least a dozen in-house clothing brands that are exclusive to Prime Members? I didn't either, until I was watching an episode of Style Code Live, which devoted an entire show to showcasing these new additions to the Amazon empire.

Then I did a little digging and discovered that Amazon has been quietly rolling out their in-house clothing brands since at least February of last year. Racked also did a lengthy feature on Amazon's latest attempts to become your one-stop clothing and fashion shopping destination.

While Racked seems to suggest that Amazon has a long way to go, I think Amazon is quickly becoming a fashion force to be reckoned with. Just take a look at this round-up of 12 brands I found on Amazon that are exclusively sold to Prime Members (I've been a Prime Member for as long as I can remember and highly recommend it).

Amazon stresses quality and value with these brands, suggesting these are competitors to your favorite brands (which they probably carry, too). Most items are under $50 or $100, and all of them are incredibly tempting.

Shopping tip: When sorting by brand on Amazon, you can now sort by "Our brands" to see Amazon exclusives.

I starting buying clothing from Amazon in earnest around the time I became a mom and just loved the convenience factor of Amazon for everything from diapers to books. Take a look at these brands and tell me what you think - have you shopped any of the Amazon Prime Exclusive clothing brands yet? What did you think?

12 Amazon Prime Exclusive Clothing Brands You Didn't Know

1. Coastal Blue: Swimwear for every figure
2. Lark & Ro: Polished wardrobe essentials and more
3. Paris Sunday: Contemporary fashions for women
4. Mae: Pretty and casual bralettes and panties
5. Ella Moon: Feminine fashions with a bohemian touch
6. Arabella: Loungewear and undergarments for everyday
7. James & Erin: On-trend feminine fashions, also with a boho vibe
8. Society New York: Modern workwear to weekend pieces
9. Scout + Ro: Comfy, mix and match pieces for boys and girls
10. Goodthreads: Effortless mens' shirts, pants and more
11. North Eleven: Women's cold weather accessories
12. Franklin Tailored: Mens' suits and accessories. Bonus: Just found Buttoned Down, too, which offers men’s dress shirts starting at $39.

Lauren Conrad just launched her first maternity clothing line at Kohl's, and it's just as feminine, romantic and whimsical as the rest of her popular collection.

The mom-to-be included easy to wear separates and casual dresses in the initial launch, like this cold shoulder pleated dress (above), these belly panel jeggings, and this pintuck pleasant blouse.

Prices range from $28 to $47 (and you can knock those prices down even more with Kohl's coupons, Kohl's Cash and Yes2Rewards).

I remember how hard I searched to find an affordable, cute dress for my baby shower when I was pregnant with my first son...back then I wanted to try something on in person and didn't have much luck ordering maternity dresses online. The struggle is real, ya'll. I'm so happy to see another option out there for moms to be, and I'll be sharing this little news scoop with all my mamma friends!

MORE: The Best Maternity Clothing Stores