A question we are often asked by brands is: “How can we showcase our brand identity on Amazon?” The answer? Brands can leverage Amazon’s powerful suite of tools to showcase their own brand personality and create exciting shopping experiences for customers. From immersive digital flagship stores to innovative augmented reality experiences and much more. Swipe to discover three ways to bring your brand to life on Amazon. #DigitalTransformation #CustomerExperience #FashionTech
Amazon Fashion
Retail Apparel and Fashion
Our fashion teams are thinking big, diving deep, innovating and shaping the future of the industry.
About us
Our vision is to make Amazon’s stores the most-loved fashion destinations globally, reflecting the diversity of our customers, inclusive of all sizes, budgets, and style preferences, and to become the go-to fashion destination for brands and customers.
- Website
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www.amazon.co.uk/fashion
External link for Amazon Fashion
- Industry
- Retail Apparel and Fashion
- Company size
- 10,001+ employees
- Headquarters
- London
- Type
- Public Company
- Founded
- 1994
Updates
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Still energised by the game-changing discussions at Amazon's Fashion Supply Chain Brand Circles! We had an unforgettable day at Amazon's European Innovation Lab, where industry leaders from adidas, BESTSELLER, FM London, Geox, PVH Corp., and VF Corporation came together to discuss Amazon's vision for supply chain innovation. Speaking about the event, George Apostolidis, Senior Director of Customer Fulfillment Europe, adidas, said, "This event demonstrated Amazon's commitment to fostering fashion industry collaboration. We connected with fellow brands, gained valuable insights, and witnessed first-hand how innovation drives Amazon's operations. I'm incredibly grateful to have attended and to have had the opportunity to share adidas's pioneering initiatives." From thought-provoking discussions to hands-on experiences, the day was packed with insights. Key highlights included: 1. In-depth discussion on Electronic Integration (EI) – Apostolidis showcased how EI automates inventory availability updates between trading partners, reducing operational costs and delivering accurate, real-time inventory management. 2. Spotlight on Direct Fulfilment – Francesco Turconi, Head of E-commerce at Geox, joined us to explore how Amazon's Direct Fulfilment programme supports growth by enabling catalogue expansion and mitigating out-of-stock risks. 3. Breaking down both Direct Imports and Global Sourcing – Rupesh Patel, CEO of FM London, and Amazon experts explored the key benefits of the programmes, from reducing operational costs and streamlining supply chains to expanding into international markets without hefty start-up expenses. Here's a glimpse: #FashionInnovation #SupplyChain #Innovation #RetailInnovation
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Exciting news! We launched the official Michael Kors storefront in Amazon Fashion’s U.S. stores, now offering a fresh way for fashion lovers to explore the brand’s signature jet-set lifestyle. Discover a wide range of handbags, ready-to-wear, and accessories – all with fast, free Prime delivery. Stay on top of Michael Kors’ latest arrivals, including this season’s Laila bag, or browse dedicated pages for women’s ready-to-wear, men’s clothing, footwear, sunglasses, and watches. Featuring campaign videos and imagery that transport fans to exotic destinations, the storefront creates an inviting and expansive space for product discovery and inspiration. Explore Michael Kors on Amazon Fashion: www.amazon.com/michaelkors #AmazonFashion #FashionForward #Fashion
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At Amazon Fashion, we aim to enable brands to optimise their supply chain end-to-end – from demand forecasting to faster deliveries – for greater operational efficiency and performance. To make this possible, we offer multiple supply chain solutions that help brands collaborate and scale seamlessly. One such solution is Direct Fulfilment, which allows brands to ship directly from their warehouse to customers, reducing costs, streamlining operations, and offering brands the opportunity to grow their selection. Discover how Direct Fulfilment can drive success and elevate your operations today! #SupplyChainSolutions #LogisticsInnovation #Amazon
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Fashion, but make it limitless! From cutting-edge technology to advanced logistics, Amazon Fashion provides brands with the tools to drive growth and reach new customers. Brands can connect with customers right where they are, from shopping to entertainment and so much more. The fashion world never slows down – and neither should your brand. #FashionTech #DigitalFashion #Innovation #TechTrends #BusinessGrowth #DigitalTransformation
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We’re celebrating Siofra Boyle, Vendor Manager at Amazon Fashion, for being named in the Drapers 30 Under 30 list. She’s been recognised as one of the brightest young talents in the UK fashion industry! Her colleague Allison Schaefer puts it best: “Siofra’s drive to deliver results, combined with her commitment to developing others, makes her an inspirational role model. Her energy, passion, and interest in furthering her professional and personal goals know no bounds.” At Amazon Fashion, Siofra plays a key role in driving innovation and collaboration, working closely with her team and senior vendor managers to help brands on Amazon grow their business. Watch as Siofra shares what this recognition means to her and reflects on her journey at Amazon Fashion. #FashionLeadership #AmazonFashion #Drapers30Under30 #FashionInnovation #RetailExcellence #IndustryLeaders #FashionBusiness #Leadership #VendorManagement #Collaboration
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Keeping the #InternationalWomensDay celebrations going, today we're celebrating our European leader Abira Chatterjee – one of the many women shaping the future of fashion through innovation, bold thinking, and industry expertise. From supply chain to business development, she's tackling complex challenges and pushing the industry forward. Here's to the women transforming industries, breaking barriers, and redefining what's possible. #IWD #WomenInLeadership #BreakingBarriers #AmazonFashion #Leadership #Innovation
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Fashion meets innovation at Amazon! Last week we hosted the Fashion Supply Chain Brand Circles event at Amazon's European Innovation Lab in Vercelli, Italy, bringing together our brands on Amazon – including adidas, BESTSELLER, FM London, Geox, PVH Corp., and VF Corporation – for an exclusive look at the future of fashion logistics. From advanced mechatronics and sustainable packaging to deep dives into the Global Sourcing, Direct Imports, and Direct Fulfilment programmes, we showcased the cutting-edge innovations transforming the fashion supply chain. Beyond technology, this event was about collaboration and best practice sharing. Industry leaders and Amazon experts came together to exchange insights, connect with peers, and explore innovative solutions for tackling unique supply chain challenges. “These events are a fantastic opportunity to build confidence around growth initiatives, share valuable experiences, and, most importantly, have fun together (which, for me, is the best part!). Well done on organising such a great experience,” said Francesco Turconi, Head of E-Commerce at Geox. Abira Chatterjee, Managing Director Footwear and New Business Development, Fashion & Sports, Amazon Europe, added, “It was fantastic to welcome fashion brands to our Innovation Lab and exchange insights on the future of fashion logistics. Events like this drive innovation, build connections, and help us collectively shape the future of the supply chain.” A huge thank-you to our guests for joining us – it was an inspiring day of innovation, networking, and forward-thinking solutions! #FashionInnovation #AmazonFashion #RetailTech #LogisticsInnovation #IndustryCollaboration #ECommerce #GlobalSourcing #FashionLogistics #RetailTransformation
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What an inspiring experience attending a fireside chat with Jenny Freshwater, Vice President of Amazon Fashion & Fitness US, and Ruth Díaz Barrigón, Vice President of Amazon Fashion & Sports Europe – two leaders driving innovation in Amazon’s fashion, fitness, and sports businesses globally, and working in sync towards a shared vision. As we gathered in Milan during Fashion Week, they spoke about the latest trends, challenges, and opportunities shaping the industry, offering valuable insights into Amazon Fashion’s commitment to innovation, supporting emerging designers, and increasing selection to delight our customers. A big thank-you to both leaders for their passion and perspectives. Here are some snapshots from the event! 👇 #AmazonFashion #Innovation #FashionLeadership #FashionWeek #FashionTech #RetailInnovation #Amazon #FashionInsights #Ecommerce #LuxuryMeetsTech #GlobalFashion
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Our team had an incredible time at the British Fashion Council NEWGEN Designer Showcase at London Fashion Week! It was an honour to witness the amazing talent of the new generation of designers and see fresh perspectives and innovation take centre stage in the fashion world. A huge thank-you to the British Fashion Council for organising another stellar LFW, and particularly to Caroline Rush as she concludes her tenure as BFC CEO. Her words at last Friday’s LFW opening perfectly captured what makes London special: “London is about creativity, innovation, and breaking boundaries.” It’s something we are extremely proud to be part of. Congratulations to all the emerging designers showcasing their collections, and a special shout-out to Di Petsa for an unforgettable show! #LondonFashionWeek #FashionWeek #FashionInnovation #CreativeExcellence
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