Amazon UK has launched its standalone footwear and handbag site Javari.co.uk.
Amazon has sold shoes since 2007, but said that a standalone site will enable it to attract a larger range of brand names.
Amazon has been aggressively expanding into categories beyond its origins as a bookseller.
In the US, Amazon owns footwear site Endless.com and in June acquired Zappos, the successful footwear and fashion site, in a $847m (£513.4m) stock and cash deal.
However, Amazon UK managing director Brian McBride told the Times that there are no plans to introduce the Zappos brand in the UK.
“We want to build the Javari brand and see if it works,” he said. “I’m hoping that [Javari] will be enough in the medium term.”
Although Amazon does not disclose the breakdown of its operations in individual countries, its international arm, which includes the UK, generated a 15% sales lift year-on-year in the first quarter.