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Amazon launches dedicated dress store

Amazon UK is continuing its bid to become a fashion one-stop-shop by launching a dedicated sub-store for dresses within its fashion department.

Brands including Cacharel, Tommy Hilfiger, French Connection, Great Plains, Yumi, Adrianna Papell, Lipsy and Hoss Intropia are stocked in the etail giant’s new store.

Exclusive products have been released for the launch, such as an embellished drop-waist cocktail dress at £125 from Frock & Frill.

Customers can search by brand, price, colour, and style and watch video of product being worn by models, in a manner similar to Asos’s catwalk videos. 

Customers are offered free delivery when spending over £10 and free returns. Amazon Prime customers receive free next-day delivery. The dress store joins the lingerie, premium and swim sub-stores now live within Amazon’s fashion site.

Francois Saugier, Amazon’s European clothing and fashion accessories director, told Drapers that expanding the fashion offer is a key priority. Expansions to both menswear and womenswear and a series of themed promotions to coincide with seasonal events such as Father’s Day are being planned.

Announcing the dress store, Amazon Fashion’s European vice president Sergio Bucher said: “Fashion is one of the fastest-growing categories at Our aim is to make Amazon the best place to buy fashion online and we will continue to evolve our offering.”

The site can be accessed at

Readers' comments (1)

  • The beginning of the fashion market becoming properly commoditised! About time.

    Department stores and ASOS should be worried (if Amazon gets it right).

    Brands need to carefully consider their position if they sign up with Amazon. Good prospects in short term... suggest less so longer term.

    The logistics and speed of delivery will be a major attraction to many brands unable to manage themselves. That said, it will be interesting to see if Amazon can handle the extent of returns.

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