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Amazon's Find may get lost in a competitive marketplace

Amazon has quietly introduced its new own-label brand, Find. Drapers’ head of fashion, Graeme Moran, shops the first collections and tests out the online experience.

Amazon find for web 2

Amazon debuted its new own-label fashion brand Find with no fanfare last month, as it tests the waters ahead of a full launch expected later this summer for autumn 17. Currently only available to Amazon Prime members, Find includes women’s, men’s and footwear. 

The brand’s dedicated homepage has a traditional fashion web store feel and features fairly standard imagery of models shot in a studio, while the promoted products focus on basic staples – a simple concept presumably designed to give the brand broad appeal.

Price is clearly important. Every image on the homepage features large signs promoting Find’s low price points, such as “dresses from £19”. Across the collections, prices range from £8.90 for a two-pack of sports boxer shorts up to £64 for an off-the-shoulder dress.

When you click off the homepage, the product pages revert to the usual no-frills Amazon layout. For each item there are four images – front, back, full length, and the item on a hanger – all shot on a white background. Content is sparse and un-editorialised, in the form of concise bullet points, such as fabric composition and laundry advice. It is all straightforwardly informative, but not very inspiring.



The retailer has chosen to shoot the items on models with their faces hidden – another decision that could help the product appeal to a wider demographic. However, the use of extremely lean and muscly male models to show off men’s underwear jars with the overall everyman approach.

In womenswear there are nearly 300 items, starting with straightforward denim jeans and updated basics. Some of the tops have nice details such as bell sleeves or lace trim, as well as this season’s obligatory cut-away or bare shoulders.

There are also more trend-led items you would find at most high street retailers this season – a floral embroidered shirt catches my eye – as well as some more directional items, such as a floral mini-skirt with lace trim and midi-length wrap. The offer is impressively broad and has several appealing items.

Menswear is much smaller (84 items) and focuses on a basic wardrobe of T-shirts, jeans and shirts – targeting the mainstream male shopper.

Primed for delivery

Amazon find purchases

Amazon find purchases

As this is Amazon, ordering items online is easy and the free next day delivery very sleek. Packaging is simple but branded with Find’s modern, minimal logo. A large amount of tissue paper is used in several of the packages, but does not prevent some of the items from creasing.

I buy a well-priced men’s Henley T-shirt for £13, which comes in a soft cotton/polyester mix. Its contrasting colour placket is a nice design tweak, but is a much brighter orange than it appeared online.

A pair of ripped 100% cotton denim jeans for £30 are also sturdily made and soft to the touch with a decent amount of stretch, although the cut was slimmer than expected.



From womenswear I buy what I think is a pale pink bell-sleeved top for £15, which looks a lot more structured online and, when it arrives, turns out to be a deeper pink. It comes with some messy loose threads and shoddy stitching, which is a let-down.

A black lace dress for £30 is a nice design, although the lace is quite rough – the lining is only a sleeveless slip dress inside, so the lace would be uncomfortable against your arms.

Overall, the product is what you would expect for Find’s competitive price points, with generally acceptable quality. Women’s has some great on-trend items as well as some nice basics, comparable with Marks & Spencer and H&M, while the smaller men’s offer sticks to basic staples and has some way to go.

The positive of Amazon’s sleek payment and delivery is great, but the website offers a pretty lacklustre, no-frills shopping experience. The classic Amazon look and feel fails to give this new launch a point of difference. The online giant needs to do more in this area to steal shoppers’ spend away from its competitors.

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