Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more


John Boumphrey

vice-president, Amazon Fashion Europe

John Boumphrey took the helm as vice-president of Amazon Fashion Europe in September last year from his previous role as vice-president of the online giant’s consumables programme.

Boumphrey has made strides towards his goal of making Amazon “customers’ most-loved fashion destination”. It has partnered with global influencers on limited edition collections throughout 2019. Co-designed by social media stars such as Patricia Bright and Leonie Hane, they were made to order and available for 30 hours or less.

In June, Amazon unveiled the “Stylesnap” feature in its app that finds clothes by analysing an uploaded photo. The artificial intelligence-powered function searches Amazon’s inventory for the closest match to a customer’s photo.

Amazon also launched its first experiential online and offline shopping experience in October. Destination Denim, an interactive shopping event held in Berlin, was designed to help customers find the perfect pair of jeans. It included concerts from stars such as former One Direction member Liam Payne and singer Jorja Smith, a digital catwalk and a voice-activated styling experience.


News about John Boumphrey

Return to Power 100