Amazon has launched its first own-brand fashion range following a soft-launch of the label back in May.
Launched today, Find features 500 womenswear and over 200 menswear pieces, including shoes, underwear, suits, dresses, sportswear, and casualwear.
Find was pioneered by vice president of Amazon’s own label – and former Marks & Spencer womenswear chief – Frances Russell and her team.
Speaking to The Sunday Times ahead of the launch, Russell said that limited parts of the range have been available on the site since May as the retailer tested their performance.
Former Primark buyer Glen George, who worked alongside Russell on the range, told the paper: “We are used to taking catwalk or street-style inspiration, and the beauty of Amazon is that we can mine customer feedback for what customers like and don’t like and what they buy.”
Amazon is understood to be trying to distance themselves from budget fashion, instead hoping to rival high street staples and online giants like Boohoo and Missguided, many of which already sell on the platform.
Russell added: “We don’t want anyone to break the bank but there’s more than a nod to fashion.”