Amazon has struck a deal to buy US shoe e-tailer Zappos for $927.9m (£561.1m)
The e-tail giant hopes to take advantage of Zappos loyal customer base that has helped it reach gross sales of about $1bn (£604.7m) last year.
Zappos chief executive Tony Hsieh said: “A big part of the reason why Amazon is interested in us is because it recognises the value of our culture, our people and our brand.”
Some analysts believe this is a sign that Amazon has not found success with its shoes and accessories site Endless, which it is currently rolling out to other countries.
Zappos stocks over 3 million items including shoes, handbags and apparel. It offers its customers free deliveries and returns.