• Saideman appointed vice president of Amazon Fashion Europe last month
  • Saideman joined Amazon in 2013
  • Previously president of Mars Retail


Amazon has replaced former European fashion boss Sergio Bucher with its Indian fashion head Susan Saideman.

Saideman, who took up the role last month, joined Amazon in 2013 as head of global vendor management in Seattle. She was then appointed as head of Amazon’s Indian fashion business in September 2015, after lifestyle and fashion head Vikas Purohit “moved on for personal reasons”.

Saideman will be responsible for “growing selection and improving customer experience” across Amazon’s five European websites in the UK, France, Germany, Italy and Spain as well as for Amazon brand BuyVIP.

Before joining the ecommerce giant, Saideman was president of Mars Retail Group. She has also held roles at Pepsi and Bain & Company.

Amazon has upped its fashion game recently. It launched its first-ever UK TV advert last month and started selling its own private-label fashion brands in the US in February.

Former Amazon Fashion boss for Europe Sergio Bucher starts his new role as chief executive of Debenhams next week.