Amazon has introduced its Find, its own-label UK fashion range, following on from own-label fashion ranges that it launched in the US last year.

The range was quietly unveiled on Amazon’s website and consists of around 400 SKUs spanning womenswear and menswear.

Product is fairly basic and at the cheap end of the market, with jeans on sale from £21 and jersey tops for around £10.

Amazon is offering Prime members unlimited free one-day delivery on all Find product.

Intensified fashion focus

Amazon has intensified its focus on fashion over the last year.

In 2015, it opened a multimillion-pound fashion photography studio in Shoreditch, London and began stocking brands such as Calvin Klein and Levi’s.

Since then Amazon’s fashion stable has swelled, with more prominent players such as New Look, French Connection and Boohoo coming on board.

Amazon Europe added 350 new fashion brands to its site in the last quarter of 2016 alone.