Amazon is gearing up to launch its own fashion label in the UK, according to reports.

The etail giant has gone on a six-month recruitment drive to bolster its UK own-brand fashion arm, according to Drapers.

The online retailer has snapped up Karen Peacock as design director, who previously held senior womenswear design roles at Debenhams and, most recently, Marks & Spencer.

Amazon has also poached Primark’s menswear buying director Glen George, although his new job title is not yet known.

George has worked a buyer for retailers including New Look and Tesco, followed by a stint as buying director for Arcadia-owned menswear brand Burton.

He had been at Primark since 2014, although the fashion retailer has confirmed that George has left the business.

It is understood that the online giant is looking to recruit more staff to strengthen its own-brand fashion credentials, with a particular focus on hiring experienced people from Marks and Spencer.

The etailer, which launched its Amazon Fresh offer in the UK last June, is understood to be gearing up for an own-label fashion brand launch in the UK as early as this spring, with clothing for the launch now in production.

Amazon recruited former Marks & Spencer womenswear director Frances Russell to drive the launch of its own-label line last February.