Amazon has appointed Ezequiel Szafir to the role of vice-president of its European operation.

Szafir has been managing director of Spanish clothing retailer Cortefiel since 2009 and will take up his position at the end of March.

The appointment is aimed at reinforcing the online giant’s position in Europe. It also hints at a greater emphasis on Amazon’s fashion business, which is teaming up with designers and recently premiered its first US TV ad.