Amazon UK is gearing up to launch a full range of apparel on its web site as it seeks to gain a share of the growing online clothing market.

The e-tail giant currently sells shoes and sporting apparel, but as the likes of Asos and Net-a-Porter continue to gain strength and market share in fashion, Amazon is keen to take a slice of the wider apparel market.

UK brands and retailers have been locked in talks with Amazon about selling their products on the site.

Apparel has been a successful category for Amazon in the US, where it sells brands including Adidas, DKNY and products from retailers such as Foot Locker and Macy’s.

Nielsen Online analyst Alex Burmaster said the move on the UK site would have a big impact on other clothing retailers. “There will be an initial bedding-in period where customers get used to the idea of buying fashion from Amazon, but it is a very strong brand with a strong operation that people trust,” he said.

He added that it would “cause quite a few ripples” for other apparel retailers, particularly in light of the current tough trading climate.

Sources close to the situation have also said that Amazon is close to bringing its US web site Endless – which is dedicated to shoes and accessories – to the UK. Amazon UK successfully launched shoes on its main site last year.

In August, Amazon UK had 13.4 million unique users, which represents 38 per cent of all total online activity for the month, according to Nielsen Online.

Amazon was not available for comment.