Amazon has started selling its own private-label fashion brands in the US as it up its focus on the category, it has emerged.
The etail giant has introduced at least seven private-label brands with around 1,800 SKUs.
The move is further evidence of Amazon’s increase focus on fashion. Former Marks & Spencer womenswear boss Frances Russell is also set to join the etailer in a senior role, it was reported last week.
The own-label brands, being sold on Amazon’s US site, are: Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, North Eleven, Scout + Ro and Society New York.
The brands feature goods such as men’s dress shoes, suiting and accessories to women’s casual and contemporary clothing, accessories, and children’s clothing.
Items from kidswear range Scout + Ro retail at between $19.50 - $24.50 (£14.50 - £18)
The womenswear ranges, James & Erin, Lark & Ro, North Eleven and Society New York are all modestly priced with prices ranging from $5.90 to $105.90 (£4 - £76).
The menswear labels, Franklin & Freeman and Franklin Tailored start at a higher price point. Franklin & Freeman prices range from $51.90 - $89 (£37 - £64) while tailored pieces cost from $23.97 to $465 (£17 - £334).
KeyBanc Capital analyst Ed Yruma said in a note: “Amazon will use private label selectively, which should both enhance the offering and induce traditional apparel vendors to sell to Amazon.”
He added: “Apparel is a large category that remains highly fragmented. We think the low barriers to entry, size and significant competitive set make this an attractive category for Amazon.”
The etailer also revealed its fashion ambitions in the UK last year with the launch of a photography studio in Shoreditch, east London.