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Mon Sept 4 2017 15:39:38

Amazon Launches New Fashion Brand in Europe

By: Ina Steiner

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Amazon launched its own fashion brand in the UK and plans to aggressively promote it across Europe. Amazon UK's homepage presents shoppers with a new option: Find, a private label brand of clothing for men and women. 

The homepage banner reads: "Introducing find. The hot new brand, only available on Amazon." Clicking through to the Find homepage on Amazon, shoppers are presented with a deal - 20% off when you spend 40 pounds if you use the code FIND20.

The offer kicked off on September 3rd and runs through September 17th. You can find the Find landing page on (it spells the brand in all lowercase).

Amazon gave UK newspaper the Telegraph a sneak peek over the weekend. "The collection won't be kept quiet for much longer," the paper said. "Amazon this week will tap its deep pockets to thrust Find into the spotlight, with an aggressive advertising campaign that will splash its fashion offerings across Instagram, Facebook and billboards all over Europe."

Note that Amazon had quietly released some of the line in the spring, according to a May 2nd article on

The Telegraph has a nice timeline of some of Amazon's major milestones as it moved into apparel, beginning with its 2006 acquisition of online fashion retailer Shopbop. (Missed is the launch of MyHabit in 2011, which Amazon shut down last year.)

Amazon could not have grown without third-party merchants, and sellers on Amazon account for over 50% of the unit items sold. But Amazon is increasing the number of its own private label brands and appears to be committed to the strategy.

Are Amazon private label brands impacting sellers, and if so, how?

Update 9/6/17: Jochen Krisch of tweeted a picture of street billboard in Berlin, Germany, that is advertising the new Amazon Fashion Find line, it features the hashtag #Findyours.

Comments (2) | Permalink

Readers Comments

Amazon Launches New Fashion Brand in Europe   Amazon Launches New Fashion Brand in Europe

by: dander This user has validated their user name.

Tue Sep 5 11:13:06 2017

people bitch about ebay. at least they don't compete against us now do they

Amazon Launches New Fashion Brand in Europe   Amazon Launches New Fashion Brand in Europe

by: Chicago48 This user has validated their user name.

Thu Sep 7 02:56:41 2017

@Dander:  You're right.  What's the point in being a 3P seller on AMZ if you're going to compete AGAINST AMZ?
I don't think the fashion brand will work because EUs are very sophistocated and like the fine clothing and name brand designers.  The name brand EU designers won't list on AMZ because the catalog is WIDE and hard to find stuff.

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