Amazon has announced plans to expand its high-end luxury Amazon Fashion concept across Europe. The online retailer launched the luxury fashion arm of its business in the US in September 2020. The Amazon Fashion shopping experience will now be available for shoppers in the UK, Germany, France, Italy, and Spain.

Collections are sold directly from the participating brands and designers, and brands make decisions independently regarding their inventory, selection, and pricing.

Amazon offers fashion labels the tools and technology to create and personalise original content in each of their unique brand voices.

“We’re delighted to be offering more choice to our European customers with the launch of Luxury Stores at Amazon, where they can browse an inspiring range of styles for all occasions, from established designers such as Elie Saab to emerging brands like Mira Mikati,” said Ruth Diaz, the vice-president of Amazon Fashion Europe.

“Fashion is an area where we continue to innovate and add selection, and we’re always looking for opportunities to offer our diverse, fashion-engaged customers more of their favourite brands and styles.

“This is just the beginning, and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our customers across Europe season after season.”

In addition to the Amazon Fashion concept, the ecommerce giant recently went a step further, launching an Amazon Style physical retail store in California last month.

Will we see high-end Amazon fashion stores on the physical high street soon?