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Amazon Fashion appoints agency to further raise its UK profile

Tom Shearsmith
27 January 2020

Online giant Amazon has appointed UK consultancy company Aisle 8 to manage all UK PR and communications for Amazon Fashion as exclusive data from The Index by reveals that it is the nation's favourite online fashion platform.

The news of the agency's appointment also comes after Amazon was reported to be planning to launch a luxury fashion platform in the first half of this year.

Amazon’s new platform will reportedly give brands complete control the aesthetics of their online space, and what products they decide to sell. Participating brands will also have access to Amazon’s logistics network, which will help with fast customer service and a variety of shipping methods.

12 premium brands are said to be working with Amazon to develop their own space, though no names have been announced. Each is due to be introduced individually on the platform, which is to launch first in the US, followed by an international roll out. It is thought that Aisle 8 will help with clients and promotion as the company expands across the UK.

Lauren Stevenson, Aisle 8 Co-founder and Director, told PR Week the agency would be focusing on pushing Amazon's in-house labels. "We have an opportunity to carve out the position of the five cleverly designed brands, including Aurique, Find, Iris & Lilly, Meraki and Truth & Fable, and refine the narrative to fully cement Amazon Fashion as a 'go-to' for clothing, shoes and accessories."

According to's monthly brand and retail tracker, The Index, Amazon Fashion is by far and away the most shopped pureplay online fashion platform in the UK ahead of fashion specialists such as ASOS, Boohoo and Very. Our December 2019 report shows that 74% of all shoppers who had shopped for fashion with a pureplay online fashion retailer in the prior three months had bought something from the online giant.


Source: The Index from, December 2019

It is also the online fashion store that performs most consistently when it comes to our unique Buzz Scores which measure consumer sentiment with a net positive score of +35%, versus +11% for ASOS and +9% for Boohoo.

The Index tracks the behaviours of 2,000 fashion shoppers every month and also the performance of 100 leading fashion brands and retailers from online specialists to luxury retailers and sports specialists. It is accessible to paid members of only.

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