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Amazon Fashion reveals growing sales and Liya Kebede as its new face

Lauretta Roberts
03 February 2017

Amazon Fashion has revealed that it sold 60m items in the final quarter of 2016 making fashion one of the fastest growing categories for the e-commerce giant. It has also unveiled Ethopian model, actress and designer Liya Kebede as the new face of Amazon Fashion Europe for SS17.

Its fashion growth was driven by the introduction of 350 new brands in Europe throughout 2016 including more high street names and premium brands including Miss Selfridge, Dorothy Perkins, Burton Menswear London, EVANS, Wallis, Filippa K, Wood Wood, Vanessa Bruno Athé, Champion Reverse Weave, Whyred, Won Hundred, House of Holland, Cacharel, J.Lindeberg, Lagerfeld and Paul & Joe.

The new fashion brands add to a range that already included global names such as Boss Orange, Emporio Armani, Calvin Klein, Tommy Hilfiger and Levi's.

Amazon Fashion VP, Europe Susan Saideman said Amazon would continue to invest further into the fashion category in the coming years. "Offering an expansive selection, using technology to innovate the shopping experience, and providing award- winning customer service are all part of our vision to be the fashion destination that brands and customers love," she said.

"Fashion is one of Amazon’s fastest growing categories and we are still only a handful of years into a very long-term investment," she added.

Amazon Fashion

Amazon Fashion reveals model, Liya Kebede, as its face for the European SS17 campaign.

Meanwhile Kebede has succeeded Hungarian model Barbara Palvin as Amazon Fashion's new face in Europe. The items worn by Kebede in the campaign will all be available to purchase from the site from 1 March and the now familiar strapline of "Don’t Look Like Me, Look Like You" will be retained.

The campaign was shot by Cass Bird and styled by Julia Sarr-Jamois. It follows on from two high profile campaigns in 2016 starring blogger Chiara Ferragni and Palvin. In September Amazon also released a TV campaign which aired in the UK, Germany, and Austria, while style icon Olivia Palermo created her personal Amazon Fashion wishlist at Christmas.


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