Amazon Fashion's Big Style Sale goes live

Amazon Fashion has launched its "Big Style Sale" in a bid to get consumers spending again post-lockdown with offers of up to 50% off on its own labels and big-name brands.

Hundreds of brands from Tommy Hilfiger, Calvin Klein, Pepe Jeans, Boss Orange, Puma, Vans, Levi’s, Emporio Armani and Swarovski are included in the Sale, which covers apparel, underwear, accessories, luggage, jewellery, watches and more.

Offers include 50% of Amazon's own brands, such as find, Truth & Fable and Iris & Lily, 50% off Eastpak and Vans backpacks, 30% of Levi's, Boss, Calvin Klein and Tommy Hilfiger clothing and 30% off Crocs shoes.

Rival retailers were aware that the Sale was planned following reports earlier this month that due to the COVID-19 crisis the online giant was shifting away from its usual two-day Prime event in July. Reports suggest that this will now take place in September.

In a bid to steal a march on Amazon, British retailers launched major sales when they were permitted to re-open their physical stores for business after the lockdown on 15 June. Brands who have increased their discounting include French Connection, Ted Baker, River Island and John Lewis, among many others.

Like many retailers, Amazon Fashion will have fashion stock to shift as consumers focused their spend on essentials during lockdown and Amazon itself focused on the delivery of essential items only in some of the markets in which it operates at the height of lockdown.

The Big Style Sales runs for one week ending midnight on Sunday 28 June.