Amazon is an American multinational technology company that focuses on e-commerce, cloud computing, online advertising, digital streaming, and artificial intelligence. It has been referred to as "one of the most influential economic and cultural forces in the world", and is one of the world's most valuable brands.

Amazon Fashion was launched in 2016, offering its own label fashion as well as more than 200 brands – including Calvin Klein, Tommy Hilfiger and Levi’s. The retailer offers men and women's clothing, shoes, watches, jewellery and luggage.

In 2022, Amazon Fashion announced the launch of its luxury offering in Europe. First introduced in the United States in 2020, the expansion of the e-commerce giant’s high-end fashion range to Europe saw collections from luxury brands made available to purchase via Amazon in the UK, France, Italy, Spain and Germany.

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