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Amazon, the online retailer, is set to start selling clothes and accessories over its website in the UK.
The move is seen as a response to the growth of specialist online fashion firms like Asos and Net-a-Porter and the growing proportion of online selling done by traditonal clothes retailers like Next and Marks & Spencer.
Amazon already sells sportswear and shoes on its British site and has been selling mainstream clothes in the US for several years.
In this country the e-tail giant is talking to clothes manufacturers, fashion labels and High Street retailers about selling their products.
In the US it has ventures with the likes of Addidas, DKNY , Foot Locker and Macy's.
Alex Burmaster, analyst with Nielsen Online, told Retail Week: "There will be an initial bedding-in period where customers get used to the idea of buying fashion from Amazon, but it is a very strong brand with a strong operation that people trust."
