Amazon Fashion & Sports

Ciao & Bonjour! AllSaints has arrived.  The AllSaints storefront is now officially live on Amazon in Italy and France, bringing the brand’s signature aesthetic straight to millions of customers with a distinct sense of style. To make the debut impossible to miss, we amplified the launch with high-impact premium moments from homepage features to tailored touchpoints across multiple channels. Behind the scenes, our logistics and fulfilment capabilities help streamline operations, reduce complexity, and let the brand focus on what it does best: creating standout collections. Celebrating the Amazon launch, we hosted an intimate editor and influencer event in Milan, where guests experienced a live fashion presentation featuring key looks from the AllSaints collection. This created an immersive moment that captured the brand’s distinctive aesthetic while encouraging organic storytelling across social channels. Speaking about this new chapter of growth with Amazon, Sarah Miyun Hong, VP, Wholesale and Digital Concessions at AllSaints, shared: “Our full-scale launch on Amazon in Italy and France is a key step in accelerating our European growth, building on AllSaints’ strong momentum in the region. Leveraging Amazon’s scale, we’re unlocking innovative ways to connect with new customers and bring the brand to life through impactful engagement.”  Reflecting on the expansion, Abira Chatterjee, MD, New Business Development, Amazon Fashion & Sports, said: “We’re excited to support AllSaints’ launch on Amazon in Italy and France. Collaborations like this show how we can help established fashion brands expand into new markets while creating culturally relevant moments that introduce their story to new customers.” Check out the new storefronts: 🇫🇷 https://lnkd.in/eiTtBRJr   🇮🇹 https://lnkd.in/eYtcckJm #AmazonFashion #FashionExpansion #EuropeanFashion #EcommerceGrowth #RetailInnovation

All eyes on Calvin Klein’s new Flagship Store on Amazon. The new Calvin Klein Flagship Store on Amazon is bringing the brand’s minimalist aesthetic to life online, blending premium design, discovery, and convenience in one destination. Interactive Fit Guides and a 3D Brand Store make product exploration seamless and engaging. Speaking about the collaboration, Florian Mair, MD of Apparel at Amazon Fashion & Sports, shared, “Our collaboration with Calvin Klein shows how brand storytelling, innovation, and technology can transform online shopping.” Swipe to learn more about the Flagship Store and see how it’s driving engagement and results 👇 #EcommerceInnovation #BrandExperience #DigitalRetail #FashionRetail #OnlineShopping #RetailMarketing

Expanding from the US to Europe doesn’t have to be complex. Here is the story of Gerber Childrenswear LLC, a trusted US newborn and baby clothing brand that is scaling across 10 European markets by leveraging the full range of support from Amazon. From handling storage and logistics to guiding EU compliance and optimising advertising, Amazon enabled the brand to focus on growth without the usual operational hurdles. The result is a launch built for speed, scale, and long-term impact. Speaking about this collaboration, Todd Wilson, Executive Vice President, eCommerce, Gerber Childrenswear, shared: “Amazon’s infrastructure and regional insights enabled a smooth, scalable launch and positioned the brand for long-term growth across European markets.” “By combining proven insights, operational support, and tailored advertising tools, brands like Gerber can expand with confidence and reach customers across Europe faster than ever,” shared Florian Mair, Managing Director for Apparel at Amazon Fashion & Sports. Swipe to discover how it all came together👇 #AmazonFashion #EcommerceGrowth #GlobalExpansion #EuropeanMarkets #CrossBorderEcommerce #RetailInnovation

When Strong Teams Come Together Recently, the Amazon Fashion & Sports team met with PUMA Group’s leadership to look back on what we achieved together in 2025 and talk through where we want to go in 2026. It was great to step away from the day-to-day business, bring different perspectives into conclusion, and once again make sure that we’re moving in the same direction. We focused on a few key questions: How can we create an even better shopping experience? How do we tell our product stories in a way that truly connects with our shared customers? And how can we continue to strengthen the way we work together? One line from the PUMA team summed it up perfectly: “Performance, preparation, and teamwork at the highest level.” “What stood out most was the quality of the dialogue – different perspectives and a clear-eyed view of where we can step-change customer experience together. That kind of thinking is what turns a strong partnership into something that genuinely moves the needle,” added Marcus Goepfert, Head of Vendor Management, Amazon Fashion & Sports. Thank you, Bernhard Krempl, Ferdinand Neuss, Florentine Bachinger, Sven Reischl, and Sven Ursin from the PUMA team for the time, energy, and perspectives you brought to these conversations. We’re excited for what we’ll continue building together in the year ahead. Take a look at these behind-the-scenes moments from our time together 👇 #AmazonFashionAndSports #SportsIndustry #BrandPartnerships #CustomerExperience #RetailStrategy #ECommerceGrowth

An insider look at our latest adidas Sportswear shoot. adidas teamed up with our Amazon éShop team and Amazon Ads to bring its newest sportswear and leisure footwear range to life. The campaign blends street-style energy with cosy seasonal moments, capturing authentic, spontaneous scenes styled head-to-toe with tracksuits and fresh footwear, all tied together with unmistakable adidas branding. Every frame shows how these pieces move and feel in real, everyday settings. But this campaign was about more than just capturing great visuals. It was designed to work seamlessly across the adidas brand store, product detail pages, social channels, and Amazon Ads placements to create a connected experience for adidas customers on Amazon. As Sidra Salman, Sr. Art Director at Amazon, shared: “Customers want to feel inspired and see how products fit into their everyday lives, and that’s exactly what we’re delivering.” Hannah Humble, Senior Digital Brand Manager at adidas, added: “Amazon custom solutions have enabled us to deliver high‑quality content at speed, ensuring we stay responsive to our customers’ needs. We look forward to continuing our collaboration and exploring new opportunities to work together in the future." The result? A connected experience across the full shopping journey – from discovery to purchase – helping adidas showcase its personality, highlight its products, and connect with customers in meaningful ways. #adidas #AmazonFashion #Sportswear #FashionMarketing #AmazonFashionAndSports

Celebrating style, creativity, and connection in the heart of Milan! We hosted an intimate cocktail evening alongside The Business of Fashion at the beautiful home of Martina Mondadori, founder and Editor-in-Chief of Cabana magazine. A brilliant mix of creatives, designers, and fashion voices came together to share perspectives about the future of the industry. Co-hosting with Imran Amed, founder and CEO of The Business of Fashion, Jenny Freshwater and Ruth Díaz Barrigón welcomed guests to an evening of genuine connection and meaningful discussions with some of the most influential voices in luxury fashion, at the height of #MilanFashionWeek. Speaking about the evening, Ruth Díaz Barrigón, VP, Country Manager Spain and Portugal & EU Fashion and Sports, shared: "Milan has always understood luxury in a way that's both timeless and forward-thinking – and that's exactly the balance we're working to achieve. We're here for the long term, building the technology to create luxury experiences that will resonate with brands and customers alike." Jenny Freshwater, VP, Amazon Fashion & Fitness, added: "What made last night special wasn't just the setting; it was the opportunity to listen, learn, and connect with the people defining luxury's evolution. These conversations shape how we're continuing to evolve our offering. Thank you to BoF and everyone who made it such a memorable evening." Swipe for the highlights from the evening here 👇

Exciting news — Marks & Spencer has arrived on Amazon Fashion & Sports, bringing timeless style and everyday essentials to even more customers. Our customers in Germany, France, Italy, and Spain can now shop their Marks & Spencer favourites across womenswear, menswear, and kidswear on Amazon.    With this launch, Marks and Spencer is tapping into our Pan-European Fulfilled by Amazon programme to reach new customers across Europe efficiently, while minimising operational costs and complexity. “Our purpose is to bring the best of M&S to customers around the world. Through our marketplace partnership with Amazon, we’re able to accelerate our online global growth in Europe. This is a key strategic market where our trusted brand and stylish fashion offer resonate with customers,” shared Mark Lemming, Managing Director of International at M&S. Riccardo Capretti General Manager, EU Fashion and Sports Marketplace at Amazon, added, “Through a strategic investment in FBA as a core pillar of the supply-chain strategy and visibility-boosting ad placements, we are helping Marks & Spencer grow its brand presence with Amazon.” We’re thrilled to bring this much-loved British brand, known for exceptional quality, style, and trusted value, to even more customers across Europe, making its stylish collections just a click away. Swipe to see how Marks & Spencer is working with Amazon to reach new customers in Europe👇 #MarksandSpencer #AmazonFashion #FashionInnovation #FashionCollaboration

Big collaborations don’t stand still. They grow, experiment, and innovate together. Recently, Amazon and Columbia Sportswear Company came together in Geneva for a three-day summit. The goal was to strengthen collaboration and drive innovation across inventory management, customer experience, and supply chain excellence. Senior leaders from both organisations explored ways to align operations, expand premium selection opportunities, and roll out forward-looking customer experience solutions, all with the shared goal of shaping the future of outdoor retail across European markets and delivering real value to customers. Speaking about our supply chain solutions, Fang Liao, EU & International Distributor Operations Senior Director at Columbia, shared: “This is the most customised level of supply chain set-up we would have with any retail partner.” Michael Levi, Senior Director of Sales, Europe at Columbia, emphasised: “Building the future of distribution with innovation only matters if it improves what counts most: customer experience. The goal is simple: deliver the best possible experience, every time. Our trusted collaboration is key to making this direction a reality.” Supporting this view was Andrea Ghidoli, Head of Strategic Supply Chain Management at Amazon: “It was truly valuable to collaborate face-to-face, which enabled us to identify innovative, tailored solutions that may not have emerged through virtual interactions alone. I’m encouraged by our shared commitment to swift implementation of the next steps.”  Karim Amyuni, Sr. Category Leader for EU Shoes at Amazon, added: “I was inspired by the strength of the collaboration and the opportunities to keep driving growth and delighting customers.” Also remarking on the strength of the relationship was Anvay Bharat, Sr. Category Leader for EU Sports at Amazon: “Always enjoy working with Columbia – our discussions focus on solving customer problems and delivering great selection at speed. None of this would be possible without a close, trusted relationship!” This summit is a reminder of what’s possible when teams work closely together, combining expertise, innovation, and a shared focus on customers to shape the next generation of retail. #AmazonFashion #SupplyChainInnovation #CustomerExperience #RetailInnovation #SportsIndustry #AmazonFashionAndSports

Smarter growth for selling partners, made simple. In 2026, we’re empowering fashion and sports sellers across Europe to scale with confidence, with lower fees, easier Pan-EU expansion, and AI tools designed to maximise performance. Speaking about the announcement, Riccardo Capretti, General Manager Fashion, Sports and Premium European Marketplace, Amazon shared, “We’re continuing to invest in ways that help brands grow more efficiently and confidently. From reducing cost-to-serve to providing AI-powered tools and simplifying expansion across Europe, our focus is on offering the right support at every stage. This ensures brands are well equipped as they scale.” Swipe to discover 3 ways we’re helping sellers grow further in 2026.

Connecting Fans and Commerce At SPOBIS 2026, Europe's largest annual sports business event, Avi Samtani, MD Amazon Fashion & Sports Europe, explored the evolving relationship between fans, content, and commerce. Following his keynote on 'The Future of Sports Commerce', Avi joined Peter Dennis from UEFA and Julio Carandini from Under Armour for a panel discussion, diving into the intersection of content, community, and technology. Here are three key takeaways: Context matters. Understanding fan behaviour at scale helps brands meet fans where they are. By reaching audiences at the right moment and delivering brand storytelling across key digital environments, brands like Under Armour can build meaningful connections. Data shows that UEFA Champions League viewers spend significantly more than average customers. Continuity keeps fans connected. The conversation highlighted how sport extends beyond the final whistle. When fans can move seamlessly from watching a match to engaging with their team – whether through merchandise, content, or community – brands can maintain momentum and deepen connections. Integrated campaigns that span live events and ongoing content show measurably stronger performance. Immediacy turns emotion into action. The panel explored how responding to fan excitement in real time creates authentic participation. Dennis shared insights on women's football's growth, while Carandini discussed how brands can capture moments of inspiration by bringing athlete stories directly to fans. This allows fans to engage with the brand across multiple touchpoints and seamlessly access the gear that embodies the athlete's journey. Further, Amazon's on-demand merchandise service responds to actual demand rather than predictions, demonstrating how technology enables brands to be present when it matters most. The discussion reinforced that the future of sports commerce lies in understanding these intersections – and in platforms, rights holders, and brands working together to create experiences that resonate with fans.   #SportsBusiness #FanEngagement #SportsMarketing #ContentToCommerce #SportsInnovation #AmazonFashionAndSports