Amazon is working on building exclusive partnership with fashion brands to have 'Amazon only' launches in order to take on rival Flipkart, which has become a dominant player in the space with Myntra and Jabong.

With lucrative sales, Amazon is going all out to woo consumers across age brackets.

Over the last few months, Amazon has seen tremendous traction from exclusive brand launches on its platform. Brands like Under Armour and New Balance have grown three times for the company. Sports apparel is one of the fastest growing categories at Amazon with the firm offering a selection of about 1300 brands.

The company recently launched mid-priced sports brand D:FY on its platform. It is also working on increasing the number and share of private labels in its portfolio. "We have launched a few fashion brands under private labels ... it's still early days," says Mayank Shivam, director category, Amazon Fashion.

The opportunity benefits the small brands too as the online platform helps them reach a wider customer space, said Shivam.

Amazon recently bought a 5 percent stake in Shoppers Stop and now has its entire collection onboard.

First Published:Aug 24, 2018 12:05 PM IST