As It Expands Its Own Fashion Offerings, Amazon.com Plans to Close Endless.com

Seattle—Despite its name, Endless.com, the fashion website Amazon created in 2007, is coming to an end.

As of Sept. 27, apparel, accessories and footwear which had been found on endless.com will now be part of Amazon.com/Fashion/

“This new style destination will have the latest shoes, handbags and jewelry and watches from an expanded selection of brands,” the Endless.com home page states.

“We are shifting our Endless business to Amazon in order to focus on the Amazon Fashion experience,” an Amazon spokesman said this week. “Between Amazon, Shopbop and Zappos, our customers have easy access to an assortment of quality brands and a variety of shopping experiences for any fashion need.”

The move follows Amazon’s bid to move beyond music, books and movies into a greater range of merchandise including fashion. It’s been a successful formula at rival eBay which has expanded its fashion offerings several times in the last few years.

Amazon started endless.com mainly specializing in women’s footwear and handbags. Following its success, Amazon launched other websites such as Shopbop and Javari, and in 2009 acquired another e-commerce startup called Zappos for $880 million. There are no plans for Amazon to absorb Zappos, Shopbop or even MyHabit, Amazon’s flash sale site.

The new and enhanced apparel, accessories and footwear should help Amazon.com/Fashion expand its customer base and scope. Amazon saw 100.4 million average monthly unique visitors in the second quarter of fiscal 2012 in the United States alone, double the number of visits to Apple’s and Walmart’s stores. Amazon remains the most visited website in the United States.

 

Visitors to Endless.com were greeted with “exciting news” of the Sep. 27 closing. Endless.com will redirect to Amazon.com/fashion, where the leading online retailer is beefing up its fashion-savvy merchandise. “This new style destination will have the latest shoes, handbags and jewelry and watches from an expanded selection of brands,” the Endless.com home page explains.

 

 

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