Amazon UK to merge Javari.co.uk with fashion offering

In a bid to strengthen its fashion offering, Amazon UK has decided to merge

its standalone online shoe and accessories store, Javari.co.uk with its current fashion offering on its UK site.

On 25 June, Javari will officially become part of the Amazon fashion section, which offers a wide array of clothing, jewellery, shoes, and bags. Amazon UK first launched Javari as a standalone web store in October 2009 and after 25 August all visitors to the website will be automatically redirected to Amazon.co.uk

In an email to Javari customers, Amazon announced the impending move and noted that current customers will be able to use their Javari account details to log into the Amazon Fashion site. This merger follows swiftly the launch of a dedicated online sub-store for dresses as Amazon UK continues to transform its website into “the best place to buy fashion.”