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Sarah Halzack

Amazon Is Too Basic for Its Fashion Ambitions

Until it makes discovery-shopping easier, it will be stuck in its apparel lane.
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Photographer: Simon Dawson

It's no secret that Amazon.com Inc. has been bitten by the fashion bug.

The e-commerce juggernaut has shown it's serious about becoming an apparel destination. Its site features a mushrooming collection of private-label clothing brands. It recently debuted Prime Wardrobe, a service that lets shoppers try on clothes at home before buying them. Even glossy magazines now feature ads for Amazon Fashion.