amazon j. crew mercantile

It’s Prime time for J. Crew Group Inc.’s Mercantile brand, which is launching on to Amazon’s mammoth online platform.

The value brand, launched in 2015, went live on Amazon Wednesday and is eligible for the Prime program, which offers members free two-day shipping and other perks.

While many brands have been reticent to sell through Amazon, more are testing the platform, which accounts for half the U.S. e-commerce market. Nike resisted Amazon for a time, but began a pilot program with Amazon last year and found positive results. More retailers have also linked with Amazon in an effort to tap into its user base. Kohl’s, for instance, agreed to accept Amazon returns to help drive traffic.

“We are focused on continually enhancing our assortment and innovating the shopping experience to enable fashion discovery and inspiration on Amazon, and we are excited about the opportunities we see ahead for customers and brands alike,” said Michelle Rothman, vice president of Amazon Fashion.

Aaron Rose, J. Crew’s chief of emerging business, called Amazon “the right partner for J. Crew Mercantile. Their broad-reaching shopping destination supported by our shared interest in service and convenience will introduce the initial collection of colorful everyday basics and fashion to a new audience.”

The shift comes as chief executive officer James Brett seeks to refocus the business.

Last week, after the company reported narrower second-quarter losses and a 5 percent gain in comparable sales, Brett told analysts: “As consumers’ values reshape retail, we recognized the need to become world-class listeners. Being a legacy brand is no longer about the length of time you’ve been in business. It’s about your ability to understand and create an enduring connection with your customer that shifts and changes organically with society. New retail is about embedded value beyond price. It’s about creating a reflection of individual style and becoming a truly customer-centric brand.”

He also teased the Mercantile brand would “offer a new value equation with a youthful spirit.”

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