Amazon is committing to the wedding business.
The e-tail giant launched a Wedding Shop as part of its Handmade at Amazon section, which offers “genuinely handcrafted” and custom items, from jewelry to pet supplies, like a “carrying scarf” for hedgehogs, mainly from third-party sellers.
With the addition of the Wedding Shop, the handmade section will make its first concentrated foray into apparel accessories, but wedding dresses and tuxedos are not available.
Instead, the shop offers jewelry and shoes, along with fashion accessories like hats, gloves, handbags and garters, among other items. Offerings for men include ties and pocket squares and the shop also has a range of other wedding-related accessories and gifts.
“We created the Handmade Wedding Shop with the savvy couple in mind,” said Katie Harnetiaux, head of marketing for Handmade at Amazon. “The ability to purchase products from local artisans on the Handmade Wedding Shop offers customers a boutique shopping experience coupled with the convenience and selection of [Amazon].”
A wedding-centric shop is only the latest move into fashion territory by Amazon.
This year has seen the company roll out a new style program and camera enabled with its Alexa artificial intelligence platform aimed at helping users get dressed by offering the ability to evaluate an outfit from all angles and in shareable photos and videos and even recommendations.
Amazon in April also secured government approval for a patent designed for the “on-demand” creation of apparel through an “environment” of connected and computerized machines that will print and cut patterns, then assemble the garments without need of human assistance.
This technology would likely come in handy for Amazon’s budding private label business made up of eight brands, which consist of mostly basic offerings in intimates, casualwear and dresses.
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