The new Amazon Find fashion collection features a 500-piece womenswear offering plus 200 items for men.

It is the online retailer’s challenge to fast-fashion giants like H&M, Uniqlo and Zara that are being slow to optimise their online offerings, reports Butterboom.

Already being noticed on Facebook and Instagram, Find taps on fast-fashion professionals like Frances Russell (Amazon’s own-label VP and former Marks & Spencer head of womenswear), designer Karen Peacock and Glen George (former buyer for Primark).

Also new is the Amazon Echo Look camera that works alongside its voice-controlled assistant Alexa. It enables customers to take fashion selfies their mobile app, which will then show them similar clothing items available from Amazon.