E-commerce giant Amazon is known for its experimentation with own-brand products in a range of categories, primarily focusing on electronics with the likes of the Kindle family. Earlier this month it branched out even further, completing a low key launch of its first fashion line, according to Retail Gazette.

Over 400 garments for men and women are initially available under the Find brand which has been created to distinguish Amazon’s offerings from those of the other, established firms it sells online.

The rollout of Find clothes to Prime subscribers has occurred on a small scale initially, but it is expected that a broader launch will occur before the end of the year to open it up to even more shoppers worldwide.

Amazon’s aim with Find is to offer fashionable items at affordable prices, meaning that it is not targeting the luxury end of the market but will, instead, hope to capture a mainstream audience with its products. It has also emphasised the need to create clothing which can also be practical, making it suitable for wearing every day, not just on special occasions.

The team behind Amazon’s fashion line includes a designer who has previously worked with high street stalwarts, including Debenhams and Marks & Spencer, so there is a good pedigree behind the items on offer which should help the range get off the ground in the short term.

Further down the line it has plans to enter the lingerie market with the Iris & Lilly brand, building its status as a clothing retailer in its own right.

Fashion enjoys consistent growth in sales online, so it makes sense for Amazon to dive into this marketplace with Find, although its chances of succeeding against stiff competition may not be as high as it would like.