Amazon Fashion & Sports

From the game on screen to the name on your jersey, Amazon helps bring sports brands closer to fans. ⚽🏀 At Brand Licensing Europe 2026 in London, Amazon Fashion & Sports brought our Sports Licensing programme to the industry for the first time, with a dedicated stand. Through an IP locker, we showcased how master licensing enables sports brands to combine their licensing rights with Amazon’s product development capabilities and retail reach to bring official merchandise to more fans across Europe. Behind this is a collaboration across our Sports, Music and Merch-on-Demand teams, bringing Prime Video, Amazon Music, and merchandise together. Fans can go from listening to the pre-match playlist to watching their team live and shopping officially licensed products, all within Amazon. "We want to make it easier for sports brands to grow across Amazon, taking on the operational complexity of licensing while ensuring consistent, authentic brand representation. BLE was just the start of what we're building together, and we see enormous opportunity ahead for sports licensing on Amazon," shared Maria Giulia Biguzzi, Principal of Licensed Sports, Amazon Fashion & Sports. Thank you to everyone who stopped by our stand at BLE to explore what we can create for fans together. Explore highlights from our exhibition below! 👇🏼 #BLE2026 #BrandLicensing #Sports #Ecommerce

Bringing adidas’ new Adizero Range to life on Amazon with a Flagship Store and Fire TV Experience adidas recently launched its Adizero Range on Amazon, designed for beginners and casual runners looking to chase their personal best, with the Adizero Pacer and SL2 at the heart of the range. To help build a buzz around the launch, we created a connected experience across Germany, Italy, France, Spain, and the UK, helping customers discover the range and engage with the brand across unique Amazon touchpoints in the following ways: Customised Flagship Store: We created an elevated destination with custom-shot video content and editorial-quality visuals, giving customers an engaging way to discover adidas running and explore the Adizero Range. The experience also included ‘Shop the Look’, with a curated selection of complementary products to help customers build a complete outfit around the shoes. Fire TV Experience: We brought the Adizero story into the living room through in-motion custom-shot video, giving customers a closer look at the key technical attributes of the Adizero Pacer. Full-Funnel Activation: We connected the campaign across Fire TV, Prime Video, Brand Store Activation, Sponsored Ads, and more, creating multiple opportunities for customers to discover and engage with the adidas Adizero Range throughout their Amazon journey.   Rachel Orme, Senior Key Account Manager, Running, at adidas, shared, “Amazon’s ability to combine premium content, immersive brand experiences, and full-funnel activation has helped us amplify the launch of the Adizero Range at scale throughout Europe. Together, we’ve created a campaign that not only showcases the performance benefits of our products but also strengthens how customers connect with the adidas brand on Amazon.”   Avi Samtani, MD for EU Sports, Amazon Fashion & Sports, added, “The most exciting part of working with brands on Amazon is finding new ways to bring their vision to life. With adidas, we combined creative storytelling, immersive experiences, and full-funnel activation to help connect the Adizero Range with customers across Europe.”   Check out the custom Flagship Store here: https://lnkd.in/e9s-7zdt #adidas #AmazonAds #StreamingTV #Sportswear

Something Juicy has arrived on Amazon. 💗 We’re thrilled to announce that Juicy Couture is now on Amazon Fashion & Sports, expanding its presence across Europe with a branded Premium Storefront. The LA lifestyle brand infused with casual glamour and an irreverent attitude is bringing its collections to life through an engaging online destination where customers across Italy, Germany, Spain, France, and the UK can experience its iconic style. The Premium Storefront creates an elevated shopping experience, combining brand elements for a fully custom look and feel. From colours and fonts to layouts, the storefront reflects the Juicy Couture identity, creating a more immersive way to shop the brand on Amazon. “As marketplaces continue to shape how consumers discover and shop for brands, it’s important that the experience reflects the identity behind the products,” shared Tim Derner, Global Head, Marketplaces at Authentic Brands Group. Abira Chatterjee, MD, Footwear and New Business Development, Amazon Fashion & Sports, added, “It’s been a pleasure working with Juicy Couture on this launch and creating an immersive storefront that feels true to the brand. We’re excited to give customers across Europe a new way to discover Juicy Couture and explore its collections on Amazon.” Swipe to learn all about the launch👇   #JuicyCouture #BrandExperience #FashionRetail #DigitalRetail #EcommerceInnovation

What’s shaping the future of fashion and sports e-commerce? Last week, we brought together fashion, sports, and e-commerce leaders for an exclusive breakfast with The Business of Fashion Insights at our London office. The event began with Jasmin Kossmann (Head of Business Development, Amazon Fashion & Sports) welcoming guests. Nick Blunden (President, BoF) then took guests through the latest findings from the ‘Inside Fashion & Sports E-commerce’ report, based on insights from 10,000 consumers and 150 industry leaders across Europe. This was followed by a joint Q&A session, where Nick was joined by Hannah Crump (Director, BoF Insights) and Alexander Li (Associate Director, BoF) to answer questions from guests and share their perspectives on the findings. Here are some of the key takeaways from the conversation: → The Trust Shift: 73% of customers say that friends and family remain the most trusted source of recommendations, followed by customer reviews at 68%, while AI is emerging as an influencing source in purchase decisions, cited by 22%. → Discovery over Transaction: 47% of brands view e-commerce as a discovery engine; 69% identify content and creative as a key e-commerce investment area, as content-led discovery is the new baseline that grants a shortcut to consumer trust. → The Data Gap: Fit uncertainty and poor product information remain major customer pain points, yet brands and retailers are twice as likely to prioritise digital design improvements as data foundations. → Retention Blind Spot: 47% of industry leaders surveyed will be focusing on customer acquisition vs only 22% on growing value from existing customers. → Service Matters Most: Free shipping is a priority for 42% of consumers and easy returns for 30% when making full-price purchases, while 42% will stop shopping that brand after a poor return experience. Speaking about the event, Nick shared: “It was great to bring together industry leaders to discuss the findings from our new flagship report on fashion and sports e-commerce. A big thank-you to our partners at Amazon Fashion & Sports for making this research possible, and to everyone who joined the conversation and shared their perspectives.” Jasmin reflected on the changes facing the industry: “The latest research highlights a fascinating moment for the industry. Consumer expectations are evolving quickly, technology is reshaping discovery, and brands are having to rethink how they build trust, create experiences, and drive long-term customer value. What made the discussion particularly valuable was having real, data-backed consumer and industry insights to anchor the conversation and to invite questions from our knowledgeable audiences.” A huge thank-you to the BoF team and everyone who joined us. For deeper insights, read more here: https://lnkd.in/eDaANeSZ #Ecommerce #FashionTech #RetailInnovation

A new chapter for Herschel in Europe. 🎒 We’re excited to welcome Herschel Supply Company to Amazon Fashion & Sports Europe, bringing the brand’s iconic accessory designs and exceptional craftsmanship to customers across Germany, France, Italy, Spain, and the UK. Following a successful collaboration with Amazon in North America, Herschel is now taking its next step into Europe, with Amazon helping make that expansion seamless. Through our SuperPICS (Pan-European Inbound Consolidation Service) programme, Herschel can ship inventory to fewer inbound locations, while Amazon takes care of redistributing stock across fulfilment centres throughout the EU. It’s one way we’re making it easier for brands to scale across Europe. We’re also helping Herschel build visibility through a Strategic Activation Campaign, connecting the brand with new customers and making its products easier to discover across the region. Speaking about the launch, Lyndon Cormack, founder of Herschel Supply Co., said, “We start with utility, then bring design and creativity to every product. Herschel is built on classics with a modern twist, and we are always looking ahead. Nobody leans into the future like Amazon, and partnering with them directly makes Herschel easier to find across Europe than ever.” Discover the Herschel Brand Store here: https://lnkd.in/eN-KKuU8 #ECommerce #RetailExcellence #FashionBusiness #EuropeanFashion #BrandLaunch

A perfect start to #LondonFashionWeek.   Before the collections took to the catwalk, we opened the doors to the Amazon Fashion & Beauty Lounge in Mayfair – a space for creators to pause and unwind before stepping into the week recharged and LFW‑ready.   We welcomed our creator guests to enjoy professional hair touch‑ups and beauty tutorials from SharkNinja, pampering from L'OCCITANE Group (B Corp), travel essentials from Away, fashion favourites from Guess?, LLC., Juicy Couture, and Ted Baker, and K‑Beauty discoveries from 셀리맥스(celimax) and Centellian24.   Swipe through the moments from the lounge, and thank you to everyone who joined us.   #Creators #RetailInnovation #Beauty

Where Fans Score Big 🏈   As the new NFL season gets ready to kick off, fan excitement is building across Europe. After last year's success, the National Football League (NFL) will once more bring American football closer to fans across the UK, Germany, and Spain with a new selection of officially licensed NFL products available online. Fans can easily shop their favourite teams while enjoying a seamless, personalised experience.   From team-specific filters and homepage banners to influencer campaigns reaching millions, Amazon helps the NFL score big on fan engagement and visibility across Europe.   “We are excited to meet fans where they shop, with a strong assortment of NFL products available in the UK and Germany,” shared Salha Latif, NFL Vice President International Consumer Products.   “We look forward to further building on our trusted collaboration with the NFL and supporting them in bringing the excitement of American football to fans across Europe. By providing the tools, insights, and infrastructure to launch an NFL collection at scale, we're helping make every fan's experience seamless, engaging, and unforgettable,” shares Avi Samtani, MD for EU Sports, Amazon Fashion & Sports. Swipe to learn how we continue to support the NFL in engaging fans across Europe 👇 #NFL #AmericanFootball #FanCommerce #SportsRetail #SportsFans

Amazon X HYROX 💪   Amazon and HYROX are joining forces on a global partnership, bringing athletes closer to the products, content, and experiences they need at every stage of their fitness journey.   With dedicated HYROX storefronts now live across six European markets – including the UK, Germany, France, Italy, Spain, and the Netherlands – athletes can find what they need to prepare, train, compete, and recover, all in one place.   And the experience goes beyond the storefront. Curated Amazon Music playlists will accompany athletes through every station and run, while on-site activations across Europe will bring the community together and introduce athletes who share their HYROX journey on social media to the Amazon Influencer Program. The programme helps athletes make more of the training and the race-day content they already create by featuring the gear and essentials that power their HYROX season.   Amazon will also be the title partner for HYROX London ExCeL this December, creating interactive experiences and opportunities for athletes and spectators to interact with the brand.   Moritz Fuerste, co-founder and CMO at HYROX, shared, "This partnership marks a major milestone for HYROX and reflects the incredible global growth of the sport we have witnessed this season. Partnering with Amazon allows us to better support our rapidly expanding community by making it easier for athletes to access the products they need to prepare, train, and race, all in one place, so they can get the support they need from start to finish."   Rocco Bräuniger, Amazon Country Manager for DACH, shared, "At Amazon, we're inspired by what HYROX has built – a global community where a first-timer and an elite athlete line up for the same race, in the same format, anywhere in the world. That spirit of accessibility resonates with us. We want to make it as easy as possible for this community to find what they need to prepare, compete, and recover – all in one place, at great prices, delivered fast."   Explore the HYROX storefront on Amazon: www.amazon.co.uk/hyrox   #HYROX #SportsIndustry #RetailInnovation #CustomerExperience

Inside the world of fashion and sports e-commerce The Business of Fashion’s latest report ‘Inside Fashion & Sports E-commerce’, created in collaboration with Amazon Fashion & Sports, brings together insights from European consumers, industry leaders, and retailers, uncovering the key shifts redefining how brands connect with customers and drive growth. From evolving consumer expectations and the rise of AI to new opportunities in discovery and digital retail, the report provides a data-led view of the forces shaping the future of fashion and sports. Nick Blunden, President, BoF, shared, “The relationships between brands and consumers keep shifting as AI reshapes how people discover and buy fashion and sports online. In this report, BoF Insights and Amazon Fashion & Sports Europe look at the practical changes brands must enact to keep pace.” Speaking about the launch, Ruth Díaz, VP, Amazon Fashion & Sports, shared, “How our customers are discovering products online is changing faster than at any point I have seen. But what has not changed is what they are looking for – confidence in the product, clarity in the information, and trust in the experience. Earning that trust is harder now, with customers more discerning about who they listen to and AI giving them new ways to validate. We collaborated with The Business of Fashion to turn what customers and industry leaders across Europe are telling us into evidence the whole industry can act on.” Discover the insights, data, and perspectives shaping what’s next for fashion and sports: https://lnkd.in/eDaANeSZ Swipe for key takeaways from the report👇 #EcommerceInnovation #FashionTech #CustomerInsights #ConsumerTrends

Every day, Amazon invests in protecting customers, brands, and intellectual property through advanced technology, robust seller verification, and proactive enforcement measures. The latest Trustworthy Shopping Experience Report highlights the progress made in 2025, including identifying and disposing of more than 15 million counterfeit products, pursuing over 32,000 bad actors through Amazon's Counterfeit Crimes Unit since 2020, and proactively blocking more than 99.9% of suspected infringing listings before brands needed to report them. These efforts reflect Amazon's ongoing commitment to creating a safer, more trusted shopping experience for customers and brands alike. Read more in the Trustworthy Shopping Experience Report👇 Read the full report here: https://lnkd.in/gCgBBfUr #BrandProtection #TrustworthyShoppingExperience #CounterfeitPrevention #CustomerTrust #IntellectualPropertyProtection