[WWD] Amazon’s Fashion Formula: How the Web Giant Takes Over

Updated: July 30

The e-commerce leader is still testing and iterating its way in fashion, searching for a path to dominance.


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Jeff Bezos built Amazon with moonshots and mathematics.

While the e-commerce powerhouse often relies on gut to make big category bets — once it moves, it does so with a relentless, rigorous and data-driven process that tests and iterates toward domination.


For now, the company is clearly using its scale to great effect. This year's Prime Day sales event — which ran Monday and Tuesday — surpassed the company's combined Black Friday and Cyber Monday take last year, with more than 175 million items purchased and over one million deals. While fashion got little mention in...

Read on in the full WWD article, featuring commentary from Pacvue's President, Melissa Burdick.