Amazon Ramps Up Fashion Efforts with London Photo Studio

Amazon has opened a 46,000 square-foot photography studio in London that the company will use to add some 500,000 images of clothing to its sites every year. Amazon is looking to significantly ramp up fashion sales on and its other properties in the United Kingdom, France, Italy and Spain. Amazon added 100 new fashion brands to its platform last year, with plans to compete in Europe’s busy online market amongst heavy hitters such as Rocket Internet and LVMH as well as startups Net a Porter, ASOS and Farfetch.

amazon2Amazon’s new brands include American Retro, Calvin Klein, Emporio Armani, Gucci, Hugo Boss, Lacoste, Levi’s Tommy Hilfiger and others.

“Opening a studio to shoot items would help Amazon boost its inventory in two ways: by selling more items itself and also helping third parties sell more on its marketplace,” reports TechCrunch.

“The company says between April and June it sold over 30 million fashion products in Europe — although, as is often the case with Amazon, it does not say how that translates into dollars.”

“Our aim is to make Amazon the best place to buy fashion online,” said Sergio Bucher, VP of Amazon Fashion EU. “The opening of our new fashion studio, in the heart of one of the leading fashion capitals of the world, illustrates our ambitions.”

The studio will include an editorial suite with video editing and a library, and offices for Amazon’s fashion staff.

Amazon has also been a driving force in London’s tech scene, after moving its U.K. offices from a London suburb to a high-rise near the city’s financial center.