Amazon launches its fashion brand, ‘The Fix’

E-commerce giant Amazon has unveiled its latest venture in the quest for retail domination — a new private-label accessories line aimed at providing an affordable alternative for shoes and handbags.

The brand, dubbed simply "The Fix", is reportedly based on designer-level trends, and will change on a monthly basis as opposed to seasonally, with handbags beginning at US $49 and shoes starting at US$69.

The initial launch collection - which went live Tuesday - is said to include satin slides, fashion sneakers, studded flats, colourful mules, platforms and floral-embellished boots, among other looks.

Commenting on the launch and the label's target market, Amazon Fashion's director Kate Dimmock said: "Our customer is really looking for a great hit of style - something that's on-trend. They have an accessible price point and are well made. That was really a challenge. We are all about a breadth of selection, it's really a key part of Amazon's identity, and another key aspect for us with new styles releasing monthly."