Amazon seem to have taken a page out of Zappos' book with their new online store for denim.

Amazon seem to have taken a page out of Zappos‘ book with their new online store for denim. The store offers premium denim brands including 7 for All Mankind, Lucky Brand, Joe's Jeans, plus “all-American classics” such as Levi's. It seems to us to be a very clever move by the online retailer – denim comes in standard sizes and I'd guess that a large chunk of denim purchases are repeat buys: people love it when they find a design for them and continue to buy. Amazon's free return policy is likely to drive trial in this service.

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