The company will offer upscale clothing brands on the site and is willing to lose money in free shipping and returns if it means pleasing consumers.

Amazon has recently turned its focus on featuring high-end fashion on its site, a move that should worry traditional retailers.  The company can set the prices it wants for the clothing, and like with free shipping, is willing to lose money on the venture if it means retaining current customers and attracting new customers. GigaOM

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