The Amazon Fashion Experiment That Vanished

Before Amazon dominated clothing sales, it launched a standalone site called Endless.com. This separate store exclusively sold high-end shoes and handbags before being swallowed back into the main Amazon empire.

Launched in 2006, Endless was designed to build trust in online fashion when shoppers were still wary of buying apparel without trying it on. By creating a specialized brand, Amazon successfully proved that people would eventually feel comfortable purchasing clothes online. Once that consumer behavior was firmly established, the company shut down the site in 2012 to consolidate its traffic. Today, the legacy of that experiment lives on through the massive fashion department on the main Amazon site.