Amazon.com has launched their own independent shoe and handbag website, Endless.com. Shoes and handbags will still be available on Amazon. Endless really hides the fact that Amazon owns them — you have to dig into their About Us page, and even then you won’t see Amazon.com’s logo. The few other noticeable Amazon associations are that the product images are hosted at Amazon.com and Endless is powered by Amazon.com, meaning you login with your Amazon account information.

It’s a great idea although not new. Think Old Navy…GAP and Banana Republic, which are owned by the same company. Williams & Sonoma owns Pottery Barn. McDonald’s owns Chipotle, just to name a few. The new Endless.com store is much cleaner looking, more stylish in design and product selections and more engaging with better product photos. When you select a specific pair of shoes you can mouse over any stitch or detail to get a super detailed look at the product.It’s appealing to a different target demographics than that of the Amazon.com store.Endless.com’s focus is on free overnight shipping — they have a countdown clock on every page letting you know the next delivery date.

Source: TechCrunch