Puma and Amazon launch fashion brand based on customer searches and reviews


Puma and Amazon have teamed up to create a new range of leisurewear based developed using customers reviews and search data.

“Care Of” by Puma includes 50 athleisure pieces for both men and women including leggings, jackets, t-shirts and accessories all available in a range of colours.

The new line, which will be available exclusively to purchase on Amazon, was created using analysis of reviews and search criteria of customers on the ecommerce giant’s platform.

READ MORE: Puma launches first NYC flagship, full of virtual surprises

“Care Of was designed from the customer backwards,” vice president of Amazon Fashion John Boumphrey said.

Amazon found that shoppers most often searched for “fit” or “comfort” as opposed to specific brand names, therefore sought to launch a brand centred around both style and comfort with its own distinct logo and branding.

Prices range from £14 for t-shirts, to £76 for a puffer jacket, and has already been released as a pilot in Europe.

This comes as Amazon seeks continues to push into the online fashion sphere with a range of own-brand launches, now standing as the most shopped apparel retailer in the US.

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