Amazon launches accessories brand in Japan

Seattle Amazon.com has launched a new e-commerce site in Japan that focuses exclusively on shoes and accessories. The move supports the company’s international expansion of the business category.

The new site, Javari.com, is based on the retailer’s Endless.com business in the United States. Endless.com, which debuted in January 2007, was Amazon’s first separate e-commerce brand.

Javari.com is constructed with the same architecture and features used on Endless.com, a move that could support Amazon’s expansion of the business into other international markets where it already has a presence.

The company’s U.K. subsidiary started recruiting an expanded team of shoe buyers this month. Amazon’s German and French subsidiaries are also recruiting buyers and merchandisers for shoes and handbags.