Top online retailer Amazon has launched a new website specifically selling handbags and shoes.

The site,, is the first new online brand Amazon has launched.

Currently in the beta stage, Endless features 250 brands and 15,000 styles. It also offers free-of-charge overnight shipping.

"…with our free overnight shipping, free return shipping, 110% price guarantee, and 365-day returns window, we offer our customers a no-risk opportunity to try us out", says Endless.

The website also includes detailed product descriptions including construction materials, heel height and customer reviews, plus alternative views and innovative zoom technology that allow shoppers to "practically touch the new shoes and handbags".