Online retail giant Amazon is to merge its standalone online shoe and accessories store with its current UK fashion offering in a bid to strengthen its fashion division.

The Javari website will be available until 25 June, after which the business will move to Amazon.co.uk, the retailer said today (20 May).

"We're bringing our fashion offering together in one place so that customers can benefit from the widest selection of quality brands at great prices with fast delivery. Javari gave us a great opportunity to learn what our fashion conscious customers are looking for - and now we're incorporating the best of Javari into the Amazon.co.uk site."

The move follows the launch last week of a new dress store at Amazon.co.uk featuring thousands of dresses from brands including Cacharel, Tommy Hilfiger, French Connection, and Yumi.

"Fashion is one of the fastest growing categories at Amazon.co.uk," said Sergio Bucher, European vice president of Amazon fashion. "Our new dress store features a hand selected seasonal edit to help our customers easily find the latest on-trend products, whilst also being able to browse a wide selection of shoes, jewellery, bags, and accessories to complete their outfit.

"Our aim is to make Amazon the best place to buy fashion online and we will continue to evolve our offering for the benefit of our fashion conscious customers."