Key pieces in the Meraki collection range from the premium cotton T-Shirt to a fine pure merino knit and slim leg stretch chino

Key pieces in the Meraki collection range from the premium cotton T-Shirt to a fine pure merino knit and slim leg stretch chino

Amazon is continuing its assault on the fashion industry, launching its fourth own-brand essentialwear line called Meraki.

The e-retailing giant has made no secret of its desire to dominate in the apparel space. As well as launching its own brands, Amazon has taken on a raft of brands such as Nike, Under Armour, Hanes, and Gildan Activewear.

It also launched Prime Wardrobe last year – a try before you buy and only pay for what you keep, service – and the Echo Look personal shopping app.

Amazon's expansion into apparel is one of the hottest topics in US retail, not least because many commentators link the ongoing woes of major department stores to shoppers shifting more of their apparel spending to Amazon Fashion.

Now, the company has launched Meraki, a European private brand, offering "modern essentials" for men and women.

Every Meraki piece is designed to "strike the perfect balance between simplicity, function and style", says Amazon, which adds the collection is built around clean lines, timeless shapes and high quality fabrics. Key pieces range from the premium cotton T-shirt to a fine pure merino knit and slim leg stretch chino, all available in neutral colours including navy, black, khaki, off-white, pure white and stone.

"Meraki was created to offer everyone who comes to Amazon his or her favourite wardrobe essential; that go-to piece you rely on time and time again," explains Frances Russell, Amazon Fashion Europe's private brands vice president. "We aim to deliver the best for our customers whether it's a modern blazer, a simple cotton shirt, T-shirt or chino."

Amazon Fashion's existing private brands include Truth & Fable occasionwear for women, find., a street style inspired brand for men and women, and Iris & Lilly, a contemporary lingerie label for women.

Customers purchasing items from the collection can enjoy free returns and a wide range of delivery options including unlimited one-day delivery for Amazon Prime members.