In news quietly released over the weekend, Amazon and Moda Operandi announced a deep partnership. The partnership includes the ability to login using your Amazon account, pay via your Amazon account and even alert Moda sales associates when an Amazon app customer walks into one of their two stores in London or NYC.

This is significant for a number of reasons:

Amazon has been aggressively pursuing high end brands to list on the various Amazon sites to be viewed as more respectable in the fashion world. Moda is known for the highest end of apparel and allows preorders of styles seen on runways across the world.
Despite having its' own bookstore in Seattle, Amazon has never linked mobile location to store visits. Using the Amazon app, Moda sales associates will be alerted of Amazon customers and be provided click & collect/buy online pick-up in-store options.
This partnership further extends Amazon's fashion offering into the most prestigious fashion brands (Oscar de la Renta, Dolce & Gabbana, Burberry) in the world.
Many retailers and brands get caught up in defining Amazon as a competitor yet Amazon fail to realize its' high customer satisfaction rating and grasp of customer journeys starts on their various sites.

With 47% of shopping searches starting on Amazon, I applaud Moda Operandi's effort to tie up with the soon to be largest apparel seller in the world. If done well, partnerships like these are the tip of the iceberg for Amazon within the fashion world.