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Is Amazon Starting a Plus-Size Brand?

A new job posting indicates it might be.

Photo: NurPhoto/Getty Images

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Over the past year, Amazon has been quietly building out its private fashion label business, starting in-house brands that specialize in everything from children’s clothing to men’s shoes (bras are on deck). As per a recent job posting, the e-commerce giant might also be getting into the highly lucrative, often neglected plus-size market.

Amazon currently has a position open for a senior brand manager of plus-size fashion. The listing, which went up last month, explains Amazon is looking for someone to “lead the product and merchandising strategy for one or more brands within Softlines Private Label.”

It is unclear if this means Amazon is starting a dedicated plus-size brand or if it is expanding the plus-size assortment within its already-existing fashion brands (Amazon has at least seven such brands). Three of these brands — Society New York, Lark & Ro, and James & Erin — currently offer plus-sizes, but only for select pieces.

Either way, it makes sense that Amazon is getting more aggressive when it comes to plus-size. Plus-size apparel is a $20 billion market, and while it is rich with shoppers — 65 percent of American women are a size 14 and up — it is also a category that brands and investors alike often overlook. This move is likely a product of Amazon’s data-driven approach, in which it analyzes what shoppers are buying on its site from other brands and uses that to inform the categories in which it launches private labels.

In January, fellow Vox Media site Recode discovered a job posting which revealed Amazon was working on an altheisure line. That posting, however, was far more explicit than the plus-size posting. “The candidate will collaborate with leadership to build authentic activewear private label brands that have compelling and unique DNA and deliver amazing consumer valued innovation,” it read. Perhaps Amazon learned a lesson about not giving away anything too proprietary via its job board.

Racked has reached out to Amazon for clarity on the listing.