Amazon's The Fix aims to satisfy women's shoes, handbags style fix

Amazon is strengthening its foothold in the fashion accessories market with the recent launch of The Fix, the e-commerce behemoth's latest women's shoes and handbags line inspired by current design trends and available at discounted prices.

Unlike designer collections, however, that are launched on a seasonal basis, The Fix will release new styles every month, giving Amazon the opportunity to follow on trends that are resonating with shoppers at a faster rate.

To choose items for the line, the e-retailer's editors search the market for popular trends then offer similar styles at marked down prices. In the Fix's debut collection, for instance, handbags start at $49 while least-expensive shoes go for $69.

The selection includes satin sandals, colorful sneakers and mules, studded flats and floral-embellished boots. The initial collection has more than 40 styles with some footwear topping $99 and most-pricey handbags at $119.

The Fix is the latest addition to Amazon's portfolio of fashion labels. The retailer also offers women's apparel under the James & Erin, Lark & Ro, North Eleven, Society New York, Ella Moon and Paris Sunday brands. Mae is the company's intimate apparel label while Amazon Essentials consists of T-shirts, shorts, pants and underwear for men and women. Franklin & Freeman, Franklin Tailored, Buttoned Down and Goodthreads are dedicated to menswear while children's clothing carries the Scout + Ro brand.

Some of the labels are exclusive to Prime subscribers. This includes The Fix, which is Amazon's first "apparel-less" collection focused solely on women's shoes and handbags.

The launch comes at a time when Amazon is preparing to roll out the Amazon Prime Wardrobe, a program that allows customers to try on clothing and other accessories before making a purchase, paying only for the items they want to keep.

Earlier this year, the e-retailer was awarded a patent for a new on-demand apparel manufacturing system designed to produce clothing only after an order is placed. It also launched the Echo Look, a voice-activated camera that uses algorithms to determine how good an outfit looks on the user.