May 14th Amazon Launches Its New Catchy Fashion Destination:

"Browse Node 2115011101"

What you don't recognize this number?

It's Amazon's new tie-up with Vogue - Common Threads. Despite its completely un-sexy name, I think Amazon is on to a good idea here. A few thoughts.

First, I can't help but think this is the best time in history for Amazon to rehabilitate its fashion image, when the industry is in chaos. They have been planning expanding their fashion presence for some time, but the timing is good for Amazon from a business point of view.

"Music industry, reeling from Napster and pirated music - enter Steve Jobs stage left."

Tell me I’m wrong!

The focus of this deal is on independent small and medium American designers. This is a great niche, particularly in this period. It's on the marketplace. So they pay standard Amazon marketplace rates, and FBA is an option.

I can't help but think this is a huge jab at Facebook's Instagram which making a big push into eCommerce according to Zuck, and has a natural affinity for beauty, fashion etc. Big missed opportunity?

Here are the biggest questions in my mind:

• Will the fashion industry regret getting in bed with Amazon? Probably long-term.

• Since it's buried on Amazon, will anyone find it?

• "Will it resonate with consumers?" Hmm....