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Tapestry Inc. is making all kinds of new connections — in addition to its deal to become a $12 billion fashion giant by buying Capri Holdings

And on Friday, the company’s Coach brand started selling on Amazon

Amazon gave the launch prime placement on its homepage under the heading, “Coach classics, now at Amazon.” 

Many of fashion’s biggest names kept a wary distance from Amazon for years, sensing a competitor and also worrying over how their brand would be positioned on the everything store. 

But the tenor has changed with Amazon, seen by more brands as an important platform to reach customers. Levi Strauss & Co. and Gap have built businesses on Amazon and, in June, Victoria’s Secret & Co. expanded its presence on the site. 

Along with Coach, that puts a good deal of the typical American mall on Amazon, which also sells pretty much everything else. 

On Amazon, Coach is getting the space to tell its story. The brand’s page gives some background on when the brand was founded (1941), what it believes in (“better-made things create a better-made future for all”) and who serves as creative director (Stuart Vevers). 

There’s also a feature that lets users see the Tabby bag from every angle, videos and areas devoted to categories including bags, wallets, women’s and men’s shoes.  

“We are thrilled to introduce Coach on Amazon where customers can shop many Coach styles across handbags, footwear, fragrance, eyewear, and fashion accessories,” said Muge Erdirik Dogan, president of Amazon Fashion. “As part of this collaboration, Amazon Fashion built an innovative, interactive shopping experience that allows customers to view products in 3D with our proprietary augmented reality technology. At Amazon Fashion, we’re obsessed with offering the best possible selection, helping customers discover new looks and shop the latest styles and trends from notable brands, designers and influencers. Adding Coach is the latest exciting addition to our store.”

Altogether it’s a presentation that gives a little context on the Coach brand and brings the benefits of Amazon, including, in some instances, one-day Prime shipping and the opportunity to try items for free for seven days.