Amazon shutters popular shoe site endless.com

In looking to focus on its "fashion experience," the retail giant merges one of its shoe sites with its apparel site Amazon.com/Fashion.

Dara Kerr Former senior reporter
Dara Kerr was a senior reporter for CNET covering the on-demand economy and tech culture. She grew up in Colorado, went to school in New York City and can never remember how to pronounce gif.
Dara Kerr
Endless.com Screenshot by Dara Kerr/CNET

Never fear, Amazon says, it's not really closing down its trendy shoe and accessory Web site endless.com -- it's migrating it to Amazon.com/Fashion.

The company posted a note on its Web site today saying that it has "exciting news." Apparently, as of September 27, endless.com will be no more. The goal for the company is to integrate this mainly shoe Web site into its bigger apparel site.

Here's more from endless.com:

This new style destination will have the latest shoes, handbags, jewelry and watches from an expanded selection of brands--including many of your favorites found here--along with the season's top clothing trends to complete the look. You'll also enjoy all the benefits of shopping on Amazon, including free shipping and free returns on eligible items.

Endless.com launched in 2007 and stayed fairly free of any type of Amazon branding. According to Reuters, the migration is part of the retail giant's objective to grow its fashion and apparel categories.

"We are shifting our Endless business to Amazon in order to focus on the Amazon Fashion experience," an Amazon spokesman told Reuters. "Between Amazon, Shopbop and Zappos, our customers have easy access to an assortment of quality brands and a variety of shopping experiences for any fashion need."

Zappos, Shopbop, and Myhabit are three other fashion websites owned by Amazon, which reportedly are not being moved over to Amazon.com/Fashion.