Inc.'s (AMZN - Get Report) latest foray into unchartered territory has resulted in "The Fix," a private label apparel and accessory collection that hopes to snatch market share from more established brands like Michael Kors Holdings Limited (KORS) and Coach Inc. (COH) . 

The collection of shoes and handbags cost between $49 and $139 and are available exclusively for Amazon Prime customers. 

Amazon began rolling out other private label apparel brands earlier this year, including private label clothing brand Prime Wardrobe. 

Amazon shares were down 3.54% to $1,000 in morning trading Friday. 

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