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When Amazon Payments meets high fashion, shopping gets a whole new look - CNET


In the immaculately appointed Club Room at the upper-crust Soho Grand Hotel in Manhattan, the luxury clothing e-retailer Moda Operandi was holding the first trunk show of its kind.

There, amid the brown leather couches and low-lit Edison bulb chandeliers, the small boutique seller presented cotton wrap tops and ruffle trench coats from the brand Tome with a little help from Amazon, an online retail giant more often associated with diapers than high fashion.

In new type of partnership for Amazon Payments, which lets people use their Amazon logins to make purchases on other websites, Moda will allow customers to pay in its stores (or trunk shows) without having to swipe a card or etch a signature. Instead, beacon devices will identify customers' smartphones right when they enter and can automatically log them in using their Amazon account information. Moda stylists armed with tablets can complete transactions for shoppers without customers ever having to reach for their...(continued)

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