After years of speculation Primark is selling online. Shoppers can now find thousands of Primark items for sale and enjoy fast delivery – via web giant Amazon.

Rather than invest in its own Primark website and delivery infrastructure, it appears that the Irish fast fashion retailer is taking an indirect route to benefit from digital sales growth.

Its strategy is not yet clear. Shoppers will note that prices are inflated and this is reportedly due to the fact that it’s not Primark – part of Associated British Foods – selling the items on Amazon. A Primark spokesperson is quoted in the national press saying: “We do not have a commercial partnership with Amazon and any Primark products which appear on the site are being re-sold by third parties.”

With low pricing so key to Primark’s sales strategy, it could be that online shoppers balk at the higher price tags they find on Amazon.

Primark’s roundabout route to digital shoppers

Customers need to go to Amazon.co.uk and type in “Primark” to access a host of the store’s products, from fashion leggings and pyjamas to sell-out Harry Potter items. News is spreading fast on social media that low cost, fast fashion is now available for home delivery via Amazon – just in time for the Christmas shopping peak.

Many of the items are available on Amazon Prime’s next day delivery service, giving Primark fans speedy access to their ordered goods. Amazon Prime could potentially benefit from increased numbers joining the subscription service if access to the Primark range is considered an attractive benefit to new audiences.

Earlier this year, after opening its largest ever store in Birmingham, Primark’s chief executive Paul Marchant suggested that the company was considering a click and collect service, allowing it to offer its full range of items online without incurring any delivery costs. However, this has not yet been launched.