- Planning your spring season looks? Just ask Rufus — ‘Show me pastel co-ord sets’ or ‘Soft girl makeup routine’ and get personalized picks. Or simply upload a photo with Amazon Lens AI to instantly discover similar styles and products
- Explore global and homegrown brands including Nike, Rare Rabbit, The Souled Store, Ray-Ban, Raymond, Lenskart, Guess, SASSAFRAS, Tokyo Talkies, GAP, Levi’s, Skechers, Puma, Minimalist and more, with up to 50% off plus extra 5% off with exclusive coupons.
BENGALURU | 19th MARCH 2026 — As the spring season sets in, Amazon Fashion and Beauty is transforming how customers discover and shop for spring-ready looks with AI-powered tools that make style exploration effortless. From conversational shopping with Rufus to visual discovery through Amazon Lens AI, customers can now mix, match and build complete looks, turning inspiration into outfit reality with just a photo or a simple question. The Spring Summer’26 collection features over 1 lakh styles from 200+ leading fashion and beauty brands across apparel, footwear, watches, luggage and beauty. Curated edits such as Summer of Love, Indie Summer, Heritage Getaway, Beach Dream, Explorer Club, and Last Resort bring together standout looks — from brunch-ready playful florals and stylized bottoms for evening getaways to fashion-forward sneakers and statement accessories — perfect for making a statement all summer long.
Transforming spring shopping with AI-powered discovery
To make exploring spring styles effortless, Amazon Fashion and Beauty offers AI-powered discovery tools that help customers mix, match and build complete looks in seconds. With Rufus, Amazon’s AI shopping assistant, customers can receive curated picks and personalized recommendations across fashion and beauty categories through simple conversational queries like ‘Outfits in cloud white’, ‘Spring brunch look under INR 3000,’ or ‘Best pastel co-ord sets for women.Rufus continues to get smarter, faster and more capable by tracking price history. It provides 30- to 90-day price history tracker, allowing customers to see if the price is at its lowest and helping them make smarter shopping decisions with just a click on “Price history” option on the product detail page. Or just ask, “Has this item been on sale in the past 30 days?” or “What’s the price history?” and Rufus will respond with details including current price, recent highest price and recent lowest price, helping you understand if you’re getting the best deal. You can now ask Rufus to “Set a price alert for when this face cream is INR 499,” “Buy this dress when they’re 30% off,” or “Purchase this t-shirt when it’s INR 600 or less.” Rufus will regularly check prices and alert you or complete your purchase using your default payment method when the item reaches your price target.
Beyond voice-guided discovery, features like Virtual Try-On help customers experiment with their favourite colour cosmetics before purchasing. Brand-specific size charts make choosing the right fit easier, while the ‘Wear It With’ feature enables customers to create complete head-to-toe looks by pairing apparel with complementary footwear, bags, watches and beauty products from top brands—turning a single piece into a full spring-ready outfit. Amazon Lens AI adds a visual layer to the experience: customers can upload or click a photo of a pastel outfit, floral maxi dress or chic brunch look and instantly discover similar styles available on Amazon.
Spring 2026: Five Ways to Refresh Your Style
Start with Light Layers and Fresh Hues:Spring 2026 is all about easy structure and feel-good dressing. Build your look with lightweight shirts andeffortless dresses from homegrown favorites like SASSAFRAS, The Souled Store and global staples including GAP and Louis Philippe.
SASSAFRAS Women’s Big Check A-Line Midi Dress: This chic dress, with its timeless gingham print and feminine silhouette, pairs effortlessly with strappy sandals and oversized sunglasses for theperfect brunch outfit. You may also like:Tokyo Talkies Womens Jump Suit and GAP Women casual dress
The Souled Store Cotton Linen Stripes: With subtle stripes and light linen fabric, this shirt makes
for an easy spring–summer staple, best paired with chinos or denim for casual Fridays and relaxed weekend plans. You may also like:Louis Philippe Men’s Slim FitandLacoste Men Polos
Elevate with Statement Accessories: This season, accessories do the talking—with texture and bold accents. Style statement timepieces, neon-hued sunglasses and chunky crossbody bags to transform everyday outfits into spring-ready ensembles.
Ray-Ban UV Protected Phantos Sunglasses: These bold, UV protected retro sunglasses offer a fashion-forward edge—pair them with flowing dresses, linen co-ords or relaxed denims for effortless spring–summer style. You may also like:Lenskart Olive Green Cat EyeglassesandVincent Chase Gunmetal Sunglasses
GUESS Women’s Structured Sling Bag: Compact yet versatile, this Guess crossbody sling complements everything from printed sundresses to relaxed cotton shirts—ideal for days that move from coffee runs to evening plans. You may also like:Hidesign Women’s Leather ClutchandMiraggioArlena Top Handle Satchel Bag
Fossil Grant Chronograph Blue Dial Men’s Watch:A deep blue dial and rich leather strap give the Fossil Grant chronograph watch a refined and vintage-inspired character—perfect for those who favour timeless style. You may also like: Titan Neo Splash Green Dial Quartz Analog WatchandKenneth Cole Reaction Chronograph Yellow Dial Watch for Men
Step Out in Statement Sneakers: Footwear this season blends performance with everyday styling.Ground your look with versatile and comfortable sneakersfrom Nike, The Souled Store and U.S.P.A—designed to carry you effortlessly
Theater Wicked Brothers Lace-Up Sneakers for Women: These textured corduroy sneakers add a playful element to summery outfits—easy to style with relaxed denims or short dresses for a laid-back look. You may also like:Nike Womens Court Vision Lo Next Nature Sneakers and The Souled Store Kanso V2 Low Top Sneakers
Finish with Everyday Fine Jewellery: Jewellery trends this season favor the subtle shine ofdelicate chains, stackable rings and minimalist pendants, that add a soft glow to elevate your everyday outfits
ZAVYA 925 Sterling Silver Minimal Leaf Rose Gold Plating Chain Bracelet:A delicate silver bracelet that reflects the light, easy mood of spring–summer—perfectly complementing sundresses and soft pastel co-ords.You may also like:Gargi 925 Sterling Silver Dangling Circle Hoops by P.N. Gadgil and SonsandPALMONAS Sylvia Butterfly Hoop Earrings
Layering Fragrances for Lasting Freshness: Spring 2026 is all about fragrance that evolves through the day. The trend leans into layering fresh florals—like rose, peony and jasmine—with soft gourmand notes to create a personalised scent story.
Calvin Klein Sheer Peach Hair & Body Perfume: This vanilla mist adds a smooth, comforting touch to the season’s scent-layering ritual, leaving behind a light, creamy trail perfect for sunlit days and relaxed evenings. You may also like: Le Beau Paradise Garden Eau de ParfumandDavidoff Cool Water For Men Eau De Toilette Spray
