Amazon is running the first television commercial for its fashion division. The 30-second spot, directed by Peggy Sirota and fashioned by Amazon's Dennis Leggett, features models dancing with giant letters forming the word Amazon. "[W]hile Amazon has done plenty to boost the brand-name cache, it still faces on uphill battle among brands that just don't want to be sold next to Pampers, salad dressing and tube socks," writes Sarah Mahoney.

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