Amazon’s mission to become known as a fashion destination goes back years but a recent push this summer—which included the retailer sponsoring the New York Fashion Week: Men’s shows and buying one of the largest photo studios in Europe—shows that those efforts were more than just a marketing push. According to Re/code, Amazon’s clothing and accessories business grew 91% in 2015 and now includes some 300 million items. That growth makes fashion Amazon’s third largest category and puts the retailer on track to become the most popular seller of clothing in the U.S.—a title currently held by Macy’s. While you can see this growth reflected in the menswear assortment—there are over 6,500 sweaters up for grabs right now alone—the utilitarian user experience and lack of high-end and cutting-edge brands still shows there is work to be done if the retailer really does aim to become, as an Amazon VP said in a statement in July, “the best place to buy fashion online”. Read more at GQ.