Amazon Helps British Merchant Unveil Its Brand in the U.S.

By Lisa Yorgey Lester

The launch of a new sports bra ordinarily doesn't attract a great deal of press. Then again, a tennis match at Grand Central Terminal between Amazon.com CEO Jeff Bezos and tennis siren Anna Kournikova is no ordinary event.

Bezos and Kournikova recently teamed up to promote the U.S. debut of the Anna Kournikova Multiway sports bra available to U.S. consumers through Figleaves, a London-based intimate apparel retailer that recently joined Amazon's Apparel & Accessories store.