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At the time, Amazon was looking to make moves into Hollywood and expand beyond its e-commerce roots.

There was a time when Chinese shoppers joked about the irresistible allure of e-commerce deals, calling themselves "hand-choppers" - only chopping off their hands could stop them from hitting the checkout button.

The retailer relied on foot traffic in an e-commerce age, leading to a 2019 bankruptcy filing.

Forever 21's shops and e-commerce platforms outside of the US are operated by other licence-holders and will not be affected by the bankruptcy protection filing.

"By subsidising hundreds of millions of Echo connected speakers, Alexa managed to enter households in the hope of generating incremental e-commerce sales," he said.