CNBC reports that Party City has announced that “it would be rolling out a pilot program on Amazon ahead of the Halloween season this year. Party City will offer an assortment of items on Amazon to start, but with a big focus on Halloween costumes, the company said … Party City CEO James Harrison said the company's goal with the Amazon pilot is to reach customers who are increasingly gravitating toward shopping online, including millennials.”

The story notes that “a number of brands have announced similar initiatives, partnering with the e-commerce giant that is taking a larger and larger share of retail sales online. That list of companies now includes Sears Holdings, Nike, Chico's, Calvin Klein and Carter's, to name a few.”