Amazon denies reports that it's in talks to acquire London luxury fashion site Net-A-Porter, Forbes reports.
Women's Wear Daily first reported that the two companies were in conversation Thursday morning. Forbes also reported the news Friday morning, saying at the time that Net-A-Porter's valuation of 2 billion euros could make it Amazon's biggest acquisition ever.
At the time, an Amazon spokesperson told Business Insider and other outlets "As a company, we do not comment on speculation or rumour."
However, an Amazon spokesperson denied the report to Forbes outright Friday afternoon, saying that "We are not in talks to acquire Net-A-Porter."
Although all bets seem to be off, the acquisition would have made sense: Amazon has been revving up its focus on luxury fashion since 2012.
Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.