Because for the first time, the high street store has teamed with a charity in the quest to get all women - and men - feeling their boobs for any unusual lumps and bumps.
Together with Coppafeel!, they're joining the fight against cancer and hoping that women will discover any warning signs of the deadly disease early enough for it to be dealt with.
The founder of the breast cancer charity is Kris Hallenga - a girl who knows all too well the dangers of not checking your boobs. Because she didn't, and in 2009, at just 23 years old, she was diagnosed with breast cancer.
Not only that, eight months later she was told it had spread to her spine and that it was incurable.
Instead of sinking into despair, she and her twin sister set up their organisation with one aim: to get men and women "copping a feel" of themselves and their loved ones to check for any abnormalities.
Did you know that breast cancer is the most common form of cancer in the UK - and in women under 39? And that it kills 12,000 people every year?
And now Ann Summers is behind them, their campaign is getting even further under people's skin.
The lingerie store is helping to raise awareness by fundraising for the charity, wearing their bras over their clothes for their #showthemsomelove campaign and handing out cards with the symptoms of breast cancer in their changing rooms.
They're also offering a free text message reminder to check your breasts every month.
At the launch party of their partnership at DSTRK in London, they received the support of TOWIE's Sam Faiers, Jessica Wright and MIC's Louise Thompson.
Vanessa Gold, managing director of Ann Summers, says: "We are incredibly proud to support CoppaFeel! and their vital message. Breast cancer devastates the lives of too many women, and it is our hope that this partnership will help remind all our customers to check themselves often, be aware of the symptoms and give generously this October to CoppaFeel! who work tirelessly in the fight against breast cancer."
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