Amazon has introduced Luxury Stores, a new shopping experience offering both established and emerging luxury fashion and beauty brands. Available in the Amazon app by invitation only, Luxury Stores combines the convenience of Amazon with innovative technology.
 
With collections sold directly from the participating brands as a “store within a store” experience, brands independently make decisions regarding their inventory, selection and pricing – and Amazon offers the merchandising tools for brands to create and personalize content in each of their unique brand voices. By seamlessly tying content and commerce together, beauty brands can engage and entertain customers through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics.
 
“We are always listening to and learning from our customers, and we are inspired by feedback from Prime members who want the ability to shop their favorite luxury brands in Amazon’s store,” said Christine Beauchamp, president of Amazon Fashion. “We are excited to offer luxury brands the services and technology to build an inspiring, elevated customer experience. It’s still Day One, and we look forward to growing Luxury Stores, innovating on behalf of our customers, and opening a new door for designers all over the world to access existing and new luxury customers.”
 
Eligibility
 
Currently available to eligible U.S. Prime members, invited shoppers can browse exclusive styles from Oscar de la Renta throughout the season, including a new perfume. In addition, they can receive early access to the Fall/Winter 2020 collection, which is currently only available in Oscar de la Renta’s boutiques and website. More brands will launch within Luxury Stores in the coming weeks and seasons.
 
Over time, Luxury Stores will extend invitations to more shoppers.