Amazon has made no secret of its fashion ambitions, rising to become the nation's top fashion retailer. Now the online retailer is making a play for high-end brands that might be wary of its traditional online marketplace.
Amazon calls it Luxury Stores. Currently, it is open to Prime members by invitation only. Oscar de la Renta is the first luxury brand to come on board, and more are expected to make their Amazon debut in the coming weeks.
Chinese online retailer Alibaba launched a similar initiative in 2017. It proved hugely successful: the Tmall Luxury Pavilion now hosts more than 180 brands. Amazon wants to duplicate that success and become a fashion destination for luxury shoppers.
Having a dedicated luxury brand platform could help Amazon bring in brands that may want to avoid association with discount goods or counterfeit products...