Amazon Launches Luxury Stores To Eligible Prime Members

Luxury Stores— an Amazon initiative the retailer characterized as a new way of shopping established and emerging upscale fashion and beauty brands— is launching with access limited to eligible Prime members by invitation only through the Amazon app.

American fashion house Oscar de la Renta is introducing the first virtual store in the initiative, where it will feature pre-fall and fall/winter 2020 collections. More brands will launch within Luxury Stores in the coming weeks and seasons..

Luxury Stores combines the convenience Amazon offers with innovative technology such as View in 360. The interactive view feature will begin rolling out with select products, allowing customers to explore styles in 360-degree detail to better visualize the products. The brands participating in the program sell directly in a store within a store format.

Brands make independent decisions regarding their inventory, selection and pricing. Amazon offers merchandising tools for Luxury Stores participants to create and personalize content in their unique brand voices, the retailer noted. By tying content and commerce together, Amazon added, fashion and beauty brands will be able to engage and entertain customers through immersive storytelling including enhanced, auto-play imagery and in-motion graphics.

Eligible U.S. Prime members get the first invitations to try out Luxury Stores, although Amazon didn’t detail the criteria for eligibility in announcing the initiative and did provide details in response to a HomeWorld Business inquiry. Over time, Amazon maintained, Luxury Stores will extend invitations to more consumers.

“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.”