Amazon unveiled plans Tuesday for a new online luxury
"shopping experience" that will seek to connect well-heeled consumers
and high-end brands.
The first partner for the new online "Luxury
Stores" is Oscar de la Renta, the US fashion house that will show its 2020
collections, with more brands expected in the coming weeks, according to an
Amazon statement.
The move is not Amazon's first foray into luxury goods but
seeks to create a new online shopping portal with top brands and upgraded
technology offering 360-degree views for shoppers.
Luxury Stores will operate on an invitation-only basis for
Amazon Prime members.
Within the Amazon app, the new portal will offer improved
graphics and visualization, and allow brands to sell as a "store within a
store," controlling their own inventory, selection and pricing
"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."
The move comes with Amazon having boosted online sales in
many sectors in recent months during the coronavirus pandemic, which has closed
many physical stores and kept consumers cautious about going out to shop.