Amazon launches a new shopping experience with ‘Luxury Stores’

Global e-tailer Amazon launches a new shopping experience with ‘Luxury Stores’, offering customers access to both established and emerging luxury fashion and beauty brands. This feature is currently available to eligible Prime members in the US.

American fashion house Oscar de la Renta has unveiled the first store on Amazon’s Luxury Stores, featuring its Pre-Fall and Fall/Winter 2020 collections. More brands will launch within the Luxury Stores in the coming weeks and seasons.

Available in the Amazon app by invitation only, Luxury Stores combines convenience with innovative technology like “View in 360.” This interactive feature will begin rolling out with select garments at launch, allowing customers to explore styles in 360-degree detail to better visualise fit, and making shopping for luxury easier and more engaging.

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 personalise content in each of their unique brand voices. By seamlessly tying content and commerce together, both fashion and beauty brands can engage and entertain customers through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics.

As Amazon launches a new shopping experience with ‘Luxury Stores’, Christine Beauchamp, president of Amazon Fashion, said, “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 favourite luxury brands in Amazon’s store. We are excited to offer luxury brands the services and technology to build inspiring, elevated customer experience. 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.”

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