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Amazon Luxury Stores Target Beauty

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Amazon's new luxury platform allows brands to control inventory and other aspects of their store-with-a-store.

E-commerce and the pandemic have reshaped beauty retail in 2020. Now, Amazon's Luxury Stores offer a new platform for established and emerging beauty brands.

Previously: Netflix of Beauty Gets New Funding

The stores are invite-only to U.S. Prime members via the Amazon app. Prime members that did not yet receive an invitation via email can request an invitation by visiting amazon.com/LuxuryStores. Luxury Stores will eventually extend invitations to more shoppers.

Brands can control their inventory, selection and pricing via this store-within-a-store model, while Amazon offers merchandising tools to create and personalize content such as 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.”