Amazon Adds Luxury Store-Within-A-Store Feature To Its App

Amazon has launched Luxury Stores, an AR-powered store-within-a-store shopping experience, on an invite-only basis. The Amazon app’s new feature will focus on both established and emerging luxury fashion and beauty brands, starting with Oscar de la Renta’s Pre-Fall and Fall/Winter 2020 collections.

Luxury Stores will feature “View in 360” technology, which lets shoppers browse styles in full 360-degree views to help them better visualize the look and fit. Amazon also will offer merchandising tools to help brands personalize content and create media, such as auto-play imagery and in-motion graphics.

Products will be sold directly by their brands, letting individual merchants make independent decisions regarding their inventory, selection and pricing. Oscar de la Renta’s initial portfolio includes of ready-to-wear, handbags, jewelry, accessories and a new perfume, with childrenswear coming soon.

“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 in a statement. “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.”


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