Amazon launches Luxury Stores by invitation only

Amazon this week launched Luxury Stores, a new section of the Amazon app only available to eligible U.S. Prime members.

Amazon says invited shoppers can browse exclusive styles from Oscar de la Renta throughout the season, including select ready-to-wear and a new perfume. In addition, they can receive early access to the Fall/Winter 2020 collection, which is currently only available in Oscar de la Renta’s boutiques and website. To entertain and engage invited shoppers, Amazon and Oscar de la Renta collaborated on a launch video, starring Cara Delevingne, directed by Bunny Kinney, and styled by Jason Bolden.

According to Amazon, Luxury Stores have the technology “View in 360,” enabling customers to explore styles in 360-degree detail to better visualize fit.

Amazon is letting brands independently decide regarding their 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. 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.”

Prime members that did not yet receive an invitation via email can request an invitation by visiting amazon.com/LuxuryStores. Amazon says over time, Luxury Stores will extend invitations to more shoppers.