Amazon: Foe turned Ally of Luxury?

Amazon. Almost everyone has used services from the company at some point in their life, with their extensive collection of almost everything. It’s quite fascinating to see how originally an online bookstore, it has grown into the superpower it is today. I still remember begging my dad to buy the hardcover edition of Harry Potter instead of the paperback edition on the website, back when it was only known to me as a substitute for my favorite bookstore that had closed down the street.

But #Amazon is now most known for its deals and convenience, with additional benefits such as Amazon Prime, which usually gives free shipping and fast delivery. They’re an online shopper’s dream with all the benefits and editions it has against other online retailers. And in the luxury world, they’re also infamous for their collection of luxury look-alikes, or "dupes." Want that new designer coat but don’t have the funds? You bet Amazon has a look-alike for a way reduced price. Want that purse but not the hole in your wallet? Amazon’s got your back.

As a platform that has helped #luxury enthusiasts gain the style without directly counterfeiting designs, Amazon has not always been the best ally of luxury companies. In fact, many companies would have listings taken down on Amazon due to the amount of “dupes” they had. Of course, there were no logos on the Amazon #dupes, but they would obviously emanate the design almost exactly. There were even talks of lawsuits being filed against Amazon, who claims that the “dupes” are sold by third-party sellers and therefore not their liability.

Even if one wanted to buy the original luxury item on Amazon, they were never certified, and chances are, fake. The sellers would be shady, no reviews, and no certifications provided in order to ensure the authentic product. However, the extensive amount of ever-changing look-alikes was very still impressive on its own. It provided an option for those who didn’t necessarily want a counterfeit of the item, but still the look.

Because of all of this, when I heard that Amazon announced that they were launching a new shopping experience that would carry luxury brands, titled “Luxury Stores,” my interest was immediately piqued. I had never seen this coming, as even though Amazon carried everything from at-home inflatable saunas to stainless steel pots, I didn’t think that luxury brands would be so keen on partnering with such a wide-spread website.

Luxury brands depend on exclusivity, and Amazon is basically the antonym of exclusive at this point. Normally residing in sellers such as Nordstrom or just their own boutiques, Amazon was certainly a unique choice, yet I can see why it was selected.

The new segment of Amazon is said to be only accessible by invitation, possibly to still maintain some of its exclusivity. Currently, the few invitations are only extended to U.S. prime members, but apparently, it is possible to request an invitation by email. It also is said to include established and emerging luxury brands, as well as combine them with technology Amazon has, such as viewing in 360 degrees before buying. It even is said to include exclusive early action to new luxury lines. Currently, the only included announced line is Oscar de la Renta, an American fashion house.

Ah, another step in Amazon's path to world domination, or perhaps only furthering their already established world domination. This certainly makes me think what field Amazon will take in the future. Obviously, the introduction of Amazon's "Luxury Stores" is a plus for those luxury shoppers who have pined for the convenience of Amazon mixed with the products of their favorite luxury brands but also brings in questions of exclusivity as well as Amazon’s interesting past with luxury brands. Only time will tell how successful this launch will be, as not many have voiced their opinion yet.