Many shoppers know and love Amazon for its household staples and fast shipping. But the marketplace is now proving its ecommerce versatility with Amazon Luxury Stores.
But can designer gowns, signature bags, and high-end fragrances really sell out in the same marketplace shoppers go to for laundry detergents, lip balm, and paper towels?
And more importantly, what does Amazon Luxury mean for smaller sellers, and how can one compete with world-renowned designer brands? We’ll unpack all that and tackle strategies on how sellers can compete with luxury retailers.
What is Amazon Luxury Stores?
Amazon Luxury Stores is a premium, invite-only platform where established and emerging luxury brands can showcase their collections with full control over content, pricing, and branding.
Data reveals that the global luxury goods market has consistently grown over the past years. The luxury goods industry is projected to grow at a steady annual rate of 3.7%, with market value expected to hit $383.3 billion by 2025 and rise to approximately $487.6 billion by 2032.
With these numbers in mind, Amazon Luxury is the marketplace’s answer to the evolving demand for high-end fashion online.
Launched in 2020 and continuously evolving, Amazon Luxury allows customers to browse Luxury fashion on Amazon with the same ease as restocking pantry items, but with brand-curated elements like:
- Editorial imagery
- Enhanced videos
- 360-degree views
One of the most significant milestones for the platform came in 2025 with the launch of Saks on Amazon. It’s a dedicated storefront under the Amazon Fashion store umbrella.
Through this collaboration, Amazon gave its customers direct access to designer labels carried by Saks Fifth Avenue, while Saks retained control over the digital shopping experience.
How Does Amazon Luxury Work?
At its core, Luxury stores operate like a digital extension of a high-end boutique but with the logistics muscle and reach of one of the world’s largest ecommerce platforms.
It’s designed to give luxury brands on Amazon complete authority over their branding and store management. Participating labels do not need to blend into the broader Amazon marketplace but can have capabilities like:
- Designing branded storefront
- Choosing which items to feature
- Setting own prices
- Managing inventory
Unlike standard listings, every Luxury store doesn’t just sell, but curates. The focus is on delivering designer fashion online through an experience that’s visually immersive and brand-authentic.
How do Luxury brands do this? Amazon Luxury storefronts mirror the brands’ websites, offering shoppers curated content, including:
- Auto-play videos
- Interactive lookbooks
- Detailed product pages
With Amazon’s strict vetting process and invite-only approach, these stores create a secure space where buyers can shop without fear of counterfeit brands—a major concern in the online luxury fashion space.
After all, data reveals that the value of confiscated counterfeit products in the U.S. reached $1.3 billion in 2020, with more than half of the value of products being luxury items like watches, jewelry, handbags, and wallets.
Aside from the assurance of buying authentic luxury products, Amazon Luxury also offers fast shipping and customer service, resulting in a polished, premium shopping experience.
Why are Luxury Brands Joining Amazon?
Here’s why more designer brands are making the leap to offer their products on the world’s most popular ecommerce marketplace through Amazon Luxury:
- Brand Control and Customization. Amazon Luxury Stores let brands design their own pages. From product imagery to layout, they can be sure that every detail aligns with their aesthetic.
- Trusted Fulfillment and Returns. Amazon’s strong logistics network enables luxury items to be delivered within one to two days. At the same time, their return policies offer peace of mind to cautious buyers.
- Counterfeit Protection. Through Project Zero, Amazon empowers brands to proactively detect and remove counterfeit listings. For luxury labels that have battled knockoffs for decades, this level of control is a game changer.
- Data-Driven Insights. Amazon’s backend provides detailed customer analytics, giving brands real-time data to refine inventory, pricing, and marketing strategies, without relying on a third-party retailer.
- Access to Millions of Engaged Shoppers. Amazon has one of the most extensive customer bases worldwide. In fact, the marketplace earned $438 billion in net sales in 2024 alone.
With Amazon, Luxury brands gain exposure to high-spending members who expect convenience alongside exclusivity.
How Brands Can Use Amazon to Sell Luxury Fashion
Here’s how luxury brands can leverage Amazon Luxury to broaden their audience:
- Apply to Amazon Luxury Stores. Only select brands are invited or approved to join. Once accepted, labels can create a unique storefront that mirrors the elegance of their own website.
- Design a Branded Experience. Brands can upload custom visuals, videos, and layout elements to curate a premium experience. The content is exclusive and managed entirely by the brand, not Amazon.
- Leverage Amazon Prime Luxury Shopping. Products enrolled in Amazon Luxury are eligible for Prime benefits like fast shipping, exclusive access, and seamless checkout.
- Use Brand Analytics. With tools like Brand Analytics, sellers can test messaging, understand their customer base, and tailor their luxury positioning for better results.
- Protect Product Integrity. Amazon provides features like serialization and Project Zero to help luxury brands detect and remove unauthorized or counterfeit listings.
Seller Strategies to Compete with Big High-End Retailers
Competing in a luxury fashion marketplace that includes brands like Oscar de la Renta and Balmain might sound intimidating, but it’s not impossible.
Here are strategies that independent sellers or boutique labels can implement to carve out space and compete with bigger brands on Amazon.
Craft a Premium Product Experience
You don’t need a designer label to make a strong first impression and offer a luxury shopping experience. Packaging, product photography, and post-purchase care all play a role in elevating your brand image.
For instance, a boutique leather goods brand can use textured gift boxes, personalized thank-you cards, and tissue wrapping to emulate the unboxing experience of luxury retailers.
- Best Practice. Treat every touchpoint—from product listing to packaging—as part of your luxury identity.
Leverage Amazon Prime Luxury Shopping Perks
Another strategy is to offer Prime-eligible products to compete on delivery speed and convenience. After all, Prime customers expect quick shipping, and luxury buyers are no exception.
For example, a jewelry brand might use Amazon FBA to offer quick delivery, easy returns, and increased exposure through the Prime badge.
- Best Practice. Enroll in FBA to give your luxury listings that Prime edge. After all, Prime could also boost conversion rates.
Tell a Brand Story That Resonates
In a space crowded with household names, your story becomes your edge. Lean into your origin, process, or sustainability values to create emotional appeal.
For instance, a handmade silk scarf brand could emphasize its heritage craft and slow fashion ethics in its A+ Content. Doing so can help it shine above all other generic scarves on the marketplace.
- Best Practice. Highlight your mission, artisanal quality, or ethical practices using enhanced brand content. Buyers often purchase based on values, not just logos.
Guarantee Authenticity Through a Trademark Registry
A trademark registry protects your listings and gives you tools to report copycats and enforce your brand standards. That said, applying for a trademark early is a must to safeguard your designs and reputation.
- Best Practice. Partner with Amazon experts like AMZ Advisers to know how to protect your business, accelerate growth, and avoid common pitfalls. AMZ Advisers’ consultants specialize in helping brands stand out and could help you compete confidently against legacy brands.
Frequently Asked Questions (FAQs)
What luxury brands are on Amazon?
Amazon Luxury Stores offer a specially curated range of upscale brands, such as Oscar de la Renta and Hervé Léger. Through the Saks on Amazon storefront, shoppers can also access collections from Balmain, Dolce & Gabbana, Stella McCartney, Ganni, and more.
Additionally, pre-owned luxury items from renowned brands such as Louis Vuitton, Dior, and Chanel are available through trusted resellers.
Is Amazon Luxury Store legit?
Yes, Amazon Luxury Stores are legitimate and offer authentic products. Brands control their storefronts, ensuring product authenticity and brand integrity.
Did Amazon buy Saks?
No, Amazon did not acquire Saks. However, Amazon invested in Saks Global, the parent company of Saks Fifth Avenue, supporting its acquisition of Neiman Marcus. This collaboration resulted in the debut of the Saks on Amazon store, broadening the platform’s luxury selection.
Is Amazon Luxury the Future of High-End Shopping?
The rise of Amazon Luxury is transforming how we define luxury in the digital age. What was once confined to posh showrooms and high-end exclusivity is now available with the ease, speed, and trust of Amazon.
For Amazon sellers, it’s a challenge worth rising to: crafting authentic, premium experiences that rival even the most iconic fashion houses.
Whether you’re a boutique designer or a rising brand looking to enter the luxury fashion marketplace, Amazon now offers the infrastructure to deliver high-end value to a broader, global audience.
Author
C
arla Bauto Deña is a journalist and content writer producing stories for traditional and digital media. She believes in empowering small businesses with the help of innovative solutions, such as ecommerce and digital marketing.
