Amazon luxury store to launch in Europe

Luxury Stores was launched in the United States a year ago as part of Amazon’s internal program. Initially only available to Prime members, it is now available to a wider range of American consumers through mobile devices and web pages.

To date, Luxury Stores has a growing number of international brands, such as Oscar de la Renta, Mark Cross, Christopher Kane, and has also added beauty brands represented by Clé de Peau Beauté and RéVive Skincare.

It is not yet known which brands will be introduced to the European market, but it is said that there will be a Dundas brand, which is currently sold online in the United States.

In the past year, the epidemic has also led to a surge in online luxury sales , which has made many sellers feel the potential market for luxury goods and raise funds to enter the luxury goods field. It is estimated that by 2025, one-third of luxury consumption will come from online sales.

The European luxury goods market is relatively mature, and Amazon has also seen this opportunity, but if it really enters the European market, it will also face considerable local competition.

The first is the fashion platform Zalando . According to people in the fashion industry, "Zalando is rapidly becoming a powerful force in the fashion field and putting luxury goods at the top of its business. In today's very competitive market, it can be said to be the European version of Amazon Luxury."

As the largest online fashion platform in Europe, Z alando has cooperated with more than 4,000 international brands, some of which have set up dedicated independent stores on the platform . Some time ago, it also reached a long-term strategic partnership with Sephora, and the jointly launched online beauty products will also be launched online. During the epidemic, Z alando 's overall sales achieved strong growth and continued to expand its market share in Europe.

Although Amazon has surpassed European platforms in terms of sales and traffic, it still has a long way to go in the luxury goods sector. In addition to Zalando, Amazon also has to face challenges from many local fashion brands and websites such as Farfetch, Mytheresa, Net-a-porter, and Matchesfashion.

In response to this situation, relevant fashion experts also expressed their expectation that Amazon will launch more blockbuster brands in the future to enhance its competitiveness in the European luxury market.

Amazon

Europe

Luxury