You can buy almost anything on Amazon – including luxury designer goods. But what is the role of luxury brands on Amazon? What challenges can you face when buying a designer on Amazon? Is Amazon Luxury Stores worth it?
The general advantages of selling on Amazon include a large user base and a diverse distribution network. It is easier to sell products there than through your own online store, and even easier to buy. In addition, from a seller’s perspective, Amazon’s reputation as a trusted platform lowers the threshold for consumers to make a purchase decision, even with more expensive products.
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What is Amazon Luxury Stores?
Amazon’s Luxury Stores section offers products from top designer houses to everyone. In the section, you can find well-known and old brands as well as new ones that are breaking through. Luxury Stores is partly separate from the rest of Amazon’s online store, as it has its own shopping cart and payment is made separately from other Amazon purchases. Not just anyone can access the department, as only invited US Amazon Prime members can. Customers can also try to get in by contacting Amazon Luxury Stores customer service and getting on the waiting list.
From old and well-known brands like Gucci and Prada, you can find pre-loved products at a fraction of the price of a new one. The concept is kinder on the wallet and the environment, but buying a second-hand designer product online has its risks: what if you pay thousands for a fake or a product in poor condition? Amazon assures you that brands themselves are responsible for the condition and authenticity of their products, so consumers can shop with confidence.
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The good, the bad and the risky
Amazon Luxury Stores can be criticised in terms of the shopping experience. Traditionally, designer shopping has involved access to first-class customer service and stylish retail spaces. You can ask the sales staff specific questions, try on different sizes and browse accessories at your leisure. The whole process of buying a product is significantly different from the usual shopping experience and this element is missing when shopping online.
On the other hand, Amazon’s extensive distribution network allows you to buy the product you want, even if you live in a remote area and therefore cannot visit a brick-and-mortar store. Such consumers can still enjoy the luxury of shopping and spending, even if the buying process is more straightforward online shopping. In addition, the possibility of buying second-hand designer goods is a significant advantage, as the consumer does not have to search for reliable companies selling similar products. Fast delivery times ensure that there is no excess waiting.
The biggest challenge for retailers and consumers is counterfeit products. Amazon’s brand protection features help to protect against counterfeits, but it is still important to be vigilant. For consumers in particular, it would be unfortunate if a carefully selected and valuable product turned out to be a fake. While it is an advantage for every brand to join Amazon’s brand register, the need to do so is accentuated for those selling more expensive, quality products. For those buying directly from the Luxury Store, the risk of counterfeiting is reduced precisely because of the measures taken to authenticate the products.
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