Amazon confirms expansion of 'Luxury Stores' in Europe

Amazon has announced the expansion of its Luxury Stores platform to Europe, bringing the "elevated" shopping experience to the UK, Germany, France, Italy and Spain.

First launched in the US in September 2020, with leading fashion house Oscar de la Renta, Luxury Stores at Amazon in Europe offer ready-to-wear collections from both established and emerging luxury fashion brands, including Christopher Kane, Dundas and Elie Saab.

Amazon's Luxury Stores also host a range of luxury beauty products across makeup, skincare, haircare, fragrance and bodycare. Brands include Revive, Noble Panacea, Omorovicza and La Perla. Further fashion and beauty brands will join the platform in the future, according to Amazon.

Edits can be sold directly from the participating brands, allowing them to make decisions independently regarding their inventory, selection and pricing. Amazon will also allow brands to create and personalise original content to help them target existing and new luxury customers.

Customers will be able to experience Luxury Stores on multiple devices, via the Amazon mobile app, desktop, mobile and tablet browsers.

Focusing on the fashion offering, Ruth Diaz, VP of Amazon Fashion Europe, commented: “We’re delighted to be offering more choice to our European customers with the launch of Luxury Stores at Amazon, where they can browse an inspiring range of luxury styles for all occasions.

"This is just the beginning, and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our customers across Europe season after season.”