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Amazon launches invite-only luxury shopping experience

Amazon unveiled Luxury Stores, a mobile shopping experience for select U.S. Prime members.

Available in the Amazon app by invitation only, Luxury Stores will feature collections sold directly from participating brands as a “store-within-a-store” experience. The brands will independently make decisions regarding their inventory, selection and pricing, with Amazon providing merchandising tools to create and personalize content.

The new offering is kicking off with items from Oscar de la Renta’s pre-fall and fall/winter 2020 collections, including ready-to-wear, handbags, jewelry, accessories and a new perfume, with childrenswear coming soon. (The items are   currently only available in Oscar de la Renta’s boutiques and website.)  Amazon said that more brands will launch within Luxury Stores in the coming weeks and seasons.

Currently available to eligible U.S. Prime members, invited shoppers can browse exclusive styles from Oscar de la Renta throughout the season and receive early access to the fall/winter 2020 collection. Amazon and Oscar de la Renta collaborated on a launch video, starring model Cara Delevingne, directed by filmmaker Bunny Kinney and styled by designer Jason Bolden.

Amazon Luxury Stores includes “View in 360,” an interactive feature that provides 360-degree detail of products to better visualize fit. The shopping experience also features immersive storytelling with enhanced, auto-play imagery and in-motion graphics.

“We are always listening to and learning from our customers, and we are inspired by feedback from Prime members who want the ability to shop their favorite luxury brands in Amazon’s store,” said Christine Beauchamp, president of Amazon Fashion. “We are excited to offer luxury brands the services and technology to build an inspiring, elevated customer experience. It’s still day one, and we look forward to growing Luxury Stores, innovating on behalf of our customers, and opening a new door for designers all over the world to access existing and new luxury customers.”

“Oscar de la Renta is thrilled to partner with Amazon for the launch of Luxury Stores,” stated Alex Bolen, CEO of Oscar de la Renta. “As a global leader in retail, Amazon has a relentless focus on improving the customer experience through constant innovation, utilizing technology and customer feedback. We admire Amazon’s customer-centric focus and look forward to telling our brand’s story in compelling and engaging ways to even more customers through the Luxury Stores experience.”

Prime members that did not yet receive an invitation via email can request an invitation by visiting Over time, Luxury Stores will extend invitations to more shoppers.

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