Saks Launches a Luxury Storefront on Amazon

Saks Fifth Avenue has launched a multibrand luxury storefront on Amazon Fashion, according to a Tuesday press release. The new shopping section is called Luxury Stores at Amazon. It features a selection of merchandise curated by Saks Fifth Avenue, including women’s and men’s ready-to-wear, beauty, shoes, handbags, and accessories. The launch is accompanied by specially designed digital displays inspired by the windows of the Saks Fifth Avenue New York City flagship.

Total Retail's Take: Luxury fashion is a category that Amazon has found difficult to penetrate despite its best efforts. However, by partnering with Saks, the leading online retailer gains immediate name recognition and brand credibility in the luxury category. While Amazon's motivations for bringing Saks into its luxury storefront are clear, what Saks gets is the unquestioned reach of Amazon's audience — and one that is increasingly shopping for high-end brands.

“This collaboration underscores Saks Fifth Avenue’s reputation as a leader in luxury curation, as well as our commitment to reinventing luxury shopping so that each customer’s experience is unmistakably their own,” Emily Essner, president and chief commercial officer at Saks Global, said in the release.