Amazon’s decision to open a dedicated luxury beauty store last October was not entirely unexpected. The US-based operator aims to become the world’s biggest retailer, so its move into the luxury market seemed inevitable, as well as highly strategic. Luxury brands have been slow to move online, but consumer demand may help the company get supply form brands.
Amazon says that launching the Luxury Beauty store is its first step towards offering a more customized, high-end beauty experience. Upon opening, the shop carried products from 24 brands, including Burberry fragrances, Nars and Stila make-up, and Dr Brandt skincare. Brands like Chanel and Dior, however, are absent.
Analysts say that most high-end brands are nervous about selling through the site and will wait and see how its business develops.