Amazon Luxury Stores: How to Access Exclusive Shopping and Sales on the World’s Largest Marketplace

Amazon Luxury Stores – An exclusive shopping experience on the world’s largest marketplace

Amazon is constantly expanding its offerings, and with the introduction of Amazon Luxury Stores, it has taken a significant step into the high-end fashion market. This dedicated section on Amazon is designed specifically for luxury brands and buyers seeking premium products within a curated online experience. But what exactly are Amazon Luxury Stores, how do you gain access as a buyer, and how can you sell your luxury goods in this exclusive part of the world’s largest online marketplace?

This guide explores everything you need to know about Amazon Luxury Stores – from its origins and purpose to detailed instructions on how both buyers can access the platform and how sellers can qualify to offer their luxury goods here.

What are Amazon Luxury Stores?

Amazon Luxury Stores were launched as Amazon’s answer to the growing demand for luxury brand products online. They operate as a shop-in-shop experience on Amazon, where premium and luxury brands can showcase their collections in a more exclusive environment than the standard Amazon marketplace.

Unlike the typical Amazon shopping experience, Luxury Stores are designed to create a sense of exclusivity and luxury. Here you will find a curated collection of high-quality products from renowned luxury brands, presented with detailed product views, interactive content, and a more refined user experience.

Amazon Luxury Stores differ from the main Amazon marketplace by offering:

• A visually appealing, brand-specific shopping experience
• Advanced presentation tools such as 360-degree product views
• Interactive features to enhance the customer experience
• Strict quality control and authenticity assurance
• Direct collaboration with established luxury brands

The Luxury Stores concept forms part of Amazon’s broader strategy to attract high-end brands and affluent buyers to their platform. By creating a dedicated space for luxury brands, Amazon aims to address concerns around branding and presentation that have traditionally deterred premium brands from the general Amazon marketplace.

How to access Amazon Luxury Stores as a buyer

Gaining access to Amazon Luxury Stores as a buyer is a process that varies depending on your geographical location and your status as an Amazon Prime member. Originally, access was limited to invited Prime members in the US, but Amazon has gradually expanded availability.

Here are the basic steps to access Amazon Luxury Stores:

1. Become an Amazon Prime member if you are not already
2. Download and install the official Amazon app on your smartphone or tablet
3. Open the app and log in to your Amazon account
4. Search for “Luxury Stores” in the search bar or find it in the app’s navigation menu
5. If Luxury Stores is available to you, you will be able to view and browse the section

It is important to note that access to Amazon Luxury Stores may be restricted based on your geographical location. Although the service was initially focused on the US market, Amazon has gradually expanded availability to other regions. If you cannot see the Luxury Stores section in your app, it may be because the service is not yet available in your area.

Potential buyers should also note that the Luxury Stores experience is optimised for mobile devices. The richest shopping experience is achieved through the Amazon app rather than the desktop version of Amazon.

Requirements for selling on Amazon Luxury Stores

Selling on Amazon Luxury Stores is not open to all sellers. Amazon has implemented strict requirements to ensure that only genuine luxury brands can sell through this channel, protecting both customers and the prestige of participating brands.

To qualify to sell on Amazon Luxury Stores, brands and sellers must meet several basic criteria:

• Be an established luxury brand or an authorised retailer of luxury brands
• Have a strong brand identity and history
• Offer products of high quality and design
• Be registered in Amazon Seller Central
• Be enrolled in Amazon Brand Registry
• Be able to guarantee the authenticity and quality of products
• Comply with Amazon’s guidelines for luxury goods

It is important to understand that Amazon typically works directly with established luxury brands rather than third-party sellers for this section. This is part of their strategy to ensure a consistent, high-quality experience for customers and to protect the reputation of participating brands.

If your brand meets these criteria, you can contact Amazon directly to express your interest in joining Luxury Stores. Amazon evaluates potential partners individually and decides which brands are suitable for their vision of Luxury Stores.

Step-by-step guide: How to sell on Amazon Luxury Stores

If you represent a luxury brand and wish to sell on Amazon Luxury Stores, here is a detailed process you can follow to be considered. Remember, this is a curated platform and Amazon has the final say on which brands are accepted.

Here are the basic steps you should follow to apply to sell on Amazon Luxury Stores:

1. Set up your Amazon Seller Central account: Before you can apply for Luxury Stores, you need an active Amazon seller account. Choose a professional seller plan, as this is a requirement for premium brands.
2. Register your brand in Amazon Brand Registry: This is a crucial step to protect your trademark on Amazon and is required for Luxury Stores sellers. You must have a registered trademark to qualify.
3. Prepare your product portfolio: Organise your collection of luxury goods with high-quality images, detailed product descriptions, and all relevant brand information.
4. Contact the Amazon Luxury Stores team: You can reach out to the Amazon Luxury Stores team directly or work through an Amazon representative to express your interest.
5. Submit your brand application: Be ready to present your brand’s story, identity, product range and reasons why you would be a good addition to Luxury Stores.
6. Review and negotiate terms: If Amazon is interested, they will contact you to discuss specific terms, fees, and expectations.
7. Create your Luxury Stores presentation: Once approved, you will work with Amazon to create your brand shop within Luxury Stores with tailored presentation elements.
8. Launch and ongoing management: After launch, you will need to manage your inventory, pricing, and customer service in line with Amazon’s premium standards.

It is worth noting that the process for approval to Amazon Luxury Stores can be lengthy and comprehensive. Amazon carefully considers each brand’s alignment with their vision for Luxury Stores and their ability to deliver a premium customer experience.

Optimising product listings on Amazon Luxury Stores

Once you are approved to sell on Amazon Luxury Stores, your next step is to optimise your product listings to maximise visibility and sales. While the basic Amazon SEO principles still apply, there are special considerations when targeting luxury consumers.

Here are some key tips for optimising your product listings on Amazon Luxury Stores:

High-quality product images

Luxury buyers expect the highest quality images. Invest in professional product photography that showcases your products from multiple angles. Amazon Luxury Stores also supports 360-degree views and videos, which can give customers a more comprehensive understanding of the product.

• Use high-resolution, studio-quality images
• Include detailed close-ups of special features or craftsmanship
• Show the product in use or worn, where relevant
• Take advantage of 360-degree viewing technology for an immersive experience

Detailed and elegant product descriptions

Your product descriptions should reflect your brand’s voice and values while providing all necessary product details. For luxury items, it is important to highlight craftsmanship, materials and the product’s unique qualities.

By combining technical information with narrative elements that appeal to emotion, you can create compelling product descriptions that resonate with luxury customers. Remember to include key details such as materials, dimensions, care instructions, and any special features or technologies.

Keywords and searchability

While presentation is crucial, do not overlook the importance of keyword optimisation. Luxury buyers use specific terms when searching for premium products, and your product listing should be optimised for these searches.

Conduct thorough research to identify relevant luxury keywords in your niche. Consider keywords related to:

• Premium materials (e.g. Italian leather, Swiss movement, handmade)
• Exclusivity or limited availability
• Highly regarded designers or collections
• Specific terminology within your product category

Integrate these keywords naturally into your titles, bullet points, and product descriptions to improve your visibility when customers search for premium products.

Benefits and challenges of selling on Amazon Luxury Stores

Selling luxury goods on Amazon through their dedicated Luxury Stores platform offers both unique benefits and particular challenges. It is important to understand both before deciding if this channel is right for your brand.

Benefits of selling on Amazon Luxury Stores

Amazon Luxury Stores offer several advantages unavailable on the standard Amazon marketplace:

• Access to Amazon’s massive customer base: You gain access to Amazon’s huge user base, but within a curated environment designed for premium purchasing.
• Enhanced brand presentation: Luxury Stores allows you to present your brand in a more elegant manner, with advanced visual tools and features.
• Reduced price competition: As access is restricted to selected luxury brands, there is less risk of damaging price competition from unauthorised resellers.
• Integration with Amazon FBA: You can leverage Amazon’s logistics and customer service infrastructure tailored for premium products.
• Premium customer experience: The platform is designed to deliver a luxury experience in line with the standards and expectations of high-end brands.

Challenges of selling on Amazon Luxury Stores

Despite the advantages, there are also some significant challenges to consider:

• Strict entry requirements: Not all brands will qualify for Luxury Stores, and the application process can be long and demanding.
• Potential dilution of brand exclusivity: Some luxury brands are concerned that a presence on Amazon, even in a premium section, could affect the perception of their brand’s exclusivity.
• Control over the customer experience: While Luxury Stores offers more control than the standard Amazon marketplace, you still have less control than with your own e-commerce platform.
• Fee structure: Amazon takes a percentage of sales, which can affect your margins compared to direct sales.
• Complexity in the supply chain: Integrating Amazon’s systems with existing luxury supply chains can be challenging.

Each brand must carefully weigh these benefits and challenges against their specific business strategy and brand identity. For some luxury brands, Amazon Luxury Stores can be a valuable addition to their distribution channels, while others may prefer to focus on more traditional luxury distribution methods.

Optimising your brand on Amazon Luxury Stores

Once you are established on Amazon Luxury Stores, your focus should shift to optimising your presence and maximising your performance on the platform. This involves more than just individual product listings – it is about creating a cohesive and compelling brand narrative.

Building a brand shop

One of the most effective ways to showcase your brand on Amazon Luxury Stores is through a well-designed brand shop. This is a dedicated area where you can display your full collection and share your brand story.

Key tips for optimising your brand shop include:

• Use a strong, emotive main banner that captures the essence of your brand
• Organise products into logical categories that reflect how luxury customers shop
• Include brand history and heritage to create an emotional connection
• Highlight unique product features or craftsmanship traditions
• Use video and interactive content where possible

Work with Amazon consultants or designers experienced in the luxury market to create a brand shop that truly reflects your brand’s unique identity and value proposition.

Effective Amazon advertising for luxury goods

Amazon offers several advertising options that can be particularly effective for luxury brands. By targeting your advertising at premium buyers, you can increase the visibility of your products to the right audience.

Consider these strategies for advertising luxury goods on Amazon:

• Use Sponsored Brands ads to highlight your brand and multiple products at once
• Implement Sponsored Products ads to boost the visibility of specific luxury items
• Leverage Amazon DSP (Demand-Side Platform) to reach potential luxury buyers across Amazon and partner platforms
• Utilise advanced targeting based on customer shopping behaviour and preferences for luxury goods

By combining these advertising strategies with a strong organic presence, you can create a comprehensive Amazon marketing strategy that effectively reaches luxury consumers on the platform.

World-class customer service

For luxury brands, exceptional customer service is not a luxury – it is a necessity. Even on Amazon, luxury customers expect special treatment and attention.

To deliver superior customer service on Amazon Luxury Stores:

• Monitor and respond to customer enquiries quickly, ideally within hours
• Provide detailed product information and guidance before purchase
• Use premium packaging and presentation elements
• Implement a clear and generous returns policy
• Follow up after purchase to ensure customer satisfaction

Consider integrating your Amazon Luxury Stores customer service strategy with your overall CRM system to ensure a consistent customer experience across all channels.

Measuring performance on Amazon Luxury Stores

To optimise your presence on Amazon Luxury Stores, it is essential to understand which metrics to monitor and how to use this data to improve your performance over time.

Unlike traditional e-commerce, where conversion rates and average order value may be the main focus, luxury sales on Amazon require a more nuanced approach to performance measurement.

Key KPIs for Amazon Luxury Stores

Here are the most important performance indicators luxury brands should monitor on Amazon Luxury Stores:

• Brand perception and visibility: Monitor how your brand is presented in search results and category views
• Engagement with brand content: Measure how customers interact with your brand shop and product pages
• Conversion rates: Analyse conversion rates, but benchmark against luxury brands rather than standard Amazon products
• Customer feedback and reviews: Monitor both quantitative ratings and qualitative comments
• Repeat purchases and customer loyalty: Track how many customers return to purchase again
• Premium price stability: Monitor if your products maintain their premium price points

Amazon provides robust analytics through Seller Central, but you can also integrate third-party tools for more detailed insights into your performance on Luxury Stores.

Using data to improve performance

The real value of these metrics comes from how you use them to improve your strategy:

• Identify high-performing products and feature these in your brand shop
• Analyse product descriptions and images for top-converting products and apply learnings across the range
• Adjust advertising strategies based on which campaigns attract quality customers
• Use customer reviews to identify product improvements or communication opportunities
• Tailor your Amazon product portfolio based on what resonates with luxury customers on the platform

By regularly reviewing this data and adjusting your strategy accordingly, you can continually improve your performance on Amazon Luxury Stores and maximise the value of this sales channel for your brand.

Amazon Luxury Stores compared to traditional luxury distribution channels

For many luxury brands, the decision to sell on Amazon Luxury Stores is not an isolated choice but rather part of a broader distribution strategy. It is therefore important to understand how this channel differs from and can complement traditional luxury distribution channels.

Let’s examine how Amazon Luxury Stores compares to other typical channels for luxury goods:

Amazon Luxury Stores vs. flagship stores

Traditional flagship stores give luxury brands full control over the customer experience, from store design to personalised service. They serve as both a sales channel and a brand ambassador.

Key differences:

• Physical experience vs. digital experience
• Personalised service vs. technology-driven convenience
• High fixed costs vs. variable fee structure
• Limited geographic reach vs. broad online accessibility

Amazon Luxury Stores cannot replace the sensory, fully controlled experience of a flagship store, but can offer significantly greater reach with lower fixed costs.

Amazon Luxury Stores vs. high-profile department stores

Department stores such as Harrods, Galeries Lafayette, or Magasin have traditionally been important distribution channels for luxury brands. They offer curated environments where multiple luxury brands are presented side by side.

Key differences:

• Curated multi-brand environments in both cases
• Physical vs. digital stores
• Seasonal buying cycles vs. flexible product introduction
• Traditional luxury shopper vs. tech-savvy luxury consumer

Amazon Luxury Stores is conceptually similar to department stores by bringing multiple luxury brands together, but with a digital approach that offers greater flexibility and more detailed customer insights.

Amazon Luxury Stores vs. own e-commerce platforms

Many luxury brands have heavily invested in their own e-commerce platforms to deliver a tailored digital experience that reflects their brand identity.

Key differences:

• Complete control over user experience vs. tailored Amazon experience
• Direct customer relationships vs. Amazon as intermediary
• Need to drive traffic vs. access to Amazon’s existing traffic
• Full margin vs. revenue sharing with Amazon

Amazon Luxury Stores may not provide the same level of control as a proprietary platform, but in return offers access to Amazon’s massive user base and advanced logistics.

For most luxury brands, the most effective approach is not to view Amazon Luxury Stores as a replacement for traditional channels, but rather as a supplement that can reach new customers and offer increased convenience to existing ones. An omnichannel strategy that integrates the best of both traditional and digital channels will often deliver the best results for modern luxury brands.

The future of Amazon Luxury Stores

Amazon Luxury Stores is still a relatively new development in the world of luxury e-commerce. As with all Amazon initiatives, it is likely that the platform will continue to evolve based on customer needs and feedback from participating brands.

Here are some potential developments luxury brands should be aware of when considering their long-term strategy for Amazon Luxury Stores:

Expansion to new markets

Amazon Luxury Stores started primarily focused on the US market, but has the potential to expand globally. This could open up new opportunities for international luxury brands to reach customers across different geographic regions.

Brands that are early movers in new markets as Amazon Luxury Stores expands could potentially gain a competitive edge by establishing their presence before competitors do.

Integration of new technologies

Amazon is renowned for pioneering new technologies, and Luxury Stores could become a showcase for innovative shopping experiences. This might include:

• Advanced augmented reality (AR) for virtual try-ons
• AI-driven personalisation matching luxury goods to individual customer tastes
• Virtual showrooms that replicate the personalised shopping experience
• Blockchain technology to verify product authenticity and track luxury goods

Luxury brands willing to experiment with these technologies in partnership with Amazon can create unique and engaging customer experiences that differentiate them from competitors.

Increased focus on sustainability

As sustainability becomes an increasingly important consideration for luxury consumers, Amazon Luxury Stores may develop special features to highlight environmentally conscious brands and products.

This might include:

• Dedicated sections for sustainable luxury goods
• Improved product labelling for sustainable materials and practices
• More eco-friendly packaging and shipping options
• Platforms for in-depth storytelling on sustainable production methods

Luxury brands with strong sustainability initiatives can potentially benefit from these developments and position themselves favourably on the platform.

Deeper integration with physical experiences

As Amazon expands its physical presence, we may see greater integration between Amazon Luxury Stores online and exclusive physical locations.

This could include:

• Pop-up boutiques or permanent Luxury Stores showrooms
• Options to buy online and collect or return at physical locations
• Exclusive events for Amazon Luxury Stores customers
• Personal shopping assistance connecting the online experience with dedicated customer service

For luxury brands, this could provide an exciting opportunity to combine the best of digital convenience with the tactile, personalised experiences traditionally associated with luxury shopping.

Brands choosing to participate in Amazon Luxury Stores should keep abreast of these potential developments and be prepared to adapt their strategies accordingly. A flexible, forward-looking approach will be essential to maximising the value of this distribution channel in the long term.

Get help with your Amazon Luxury Stores strategy

Navigating Amazon Luxury Stores requires a special understanding of both luxury brand values and Amazon’s technical ecosystem. This can be a challenging combination, and many brands find value in seeking expert advice and support.

As a specialised Amazon agency, WeMarket has experience helping businesses establish and optimise their presence on Amazon, including specialised areas such as Amazon Luxury Stores.

By working with a dedicated Amazon agency, you can benefit from:

• In-depth understanding of Amazon’s platform-specific requirements and opportunities
• Strategic advice on how to effectively position your luxury brand on Amazon
• Technical expertise in setting up and optimising product listings and brand shops
• Ongoing monitoring and adjustment of your strategy based on performance data
• Support for Amazon advertising tailored to the luxury market

Our team can help you develop an approach that respects your brand’s unique identity while taking advantage of the opportunities offered by Amazon Luxury Stores.

Whether you are considering applying to Amazon Luxury Stores, are in the application process, or are already selling on the platform and want to optimise your performance, specialist advice can help you navigate the complexity and maximise your results.

To learn more about how we can support your luxury brand on Amazon, you can contact our consultants or attend one of our Amazon courses tailored for high-end brands looking to succeed on the world’s largest online marketplace.