Proven Tactics for Premium Brands to Stand Out and Succeed
Oscar de la Renta. Giuseppe Zanotti. Rodarte.
What do these three brands have in common? They’re all luxury brands—and they all sell on Amazon.
That may have sounded surprising a few years ago, but today, more high-end fashion houses are choosing to list on the platform. What does that tell us about Amazon’s audience? What’s working for these brands? What’s not? And what does it mean for emerging luxury brands considering Amazon as a sales channel?
Let’s break it down.
What Well-Known Luxury’s Presence on Amazon Tells Us About the Market’s Audience
- Luxury shoppers are on Amazon: If there wasn’t demand, brands like Oscar de la Renta wouldn’t be selling on Amazon. Its presence on Amazon proves that shoppers who can afford high-end fashion are using the platform, whether for convenience or necessity.
- Convenience is as valuable as exclusivity: The idea that luxury consumers only shop in boutiques on high-end avenues doesn’t hold up anymore. Fast shipping, easy returns, and a seamless shopping experience matter—even for premium purchases.
- Brand trust carries weight: Consumers are comfortable buying luxury brands on Amazon when they recognize the names. An Oscar de la Renta dress or a pair of Giuseppe Zanotti heels listed by the official brand holds more credibility than an unknown third-party seller– or a boutique with a name the customer has never heard of.
Photo by Gabrielle Henderson on Unsplash
What’s Working for These Brands on Amazon
- Curated Brand Stores elevate the luxury experience: These brands aren’t just listing products—they’re creating a controlled, high-end shopping experience through Amazon’s Brand Store feature. A well-designed storefront reinforces exclusivity and keeps the brand’s identity intact.
- Strategic product selection maintains brand integrity: Instead of listing everything, these brands are selective—Oscar de la Renta focuses on accessories, Giuseppe Zanotti on shoes, and Rodarte on occasion wear. This allows them to reach Amazon’s audience without diluting their luxury appeal.
- Prime shipping meets high-end expectations: Fast, reliable delivery is essential for luxury consumers. By leveraging Amazon’s fulfillment network, these brands offer the convenience their customers expect without sacrificing quality.
What’s Not Working
Amazon’s discount-driven reputation doesn’t align with luxury pricing. Even though brands like Oscar de la Renta, Giuseppe Zanotti, and Rodarte control their own prices, Amazon is still widely seen as a marketplace for deals. Consumers expect discounts, and when they see full-priced luxury items alongside lower-cost alternatives, it can create friction.
Beyond pricing, Amazon’s identity as “the everything store” makes differentiation harder. Luxury brands thrive on exclusivity, storytelling, and presentation, yet on Amazon, they share space with everything from household essentials to budget fashion. Standing out as a premium brand in that environment is a challenge.
Another issue is the clash between Amazon’s sales culture and luxury branding. The platform’s biggest shopping events—Prime Day, Black Friday, and Cyber Monday—revolve around price cuts. Luxury brands aren’t required to participate, but when so much of Amazon’s marketing emphasizes discounts (especially during these sales), it can make consumers hesitant to pay full price for high-end products.
Photo by Leisara Studio on Unsplash
Will This Change?
Amazon has been making efforts to shift its reputation in the luxury space with its Luxury Stores program, which gives high-end brands more control over their presentation, pricing, and distribution. If this program expands, Amazon could become a stronger luxury destination, especially as younger, digitally native shoppers become more comfortable buying high-end fashion on the platform.
However, Amazon’s core identity as a value-driven marketplace is deeply ingrained. While it may improve its luxury offerings, the expectation that Amazon equals deals isn’t going away anytime soon. For now, brands selling on the platform will need to be strategic about maintaining their premium positioning while working against the discount-driven perception.
What This Means for Emerging Luxury Brands Considering Amazon
Amazon can be a viable channel—but only with the right strategy. Listing high-end products on Amazon without a plan can backfire. A strong Brand Store, controlled distribution, and careful product selection are key.
Exclusivity and brand perception need extra attention. If storytelling is limited, brands need to maximize A+ Content, high-end imagery, and curated messaging to reinforce their luxury positioning.
Additionally, reseller management is critical. Emerging brands should put distribution controls in place early to prevent unauthorized sellers from undercutting their pricing and brand integrity.
Luxury brands on Amazon aren’t an anomaly anymore—they’re part of a larger shift in how high-end shopping is evolving. The challenge is making the platform work for the brand, rather than letting the brand get lost in the platform.
