Amazon plans to launch a Farfetch-like luxury brand platform as early as next month. The marketplace would provide at least 12 U.S. and European luxury brands with full control over their own virtual stores and give them access to Amazon suppliers. Amazon has declined to comment.
- The project was initially scheduled to launch this spring but faced delays due to the pandemic.
- A warehouse is reportedly being built in Arizona for the project, which is expected to coincide with a $100m marketing campaign.
- Amazon introduced Prime Wardrobe in 2018, followed by the outfit-in-a-box service Personal Shopper in 2019. It also offers an in-house fashion brand, The Fix.
- Forbes' Richard Kestenbaum argues that if a fashion company grows to depend heavily on sales through Amazon, it risks allowing the e-retailer to wind up with profits from the sales as the fashion brand gets squeezed down.