Is there room for luxury in e-commerce? Or rather, more specifically: is there room for mass luxury, bringing the characteristics of the high-end market to the traditional dynamics of online stores? The challenge is certainly complex, but the luxury market has enough skills and funds to be able to try. That is anything but trivial, however, it is the type of experience that can be offered, since one inevitably collides with some limits that do not strictly go hand in hand with luxury: shipping times, physical distance, express delivery at home. .
Amazon is still trying. The perspective is probably focused on opening up a high-profile market to the masses, thus bringing to the marketplace a "higher" concept of online shopping: a reserved area, where the brand is on display and not the discount. However, the doors will clearly open to everyone, winking at a "mass luxury" that could give satisfaction to both buyers and sellers.
Amazon Luxury
The experiment has been announced in these days in
the United States and from the very first steps it enhances one of the most important elements of luxury: exclusivity. In fact, only Amazon Prime users can access the store and only by invitation. Access will therefore be slow and progressive, leaving brands time to calibrate their pages and users the "luxury" of feeling privileged.
