Luxury With Free 1-Day Shipping? Amazon Sets Its Sights on Upscale Retail

Analysts say the program reflects the struggles of high-end brands

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Key Insight:

Amazon, which has made a name for itself providing easy access to a huge array of goods at hard-to-beat prices, has launched an in-app storefront with luxury brand Oscar de la Renta offering more or less the exact opposite—and promises of more to come from additional luxury fashion and beauty brands.

Inventory and pricing will be at the brands’ discretion, while Amazon will provide merchandising tools so brands can personalize content, according to a company statement.

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