Amazon Luxury Store: A Guide for Premium Brands

Selling luxury online is an act of balancing. You want to tap into e-commerce’s reach, but not at the cost of brand dilution or losing control over customer experience. On the one hand, shortage claims drain margins, and AMS burns ad spend. On the other hand, you fight the war with unauthorized sellers —the pain is real. 

For brands generating $1M to $50M, the question isn’t whether to be on Amazon—it’s how to be on Amazon without compromising brand integrity.

That’s where Amazon Luxury Stores comes in. Unlike the wild west of third-party selling, this invite-only program offers premium presentation, pricing control, and a curated brand experience—but it comes with its own challenges.

In this guide, we will show you how to scale within Amazon Luxury Stores without losing your exclusivity.

What is Amazon Luxury Store

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Amazon Luxury Store is a dedicated space for high-end fashion, beauty, skincare, home, and lifestyle products. It combines Amazon’s easy shopping experience with the exclusivity of luxury retail. 

Unlike the standard Amazon storefront, this premium section showcases handpicked designer labels. Brands independently manage their inventory, selection, and pricing, while customers enjoy a 360-degree viewing experience and exclusive services like virtual styling consultations and in-home try-ons for selected apparel brands.

Launched with Oscar de la Renta, this initiative marked Amazon's strategic move into the luxury market, providing brands with a controlled environment to showcase their products while maintaining their prestigious image.

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Eligibility Criteria for Selling on Amazon Luxury Stores

Amazon Luxury Store is invite-only, with no public application process. Amazon typically invites brands that have: 

• Strong brand presence: A consistent and professional brand image across all platforms 
• Product authenticity: High-quality, genuine products that earn customers trust
• Premium customer service: Prompt response to customers and quick resolution to their issues like responding within 24 hours  
• Compliance with Amazon policies: Adherence to relevant Amazon guidelines and standards 

To qualify, brands must also enroll in the Amazon Brand Registry, which protects their intellectual property rights and provides access to enhanced marketing tools for creating customized storefronts that reflect their identity. 

Some other metrics that selling partners must agree to meet or exceed:

• An On-time Shipment Rate of at least 99% of orders.
• A Valid Tracking Rate for at least 99% of orders.
• A Cancellation Rate of no more than 0.5% of orders.
• An On-time Delivery Rate of at least 97% on orders where shipping was purchased outside of Buy Shipping Services.

Read complete Amazon guidelines on Luxury Stores here

How to Sell on Amazon Luxury Stores: A Step-by-Step Process 

There are two ways to sell luxury items on Amazon: direct brand sales or reselling as an authorized seller. Here’s how to approach selling luxury items on Amazon.

For direct brand sales: The most straightforward and authorized method

If you own a luxury brand and have a good online presence, you are sorted. All you have to do is: 

• Create a brand account: Register as a seller on Amazon Seller Central, ensuring your brand meets Amazon's criteria for inclusion in Luxury Stores
• Enroll in Amazon Brand Registry: Enroll in Amazon Brand Registry as it grants you enhanced control over listings and access to marketing tools like A+ content. 
• Verify product authenticity: Amazon mandates that all luxury items be 100% authentic. Provide proof of authenticity and adhere to standards for luxury goods.
• List your products in luxury store: Create a dedicated storefront within Amazon Luxury Stores to showcase your high-end products 
• Maintain quality assurance: Ensure your products meet Amazon’s stringent condition and quality requirements, including original packaging, tags, and accessories

For resellers: Selling branded luxury items on Amazon

Resellers or third-party sellers must fulfill these specific authorization requirements: 

• Get brand approval: Obtain approval from the original brand to sell their luxury products and provide necessary documents like authorization letters, invoices, and other details required by Amazon 
• Register as a third-party seller: Sign up on Amazon to gain access to listing and selling products
• Verify products for authenticity: Ensure all the products you sell under the brand are genuine and strictly follow Amazon guidelines prohibiting counterfeit items 
• List items on the correct ASIN: Align your listings with the existing ASINs and ensure the details match accurately
• Enroll in Amazon Brand Registry (Optional): If you are an authorized seller, enroll in this program to protect your listings against counterfeit products and unauthorized sellers   

Best Practices for Amazon Luxury Stores’ Success

Optimize your storefront for a premium experience

Creating a premium storefront on Amazon Luxury Store requires attention to detail.

• Focus on high-quality visual content, and storytelling, with videos, runway imagery, and on-model product images, to populate and market the brand store. 

• Use lifestyle images that depict luxury products in aspirational settings to help potential buyers envision themselves using your products. 

For example, use minimalist backgrounds with neutral colors to emphasize the product's design and luxury feel. 

• Add close-up shots highlighting intricate details like textures or stitching to showcase craftsmanship and feature premium packaging to enhance the perception of exclusivity.

• Leverage A+ content here to highlight limited-edition products or special collections to create urgency and enhance desirability. 

📌Bonus tip: Regularly update your luxury storefront with seasonal promotions and content to maintain engagement.

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Leverage Amazon’s premium ad tools 

Amazon offers several premium ad tools, including sponsored brands and products, Amazon Live option, and influencer collaborations, that you can use to promote your luxury store. 

Use Sponsored brand ads to feature brand logos, custom headlines, and multiple products that appear prominently on search results. However, be cautious of the high CPC that comes with advertising luxury-premium products. 

You can check our guide to Amazon sponsored ads here

• Use Amazon live streaming to interact with customers in real-time. For example, you can host product demonstrations, Q&A sessions, and product showcases to offer an immersive shopping experience. 

📌Bonus tip: Diversify your advertising strategy using Amazon’s DSP. This service allows you to programmatically buy video, display, and audio ads at scale, helping you reach new and existing audiences both on and off Amazon. 

Implement a strong brand protection strategy 

To establish a strong standing on Amazon, just selling will not be enough as you have to compete with counterfeit products to avoid brand dilution constantly. Leverage Amazon’s transparency program, which assigns unique, scannable codes to items before shipping to enable product authentication and FBA to protect your brand. You also have the Brand Registry, protecting your intellectual property rights, and Project Zero removes counterfeits of their brands. 

Besides these, Amazon also offers an AI-based automated brand protection solution for proactively identifying and removing counterfeit listings and an impact dashboard offering data on the volume of infringing listings blocked or removed for a brand categorized by country and product.

You can check the Amazon brand protection works here 

Offer exclusive experience and limited edition products

Introducing limited-edition exclusive products can enhance the allure of your luxury store. This creates a sense of scarcity and exclusivity that appeals to discerning customers. When you add personalization to the mix, you elevate the luxury experience. Like customization and tailoring to their fit, it appeals to the taste of expensive shoppers. 

For example, Estée Lauder introduced a Virtual Foundation Tool exclusive to Amazon, enabling customers to find their ideal foundation shade online. Similarly, Clinique launched its Skin Analysis Tool on Amazon, providing tailored skincare recommendations to users.

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This creates a sense of luxury even in an eCommerce marketplace, which helps maintain the brand experience that luxury brands offer at their stores. 

Use data and analytics to improve performance 

Use data and analytics tools like SalesDuo’s Amazon BI dashboard or Helium 10 to constantly enhance your luxury store's performance. Track CTR and customer engagement metrics, and use Amazon Brand Analytics to gain insights into customer behavior and purchasing trends. 

Employ A/B testing with Amazon's "Manage Your Experiments" feature and optimize product listings, comparing different titles, images, and descriptions to determine the most compelling content. 

📌Bonus Tip: Consider partnering with an agency like SalesDuo for systematic analysis of performance data and hands-on strategies like Koblez, which achieved 280% growth on Amazon.  

Create Amazon Posts 

Amazon Posts enable brands to share curated content and enhance product discoverability. These posts appear in various placements across Amazon, including detail page, top of search results, inspire tab, category feeds, and brand stores, allowing shoppers to explore and interact with brand content.

Tap into the influencer game

Influencer marketing is all the rage and can significantly boost brand credibility on Amazon. In order to fully leverage influencer marketing, identify and choose influencers whose aesthetics and values resonate with your brand. 

For example, Michael Kors partnered with actress and model Suki Waterhouse to celebrate its official debut on Amazon by hosting an event with the face of their spring-summer 2025 campaign.

You can also use Amazon's Influencer Program to facilitate collaborations. This program enables influencers to create curated storefronts featuring your product, like ‘Oprah Winfrey's Favorite Things on Amazon during Amazon's Big Spring Sale, which significantly boosted sales for her recommendations.

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Invest in email marketing

Email marketing offers you a direct connection with your clients and a tailored message that resonates with them. 

So, use emails to create exclusivity. Send an invitation to jointhe Amazon Luxury Store and personalized offers and styling advice.. 

📌Bonus tip: Leverage cart abandonment emails, surveys and feedbacks, loyalty programs through email marketing to build an independent list outside of Amazon’s system.. 

Provide an exceptional customer experience

Luxury shoppers expect premium customer service. Amazon itself ensures that brands under Luxury Stores deliver exceptional customer service to their shoppers. 

Offer fast and guaranteed delivery, prompt customer issue resolution, easy and hassle-free returns, and options like special personalized packaging and styling consultation. Additionally, provide them with incentives like early access to new collections or discounts to foster loyalty. 

Build trust with social proof and reviews

Customer reviews and social proof are crucial in building trust, especially in high-end, expensive products. Encourage your satisfied customers to leave reviews on Amazon. Use these reviews to endorse your social media by including customer photos and user-generated content. 

Challenges and Considerations

• Maintaining Brand Prestige – Maintaining the perception of luxury on a mass-market platform is a big challenge, given that Amazon has a reputation for being accessible to all. Luxury brands need strategic management of their image through curated storefronts and selective product offerings 
• High Commission Fees & Costs: For luxury brands with higher price points, referral fees, fulfillment fees, and potential advertising costs can be significantly higher and can impact the profit margins. Reducing costs requires not only thorough financial analysis but extensive platform knowledge.
• Limited Direct Customer Interaction – While Amazon offers more control over branding in Luxury Stores, it restricts access to customer data, which can hinder how you want to interact with your customers.
• Counterfeiting & Brand Protection Concerns – Imitation of goods and counterfeit products dilute brand authenticity and disrupt customer trust. While Amazon has multiple checkpoints to handle this, it is challenging for luxury brands to increase their sales on Amazon and cover costs.

Master Amazon Luxury Stores with SalesDuo

Selling on Amazon Luxury Stores requires balancing brand prestige with the platform's complexities. These strategies will help create a distinct brand and reach more customers. 

Collaborating with an experienced Amazon partner like SalesDuo can further streamline the process of maintaining an Amazon luxury store and strengthen your brand’s position. 

To learn how an agency can help you, schedule a call with an Amazon expert.  

About the Author

Meet Arjun Narayan, a Business Dynamo with two decades of conquering boardrooms and founding two companies that didn't just survive but thrived. When he's not navigating business strategies and delivery teams, you'll find him immersed in his love for cars and exploring new models, geeking out over tech trends, globe-trotting for new adventures, and occasionally pondering the mysteries of the universe over a good cup of coffee.