Amazon announces a new shopping experience, the Luxury stores or “luxury stores”. Today, Amazon announced the launch of Luxury Stores, a new shopping experience offering both established and emerging luxury fashion and beauty brands. The first luxury store fashion house Iconic American fashion house, Oscar de la Renta, unveils the first luxury store with its Pre-Fall and Fall\/Winter 2020 collections, including ready-to-wear, handbags , jewelry, accessories and a new fragrance, with children's clothing coming soon. Other brands will be launched in luxury stores in the coming weeks and seasons. “Oscar de la Renta is thrilled to partner with Amazon for the launch of Luxury Stores” Available in the Amazon app by invitation only, Luxury Stores combines the convenience of Amazon with innovative technology like “360 View” . This interactive feature will start rolling out with select apparel at launch. This will allow customers to explore styles in 360 degree detail to better visualize fit. The collections will be sold directly from the partner brands and thanks to the 'store within a store' concept, the latter could freely make decisions regarding their inventory, selection and prices. Luxury Store Brand Management Tools Amazon also offers sales management tools that allow luxury store brands to create and personalize content for each of their unique branded product. By seamlessly blending content and commerce, fashion and beauty luxury store brands will be able to engage and entertain customers through immersive storytelling, including auto-playing enhanced images and animations. “We are constantly listening and learning from our customers, and we're inspired by the feedback from Prime members who want to be able to shop their favorite luxury brands in Amazon's store,” said Christine Beauchamp, president of Amazon Fashion. “We are excited to offer luxury brands the services and technology needed to create an inspiring and elevated customer experience. It's still day one, and we look forward to growing luxury stores, innovating on behalf of our customers, and opening a new door for designers around the world to access existing and new luxury customers. « Availability Currently available to US members Prime eligible, guest shoppers can browse exclusive styles from Oscar de la Renta throughout the season, including a selection of ready-to-wear and a new fragrance. Plus, they can get early access to the Fall\/Winter 2020 collection, which is currently only available in boutiques and on the Oscar de la Renta website. “Oscar de la Renta is thrilled to partner with Amazon for the launch of luxury stores,” said Alex Bolen, CEO of Oscar de la Renta. “As a global retail leader, Amazon is relentlessly focused on improving the customer experience through constant innovation, using technology and customer feedback. We admire Amazon's customer-centric focus and look forward to telling our brand story in a compelling and engaging way to even more customers through the luxury store experience. " US members Prime eligible are the first guests to experience the luxury boutiques. Prime members who have not yet received an email invitation can request an invitation by visiting amazon.com\/LuxuryStores. Over time, luxury stores will offer invitations to more buyers.