Gadgets, groceries and… designer dresses: Your Amazon cart is about to be completely different

“Having world-class luxury designers like Christopher Kane and Elie Saab trust us with their brands and designs is great news for Amazon and our customers,” Diaz says, adding that more brands — established and emerging — are joining the luxury stores on Amazon in the coming seasons.

Collections are sold directly by brands and designers, and decisions about inventory, selection and pricing are left to the brand, Amazon says. Its tools and technologies also allow brands to create personalized content, to give their Amazon presence their unique voice and identity. “Amazon’s luxury retail brands are able to speak honestly about their collections to our customers, allowing them to define luxury for themselves,” says Xavier Flamand, Vice President of Seller Services at Amazon.com. Amazon. Shoppers will also be able to browse Mira Mikati, Rianna + Nina, Boglioli and Jonathan Cohen in the luxury stores.

Much has been made of the shift to a “hyper-physical” approach to entice consumers back into retail (for example, the playful bathroom-inspired pop-up window for Jacquesmus at Selfridges, or the pink faux-fur backdrop that Balenciaga created for Le Cagole in London). But Amazon relies on the speed and convenience of its service, along with the growing range of established fashion brands, an irresistible combination.