Introduction to Saks on Amazon
If you scroll through the new Saks storefront on Amazon, you might not even realize you’re on Amazon.com, the world’s largest e-commerce platform. Almost. The storefront features around 110 fashion, makeup, and skincare brands, including Stella McCartney, Balmain, Dolce & Gabbana, and Rebecca Vallance, with a limited selection available.
User Experience
The user experience has familiar Amazon markers, such as free one-day shipping for Prime members. A $1,890 balm-knit jacket, for example, comes with free one-day shipping for Prime members, along with a note that it’s sold and shipped by Saks Fifth Avenue. The editorial is minimal, with products presented in clean flatlays on white backdrops, sorted under the category "Spring Fashion".
Missing Features
However, you’ll notice that some features typically found on Amazon are missing. Dynamic pricing, where the price tag fluctuates based on size and color demand, is not in play. Product pages are tidy but lack Amazon’s signature star ratings and reviews. The Saks logo is prominently displayed, and a banner at the top of the page offers 10% off in exchange for registering for luxury shops or emails. But there’s little merchandising, with no related objects or "customers also like" offers.
Luxury Experience
According to Jessica Ramírez, co-founder of the Retail Consultancy the Consumer Collective, this lack of merchandising is a major miss. "It’s Merchandising 101," she says. "From a luxury experience, it doesn’t feel like what you would expect." The Saks on Amazon customer experience is a unique one, with a focus on clean design and minimal editorial content.
Amazon’s Luxury Push
Amazon has been trying to win over luxury brands for years, aiming to expand its selection and consumer base. The company introduced Amazon Luxury Stores in September 2020, but it’s been a slow start, with a limited selection and a hard-to-find landing page. The Amazon model has long prioritized cheap prices, fast shipping, and strong ratings, which hasn’t always aligned with the needs of luxury brands.
Saks and Amazon Partnership
The partnership between Saks and Amazon is a significant one, with Saks merging with Neiman Marcus to create the Saks Global Group. Amazon’s role is that of an e-commerce partner, while Salesforce serves as a tech partner, working on generative artificial intelligence. The relaunch of Amazon Luxury Stores with Saks is a major development, especially as luxury e-commerce platforms are largely disrupted, limiting options for designer brands to sell online outside of their own websites.
Opportunities for Independent Brands
The Saks on Amazon storefront offers a new point of contact for independent brands, which have faced a rocky road in recent years due to disruptions in wholesale. While large luxury brands with significant sales networks may not be available on the platform, it could be a clever step for independent brands looking to reach new customers. As one designer noted, "We have all this extra inventory – we have to figure out how to move it best."
