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Why an e‑commerce strategy for luxury brands need Amazon luxury

How luxury and niche brands can be successful on Amazon

E-marketplaces have become crucial elements of the modern digital economy, evolving beyond simple online marketplaces.

“To stay competitive, brands must adapt by incorporating sustainable marketplace strategies into their broader channel strategies. COVID-19 accelerated the shift towards digitization, with 40 percent of consumers increasing their online shopping. Before the pandemic, marketplaces accounted for half of global online sales, totaling $2 trillion on the top 100 sites, with nearly 60 percent of them in the United States. These marketplaces, exemplified by Amazon, are transforming the way consumers shop, with over one in four apparel searches starting on Amazon”. – McKinsey & Company

Moving past friend or foe: How to win with E‑Marketplaces

E-marketplaces have evolved into complex ecosystems offering businesses global reach and operational efficiency. According to Statista, Amazon demonstrated its dominance by accounting for 37.8% of online sales in the USA in 2022, with $514 billion in revenue and 300 million users. This signifies significant growth from 2021 when Amazon had $469.8 billion in revenue and 151.9 million users.

Contrary to outdated perceptions, this report explores whether products on Amazon now accommodates niche and luxury fashion, accessories, and lifestyle products. It delves into the business case for selling on Amazon, examining potential earnings, entry costs, optimization, and ROI for niche and luxury products.

The Changing Face of E‑Marketplaces

Global online commerce has grown and adapted to the complexities of international, 24/7 sales. E-marketplaces have transformed into comprehensive platforms, covering inventory management, payments, logistics, and cloud services. They offer designers and creators the chance to use their extensive infrastructure for more than just selling products, enabling optimization of their entire online presence, including international warehousing, global payments, and logistics.

The COVID‑19 Catalyst

The COVID-19 pandemic accelerated the growth and transformation of e-marketplaces as lockdowns and social distancing pushed consumers to shop online out of necessity. This sped up a shift that was already underway due to cost savings and efficiency. The pandemic acted as a catalyst, making these changes irreversible and intensifying online competition. E-marketplaces, such as Amazon, have become crucial for businesses to efficiently reach customers without heavy investments or in-house expertise.

The Complexity of 2023 E‑Marketplaces

As e-marketplaces have grown more complex, advertising, marketing, and fulfillment processes have become intricate to cater to the discerning online audience. This report explores the world’s largest E-Marketplaces like Amazon and their dominance in the niche and luxury fashion industry, highlighting its recent progress in becoming a hub for high-end brands and unique fashion. It aims to comprehensively analyze how Amazon has achieved this position and its implications for businesses in the luxury industry.

Case Studies: How large brands grew up to work on Amazon

  1. New Republic (formerly Five Four Clothing) – After facing inventory challenges post-2008 recession, Five Four Clothing transitioned to an online model in 2012 and launched Menlo Club as an umbrella company. In 2019, they expanded to Amazon, replicating their web experience to maintain brand identity. Amazon quickly became a significant sales channel, accounting for 50% of their business within six months. They emphasized the importance of merchandising, pricing, and product planning on the platform, never going out of stock during events like Prime Day. Using FBA freed them to focus on brand building while Amazon handled logistics. Selling on Amazon enhanced customer trust in the New Republic brand and was a cornerstone of their business expansion.
  2. Hope & Henry – Inspired by sustainability, Hope & Henry launched as a “born-on-Amazon” brand in 2015. Amazon provided support in telling their story and optimizing their presence. Utilizing Fulfillment by Amazon (FBA) allowed them to scale rapidly without a dedicated distribution center. They used Amazon’s pay-per-click ads to enhance discoverability, especially during product launches. Collaborating with Amazon extended beyond e-commerce, leading to the opening of physical stores and participation in Amazon Prime Day. Their success extended to offline retail, setting an example of profitable, sustainable, and quality-focused practices in the industry.

Maximizing ROI on Amazon

Here’s a checklist for maximizing your return on investment (ROI) on Amazon.

  1. Get an Agency – When it comes to navigating the complexities of selling on Amazon, you have three options for professional expertise.
  2. Freelancers – Freelancers are a cost-effective choice, but finding reliable ones can be time-consuming and risky in terms of continuity if they leave or become unreachable.
  3. Build Your Own Team – Hiring in-house experts can be expensive and requires assembling a team with diverse skills. Selling on Amazon requires a diverse skill set encompassing strategy, marketing, advertising, analysis, and optimization. To handle these demands internally, you would need to assemble a small team with expertise in each of these areas.
  4. Work with a Specialist Agency – Specialized agencies, like, offer high-level expertise across various areas and provide continuity. This is often the most cost-effective option as the costs are spread across multiple clients. Agencies bring in-depth knowledge of Amazon’s ecosystem and can help optimize listings, manage ad campaigns, and navigate Amazon’s complexities, ultimately boosting sales and profitability on the platform.
  5. Exploit the Honeymoon Effect – New sellers on Amazon receive advantages during the “honeymoon period.” Capitalize on this by optimizing product listings, garnering positive reviews, and investing in advertising to ensure long-term account health.
  6. Do Proper Research – Thoroughly research your target niche, competitors, and customer demographics. Identify high-demand products with manageable competition and understand Amazon’s rules and regulations.
  7. Use Paid Advertising – Leverage Amazon Sponsored Products and Sponsored Brands to target specific keywords, increase product visibility, and drive traffic to your listings. Careful keyword research, budget allocation, and ongoing optimization are essential.
  8. Manage Amazon Seller Fees – Accurately calculate fees for services like packing, storage, and shipping. Utilize an FBA calculator, adhere to Amazon’s guidelines, and request reimbursements for discrepancies.
  9. Target the Right Audience with Advertising – Create effective Pay-Per-Click (PPC) campaigns by identifying your ideal customer demographics, crafting compelling ad content, and timing ad displays to align with your audience’s behavior.
  10. Optimize Product Listings – Design professional product listings with high-quality images, comparison charts, bullet points, and A+ content to engage customers and encourage conversions.
  11. Promote High-Performing Products – Focus advertising efforts on products that perform well and offer a healthy profit margin. Avoid allocating resources to low-performing products.
  12. Monitor All Aspects of Your Amazon Business – Continuously track inventory levels, marketing costs, SEO, listing optimization, and sourcing strategies. Adapt your approach as needed to maintain a positive ROI.

Manage Inventory

Effective inventory management is critical for success on Amazon, and there are several key aspects to consider.

  1. Amazon Inventory and Fulfillment Stats – Amazon has a vast network of global fulfillment centers that provide efficient storage and delivery options. Third-party vendors can utilize these centers, benefiting from Amazon’s logistics infrastructure.
  2. Inventory Management Systems – Inventory management systems help track products from procurement to shipment, aiding in decision-making. They assist in determining optimal inventory levels, reorder points, and identifying products to liquidate or remove. Amazon provides tools and reports through Seller Central for tracking inventory in their warehouses, with the choice of system depending on various factors.
  3. Excess Inventory and Amazon’s Role – Holding excess inventory can lead to increased storage costs and negatively impact ROI. Amazon offers an excess inventory calculation alert which many amazon sellers can use to avoid overstocking. This alert considers factors like supply, unit age, and return on investment to recommend strategies for managing excess inventory.
  4. Low Stock Levels and Demand Planning – Running out of stock can harm sales and brand reputation. Amazon provides tools like the Restock Tool, which uses machine learning to determine optimal inventory quantities and replenishment schedules. Demand planning analysis helps businesses establish the right inventory levels based on seasonality, sales history, and customer demand.
  5. Stranded or Dead Stock – Stranded inventory, which is sellable but not listed for sale, can tie up cash and storage space. Amazon’s Stranded Inventory Tool helps identify and address stranded and dead stock issues, preventing lost sales and storage costs.
  6. Spoilage and Inventory Tracking – Products with expiration dates, such as food or cosmetics, are at risk of spoilage if not managed properly. An inventory system can help track items with sell-by dates, enabling businesses to run promotions or discounts to avoid spoilage.
  7. High Storage Costs and Optimization – Optimizing storage space is essential to lower costs and prioritize fast-selling items. Amazon offers tools to track inventory, including what’s in stock, inventory aging, and optimum levels. Effective tracking prevents unnecessary storage fees and helps businesses make informed decisions about their inventory.

The Amazon Ecosystem and Its Impact on Niche Fashion Luxury Brands

The Amazon ecosystem presents a multifaceted landscape with significant implications for niche fashion luxury goods.
Amazon’s global ecommerce platform offers a vast customer base, enabling niche fashion luxury brands to reach a broad audience they might not access through traditional channels e.g., in-store.

  1. Fulfillment Excellence – Fulfillment by Amazon (FBA) provides logistical advantages, including efficient warehousing and shipping, enhancing the customer experience, and building brand trust.
  2. Advertising Opportunities – Amazon Advertising allows brands to run targeted campaigns, leveraging customer data to compete effectively and gain visibility among actively searching consumers.
  3. Shaping Consumer Expectations – The Amazon presence has set high standards for convenience, selection, and delivery speed, which niche brands can align with to gain a competitive edge.
  4. Setting Ecommerce Trends – Amazon’s innovative practices, like one-click purchasing and personalized recommendations, have influenced the industry, providing insights for niche fashion luxury brands to stay relevant.
  5. Transformation Potential – Entering the Amazon marketplace offers growth opportunities, access to diverse customers, and scalable infrastructure, with Amazon’s support for third-party sellers serving as a valuable resource.

Challenges and Solutions for Luxury Fashion Brands Selling on Amazon

Fashion brands selling on Amazon face several challenges. Read on to see how brands can combat this.

  1. Fierce Competition and Saturation – Amazon’s fashion market is highly competitive and saturated. Brands must conduct comprehensive market research, strategically position themselves, and leverage advanced data analysis tools to identify opportunities.
  2. Product Listing Optimization – Crafting compelling and search-optimized product listings is crucial. Brands can employ expert listing creation teams, conduct keyword research, and aim for enhanced visibility to attract and convert buyers.
  3. Negative Reviews and Reputation Management – Negative reviews can harm a seller’s reputation. Brands can implement reputation management strategies, engage with customers who leave negative reviews, and proactively solicit positive feedback.
  4. Fulfillment and Inventory Management – Efficient order fulfillment and inventory management are essential for customer satisfaction. Brands can use advanced inventory systems, streamline order processing, and optimize warehousing, often utilizing Amazon’s fulfillment services.
  5. Pricing and Profitability – Balancing competitive pricing with profitability is challenging. Brands can conduct market analysis, rely on data-driven pricing recommendations, and focus on sustainable growth to maintain profitability.

Key Strategies for Fashion Brands to Start Selling on Amazon

For fashion brands in the luxury sector and luxury retailers looking to excel on Amazon, several key strategies are essential.

  1. Enhance Product Listings – Crafting detailed and persuasive product listings with’s assistance ensures improved visibility, buyer trust, and higher conversion rates
  2. Increase Visibility – Leverage Amazon Advertising expertise from to create and manage PPC campaigns, enhancing product visibility and boosting sales
  3. Optimize Inventory Management – utilizes advanced systems and analytics to maintain the right inventory levels, reducing costs and improving seller performance
  4. Monitor Competitor Strategies – Conduct competitive analysis with to stay informed about market trends and refine your tactics for competitiveness
  5. Utilize Amazon Fulfillment Services – Employ Fulfillment by Amazon (FBA) guided by to streamline order fulfillment, enhance customer experience, and expand your customer base
  6. Optimize Pricing Strategy – Rely on data-driven pricing recommendations from to set competitive and profitable prices, ensuring sustainable growth
  7. Monitor and Respond to Customer Feedback – provides reputation management services to maintain a positive seller reputation through feedback monitoring and responsive customer service
  8. Stay Informed and Adapt – Continuous learning and staying updated on Amazon’s policies and trends, supported by, are vital for long-term success in the dynamic ecommerce landscape

The Future of E‑Marketplaces

The future of e-marketplaces is akin to an uncharted territory where conventional norms and practices no longer apply, much like the past being a foreign country. The ecommerce market possesses immense potential for aggregating suppliers and rapid scaling.’s tagline, “Marketplaces to the exponential power of E,” underscores this potential. Amazon’s dominant market share highlights the scale of ecommerce evolution. Adaptation to emerging trends is crucial in this ever-changing e-marketplace landscape, where selling on Amazon symbolizes quality and reliable delivery, making understanding and responding to shifts imperative for success.

The future of e‑marketplaces holds exciting changes driven by evolving trends.

  1. Leveraging Network Effects and Community Building – E-marketplaces emphasize the power of creating engaged online communities, where satisfied customers become brand advocates, driving customer acquisition and loyalty.
  2. Real-Time Data Analysis and Adaptation – Technology enables e-marketplaces to harness real-time data analysis, allowing rapid adaptation to changing market trends and consumer preferences, ensuring agility and responsiveness.
  3. Rise of Vertical Marketplaces – Specialized product demand is on the rise, leading to the prominence of vertical marketplaces that focus on specific product categories. These marketplaces offer personalized shopping experiences, enhancing customer satisfaction and loyalty.

E‑ is at the forefront of these trends, supporting businesses by facilitating community building, harnessing real-time data, and encouraging the development of innovative vertical marketplaces to meet evolving consumer demands.

About E‑ is a valuable resource for individuals, businesses, and organizations navigating the complex world of multi-channel commerce. They specialize in assisting retailers, wholesalers, brands, virtual events, digital transformation initiatives, and e-marketplace operators.

For retailers, offers expertise in developing multi-channel presences, optimizing delivery systems, and streamlining supply chains. Wholesalers benefit from guidance on establishing cost-effective sales channels in global markets. Brands looking to expand their marketing beyond websites and social media can collaborate with to enhance market reach and profitability. also provides solutions for businesses seeking digital transformation and assists e-marketplace operators in remaining competitive. Their skill set includes various aspects of branding, ecommerce, customer engagement, and technology integration. They help businesses assess multi-channel opportunities, ROI, and develop unique strategies through consultations and proposals.


In short, partnering with can be a game-changer for fashion businesses aiming to thrive in the evolving online commerce landscape. offers a comprehensive set of tools and support to help fashion brands navigate challenges and capitalize on digital marketplace opportunities.

From optimizing product listings to efficient inventory management and staying updated with ecommerce trends, they serve as a strategic partner for many brands in achieving online retail success. Businesses are encouraged to consider as their trusted ally for building a sustainable and competitive presence in the digital fashion market, unlocking their brand’s full potential.