Industry sources say the race is on among online retailers — and service providers such as Afterpay and Klarna — to become go-to platforms for brand discovery and storytelling. While these sites may be transactional, they are also places for customers to learn and engage with brands.  Luxury Stores underscores Amazon’s ambition to own a share of the “discovery experience,” online and to mine data it doesn’t currently have access to, and to cross-market to its Prime customers.

In Luxury Stores, de la Renta is offering pre-fall and fall collections, including rtw, handbags, jewelry, accessories and a new perfume. The new Mouret shop on Amazon carries selection of the designer’s pre-fall 2020 collection as well as a series of exclusives. The selection is being sold in limited quantities and offers classic pieces in step with Mouret’s commitment to a slower-paced fashion cycle, according to Mouret’s company.