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What Amazon’s new luxury platform means for brands

Oscar de la Renta fashion show
Oscar de la Renta is the first luxury brand on the new Amazon platform. Image: Bigstock
Amazon has unveiled an exclusive new section in its mobile shopping app called Luxury Stores, where high-end fashion and beauty brands can showcase their latest collections in an “immersive” and “elevated” environment.  Launched on Tuesday, the new platform currently features just one luxury brand, Oscar de la Renta, which is offering ready-to-wear, handbags, jewellery, accessories and a new perfume from its Pre-Fall and Fall/Winter 2020 collections to a select group of Prime member