Amazon Launches ‘Luxury Stores,’ Crest Reinvents Teeth Whitening, Monat Wellness; News In Brief

  
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Brands starting with Oscar de la Renta are curating and customizing their own Amazon storerooms with the e-commerce giant’s new luxury products platform. More news in brief.

Las Vegas - Circa July 2017: Amazon.com Fulfillment Center. Amazon is the Largest Internet-Based Retailer in the United States II

Amazon.com, Inc. says its new store-within-a-store platform, Amazon Luxury, will enable established and emerging luxury fashion and beauty brands to showcase their offerings for customers increasingly seeking access to high-end items. Participating brands will control their inventory, selection and pricing while leveraging Amazon’s merchandising tools to customize content in their unique voices, the online mega-retailer says. “By seamlessly tying content and commerce together, both fashion and beauty brands can engage and entertain customers through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics,” according to the 15 September release. Amazon Luxury can be shopped by invite only, with selected Amazon Prime customers first in line. The platform is kicking off with Oscar de la Renta pre-fall and fall/winter 2020 collections, including a new perfume.

Procter & Gamble, Co. is calling new Crest Whitening Emulsions the brand’s biggest innovation since its 3DWhitestrips created the at-home...

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