• by Sarah Mahoney , Staff Writer @mahoney_sarah, April 30, 2025

Saks and Amazon have launched a new storefront, hoping to solve problems that have long vexed both brands. Amazon’s trying to look luxe. Saks wants more digital muscle. Their new collaboration is a bet they can help each other.

The “Saks Arrives on Amazon” campaign introduces the concept with fashion-fantasy flair: A Balmain B Buzz handbag rolls up to a front door perched atop a miniature vintage car. Stella McCartney bags float down from the sky via umbrellas. Other items drift in by balloon or land on dinner plates in a pool. That editorial whimsy carries through to the storefront itself, which echoes the display windows of Saks Fifth Avenue's flagship. Customers can digitally “browse” curated vignettes, then add items to their cart with a click.

Offline, Saks is extending the concept with real-life window displays at its New York store, featuring products from the Amazon assortment.

But the experience on Amazon is strikingly minimal. Missing are some of the marketplace’s defining features: no dynamic pricing, no “Customers who liked this also…” suggestions, and -- most notably --no customer reviews. The companies haven’t explained these omissions in the campaign or press materials. But browsing the site suggests an editorial decision to preserve the clean aesthetic of luxury, free from algorithmic clutter and unpredictable user content.

“We’re excited to introduce a new shopping experience that gives Amazon customers the opportunity to discover a distinctive luxury assortment selected by the experts at Saks Fifth Avenue,” says Emily Essner, president and chief commercial officer at Saks Global. “This collaboration underscores Saks Fifth Avenue’s reputation as a leader in luxury curation, as well as our commitment to reinventing luxury shopping so that each customer’s experience is unmistakably their own.”

Initial featured brands include Dolce & Gabbana, Giambattista Valli, Erdem, Fear of God, Chantecaille, and La Prairie, with more expected to follow.

The launch comes as luxury retail faces fresh headwinds. Global personal luxury sales declined 2% in 2024, the first drop in more than 15 years, according to Bain & Co. Just a third of luxury brands tracked by Bain managed any growth at all, down from 65% in 2023 and 95% during the pandemic-fueled surge of 2021–2022. Rising operating costs and lower profitability have narrowed room for price increases, making ecommerce innovation more urgent.

The Amazon storefront marks a key step in Saks’ evolution. Last year’s $2.7 billion acquisition of Neiman Marcus and Bergdorf Goodman led to the formation of Saks Global, with plans to integrate its four retail banners, including Saks OFF Fifth, the company's off-price division, real estate footprint, and deep customer data into a more flexible luxury platform.

For Amazon, it’s another attempt to lure higher-end shoppers without alienating its mass-market base. This time, it’s letting Saks provide the taste level while it handles the back end.

“This collaboration with Saks furthers Amazon’s commitment to supporting the luxury industry and increasing our assortment for customers,” said Jenny Freshwater, vice president of Amazon Fashion, Fitness and Creators. The partnership, she adds, helps maintain “an elevated shopping experience that meets the varying tastes of our diverse customer base.”

Still, there’s a built-in tension here. Amazon has trained shoppers to expect frictionless efficiency, while luxury brands strive to offer escape, imagination, and personal connection. Whether the pairing feels inspired or incoherent may depend on how many shoppers are willing to trade reviews and recommendations for curation and calm.