For Saks, the Amazon storefront may help to address the debts incurred in its $2.65 billion acquisition of Neiman Marcus Group last year, Winder noted. Amazon was among the investors in that deal, so its emergence as a platform for Saks isn’t especially surprising.

But above all, Saks’ venture with Amazon opens the door for more customer traffic while also marking the evolution of luxury brands’ feelings about ecommerce.

While Saks.com has existed since 2000, many luxury brands have been slow converts to online retail. Dior, for example, didn’t dip its toe in until 2015, when it debuted an online pop-up shop with Bergdorf Goodman. Chanel refused to sell online until 2016, and Celine waited until 2017. As analysts have noted, it took the disappearance of walk-in customers during the COVID-19 pandemic to shock the high-end houses into fully investing in ecommerce.

“Historically, luxury brands wish to engage customers through brick-and-mortar channels so they can inspire shoppers…through best-in-class service,” Winder said. “However, as the need to target younger customers grows, Saks sees the opportunity to meet millennials and Gen Z where they shop.” 

What’s more, “Amazon’s AI agents help with the curation aspect and Amazon’s storefront and convenience has become so advanced, it can offer a new alternative sales channel for luxury customers,” he added.

For the record, luxury customers can still window shop the old fashioned way. The 12 windows on Fifth Avenue are currently promoting… Amazon.