Amazon could open in Europe in November its Luxury Stores channel dedicated to the sales of luxury brands, a segment that thanks to the pandemic has definitively integrated e-commerce into its sales strategies. Online has exploded also for luxury brands, recording a growth of 50% compared to 2019, for a value of 49 billion euros, with a share of total high-end sales up from 12% in 2019 at 23% in 2020 and 33% estimated in 2025. Luxury Stores launched a year ago in the US as an invitation-only platform for Prime members located within the Amazon app, was subsequently opened to a wider public in the Usa. Among the brands present in Amazon’s luxury online showcase in the United States stand out Oscar de la Renta (which marked the debut of the Luxury Stores project), Mark Cross, Christopher Kane, La Perla, Deveaux and Boglioli.