amazon luxury brands

Our team has researched and reviewed these Amazon Luxury Brands to help you come up with a better decision. We’ve also put up a amazon luxury stores shopping guide with the features you can consider when buying amazon fashion.

amazon luxury stores

amazon luxury brands

9. Prada


Prada has a $4.781 billion brand valuation, but decreased by 1% year-over-year. It was No. 100 on the overall list of best global brands in 2019 across all industries.


8. Burberry

A customer walks in front of a Burberry store in central London July 15, 2008. REUTERS/Alessia Pierdomenico/File Photo
A customer walks in front of a Burberry store in central London 

Burberry has a $5.205 billion brand valuation and had a 4% growth rate. It was No. 96 on the overall list of best global brands in 2019 across all industries.


7. Tiffany & Co.

Tiffany & Co.

Tiffany & Co., ranked No. 94 this year in the overall list of global brands across all sectors, has a brand valuation of $5.335 billion but had a -5% growth rate when compared with its value in 2018, when it ranked No. 83 among all global brands.

6. Dior

A woman walks past a Dior shop in downtown Brussels, Belgium March 10, 2016.   REUTERS/Yves Herman
A woman walks past a Dior shop in downtown Brussels 

Dior, ranked No. 82 this year among global brands in all sectors, has a $6.045 billion brand valuation and saw a 16% growth rate. 

5. Cartier


Though Cartier dropped one spot in the overall ranking of all industries’ brands (from No. 67 in 2018 to No. 68 this year), the company’s growth didn’t decline. Cartier has a $8.192 billion brand valuation, with a 7% growth rate.

4. Gucci

gucci streetwear

Gucci (the 33rd most valuable global brand in all sectors) has a $15.949 billion brand valuation and saw 23% growth, making it the fastest growing luxury retailer. 

3. Hermès

Hermes boutique
An Hermes boutique opening on in Rome, Italy. 

Coming in at No. 28 on the overall list of global brands, Hermès has a $17.92 billion brand valuation, with 9% growth. 

2. Chanel

chanel bag

Chanel, No. 22 on the ranking of most valuable brands worldwide, has a $22.134 billion valuation, with 11% growth. 

1. Louis Vuitton

Louis Vuitton

Louis Vuitton has a $32.223 billion brand valuation, with 14% growth. This makes Louis Vuitton the most valuable luxury brand in the world; it was also the 17th most valuable brand worldwide across all sectors.

Successful Brands

Market Share by BrandOther brands19.0%Other brands19.0%Simple Joys by Carter’s1.5%Simple Joys by Carter’s1.5%Amazon Elements1.6%Amazon Elements1.6%Solimo1.8%Solimo1.8%Pinzon2.1%Pinzon2.1%Amazon Essentials4.7%Amazon Essentials4.7%Amazon Collection7.8%Amazon Collection7.8%AmazonBasics57.8%AmazonBasics57.8%

Amazon-owned Top 10 most successful private label brands are:

  • AmazonBasics – household goods, electronics
  • Amazon Collection – jewelry
  • Amazon Essentials – men’s and women’s clothing
  • Pinzon – bedding and towels
  • Solimo – household goods
  • Amazon Elements – vitamins and supplements
  • Simple Joys by Carter’s – children’s clothing
  • Goodthreads – men’s clothing
  • Daily Ritual – women’s clothing
  • Lark & Ro – women’s clothing

Together they account for 81% of all customer reviews and thus are assumed to contribute as much as 81% of the total sales by all Amazon private label brands. AmazonBasics alone is responsible for 57% of the total volume. The top three brands – AmazonBasics, Amazon Collection, and Amazon Essentials – contributed 70% of the total. Together with Amazon Elements, brands with “Amazon” in the name are bringing more than 72% of the total.

Amazon Top 3 Private Label Brands

All brands with “Amazon” in the name are performing well, while other brands, with unrecognizable and disposable names like 28 Palms, Common District, Leather Architect, or Obsidian, are not performing as well. The underlying idea behind these brand names and that most of them don’t mention the affiliation with Amazon is that customers shopping on the platform would ignore the brand name either way. Customers buy these products when they surface in search results with high ratings; customers are not meant to recognize their brand name.

“Consumers are used to seeing private label brands — or packer’s labels, or store brands, or house brands, or reanimated ghost brands — in stores even if we don’t quite understand what they are or where they come from. Some brands are labeled “for Target,” while others just don’t seem to exist anywhere else, and so we make our assumptions, or don’t think of them at all, and keep shopping. As is often the case with Amazon, what seem like strange or inexplicable new behaviors are often old retail strategies unfolding on the internet, quickly, and in plainer view.”

– John Herrman, The New York Times

Private label brands in brick-and-mortar stores, for example by Target, have an advantage over online-only brands. Brands on Amazon get lost in the chaos of over 500 million products, and the brands launched by Amazon, but without Amazon in the name do not have advantages compared to other private label brands.

“If I see a private label, like Target’s Goodfellow, physically in a store – especially if I see it next to a national brand, I know it’s real and I know that Target believes in it so much that they’ve brought it into this store and all their stores across the nation,”

– Matt Sargent, Senior Vice President of Retail at Magid. Interview by Daphne Howland, Retail Dive

Amazon private label brands

Search Traffic

70% of searches done on Amazon are for generic goods

Amazon customer’s behavior is shifted from a brand-driven world observed elsewhere to a needs-based decision process.

“About 70 percent of the word searches done on Amazon’s search browser are for generic goods. That means consumers are typing in “men’s underwear” or “running shoes” rather than asking, specifically, for Hanes or Nike.”

– Julie Creswell, The New York Times

Since search is the primary driver of purchases, Amazon and its competition on Amazon are optimizing for search discovery. The best example of which is AmazonBasics, the – unsurprisingly – most successful Amazon private label brand precisely because of this. AmazonBasics covers and offers an affordable product for a wide range of generic search terms.

5.4% of the top 1,000 search terms on Amazon result in a customer clicking on an AmazonBasics product as one of their first three choices. 3.6% of the top 10,000 search terms, 2.5% of the top 100,000 search terms, and only 1.7% of the top 500,000 search terms – 8,392 different search terms – result in a customer clicking on an AmazonBasics product.AmazonBasics Clicks Share for Most Searched Terms5.4%5.4%3.6%3.6%2.7%2.7%2.5%2.5%1.7%1.7%Top 1,000 Search TermsTop 10,000 Search TermsTop 50,000 Search TermsTop 100,000 Search TermsTop 500,000 Search Terms0%1%2%3%4%5%6%Top 10,000 Search Terms● AmazonBasics: 3.6%

Amazon’s other private label brands are not as prevalent in the search. Amazon Essentials gets clicked for 0.3% of the top 100,000 search terms, and Solimo gets clicked for 0.1% of the top search terms. Mama Bear, Solimo, and Pinzon get clicked 22, 10, and 5 of the top 100,000 search terms respectively.

Most of the top search terms do get dominated by private label brands, but often they are not owned by Amazon. For example, for the top 10 most searched terms only Amazon Basics appears. The rest are known brands like Apple or Levono, or one of the unknown private label brands. The top 3 most searched terms “wireless earbuds”, “bluetooth headphones”, and “headphones” send their clicks to brands most consumers wouldn’t recognize.

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