When it comes to selling on Amazon, some brands have readily joined forces while others, especially luxury brands, have remained aloof. Both tactics have resulted in a tug-of-war as brands strive to safeguard ownership, authenticity, and their overall reputations. While all brands risk being diluted by third-party sellers, what makes one sector more susceptible to this phenomenon than others?

L2 identified that women’s watches and sunglasses were most at risk for unauthorized selling. Half of the bestseller status brands making up these sectors don’t even officially distribute on Amazon — a telling indicator of many luxury brands’ desire to retain exclusive control of their products, and not be clicked into the same cart containing Tupperware and dish soap.

Unfortunately, this does not stop third-party vendors from selling discounted or counterfeit versions of luxury brands’ products, gaining bestseller status while their original counterparts sulk on the sidelines. Because watches and sunglasses are generally more accessible areas of luxury than fashion items, a consumer hunting for the perfect pair of shades or timepiece is more likely to make the rounds on Amazon first than a shopper seeking a couture dress.

The choice to join Amazon may seem easy, but is not without its pitfalls. It’s not just brands that long to be cloaked in exclusivity, but consumers. At the same time, is the notion of exclusivity enough to conquer the appeal of convenience?

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