Some of the world’s largest prestige brands – LVMH, Hermès, and Chanel – have long had no-engagement policies with Amazon. But are these policies effective in keeping their products off the e-tailer? L2 research finds they are not. Estée Lauder, for example, does not distribute on Amazon. Yet, over 7,000 Estée Lauder products are available on the retailer and listed by third-party e-tailers.
In the past, Amazon has cleaned up these third-party listings for certain brands in exchange for becoming an official distributor. L’Oréal Group saw its gray market Vichy and La Roche-Posay listings decline after agreeing to become an official seller on Amazon’s Luxury Beauty store.