Amazon unveiled its own luxury online stores on Tuesday, where stylists can present their creations directly to fashion fans, from all angles.
Initially, only subscribers to the group's Prime service in the United States will be able to access it, by invitation.
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The Oscar de la Renta brand is the first to present its 2020 collections there. Others will follow in the coming weeks, assures the group in a press release.
This isn't the first time that the e-commerce giant has attempted a foray into the world of luxury, but this time it seeks to create a new experience, with high-end homes and technologies allowing consumers to see creations from all points of view, in 360 degrees.
Brands will be able to control their own inventory, selection and prices.
Creations can be returned to sender, but only if they still bear the label and the packaging is intact.
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Jeff Bezos' company has seen its business surge since the start of the pandemic and the restrictive measures it has generated, with consumers pushing for online orders and home delivery.
But the crisis has also forced many stores to close down as several major fashion houses have given up participating in Fashion Week which is being held this week in New York.