While Amazon is well established within the prestige segment, the net giant sees an extra opportunity to grow. In the course of the WWD Beauty CEO Summit, Melis del Rey, Amazon general manager of U.S. stores, beauty, baby and sweetness technology, said the corporate is taking its Premium Beauty business to the subsequent level via brand partnerships.

Del Rey also said the corporate has been increase the category to present customers a luxury experience through beauty technology.

In a conversation with Jenny B. High quality, executive editor, beauty, of WWD and Beauty Inc, del Rey said with over 20 years of beauty experience, she is leading the charge to make Amazon Premium Beauty an industry leader and throughout the beauty tech domain. Amazon currently sees about 100 million unique beauty shoppers a month and holds 12 percent of the prestige beauty market share. Del Rey said the pandemic accelerated consumer interest within the category — especially with their extremely loyal customer base.

On the technology side, del Rey said the most important objectives are focused on three things. “One is reinventing immersive technologies. We provide virtual try-ons and skin diagnostics, which we wish to take to the subsequent level. Secondly, it’s all about personalization. Without personalization, beauty experiences usually are not fully utilized. Lastly, we wish to raise our experiences. It’s necessary for Amazon to acknowledge the importance of premium shopping and what which means for our customers and our brand partners,” she said. For instance, she showed the brand shop for Lancôme, which recently launched on the platform.

Del Rey told the audience that Amazon goals to encourage customers with unique experiences and, through AR and VR technology, has provided a crucial way for patrons to buy online and a method to do product evaluations. The corporate desires to “enable not only inspiration, and it’s a way for us to offer unlimited products that we provide,” said del Rey. “Whether it’s on a regular basis beauty or its consumer beauty, we’re committed to that mission.”