Maintaining exclusivity: the nuanced reality behind Amazon’s reported ‘luxury problem’

This week the Wall Street Journal reported that luxury brands are demanding a firmer commitment from Amazon to police counterfeits on the platform, with talks between the e-commerce giant and Swatch breaking down over Amazon's unwillingness to do more. While the call for increased brand protection mechanisms is persistent, for some luxury brands the decision not to utilise the platform is a wider strategic one, rather than specifically tied to anti-counterfeiting programmes.

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