Saks on Amazon Turns Hamptons Glam Into a Shoppable Moment

Quick listen: How Saks and Amazon are reimagining luxury retail — in under 2 minutes.

What happens when Dwyane Wade and Gabrielle Union host the Hamptons’ most fashionable weekend?

Saks Fifth Avenue and Amazon Fashion launched their Saks on Amazon luxury storefront with a weekend-long celebration in East Hampton.

The activation featured curated designer presentations, exclusive shopping opportunities, and interactive brand experiences for attendees.

The basketball star and his wife headlined the festivities, each wearing pieces from the Saks on Amazon Luxury Stores collection.

Union opted for a floral Johanna Ortiz dress paired with a Stella McCartney handbag, while Wade chose a relaxed yet polished look.

Other notable attendees included Naomi Watts, Alexandra Daddario, Kate Love, designers Jason Wu and Stella McCartney.

The event also brought together influencers and media, presenting Saks on Amazon as a destination where high-end style meets convenient shopping.

Kristin Maa, Chief Marketing Officer of Saks Global, highlighted how the East Hampton celebration was designed to showcase both style and accessibility.

“For the first time, we’re bringing Saks on Amazon, with our distinctive luxury edit, to life.

This partnership and the activation-filled weekend ahead reflect how we're continuing to evolve the Saks on Amazon experience and enhancing discovery and access to our sought-after brand partners in new and engaging ways for customers.”

Guests explored a curated selection from labels including Dolce & Gabbana, Balmain, Etro, Stella McCartney, Erdem, Jason Wu Collection, and La Prairie.

All pieces were available for direct purchase through Amazon’s Luxury Stores, with Prime members enjoying free one-day delivery.

Trisha Gregory Morse, Chief Brand Officer of Luxury Stores at Amazon, saw the event as proof of luxury’s evolution online.

"We're thrilled to celebrate Saks on Amazon with wonderful brands and friends this weekend.

Saks on Amazon merges luxury fashion with unparalleled convenience of Luxury Stores at Amazon.

The events this weekend perfectly capture how Saks on Amazon is reimagining luxury retail—enabling seamless access to exceptional brands and innovating for today's shopper."

Hands-on styling, product spotlights, and instant buy options gave guests a first-hand look at how the two brands are positioning their partnership.

Fashion’s High-Stakes Partnership

While the gathering showcased elegance and exclusivity, the partnership also underscores significant strategic goals for both brands.

It follows Amazon’s entry into Saks ownership as part of the Saks–Neiman Marcus merger, a $2.7 billion deal partly supported by $2.2 billion in high-yield bonds issued last December.

In a May 2025 Forbes interview, CEO Marc Metrick has indicated the company maintains $350 million to $400 million in liquidity, though vendor repayments begin in July.

Market watchers suggest Amazon gains the most immediate benefit, adding further credibility to its luxury retail presence.

Retail analyst Warren Shoulberg told Forbes that Saks’ move reflects the changing reality of luxury shopping in the digital age:

"We know that customers is on Amazon and there’s no reason why they shouldn’t be able to buy luxury brands the same way they buy toothpaste and iphone cables.

And that’s the crux of it. Buying luxury fashion is nothing like buying toothpaste...

It’s a fact of life that just about anything and everything is being bought online and this gives Saks an opportunity to lead the way and stake out its territory on Amazon.”

Still, the absence of top-tier labels like Louis Vuitton, Gucci, Hermès, and Chanel shows the challenge of blending prestige with a mass-market sales platform.

For Saks, the Amazon storefront could open doors to new customers and sales channels.

It also reflects the company’s growing reliance on partnerships to ease financial pressures, a trend that could shape its future in luxury retail.

“Exclusivity and ecommerce aren’t opposites. They’re a new frontier. The challenge for luxury retailers is to design online channels that deliver convenience without turning prestige into commodity. The right CX — from seamless checkout to concierge-style digital assistance — can recreate the intimacy of a boutique in a digital environment,” said Caleb Bradley, Founder and CEO of Bighorn Web Solutions.

Our Take: Is This a Win for Brand or a Lifeline for Survival?

I see this less as a brand evolution and more as a survival strategy dressed in designer labels.

Saks is leaning heavily on Amazon’s infrastructure to extend reach, but that kind of exposure comes with a cost to luxury positioning.

As a business reporter, I’m watching how quickly convenience can erode exclusivity if not managed with precision.

This partnership is a bold move, but it’s also a signal that Saks is prioritizing liquidity over legacy.

If other brands follow suit, they’ll need a clear plan to preserve identity while chasing scale.

For another example of how brands are using celebrity appeal to create buzz, see how e.l.f. tapped Heidi N Closet and Matt Rife for its quirky “e.l.f.in’ o’ n’ schmarnes” campaign.

Events fade. Brand equity doesn’t. These teams help fashion brands build identity that lasts beyond a weekend activation.