The Premium Edit: Redefining Access To Luxury Fashion In India Through Curated Excellence

The Premium Edit collection on Amazon Fashion is a strategic response to the burgeoning demand for premium fashion products in India, reflecting a significant shift in consumer preferences towards high-quality, branded items. As online shopping continues to gain traction, this curated selection showcases over 650 handpicked international bringing in Indi-luxe brands across different sub categories known for their craftsmanship and superior design. By bridging the gap between global luxury offerings and local consumers, the Premium Edit not only democratises access to coveted products but also enhances the shopping experience through innovative features and a commitment to authenticity. 

ELLE: How do you define the key factors that make a product eligible for the Premium Edit collection on Amazon Fashion? 

Siddharth Bhagat : There has been a notable surge in the demand for premium fashion products across India in recent years. Moreover, the growing inclination towards online shopping has further catalyzed the demand for premium fashion items. Today’s consumers place significant value on the convenience offered by marketplaces such as Amazon, where they can access a diverse range of products, global fashion trends, benefit from swift delivery, hassle-free returns, and personalized recommendations—all under one online store.

 At Amazon Fashion, through an extensive portfolio of brands, trending styles, exclusive launches, and distinctive finds—all offered at great value—we aim to empower our customers to curate their unique styles effortlessly. Our Premium Edit is a curated showcase of authentic premium selections from over 650+ handpicked brands and to make the cut, the products must come from premium international or Indi-luxe brands known for their craftsmanship, superior design, and timeless collection.

 Furthermore, the focus on premium brands during events has precipitated a notable spike of over 45% YoY in premium segments. This underscores the growing affinity for premium offerings among our discerning consumers. As we continue to navigate the evolving landscape of the fashion industry, we remain dedicated to delivering unparalleled shopping experiences and staying at the forefront of trends, ensuring that our customers have access to the finest fashion offerings at their fingertips.

ELLE: With the growing demand for premium and luxury products in India, how is the Premium Edit helping bridge the gap between global brands and local consumers? 

SB: The Premium Edit addresses India’s growing aspiration for luxury products by democratizing access to global fashion and beauty, eliminating the need for overseas purchases, and offering authenticity, convenience, and faster delivery. By curating a diverse range of premium products, including luxury timepieces, premium luggage, designer apparel, international jewelry brands, footwear, and luxury beauty brands, we offer something for every discerning customer. Popular names such as Seiko, Mathey Tissot, Tommy Hilfiger, Guess, Swarovski, Satya Paul, and Laneige are just a few of the coveted brands available. Furthermore, we deliver to 100% of India’s serviceable pin codes and, we have strengthened the selection of items available for same-day and next-day delivery, where Prime customers can avail free Same-Day or One/Two-Day delivery of their favorite global products at select pin codes.

ELLE: Can you share some insights on how Amazon Fashion’s Premium Edit differentiates itself from other luxury and premium product platforms in the market, both in terms of product range and shopping experience? 

SB: The Premium Edit features classic premium brands that cater to diverse tastes while ensuring a seamless shopping journey with benefits like easy returns, and trusted customer service. We offer a curated selection under themes such as resort wear, metallic watches, classic sneakers, and more, making it easier for customers to explore and discover styles that suit their preferences. Additionally, we are committed to innovation and continuously invest in technologies to enhance the shopping experience. These include features such as virtual try-ons, brand-specific size charts, Style Snap (an image-based search tool),Skincare Analyzer, and ‘Wear it with’ suggestions for fashion inspiration. Furthermore, Amazon has been at the forefront of leveraging technology extensively for over 25+ years to improve customer experiences. We believe generative AI will revolutionize virtually all customer interactions as we know them. Over the past year, we have introduced several generative AI-powered capabilities on the Amazon.in marketplace to make shopping even easier and more convenient. One such is Rufus, an expert shopping assistant trained on Amazon’s product catalog and information from across the web, designed to answer customer questions, provide product comparisons, and make personalized recommendations.

ELLE: How do you see the Gen Z micro-trends affecting the e-commerce space? How is their contribution around The Premium Edit? Are the choices and trends of GenZ also affecting your curation for this edit?

SB: Gen Z's influence on e-commerce is immense, especially in shaping the micro-trends that define the landscape. Their preference for individuality, sustainability, and digital-first experiences is driving brands to adapt faster than ever. On Amazon Fashion, we see these micro-trends manifesting through a demand for bold, expressive choices — whether it’s Y2K fashion, statement sneakers, or clean beauty products. The Premium Edit, while rooted in offering classic, timeless pieces, resonates with Gen Z’s desire to curate unique personal styles. For example, Gen Z is big on retro and vintage vibes, styling classic pieces in their own unique way. At The Premium Edit, our curation reflects this blend of nostalgia and modernity, offering timeless classics that can be reinvented through Gen Z’s creative lens. Additionally, to cater specifically to this generation’s evolving preferences, we have a dedicated Gen Z store that highlights trending styles, bold choices, and products that resonate with their individuality and flair for self-expression.