I’m a Luxury Fashion Executive—Here’s How I Utilize Amazon to Discover the Finest Holiday Presents.

      With over 20 years of experience in the luxury fashion industry, Trisha Gregory is skilled at selecting exceptional gifts for the holiday season, so I had plenty of questions for her. Typically, I don’t associate Amazon with luxury items (I usually order essentials like toothpaste or a USB cord I’m convinced I already own), but my conversation with Trisha shifted that perception instantly. She guided me on how she utilizes Amazon to find elevated, thoughtful gifts and explained why the platform's luxury selections are often underrated. I inquired about everything: her methods for discovering new brands on the site, the curation tools she values, and how Saks Fifth Avenue became involved. Her responses completely changed my viewpoint on holiday shopping on Amazon, and I've compiled her best insider advice below, along with an unmissable shopping list.

      How do you utilize the luxury section of Amazon to find pieces? The luxury section on Amazon features dedicated brand stores. When you search for your favorite designer brand, you're directed to its unique store filled with content and brand narratives. We cater to many customers, and if they intentionally visit luxury stores, we aim to immerse them in the brand experience. You can search by terms like black jackets, but if you want to know more about the brand, we prioritize sharing that story.

      How do you leverage the luxury aspect of the site to find gifts? Any insider tips? With Amazon Lens, you can take a picture of a similar item, and it could guide you or even locate the exact product. Additionally, we are developing conversational AI styling and gift-giving tools specific to luxury stores. For the gifting season, we will feature on-site merchandising and curated selections from our ambassadors and creators, which I’m excited to shop.

      For readers unfamiliar with Rufus, what prompts do you suggest, how do you use it, and what would you describe it as to someone who knows nothing about it? If you're in search of a specific price range or type of gift, Rufus can assist. I suggest including terms such as “luxury” or “fashion relevant” to better tailor the results. The more you provide, the more it considers your past purchases and browsing history, producing a response that's personalized for you.

      How did the collaboration with Saks develop, and how is Amazon working with other luxury retailers and brands? It was an intriguing partnership. We’ve collaborated with several mono brands to create storefronts. Discussions began with Saks to explore the possibility of establishing a multi-brand destination, akin to how a mall operates, with Saks at one end and mono brands leading to multi-brand retailers. Saks has joined us with over 50 brands, with each brand deciding whether to be included in the Saks assortment or to have a dedicated storefront where they control pricing, product selection, and content direction. It’s progressing quite well.

      What do you think catches people off guard about Amazon Luxury? The existence of it! We’ve focused significantly on making the program more discoverable this year. We've been operating this program for around five years, and while the brands have performed well and customers have appreciated the selection, we often hear questions like, “How do I find it? Where is it?” Now it’s personalized to users on Amazon, and you can typically locate it in the top navigation. With the Saks assortment recently launched, it’s become easier to find, and the enthusiastic response and notable conversion rates have given us confidence to continue promoting it on our homepage.

      What brands excite you the most to shop on the site right now? I like Area and Stella McCartney, and I'm a fan of Etro. I wore Etro this summer at our Hamptons event. I adore Silvia Tcherassi, especially her satin mini bags, perfect for the holidays. I also really like Aquazzura shoes.

      Are there any particularly great gifts from the luxury market you're planning to give this year? Yes. I’ve been really enamored with the Noble Panacea mask. You can wear it while you sleep, making it very convenient. It’s a perfect splurge gift for a friend, sister, or mother, given my positive experience with it. I also appreciate some of the jewelry we have—Oscar de la Renta pieces can really elevate an outfit and are delightful to receive, even if they aren’t usually self-purchased.

      What advice would you give to someone aiming to give a thoughtful and meaningful gift, whether from the luxury side or from other sections of Amazon? Amazon has such a wide range of options. It’s essential to understand the recipient's tastes and preferences, and providing that information, along with your budget, to Rufus can lead to excellent suggestions. Whenever I gift something from luxury stores, whether to a friend or my daughter's teacher, they’re often surprised that it came from Amazon and that it arrives beautifully wrapped. This aspect adds a unique touch to the gift-giving experience, encouraging you to think outside the box regarding where to find gifts.

      I didn’t realize unique packaging was