Amazon's boutique sales model refers to providing limited choices through selected sellers and products to improve the quality and reputation of brands and products.

This sales model is mainly reflected in Amazon's Luxury Beauty, Fashion, Fine Art and Handmade categories.

It aims to provide users with high-end, high-quality products and after-sales services, as well as enhance brand awareness and credibility. Amazon's boutique model focuses on quality and credibility, and it has two main sales models:

The first is Amazon's self-operated sales, that is, Amazon directly purchases and sells these boutique products, which guarantees the quality and after-sales service of Amazon's self-operated products.

The second is sales by third-party sellers on Amazon. These sellers are brand and product sellers certified and audited by Amazon, which guarantees the quality and credibility of the products and strengthens the seller's reputation and brand influence.