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Op-Ed | Let Temu Keep the Cheap Stuff. Amazon Should Go Luxe.

Amazon will struggle to beat Temu and Shein at their own game, and in the process, it risks devaluing what has become its core proposition: convenience.
Amazon.com website.
It is unlikely that Amazon can outperform LVMH but there may be potential to make inroads with other high-end players, given recent turmoil in online luxury fashion. (Shutterstock)

Over the past two weeks, Amazon has sought to make inroads in the selling of both bling and bargains. Only one move is wise. It has a better chance of competing with Tiffany & Co. than Temu.

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