What Amazon Has to Say About Amazon Art – artmarketblog.com
The launch of the Amazon Art online art sales venture has been met with great excitement and high expectations. As one would expect the site has attracted plenty of high profile participants including Paddle8, Guy Hepner Gallery, Rudolf Budja Gallery, and Catherine Person Gallery, to name a few.
So far the project seems to have been a success although there are some concerns about the lack of guidance from art world professionals. To find out more about the venture the Art Market Blog got in touch with Amazon spokesman Erik Fairleigh and asked him a few questions.
What prompted Amazon to re-enter the art market after the joint venture with Sotheby’s?
At Amazon, we are always looking for ways to improve the shopping experience and increase the selection of items for customers. We’ve heard from our customers that they wanted to buy fine art online through Amazon, so we created a new art store where they can explore great works for art, purchase directly from prestigious galleries and dealers, and have the artwork delivered right to their doorstep. At launch, Amazon Art is one of the largest online collection of original and limited edition artwork for purchase direct from galleries and dealers.
What differentiates the new Amazon gallery from myriad of other online galleries?
We feel the differentiator is that the Amazon Art store connects fine art from prominent galleries directly to customers. Customers can explore fine art from galleries of all sizes, including establishments like Paddle8 in New York, Holden Luntz in Palm Beach, Modernbook in San Francisco, and Catherine Person Gallery in Seattle. Customers will find new pieces from up and coming artists, as well as historic artwork from Andy Warhol and Norman Rockwell.
With a broad range of price points, the store increases the accessibility to quality works of art, enabling any customer to become a collector. Amazon Art features easy-to-use discovery tools to help open the art world to customers and offers detailed information about the works of art. When customers shop on Amazon Art, they can narrow search results to meet their tastes by using filters such as subject, style, color, shape, price and gallery, and find favorite artists and discover new ones. Customers can learn about the work of art, the artist and additional artworks from the artist or gallery.
Considering the growing popularity of online art auctions, does Amazon plan to launch online art auctions to complement the gallery site?
We’re really excited about our current relationships with galleries and dealers, and plan to expand that model in the future. Artwork for sale on Amazon will be listed at a fixed price, rather than an auction-style format.
Given that many of the galleries who are selling on the new Amazon art site are very well known and already have a significant online presence, how will they benefit from selling on Amazon?
We think galleries and dealers will benefit from having access to more than 200 million active customers that shop on Amazon.
Who is your target market and how do you plan on attracting them to use the Amazon art site as opposed to other online galleries?
Amazon Art features a broad selection to suit any customer, from the experienced collector to a first-time art buyer. Customers seeking access to high quality, gallery selection can now explore a wide variety of fine art on Amazon. The Amazon Art store demystifies the world of art and allows every customer the chance to enjoy a gallery experience.
What does the future hold for the Amazon art site?
Stay tuned. We are always looking for ways to improve the shopping experience and increase the selection of items for customers. We look forward to adding more galleries and artwork in the days and weeks ahead.
**Nicholas Forrest is a Sydney/London based art market analyst, art consultant and writer. He is the founder of the Art Market Blog (artmarketblog.com) which offers independent commentaries as well as research and analysis on the current art market, and has recently been published in Fabrik magazine, Verve magazine, Visual Art Beat magazine, Australian Art Collector magazine, Art & Investment magazine and many others. Nic has made several radio appearances (both nationally and internationally) as an art market expert and has received press from the likes of the New York Times, Conde Nast Portfolio and Times of London.
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