Strategy 10 big brands you can't get on Amazon (AMZN)

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Amazon sells a lot of things on its website — but it doesn't sell everything.

You won't find Louis Vuitton on Amazon.com — not sold directly, anyway. play

You won't find Louis Vuitton on Amazon.com — not sold directly, anyway.

(Facebook/Louis Vuitton)
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  • Amazon sells many brands with its millions of items it offers for sale on its site.
  • There are a few holdouts, however.
  • It's mostly clothing and luxury brands that are worried about the Amazon third party marketplace or perception.

Which brands sell — and which don't — on Amazon is not always easy to figure out.

The website and its third-party marketplace mixes everything together, so just becuase you can find a Chanel bag on Amazon.com, that doesn't mean it's Amazon selling it for the manufacture's suggested retail price.

Most luxury brand don't sell their goods on Amazon, despite a push by the retailer to move further into the luxury space. It experienced success in this space when it entered agreements with Michael Kors, Calvin Klein, and Kate Spade, according to Fortune.

Some brands have resisted. Many goods sold on Amazon with luxury brand names are just licensed goods, like watches and fragrances.

The CFO of luxury conglomerate LVMH said in 2016 there was "no way we can do business with them for the time being."

In an effort to court the brands, Amazon has stepped up the policing of its third party marketplace due to new agreements made with brands to clean up the site. Some brands enter into agreements to sell a portion of their product — say something small like perfume or socks — in exchange for this policing.

Other brands — particularly shoe and outerwear brands — have a relationship with Amazon's subsidiary, Zappos.com, but not with Amazon itself.

Here's a list of other brands you still can't find on Amazon. This list is by no means exhaustive, and there are likely many other big brands that don't offer their goods on Amazon. It is based on what brands have stated publicly coupled with a cursory search of Amazon.com based on knowledge of popular brands.

Know of another big brand that doesn't sell directly on Amazon? Notice an error on this list? Please email the author at dgreen@businessinsider.com

Birkenstock

Birkenstock play

Birkenstock

(Facebook/Birkenstock)

While Birkenstock used to sell on Amazon, the brand stopped at the end of the year. In a letter by the brand's US CEO David Kaha wrote to retail partners last year, he wrote:

The Amazon marketplace, which operates as an 'open market,' creates an environment where we experience unacceptable business practices which we believe jeopardize our brand. Policing this activity internally and in partnership with Amazon.com has proven impossible.



LVMH brands

LVMH brands play

LVMH brands

(Wikimedia Commons)

LVMH's steadfast refusal to sell on Amazon means it doesn't have any Louis Vuitton,



Rolex

Rolex play

Rolex

(Getty/Astrid Stawiarz)

Rolex, like all high-end watch brands, does not offer its products for sale on Amazon. Luxury watchmakers dole out their product very carefully only to a select number of dealers worldwide.



Vans

Vans play

Vans

(Pablo Cuadra/Getty Images)


Google

Google play

Google

(Hollis Johnson/Business Insider)

Google's tech products aren't offered for sale on Amazon, which makes sense. Google Assistant and Amazon's Alexa products are locked in a fierce competition to be the hub of smart homes.



Barbour

Barbour play

Barbour

(Barbour)


Patagonia

Patagonia play

Patagonia

(Patagonia)


Asics

Asics play

Asics

(Asics)


The North Face

The North Face play

The North Face

(The North Face Facebook)


Ralph Lauren

Ralph Lauren play

Ralph Lauren

(Mary Hanbury)