Amazon has revolutionized the retail industry in the last 20 years, but its attempts to break into the luxury goods market have fallen flat. However, the online giant is now taking a new approach by acquiring a minority stake in retailer Neiman Marcus and partnering with its new owner, Saks Fifth Avenue. The recent $2.65 billion acquisition of Neiman Marcus by Saks and parent HBC, with Amazon as a minority investor, aims to leverage technology to future-proof these iconic luxury brands. By providing data and logistics support, Amazon hopes to offer more personalized options and improve customer experience. Despite facing resistance from major luxury brands in the past, Amazon's investment in Neiman Marcus shows a strategic move towards high-end retail. This partnership is expected to yield significant growth opportunities, with Amazon gaining access to a market expected to generate $10 billion in annual sales.