Amazon extends an olive branch to brick-and-mortar retailers

If you can’t beat them, join them. At least that’s what Amazon is hoping its brick-and-mortar competition will say as it extends an olive branch to retailers that could be beneficial for everyone involved. Amazon is currently in talks with several popular brands, such as Ralph Lauren and J. Crew, along with ten major retailers to start showing listings of their merchandise on Amazon.com. According to The Wall Street Journal, “Amazon wouldn’t sell the goods directly; the listings would be links to the retailers’ own sites.”

Amazon.com Inc. AMZN -0.87% is in talks to bring listings for J. Crew khakis, Ralph Lauren polo shirts and Lord & Taylor suits to its site, according to people familiar with the talks. The discussions, which seek to win over retailers that have largely shunned the online marketplace, involve about 10 well-known retailers, these people said, includingAbercrombie & Fitch Co. ANF +0.72% and Neiman Marcus Group Inc. Amazon wouldn’t sell the goods directly; the listings would be links to the retailers’ own sites. The arrangement would generate traffic for the retailers, while providing Amazon with more customer data and a new enticement for its Prime shipping program as it plans to raise rates.