Amazon too friendly towards knock-offs? Amazon is having trouble attracting luxury brands to its gargantuan inventory because they’re afraid hosting their products on the e-commerce platform would dilute their value, the WSJ says (paywall). The retailer is viewed as too lenient with its authenticity assurance and policing measures. Swatch, for example, which owns high-end brands like Omega and Longines, pulled out of talks with Amazon this year when the issue of policing counterfeit brands came to the negotiating table. Amazon, however, is wary that too much policing could drive away third party distributors that use the website.

Meanwhile, Ikea is diversifying away from its classic store model to get in on the e-commerce action, according to the FT (paywall). Decreasing footfall is leading the furniture giant to take a step back from its sprawling suburban outlet model and use instead a major online retailer, such as Amazon or Alibaba, without specifying which. Ikea is also planning to add smaller, city-center stores to its sales arsenal.

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