Amazon Adds Martha Stewart Brand Store Amid Duel With Walmart

Amazon and Martha Stewart have launched a dedicated brand store dubbed “The World of Martha.”

The brand store includes a new collection of cookware, bedding and textiles — together with thousands of the Martha Stewart’s existing home and lifestyle products — as well as video content and recipes, according to a Wednesday (Feb. 15) press release.

“Amazon has been wonderful to collaborate with over the years, and it just makes sense that we would team up to expand the Martha Stewart brand and create a convenient destination filled with beautiful essentials for the whole home,” Stewart said in the release.

As this was written, Stewart was to launch the new collection Wednesday with a pre-recorded video on Amazon Live.

“Amazon is proud to be the one-stop shop for Martha Stewart essentials,” Amazon Home Vice President Mike Popchuk said in the release. “Creating an immersive brand store, while also adding a new selection of items to Martha’s World, is in line with our goal to continue both elevating the customer experience and expanding our product offerings.”

The launch of the store comes about six weeks after Stewart announced the upcoming launch of her first restaurant — The Bedford by Martha Stewart at Caesars Entertainment’s Paris Las Vegas — and hinted there would be more to come.

For Amazon, the debut of “The World of Martha” comes at a time when its Stores team — which helps firms build digital “brand homes” within Amazon as well as managing Amazon’s own brick-and-mortar operations — is among the businesses being impacted by the job cuts that are to top 18,000 companywide.

At the same time, rival omnichannel retailer Walmart has been adding new incentives to lure third-party merchants to sell on its Marketplace.

The company said Jan. 26 that it is providing a limited-time offer to new U.S.-based sellers that includes a commission rate reduction of up to 25% for 90 days when they launch on the marketplace and try several tools and services.

The offer is one of the latest salvoes in the duel between Amazon and Walmart as they each work to craft a competitive advantage for their expanding online platforms via their seller-focused marketplaces.

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