Huffington Magazine Issue 63 | Page 67

AMAZON.COM Exit after its launch. Cowen points out that art valuation is temperamental. Simply appearing on Amazon could theoretically devalue a work. He imagines a painting sold at $10,000 in “the right NYC gallery” not going for more than $2,000 on eBay. Amazon, he predicts, will cast a similar pall, making its best bet simulacra: “posters, lower quality lithographs, and screen prints, not fine art per se.” But that scenario accounts only for wealthy buyers with access. What about someone like Wiest, a short-term collector who can’t get to that brick-and-mortar gallery? She says she isn’t bothered by an Amazon tag devaluing a piece, provided she loves it. And ultimately, it may not make a difference to Amazon’s model whether or not millionaires click Add To Cart, so long as Wiest and her cohorts do. Lori Paige, vice president of marketing at M.S. Rau Antiques, the New Orleans-based proprietor of the $4.85 million Rockwell, told HuffPost that her shop actually expects its painting won’t sell on Amazon. It’s more of a “branding tool,” Paige explains. “Amazon was really excited about saying they had a Rockwell on their site. But it’s obvi- CULTURE HUFFINGTON 08.25.13 Andy Warhol’s Hamburger Michel. Price: $1.45 million. [It’s more of a] branding tool. Amazon was really excited about saying they had a Rockwell on their site. But it’s obviously not an impulse purchase.” ously not an impulse purchase.” Think of the Rockwell as window dressing, rather than a genuine product. Even if it were to sell, Paige says the buyer would likely contact M.S. Rau to transact directly and avoid paying a lump sum online. Even millionaires have credit card limits, she points out. Of course, Paige is quick to add, “Amazon probably wouldn’t like that.” If a buyer were to bypass the middleman and go directly to the source, Amazon