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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