Luxury Intelligence

Control is shifting from software to infrastructure: the biggest AI and ecommerce players are locking in their power by owning the pipes, not just the platforms. Amazon’s $13 billion AI infrastructure bet in India is not just about capacity, it is about shaping who gets to build and sell on their rails. OpenAI and Anthropic are restricting access to their newest models, only allowing Trump-approved customers or US organizations, while Google is cutting Play Store fees and opening payments to keep developers from fleeing.

These moves are not isolated. Flipkart, with Walmart’s backing, is racing Amazon in India by building over 1,000 micro-fulfillment centers, embedding itself deeper into supply chains. Meanwhile, blue diamonds are smashing auction records, and Exemplar Luxury Group is rebranding to set higher partnership standards. The strongest objection is that decentralizing payments, like Google’s move, will loosen control, but the real power is shifting to whoever owns the infrastructure and sets the access rules.

For luxury and jewellery operators, the lesson is clear: do not assume open access or stable partnerships with tech giants. If your ecommerce, marketing, or customer data relies on Amazon, Google, or OpenAI, audit your dependencies and negotiate for infrastructure-level access or redundancy. In the next quarter, build direct channels and prepare for sudden rule changes.