NEW YORK, June 24 — Amazon has marked down a selection of Lacoste summer essentials by up to 59 percent as part of its Prime Day event, according to the retailer’s listings. The record shows one editor’s favorite item, a long-sleeve oxford shirt typically priced at $120, has been reduced to $57. That represents a discount of more than half off the regular price for the premium French-crocodile brand.
Sources familiar with the promotion confirmed the markdowns apply to a range of Lacoste summer staples. The sale is live now for Amazon Prime members.
The timing of the discounts, in late June, aligns with the traditional start of the summer shopping season. Lacoste, known for its tennis-inspired apparel and signature polo shirts, rarely offers discounts of this magnitude on its own website or through its own retail channels. On the timeline of the event, Amazon Prime Day has become a twice-annual sales event for the e-commerce giant, typically featuring deep discounts on electronics, home goods, and apparel.
The Lacoste markdowns are part of the broader promotion. One analyst tracking the event noted the $57 price point for the oxford shirt represents a significant departure from the brand’s usual pricing strategy.
Lacoste merchandise is generally positioned at a premium price point in department stores and its own boutiques. The filing from Amazon shows the discounts are available while supplies last. Prime members must be logged into their accounts to access the sale prices.
For shoppers looking to secure the deals, the window is limited. Prime Day promotions typically run for 48 hours, though Amazon has not specified the exact end time for these particular Lacoste markdowns. What to watch next: whether the Lacoste sale signals a broader trend of luxury and premium brands participating more aggressively in Amazon’s discount events, or whether this remains an isolated promotion tied to seasonal inventory management.
