????周二，電子商務網(wǎng)站亞馬遜（Amazon）宣布推出藝術品交易平臺Amazon Art。這個平臺和美國150家藝術品交易公司和畫廊建立了合作關系，目前可供交易的有4,500名藝術家創(chuàng)作的約4萬件藝術品。

????在Amazon Art上出售的一幅莫奈畫作標價145萬美元（894.65萬元人民幣，瀏覽者對它進行了犀利吐槽：“買家注意：這件作品用法文作為說明文字。沒有英文版。買它的人一個字也看不懂?！保┝硪环Z曼?洛克威爾的作品標價485萬美元（2,992.45萬元人民幣），是目前為止該平臺上最貴的一件藝術品。

????周三，《財富》（Fortune）雜志記者采訪了佳士得拍賣行（Christie's）首席執(zhí)行官史蒂芬?墨菲。要評價亞馬遜進入藝術品市場的意義，墨菲無疑是個特別合適的人選。

????墨菲于2010年進入佳士得，此前從事音樂和圖書發(fā)行工作——最初他在西蒙與舒斯特出版社（Simon & Schuster）工作，接著又在百代唱片（EMI Records）擔任總裁，最后的職務是Rodale出版社首席執(zhí)行官。因此，他親眼見證了這家電子商務巨擘給出版行業(yè)帶來的巨大沖擊。編輯后的采訪摘要如下：

亞馬遜的消息讓你感到擔心嗎？

????所有這些都讓我感到擔心！為了緩解焦慮，我都開始食療了。我為什么不應該認真對待亞馬遜涉足藝術品市場這件事呢？我都能聽見他們的卡車來拉貨的聲音了?。ㄐΓ┻@件事動靜很大……它打著亞馬遜這塊金字招牌。這項業(yè)務有個完美的名稱，而且規(guī)模巨大！不過我要告訴你，就像《綠野仙蹤》（the Wizard of Oz）里奧茲國的巫師所說：“我們有他們沒有的東西。”我們有的就是佳士得這個品牌。

以前也有人這么說過。雖然不完全相同，但圖書發(fā)行商、圖書銷售商和唱片公司都說過這樣的話，然而亞馬遜最終完全占據(jù)了他們的市場。

????對，沒錯，我同意你的說法。這是件大事，我們很擔心。這個問題很復雜，讓我說的超前一點：他們能在藝術品市場占據(jù)一大塊地盤。這毋庸置疑。但佳士得和那些圖書、音樂品牌之間有很大差異。說實在的，大家買埃里克?克萊普頓的唱片絕不是因為他和華納（Warner）簽了約。除了極少數(shù)的那么幾個品牌……

當然，的確，大多數(shù)人并不知道Knopf或FSG出版社……

????但《紐約客》（New Yorker）雜志的讀者可能知道。

對，但絕大多數(shù)人，還有亞馬遜的用戶都不知道。

????這種情況非常罕見。佳士得的價值和某些特許品牌經(jīng)歷了250年的積淀。亞馬遜為交易商建立了一個市場，其中一些交易商有很好的品牌。我的第一反應是：這對藝術品行當來說這實際上是件好事。鼓勵人們在網(wǎng)上購買藝術品對佳士得有利，因為我正在為佳士得建立網(wǎng)上平臺。我認為自己有可能親自抓住一些商機。我們的工作將是確保我們獨家擁有那些人們想買的藝術品。這個行業(yè)的實質(zhì)仍然是委托，而在這方面我們非常、非常在行。

????On Tuesday Amazon announced the launch of Amazon Art, a partnership with 150 U.S. dealers and galleries that currently features some 40,000 works from 4,500 artists.

????There's a Monet selling for $1.45 million (user reviews are appropriately snarky: "BUYER BEWARE: THIS ITEM IS IN FRENCH. There is no English version. I purchased this product and couldn't understand a word of it.") and a Norman Rockwell for $4.85 million, the most expensive piece on the site, so far.

????On Wednesday Fortune sat down with Christie's CEO Steven Murphy, who is especially well-suited to consider the magnitude of Amazon (AMZN) entering the fine art space.

????Before arriving at Christie's in 2010, Murphy worked in music and book publishing -- first at the publishing house Simon & Schuster, then as a president at EMI Records, and finally as the CEO of Rodale. So he's seen, firsthand, his industries hugely affected by the online retail Goliath. Edited excerpts follow:

Does this Amazon news worry you?

????All these things worry me! I'm on the anxiety diet over here. Why shouldn't I take Amazon going into the art business seriously? I can hear the trucks! [laughs] It's the big rumble ... it's like: AMAZON. It's perfectly well named. It's huge! But, I'll tell you, like the Wizard of Oz said, "We have something they haven't got." We have the Christie's brand.

There's a similar argument, which is not completely analogous, but it's something book publishers, and book sellers, and record companies have made before, and Amazon completely ate their lunch.

????No, no, no I agree with you. This is a major event, something to give us concern. This is a complex point, let me jump ahead: They can take a big chunk of the art world. That's a given. But there is a big difference between Christie's and brands in the books and music. Frankly, no one is buying Eric Clapton because he's on Warner. And except for very few but a couple publishing imprints ...

Sure, sure, most people don't know Knopf, or FSG ...

????But if you read the New Yorker, maybe.

Right, but the vast majority of people, folks on Amazon don't.

????It's very rare. Christie's does have 250 years of a value and certain imprimatur. Amazon is creating a marketplace for dealers, some of whom have a good brand. My first pass is: This is actually good for the art world. Encouraging people to buy art online is going to be good for Christie's, because I'm building an online platform for Christie's. I think I'll have an opportunity to grab some of the business myself. Our job will be to make sure we have the exclusive on the art that people are looking for. The name of this game is still consignments, and that is a game we are very, very good at.