Today with many airports, especially non-U.S. airports, investing a lot on passenger experience at airports including duty free shops, I think it became in-flight duty free shop as not much of value to passengers. Have to admit, duty free shops at DFW is nothing to write home about...

I admit I cannot remember when was the last time I purchased duty free items on AA international flights. However, one of reasons I have not purchased in-flight duty free on AA flights was that items offered on in-flight duty free was no different than what airport duty free offered. I have seen Asian and European airlines with items exclusively for in-flight duty free sales. Looks like airlines do work with suppliers and vendors for exclusive items only available on in-flight duty free. If AA was willing to do stuff like that then there may be still be some demand for in-flight duty free onboard AA flights.