Retail Channels

Gap is opening a storefront on Amazon

The retailer is the latest name brand to start selling on the ecommerce marketplace.

person in white shirt and blue jeans walking inside GAP store
Like this, but on the internet. (Photo by lan deng on Unsplash)

Once, Amazon was seen as overtaking the mall. Now, the mall is coming to Amazon.

The latest sign came Thursday, as Gap announced that it will begin selling apparel through Amazon Fashion.

Gap said that it will have a dedicated brand store on Amazon. The available apparel will include “basic, modern essentials for the family,” the brand said, including hoodies, T-shirts, denim, socks, underwear and sleepwear for adults, teens, kids and baby. Additionally, babyGap-branded items will be available, including nursery furniture and baby gear like strollers, bassinets, cribs and more.

Customers will be able to shop items by searching for “Gap,” and they will be available for delivery through Amazon’s Prime service.

“Collaborating with Amazon Fashion provides us a new channel to deliver Gap’s modern American essentials to even more customers in the U.S. and Canada," said Mark Breitbard, President and CEO, Gap brand. “We are excited to take this step with Amazon Fashion, to expand our product offering and to deepen our connection with consumers through the Gap brand store.”

The move comes as Gap is among a number of retailers that are seeking to move inventory as a result of a pileup that happened due to supply chain issues. There has also been a pullback at the retailer. Parent company Gap Inc. cut 500 corporate jobs earlier this year, and saw the exit of company CEO Sonia Syngal and Old Navy CEO Nancy Green.

Gap marks the latest brand to open an Amazon storefront this year, following Victoria’s Secret beauty and Peloton. There has long been a debate among retailers about signing on with the ecommerce giant. On the one hand, it draws massive traffic, and consumers may be already searching for a brand's products on the site, anyway. On the other hand, Amazon owns of consumer data, as well as the wholesale structure through the 1P arrangement. However, Amazon has appeared to position itself as being friendlier to the mall-based retailers it once disrupted. One new Prime service is delivering items from retail stores to nearby customers.

“At Amazon Fashion, we continuously expand our product offerings for our customers,” said Muge Erdirik Dogan, President of Amazon Fashion. “We’re excited to make shopping for Gap products even more convenient for customers with fast, free Prime delivery.”

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