Gap finally turns to Amazon to expand sales

A collection for adults, teens, kids and babies from the iconic American brand as of Thursday is available via Amazon Fashion in the U.S. and Canada.
Link: Gap finally turns to Amazon to expand sales | Retail Dive

This is the symptom not the cause, but Gap seems to be circling the drain still. Reminds me of Kohl’s situation 2 years ago.

Is Gap irrelevant to consumers? Going to Amazon might not be purely based on sales but to clean up the channel. Agree with @rickwatson that this is similar to Kohl’s.

GAP approached us in Japan a couple years ago with plans to launch on Rakuten and Yahoo Shopping. They decided to sell directly through the platforms and established their Rakuten Fashion account. Their performance in some of their key categories on these Japanese channels, despite having them run by the marketplaces themselves, remains unimpressive. Their expansion onto Amazon US doesn’t surprise me albeit perplexing…


welcome @japan.ecommerce!

Yes welcome Daniel!!

Thank you both! Looking forward to good conversations!


In the UK, GAP has a concession (wholesale?) arrangement with Next.

That means GAP is more widely available in stores in the UK again (after shutting down their own stores) and online via Next website.

The Next website acts as a curated marketplace for a number of other brands, including Tesco supermarket’s F&F clothing brand; Tesco ditched their own website a few years ago. And I think target consumer in the UK would be happier buying from Next, especially as Next offers BOPIS from their retail shops for majority/all of products they show on website (marketplace orders can be consolidated through Next warehouse for BOPIS and to minimise parcels to customer, as long as they don’t want next day for the order; Next also offers stocked in fulfilment service for a curated list of SKU – FBN?)