Gap to Use Amazon for Sales and Delivery

Aiming to establish a new way to reach potential customers, Gap has created a store on Amazon. 

Launched with Amazon Fashion in the United States and Canada, the store includes Gap-branded apparel for adults, teens, kids and babies, as well as babyGap-branded nursery furniture and baby gear, Gap said Thursday (Nov. 10) in a press release. 

“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,” Mark Breitbard, president and CEO of Gap, said in the release. “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.” 

Fashion brands have seen pluses and minuses in partnering with Amazon, the Wall Street Journal reported Thursday (Nov. 10). 

While a partnership like this gives brands access to the shoppers on the giant eCommerce site, it also requires them to give their customer information to Amazon, pay fees to the online retailer and possibly lose shoppers who might have visited the brand’s own stores, according to the report. 

For its part, Amazon has had mixed results in trying to lure fashion brands to enter into such partnerships, the report said. 

With the launch of the Gap store on Amazon, shoppers can find the products in Gap’s dedicated brand store on Amazon or by searching for “Gap” in the Amazon search bar. Gap products they purchase on the site will come with Prime delivery. 

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