With the debut of Saks Fifth Avenue Amazon Store, sellers face intensifying brand gating on the platform.
Amazon sellers are being blocked from selling branded goods unless they submit huge invoices, making it harder for smaller sellers to compete.
At the same time, Amazon launched the Saks Fifth Avenue Amazon storefront, tapping into a luxury market expected to reach $392.4B globally by 2030. With brands like Dolce & Gabbana and Stella McCartney now sold directly through Amazon, the platform is clearly shifting focus to exclusive partnerships.
Sellers must adjust. Knowing how Amazon’s priorities are changing can help protect your business from brand gating and prepare you for what’s ahead.
Saks Fifth Avenue Amazon store, another luxury shopping option on the platform
Amazon has entered the luxury fashion arena with the debut of the ‘Saks on Amazon’ storefront. The model operates as a “store within a store,” with Saks Fifth Avenue curating and managing all merchandise and branding.
Saks retains control over inventory, pricing, fulfillment, and product selection, while Amazon provides the platform infrastructure.
Amazon’s role includes providing:
Access to its 300M+ customer base
Logistics and delivery support
Data insights and analytics
Customer service and returns management
The launch lineup includes top-tier fashion and beauty luxury brands such as:
Dolce & Gabbana
Stella McCartney
Balmain, Etro, and Erdem
Chantecaille and La Prairie
Both companies confirmed that additional high-end brands will roll out in the coming months. The storefront reflects a curated and highly controlled luxury environment, tailored to appeal to premium customers.
Statista"In 2018, 10.86 percent of respondents aged 18 to 29 years stated they shopped at Saks Fifth Avenue in the past 12 months."
Amazon reportedly acquired a minority stake in Saks Global in late 2023 or early 2024. This investment coincided with Saks Global’s acquisition of the Neiman Marcus Group, signaling a deeper financial alignment.
The Saks on Amazon collaboration is a mutual strategic move:
Amazon gains credibility, curated inventory, and access to a previously elusive segment
Saks accesses Amazon’s tech, logistics, and unmatched customer base to expand on digital e-commerce
Amid slowing growth in traditional luxury retail and pressure on profitability, both companies stand to benefit. For Amazon, the $1.4 trillion global luxury market is a lucrative long-term bet; for Saks, the partnership may ease financial strain while boosting digital relevance.
Online e-commerce store presentation
As Vogue Business reported, navigating the new Saks Fifth Avenue storefront on Amazon feels distinctly different from the typical Amazon.com experience. Though still within Amazon Luxury Stores, the presentation of fashion, makeup, and skincare brands like Stella McCartney and Balmain offers a unique feel.
While familiar Amazon elements like Prime shipping are present, key features are notably absent. Dynamic pricing is not used, and product pages are simplified, lacking customer reviews and the typical “customers also bought” suggestions.
The Saks logo is prominently displayed, and a sign-up offer exists, but traditional Amazon merchandising is minimal, creating a less interactive shopping environment.
International Journal of Business Management"Luxury retailers must craft a high-quality, aesthetically refined online experience to overcome consumer reservations and reflect the essence of luxury in the digital space."
A cultural shift or brand compromise?
As noted by Charlie Fiander on LinkedIn, this move blends prestige and speed, merging high fashion with everyday convenience.
Saks brings curation, heritage, and brand cachet.
Amazon offers reach, speed, and seamless logistics.
The collaboration tests whether luxury can maintain its allure when shipped in a standard Amazon box. In 2025, the value of luxury is as much about how it’s delivered as what it costs.
Saks is focused on experience, while Amazon prioritizes accessibility. As Fiander pointed out, the outcome could redefine what luxury really means in the digital age.
Amazon's luxury playbook: stricter brand gating, the price of entry?
EcommerceBytes reported that April 2025 brought increased difficulties for numerous Amazon sellers. The platform’s tightening of rules for selling branded products has created significant obstacles, especially for smaller businesses.
Impact on resellers and small businesses
New brand gating rules on Amazon requiring invoices for 100–400 units are hitting small sellers hard. Many say these volume requirements are unrealistic and unaffordable.
Retail and online arbitrage models are especially affected.
These sellers rely on smaller quantity sourcing from retail outlets—not wholesale distributors.
Because Amazon now rejects retail receipts, arbitrage sellers can’t meet the new ungating criteria. This effectively blocks them from selling gated brands on the platform.
The sudden shift also stranded inventory for sellers who bought under the old standards. They now face storage costs and possible losses from unsellable goods.
Amazon's strategy shift favors big brands
Sellers see this as part of a larger move by Amazon to favor large brands and authorized wholesalers. The stricter policies align with a controlled distribution model, especially common in luxury and high-risk product categories.
These changes make it harder for independent sellers to compete.
Amazon appears to be reshaping the marketplace to reflect the priorities of its big-brand partners.
Smaller resellers with limited capital or informal sourcing are effectively filtered out. The platform increasingly prioritizes sellers with verified supply chains and wholesale relationships.
Seller backlash and communication gaps
Frustration is growing among Amazon sellers over the lack of clear communication. Many were caught off guard by the abrupt implementation of the new gating standards.
Even experienced sellers with good Account Health Ratings found themselves suddenly re-gated. This has led to growing mistrust in AHR as a dependable performance measure.
Amazon has said little publicly beyond broad claims of protecting buyers and ensuring authenticity. Support reps cite “internal reasons” for gating decisions without offering details.
This ambiguity gives Amazon room to shift policies quickly, especially when catering to key partnerships like Saks Fifth Avenue. The policy rollout highlights the ongoing tension between seller access and brand control on the platform.
Brand gating on Amazon: Stricter access, higher stakes for sellers
Amazon brand gating, introduced in 2016, limits which sellers can offer select branded and designer products on the platform. The system protects brands from counterfeits and unauthorized resellers through the Brand Registry program.
Gating applies to brands and specific ASINs.
Sellers need Amazon’s approval before listing.
The “ungating” process is complex and documentation-heavy. Sellers must provide invoices dated within 90 days from authorized distributors and sometimes a brand authorization letter.
Invoices must be original, recent, and match the seller’s account info.
Retail receipts and liquidation sources are rejected.
Amazon’s goals include curbing counterfeit sales, protecting intellectual property, and ensuring product quality. The process also helps brands control distribution and meet regulatory standards in sensitive categories like supplements and groceries.
Amazon removes common marketplace tools like dynamic pricing and reviews for gated listings.
Gating is often implemented reactively, not by default.
For sellers, ungating demands a Professional Selling Account and solid account health—low defect and late shipment rates are a must. Any deviation can mean immediate rejection.
Performance metrics must be clean: ODR < 1%, LSR < 4%, PFCR < 2.5%.
Ungating starts in Seller Central when attempting to list a gated product.
Frequent application errors include illegible or incomplete invoices, insufficient quantities, or sourcing from unapproved channels. Submitting fake documents or violating IP rules can lead to severe penalties.
Violations can result in listing removals, suspensions, or permanent bans.
Amazon may destroy inventory or withhold funds in extreme cases.
The ungating system places a heavy burden on sellers to prove legitimacy. Newer or smaller sellers, especially those using arbitrage models, often find the process too difficult to navigate.
The system favors sellers with formal supply chain relationships.
Arbitrage sellers are usually excluded.
Sellers must proactively provide all necessary proof before they’re allowed to list gated items. Amazon sets the criteria but leaves it to sellers to meet the standard—often without full transparency.
Amazon acts as final gatekeeper, judging all documentation submitted.
The system reinforces a marketplace where control and compliance come first.
Advice for Sellers
Brand gating can impact not just sellers of branded and luxury goods, as explained in this video from our Amazon agency’s YouTube channel—here are some insights from the discussion that may also be valuable to any seller navigating Amazon’s growing compliance requirements.
Before placing a large inventory order, sellers should:
- Submit products for compliance testing first.
- Ensure all certifications and documents are in place (especially in gated categories).
