Gun City seems to have removed certain types of semi-automatic rifles from its online store.
Searches for certain kinds of firearms, such as .308 and .223-calibre semi-automatics turn up no results, and some hyperlinks from Google are now dead.
It is unclear when or why the firearms were taken off the website.
A phone call from RNZ News to Gun City's boss David Tipple was met with the response that: "we had an invasion of Nazi Germans and they forced us to give them all the guns".
Mr Tipple then hung up the phone.
RNZ News is working to clarify if the halt on sales will extend to its physical shops, but it is understood the firearms remain available for sale there for now.
Napier mayor Bill Dalton, meanwhile, said he could not oppose Gun City opening a new branch in Napier because it was a legitimate business.
The gun retailer sold four weapons and ammunition to accused mosque gunman Brenton Tarrant.
A new branch was planned for Ahuriri, near Pandora Pond after Napier City Council granted a consent for a new retail complex in July 2018.
Although he personally did not like guns, and thought semi-automatic guns should be banned, Gun City was a lawful business, Napier Mayor Bill Dalton said.
"They are a lawful business going about their lawful activity and we have no reason to oppose them.
"Gun City, or any other retailer that comes to Napier, that wants to comply and act within the law, is welcome," Mr Dalton said.