Nike is making a significant shift in its e-commerce strategy by resuming direct sales on Amazon’s U.S. website, marking its first return to the platform since 2019. This move reflects Nike’s ongoing efforts to connect with customers more efficiently and strengthen its digital presence amid evolving retail dynamics.
Background: Nike’s Withdrawal and Marketplace Presence
Back in 2019, Nike decided to stop selling its products directly on Amazon, despite the online retail giant aggressively courting major brands. Since then, Nike’s footwear, apparel, and accessories remained available on Amazon, but only through independent sellers using the marketplace platform.
However, Nike’s indirect presence limited its control over the brand experience and product authenticity—a challenge Amazon has been working to address, especially concerning counterfeit goods.
Why the Return to Amazon Now?
Nike’s decision to reestablish a direct relationship with Amazon comes at a critical time. The company recently reported a 9% drop in third-quarter sales to $11.27 billion, including declines for both the Nike brand and Converse. In response, Nike is expanding its digital footprint to capture more consumer demand and offer a better, more consistent shopping experience.
In a recent statement, Nike emphasized its commitment to investing in marketplaces that deliver “the right products, best services, and tailored experiences to consumers wherever and however they choose to shop.” Alongside Amazon, Nike is also exploring partnerships with new physical retailers like the French luxury department store Printemps and leveraging AI-powered tools such as conversational search to enhance online shopping.
What Amazon Says
Amazon, in turn, is preparing to directly source a broader range of Nike products to expand its U.S. selection. The company acknowledged the role independent sellers have played in offering Nike products but indicated it will provide these sellers additional time to sell through overlapping inventory to ensure a smooth transition.
Industry and Market Response
Market analysts view Nike’s move positively. Randal Konik of Jefferies stated, “We like this move by Nike plain and simple. Amazon is the largest e-commerce platform, and the move further cements Nike’s brand ubiquity.” The announcement saw Nike’s shares rise over 2% in trading following the news.
Looking Ahead
Nike’s renewed partnership with Amazon highlights the brand’s adaptive strategy in a shifting retail landscape, where digital platforms and direct-to-consumer experiences are increasingly crucial. By taking greater control over its presence on Amazon, Nike aims to enhance brand integrity, reduce counterfeit risks, and offer seamless shopping to millions of consumers.
As the e-commerce marketplace continues to grow, Nike’s move may set a precedent for other premium brands balancing direct control with marketplace reach.
