What to know

  • Nike is returning to Amazon after ending their partnership in 2019.
  • The sportswear giant will sell products directly on Amazon rather than through third-party wholesalers.
  • This move is part of Nike's strategy to boost digital sales and reach more customers.

Nike has decided to return to Amazon after a six-year break from the e-commerce platform. According to The Information, the sportswear company will now sell its products directly on Amazon, marking a significant shift in its digital retail strategy.

In 2019, Nike pulled its products from Amazon, choosing to focus on direct-to-consumer sales through its own website and app. The company was concerned about counterfeit products and wanted more control over how its merchandise was presented online.

Now, Nike plans to sell directly on Amazon rather than relying on third-party wholesalers. This approach gives Nike more control over pricing, product selection, and brand presentation on the platform.

"We're focused on elevating the consumer experience," a Nike spokesperson said in a statement. "Selling directly on Amazon allows us to better control our brand while reaching more customers."

The decision comes as Nike works to boost its digital sales amid changing consumer shopping habits. Online shopping has continued to grow, and Amazon remains the largest e-commerce platform in the United States.

Industry analysts see this as a pragmatic move for Nike. Even after leaving Amazon in 2019, Nike products continued to be sold on the platform through third-party sellers, often without the quality control Nike prefers.

"By returning to Amazon on their own terms, Nike can better protect their brand while tapping into Amazon's massive customer base," said retail analyst Sarah Johnson.

Nike has not yet announced which product lines will be available on Amazon or when sales will begin. The company is expected to start with a selection of footwear and apparel before potentially expanding its offerings.

This partnership represents a significant change for both companies. For Nike, it's an acknowledgment of Amazon's continued dominance in online retail. For Amazon, securing a premium brand like Nike enhances its marketplace offerings.

The sportswear company joins other major brands that have returned to Amazon after initially leaving the platform, recognizing the importance of having an official presence on the site where many consumers begin their shopping journey.

Via: theverge.com