Nike has confirmed that it will resume selling its products directly on Amazon in the U.S., ending a six-year break that began in 2019. This move reverses Nike’s previous strategy of cutting wholesale ties with Amazon to gain more control over its customer experience and reduce the risk of counterfeit sales. The decision marks a significant shift in Nike’s distribution strategy, aligning with its goal of reaching customers wherever they choose to shop.
Nike Shifts Strategy, Embracing Marketplaces While Combating Counterfeits and Enhancing Digital Experience
Nike’s initial departure from Amazon was driven by growing concerns over counterfeit goods and unauthorized resellers on the platform’s vast third-party marketplace. Other premium brands like Birkenstock also cut ties with Amazon around the same time for similar reasons. At that time, Nike chose to focus on its own direct-to-consumer channels to maintain quality control and brand integrity.
Nike Returns to Amazon, Reversing 2019 Exit to Expand Reach and Fight CounterfeitsA Nike spokesperson explained that the company is now expanding its marketplace presence to offer more products and services across both digital and physical platforms. This includes the relaunch on Amazon, partnerships with physical retailers like Printemps, and enhanced retail experiences. Additionally, Nike is introducing AI-powered tools such as conversational search to improve the customer experience on its own digital platforms.
Amazon Expands Nike Offerings, Strengthens Push Into Premium and Luxury Fashion Market
Amazon, for its part, stated that it will soon offer a wider range of Nike products sourced directly from the brand. Previously, Nike items were sold in a limited capacity through third-party sellers under a “gated” status to prevent counterfeits. Amazon emphasized its support for independent sellers and will give them time to sell remaining overlapping inventory.
The renewed partnership is a strategic win for Amazon, which has been working to attract more high-end and premium brands. The e-commerce giant has already ventured into the luxury market, recently launching a curated storefront with Saks Fifth Avenue. Adding Nike back into its direct offerings enhances Amazon’s portfolio and positions it more competitively in the fashion and athletic wear space.
