Why Nike left Amazon
Nike had quit Amazon amid mounting concerns over fake and unauthorised goods being sold by third-party vendors on Amazon. The brand, along with others such as Birkenstock, distanced itself from the platform’s sprawling third-party marketplace, citing the difficulty of maintaining quality control and protecting intellectual property. Nike also sought to strengthen its own retail channels and tighten its grip on customer engagement.Now, Nike appears ready to re-enter the marketplace, this time on its own terms.
“This includes expanding to new digital accounts, including Amazon in the US, new physical partners like Printemps, elevating retail experiences across the marketplace, and launching Nike’s AI powered conversational search to improve our online services,” a Nike spokesperson said in a statement.
Amazon told CNBC in an email that it will “soon begin sourcing a much wider range of Nike products directly to expand our selection for US customers”.
Discover the stories of your interest
Until now, Nike products on Amazon were mostly available through tightly controlled third-party sellers. Nike remained a ‘gated’ brand on the platform, a designation meant to curb counterfeit listings and protect product quality.
“We value independent sellers, and we’re providing an extended period of time for the small number of sellers affected to sell through their inventory of overlapping items,” an Amazon spokesperson added.
The ecommerce giant, once known for offering everyday basics, has been actively courting premium and luxury brands in recent years to bolster its fashion credentials.
Nike’s return reflects a growing willingness among big brands to revisit large platforms as consumer shopping habits shift.
