In a significant shift in strategy, sportswear behemoth Nike will reportedly once again sell its products directly on Amazon in the United States. According to a report in CNBC, this marks the end of a six-year hiatus that began in 2019 when the sneaker giant ceased its wholesale relationship with the e-commerce platform. According to CNBC report, Nike's decision to pull its products from Amazon stemmed from a company-wide initiative to bolster its direct-to-consumer (DTC) channels and gain greater control over the brand experience. At the time, Nike joined a growing list of prominent brands, including popular shoemaker Birkenstock, in expressing concerns about the proliferation of counterfeit goods on Amazon's extensive third-party marketplace.
However, the landscape appears to have shifted. A Nike spokesperson, in a statement obtained by CNBC, reportedly indicated a renewed focus on reaching consumers across various shopping channels. "We are investing in our marketplace to bring more products and services to consumers wherever and however they choose to shop," the Nike spokesperson stated. "This includes expanding to new digital accounts, including Amazon in the U.S., new physical partners like Printemps, elevating retail experiences across the marketplace, and launching Nike’s AI powered conversational search to improve our online services."
Amazon also confirmed the development to CNBC via email, stating that it will "soon begin sourcing a much wider range of Nike products directly to expand our selection for U.S. customers."
What is changing with Nike coming to Amazon
Prior to this agreement, a limited selection of Nike merchandise was accessible on Amazon through independent third-party sellers. Notably, Nike was designated as a "Gated" brand on the platform, a measure implemented by Amazon to significantly restrict the sale of counterfeit and substandard items. Other prominent brands like Apple and L’Oreal also fall under this Gated category.
Acknowledging the impact on existing sellers, an Amazon spokesperson told CNBC, "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."
Why Nike coming to Amazon is a win for the etailer
This renewed partnership represents a significant victory for Amazon, which has been actively pursuing collaborations with more premium and high-end brands to enhance its platform's offerings. Amazon initially achieved success in the online apparel market by offering a broad spectrum of basic goods from well-known brands, alongside its own private labels. In recent years, the e-commerce giant has strategically moved towards the luxury sector, evidenced by the launch of online luxury fashion shops. Just last month, Amazon unveiled a dedicated storefront in partnership with Saks Fifth Avenue, showcasing a curated selection of luxury brands, including Dolce & Gabbana.
The return of Nike to Amazon's direct sales channel signals a potential shift in the dynamics of online retail, highlighting the continued importance of reaching a vast consumer base through major platforms while potentially indicating increased confidence in Amazon's measures to combat counterfeit products.
However, the landscape appears to have shifted. A Nike spokesperson, in a statement obtained by CNBC, reportedly indicated a renewed focus on reaching consumers across various shopping channels. "We are investing in our marketplace to bring more products and services to consumers wherever and however they choose to shop," the Nike spokesperson stated. "This includes expanding to new digital accounts, including Amazon in the U.S., new physical partners like Printemps, elevating retail experiences across the marketplace, and launching Nike’s AI powered conversational search to improve our online services."
Amazon also confirmed the development to CNBC via email, stating that it will "soon begin sourcing a much wider range of Nike products directly to expand our selection for U.S. customers."
What is changing with Nike coming to Amazon
Prior to this agreement, a limited selection of Nike merchandise was accessible on Amazon through independent third-party sellers. Notably, Nike was designated as a "Gated" brand on the platform, a measure implemented by Amazon to significantly restrict the sale of counterfeit and substandard items. Other prominent brands like Apple and L’Oreal also fall under this Gated category.
Acknowledging the impact on existing sellers, an Amazon spokesperson told CNBC, "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."
Why Nike coming to Amazon is a win for the etailer
This renewed partnership represents a significant victory for Amazon, which has been actively pursuing collaborations with more premium and high-end brands to enhance its platform's offerings. Amazon initially achieved success in the online apparel market by offering a broad spectrum of basic goods from well-known brands, alongside its own private labels. In recent years, the e-commerce giant has strategically moved towards the luxury sector, evidenced by the launch of online luxury fashion shops. Just last month, Amazon unveiled a dedicated storefront in partnership with Saks Fifth Avenue, showcasing a curated selection of luxury brands, including Dolce & Gabbana.
The return of Nike to Amazon's direct sales channel signals a potential shift in the dynamics of online retail, highlighting the continued importance of reaching a vast consumer base through major platforms while potentially indicating increased confidence in Amazon's measures to combat counterfeit products.
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