The move marks Nike’s first direct partnership with Amazon since 2019. This is because Sportswear Giant is navigating lower sales and rising costs.
Nike will resume sales of its products on Amazon’s US platform for the first time since 2019, the company confirmed.
The Sportswear giant, which ended its direct partnership with Amazon five years ago, said in its push to build its own consumer-friendly business, the new relationship is part of a broader effort to strengthen the presence of retail.
“Nike is investing in our marketplace to ensure that we offer our consumers the right products, the best service and tailored experiences everywhere and choose to shop,” the company said in a statement.
“This includes expanding to new digital accounts, including new physical partners such as Amazon in the US, Printemps, improved retail experiences across the market, and improved online services for launching Nike’s AI-powered conversational search.”
Amazon has confirmed the updated partnership, noting that Nike products are available through independent sellers on the platform, but the new agreement expands its selection through direct sourcing.
“While independent sellers have been listing Nike stocks in our stores for many years, Amazon will soon be procuring a wider range of Nike products directly and expanding its choice for its US customers,” an Amazon spokesperson said. “We value independent sellers and provide a long term period to the small number of sellers affected to sell through inventory of duplicate items.”
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In Nike’s pilot program on Amazon, announced in 2017, Amazon said it is working to stop selling counterfeit Nike products on its platform.
Sales through Nike-owned channels, including websites and physics stores, fell 12%. Digital revenue fell 15%, while retail sales fell 2%.
Profitability has also declined. Net income fell 32% to $800 million, while earnings per share fell 30% to 54 cents. The company cited increased discounts, increased input costs and increased inventory levels as factors that cut margins.
The Associated Press contributed to this report.
