Nike comes back to Amazon following a six year absence

Nike is heading back to Amazon. The sneaker company will soon begin selling products directly through the platform, according to reporting by The Information. This hasn't happened since 2019, when Nike left Amazon to move toward a "more direct, personal" retail experience. That's not the only reason Nike abandoned the online retail giant after just two years on the platform. The shoe manufacturer partly blamed the decision on Amazon's inability to curb counterfeit goods and unlicensed sellers. Nike's direct-to-consumer pivot was working well, for a while. Sales spiked during the pandemic, as did all online shopping, but has gone downhill in the years since. CEO Elliott Hill, who started in October, has prioritized building back Nike's wholesale business. Nike products have been available on Amazon throughout these past six years, but in a roundabout way. Third-party sellers were allowed to hawk its wares, though Amazon is putting the kibosh on that. The Information reports that these merchants have been told that they have until July 19 to stop selling certain Nike items. So Nike shoes will soon be easier to buy online. That's the good news. The bad news is that they are likely to be more expensive. CNBC has reported that the company plans on raising prices on all of its products, which goes into effect on June 1.

May 23, 2025 - 23:30

Nike comes back to Amazon following a six year absence

Nike is heading back to Amazon. The sneaker company will soon begin selling products directly through the platform, according to reporting by The Information. This hasn't happened since 2019, when Nike left Amazon to move toward a "more direct, personal" retail experience.

That's not the only reason Nike abandoned the online retail giant after just two years on the platform. The shoe manufacturer partly blamed the decision on Amazon's inability to curb counterfeit goods and unlicensed sellers.

Nike's direct-to-consumer pivot was working well, for a while. Sales spiked during the pandemic, as did all online shopping, but has gone downhill in the years since. CEO Elliott Hill, who started in October, has prioritized building back Nike's wholesale business.

Nike products have been available on Amazon throughout these past six years, but in a roundabout way. Third-party sellers were allowed to hawk its wares, though Amazon is putting the kibosh on that. The Information reports that these merchants have been told that they have until July 19 to stop selling certain Nike items.

So Nike shoes will soon be easier to buy online. That's the good news. The bad news is that they are likely to be more expensive. CNBC has reported that the company plans on raising prices on all of its products, which goes into effect on June 1.