Nike will begin selling on Amazon again, six years after it said goodbye to the platform, in a bid to revive slumping sales. Moving forward, Amazon will begin sourcing Nike products directly from the brand, and, as a result, is banning select third-party sellers from offering overlapping items, beginning on July 19th.
An Amazon spokesperson said:
“While independent sellers have listed some Nike inventory in our store for many years, Amazon will soon begin sourcing a much wider range of Nike products directly to expand our selection for U.S. customers. 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.”
Nike stopped selling on Amazon in 2019, two years after it began, following complaints that Amazon wasn’t doing enough to combat counterfeits and unauthorized sellers, which were part of Nike's conditions for selling on the marketplace.
The company then embarked on a failed experiment of focusing on selling D2C through its own stores and website, pulling back from major brick-and-mortar retail partners like Foot Locker in 2022.
At first, D2C sales spiked during the pandemic, however sales took a dive in the years that followed, leading to Nike replacing its CEO in October. The new CEO, Elliot Hill, has moved quickly to reset Nike, meeting personally with retailers the company had shunned under its previous leadership to bring Nike products to their stores.
So chances are you'll be seeing more Nike products in retailers near you — however expect a higher price tag. The company announced that it will raise prices on its footwear, apparel, and equipment this week as it braces for tariffs.