After years of absence, Nike returns to direct sales at Amazon

Nike returns to one of the largest sales platforms in the world after a break of several years. This decision can significantly affect the e-commerce market and strategies of other brands. It is also a signal that a giant of sportswear again redefines its approach to online sales.

As CNBC confirmed, Nike will resume selling its products directly on the American Amazon. This will take place for the first time for the first time since 2019.

Re-cooperation with the e-commerce giant

The sports footwear giant stopped six years ago wholesale sales on the platform belonging to Jeff Bezos, striving for greater control over customer purchasing experience and a more direct distribution model. At that time, Nike and several other brands, such as the popular footwear producer Birkenstock, broke off cooperation with Amazon because of growing features on fakes in the vast market for external sellers of this platform.

Nike spokesman informed in May 21 that the company invests in the development of its sales channel to offer more products and services to “consumers – anywhere and, however, they decide to shop”. He submitted in the statement:

“This includes, among others, expansion to new digital platforms, including Amazon in the USA, cooperation with new stationary partners, such as printps, development of retail experiences and implementation of a conversation search using artificial intelligence.”

Amazon informed CNBC that “he will soon start directly to obtain a much broader range of Nike products to expand the offer for customers in the USA.”

The first information about the agreement was given by The Information.

Nike returns on its own terms

Before concluding a new contract, a limited number of Nike products was available on Amazon through external sellers. But Nike was a brand “Gathed” (with limited access) – which means that sales were strictly regulated to prevent trade in fakes and low -quality products. Other brands with this status on Amazon include Apple and L'Oréal.

“We value independent sellers and provide them with an extended period to sell out products of products coinciding with the Nike offer,” added Amazon spokesman.

This agreement is the success of Jeff Bezos, which has been trying to attract the high -end brands on its platform for years. Amazon was initial in the sale of online clothing thanks to the wide range of everyday products from well -known brands and its own lines. In recent years, it has moved towards the premium segment, including Opening luxurious online boutiques. At the end of last month, the Seattle giant started together with Saks Fifth Avenue the sales platform of luxury brands such as Dolce & Gabbana.

Nike's return to Amazon can open a new chapter in relations between large brands and Marketplace platforms. This decision shows that even global giants must react flexibly to the changing expectations of consumers. It is also a sign that the fight for quality, control and range of sales on the web is still ongoing.

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