Nike Returns to Amazon After Six-Year Hiatus: Strategic Shift and Price Increases Ahead
Nike’s Renewed Partnership with Amazon
After a six-year absence from Amazon’s marketplace, Nike is poised to reintroduce its products directly on the platform. This move marks a significant shift in strategy for the athletic giant, which previously halted sales on Amazon in 2019 to focus on its direct-to-consumer initiatives. The company had cited Amazon’s struggle with counterfeit and unlicensed merchandise as a primary reason for exiting the platform.
Challenges and Strategic Changes
During its absence, Nike products remained available on Amazon, but only through third-party sellers. Reports indicate that these sellers have received notice to cease selling certain Nike items by July 19. This change is part of a broader strategy by Nike to enhance its visibility and market share on Amazon.
Megan Lagesse, an Amazon spokesperson, commented on the impending changes, stating, “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.” The company aims to provide a wider variety of Nike items while allowing existing sellers time to liquidate overlapping stock.
Price Adjustments in Response to Tariffs
Alongside this reentry into Amazon, Nike is reportedly set to increase prices on a significant portion of its merchandise effective June 1. This decision primarily responds to newly implemented U.S. tariffs. Adult apparel and footwear priced over $100 will see price hikes ranging from $2 to $10. However, more affordable items and children’s products are expected to remain unaffected. Notably, the iconic $115 Air Force 1 and select Jordan-branded clothing will maintain their current pricing.
Shifts in Retail Strategy
Nike’s direct-to-consumer approach had yielded positive results during the COVID-19 pandemic, which saw a surge in online shopping. However, momentum has waned, prompting the company to re-establish partnerships with traditional retailers like Foot Locker and Macy’s. This pivot reflects a strategic emphasis by newly appointed CEO Elliott Hill, who assumed leadership in October 2024, to rejuvenate Nike’s wholesale business.
As Nike embarks on this renewed partnership with Amazon and implements pricing adjustments, the company continues to navigate the complexities of the evolving retail landscape while striving to enhance customer reach and product accessibility.
Keywords: Nike, Amazon, direct-to-consumer, pricing, tariffs, retail strategy, athletic apparel, e-commerce, online shopping
