Analysis: Where does its Nike split leave Amazon?

Nike

With the news that Nike has decided to stop selling its products on Amazon, Retail Week looks at what repercussions that decision will have – for both businesses and the wider sector.

Last Wednesday sportswear giant Nike confirmed it would be ending its two-year pilot with ecommerce monolith Amazon. Instead, the sportswear brand said it would be focusing more on selling direct to consumers.

It said: “As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail.

“We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading

Retail-Week.com provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • 3 free articles a month on Retail-Week.com
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.