Nike cuts ties with Amazon to focus on direct to consumer

Nike House of Innovation 4

Nike has ended its long-term pilot programme with Amazon, as it looks to focus more on selling direct to consumer.

The sportswear brand launched its pilot with Amazon in June 2017, offering an assortment of footwear and apparel directly to Amazon shoppers. However, Nike has now severed ties with the online marketplace to focus more on selling direct to customers, according to multiple reports in the US.

In a statement given to Bloomberg, Nike 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.”

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