Nike returns to Amazon

After a six-year absence, Nike is returning to selling directly on the Amazon platform. At the same time, the company is also announcing price increases due to the new import duties.

Recapturing market share

In 2019, the trainer brand had decided to leave the online platform – after barely two years – and focus more strongly on direct, personal customer relationships. That decision was well received at the time: “Nike does not need Amazon”, was the general analysts’ consensus. They felt brand would be better able to guard its identity with a focus on its own distribution channels.

But now, the fashion company is retracing its steps: Nike reportedly wants to regain market share with younger consumers, who are buying online. Last year, the brand saw sales fall sharply and CEO Elliott Hill aims to turn things around. Sales partners that still sold Nike products on Amazon have been told that Nike will start doing business directly with the platform again, Reuters reports. 

At the same time, the brand announced price increases for some products. Nike imports trainers from China and Vietnam, countries affected by president Donald Trump’s import tariffs. Shoes costing more than 150 dollar will cost 10 dollar more expensive – with the exception of the Air Force 1 trainers. Cheaper products will not get more expensive, nor will children’s products.