According to reports, Nike will resume selling its products directly to Amazon in the U.S. for the first time since 2019. The sneaker giant ceased wholesale sales on Amazon six years ago to enhance direct distribution to customers and gain more control over the shopping experience. 

Nike and various brands, including the well-known shoemaker Birkenstock, severed connections with Amazon because of increasing worries about counterfeit goods in the company's extensive third-party marketplace.

The company is putting funds into its marketplace to offer more products and services to consumers, no matter where or how they prefer to shop.

This encompasses the growth into new digital platforms, such as Amazon in the U.S., new physical relationships like Printemps, enhancing retail experiences throughout the marketplace, and introducing Nike's AI-powered conversational search to enhance our online services.

Amazon iwill soon start acquiring a broader variety of Nike products directly to enhance its offerings for U.S. customers.

 

Before the agreement, only a small range of Nike products could be found on Amazon through third-party vendors. However, Nike was a restricted brand on Amazon, indicating it was closely controlled to avoid counterfeit and subpar products. Apple and L'Oreal are included among other restricted brands on Amazon.

They appreciate independent sellers, and they are offering an extended timeframe for the limited number of sellers impacted to sell their remaining stock of overlapping products.

 

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The agreement signifies a victory for Amazon, which has aimed to draw in more luxury brands to its platform. Amazon achieved initial success in online clothing by offering a diverse selection of essentials from well-known brands and its private labels. In recent times, it has elevated its status by launching online luxury fashion stores. Last month, Amazon introduced a storefront in collaboration with Saks Fifth Avenue, showcasing a selection of luxury brands such as Dolce & Gabbana.