After being absent for six years, Nike is set to resume direct sales of its products on Amazon, having opted out in 2019 to focus on its own sales channels. Alongside this return, the company plans to raise prices on a majority of its sneakers and apparel due to the recent tariffs imposed in the US.
Nike ceased its sales on Amazon just two years after launching, citing Amazon’s failure to effectively manage counterfeit products and unauthorized sellers as the primary reason. The brand also aimed to strengthen its own direct-to-consumer sales through the Nike app and its website, leading to a reduction in partnerships with other retailers at that time.
In the intervening years, Nike products have remained available on Amazon, but only through third-party sellers. According to The Information, these sellers have been notified that they must stop selling specific Nike items by July 19th.
“While independent sellers have had Nike inventory in our store for many years, Amazon will soon start directly sourcing a broader range of Nike products to enhance our selection for customers in the US,” Amazon representative Megan Lagesse told The Verge. “We appreciate independent sellers and are providing an extended period for the few affected sellers to sell through their existing stock.”
Nike’s direct sales strategy appeared successful during the COVID pandemic, as online shopping surged, but has faced challenges recently. In 2023, the company recommenced partnerships with retailers like Foot Locker and Macy’s, and new CEO Elliott Hill, who assumed the role in October 2024, has prioritized revitalizing Nike’s wholesale business in future plans.
According to CNBC, Nike is also planning to increase prices on many of its products starting June 1st, likely as a reaction to tariffs in the US. Prices for adult clothing and shoes above $100 are expected to rise by $2 to $10, though lower-priced items and children’s products will remain unchanged. Notably, Nike will keep the price of its $115 Air Force 1 shoe and some Jordan-branded apparel the same.
