Nike said it will stop selling its sportswear and shoes directly on Amazon; after the brand “struggled to control the Amazon marketplace,” according to Bloomberg. Under a pilot program started in 2017, Nike had acted as a wholesaler to the site; hoping to discourage online buyers from purchasing from third-party merchants. Many brands are skeptical of selling their products on Amazon due to unauthorized sellers touting cheaper prices; which can reduce the value of popular labels. The move comes as part of the athletic giant’s retail overhaul under new chief John Donahoe, formerly of eBay.
Remember a couple of years ago when amazon and ni-ke launched a deal where ni-ke would.sell products wholesale to Amazon and get better control of its brand on the site? Well, sounds like it didn’t go so well and ni-ke is splitting up with the online shopping giant. Does this have implications for other brands? Or is Nike unique in that it can be selective about where its products are sold and customers will find them?
After selling some of its clothes and shoes to Amazon since 2017, Nike says it’s severing those ties and will focus on selling more directly to consumers. Amazon has been trying to become a bigger name in fashion by courting brands like Nike, Calvin Klein, J Crew and Chico’s to sell there. This raises the question, will other brands follow Nike’s leave? Have you bought something by Nike on Amazon?
“Nike executives were unhappy with how unauthorized sellers continued to be widely available on Amazon, according to people familiar with the matter.”
This just shows there’s no protection, no idea what Brand registry does. Glad to see Ni-ke is making a change & maybe Amazon will change things in the future.
But, do you like this move? Also, do write us in comments below.