One of the most successful footwear brands in the world and the most successful e-commerce companies globally are ending their partnership. We are talking about Nike and Amazon who have decided to sever ties. The partnership between Nike and Amazon meant that Nike would sell its shoes and other products on the e-commerce platform. However, Nike has decided to terminate this partnership which means you won’t be able to buy Nike products from Amazon anymore.
Interestingly, the partnership between Nike and Amazon only lasted for two years which is the time period when you could have bought Nike shoes from Amazon. As Bloomberg earlier reported, Nike now says that it is looking to focuses on sales directly to its customers from websites, stores, and various apps. In a statement, Nike acknowledged the development saying that “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.”
One of the main reasons why this is done from Nike is due to the fact that it offers better margins for Nike on its sales and allows the company to control its image as well. On the other hand, Nike is looking to cut even more retailers that are carrying its shoes and clothing in a bid to cut down on margins even more. However, Nike is still maintaining its relationship with Foot Locker as it adds that the company will “continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”
One issue that Nike is always worried about is selling of its products by third-party sellers as well as its counterfeit products. A source familiar to the matter reports that Amazon promised Nike of cracking down on fake products but the company has failed to do so which might be the reason for Nike’s exit.