After a six-year hiatus, Nike will start selling products directly on Amazon, which it previously exited in 2019 due to concerns about counterfeiting and a push towards direct sales via its app and website. Despite continuing to see Nike products sold by third-party vendors, the company is shifting back to Amazon. Alongside this, Nike will also implement price increases on many products starting June 1st, as a response to recent US tariffs. This marks a new strategic approach under CEO Elliott Hill, focusing on rebuilding wholesale relationships.
Nike's decision to sell directly on Amazon again marks a shift in strategy five years after exiting due to control over retail and counterfeit issues.
With the rise of tariffs, Nike plans to increase prices across the board, with adult clothing and footwear to see increments between $2 to $10.
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