Nike shoes are no longer on Amazon

Nike will stop selling its products through Amazon and instead focus on what it calls “more direct and personal relationships” with customers, company officials said Tuesday.

Anyone looking for Nike can still shop for items on the company’s website, app, or at one of the thousands of physical stores where Nike has retail partnerships. The Nike-Amazon partnership was a pilot program that began more than two years ago and is no longer part of Nike’s broader sales strategy, company officials said.

“We will continue to invest in strong and distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers around the world,” Nike confirmed.

Amazon officials declined to comment on Nike’s departure on Wednesday. Competitors Nike Under Armor and Adidas continue to sell products on Amazon. Nike officials said they would continue to use Amazon web hosting to power Nike’s website and many of its apps.

The Nike-Amazon split comes a month after the sportswear and equipment company named John Donahoe its new CEO. Donahoe, the former CEO of eBay, succeeds the departure of Nike CEO Mark Parker on January 13.

An analyst following Nike said counterfeit goods may have played a role in Nike’s decision to leave Amazon.

“I think Nike is putting more emphasis on its own online business, as evidenced by the news that its new CEO is a former CEO of eBay,” Morningstar analyst David Swartz said. “Also, Nike was probably upset that Amazon didn’t get rid of third-party sellers and counterfeits.”


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In his latest earnings report beginning in September, Nike posted revenue of $10.2 billion in the three months ended August 31, up about 7% from the year-ago period. Officials said the sales surge was largely due to Nike Direct, the arm of the company that oversees Nike.com, direct-to-consumer sales and Nike+ digital.

The Nike-Amazon deal began in June 2017 to “create new ways to serve consumers,” CEO Parker told investors at the time. The deal allowed Nike, one of the world’s most recognized sportswear brands, to sell its footwear, apparel and accessories on the United States’ largest online retailer.

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