Nike will stop selling its products on Amazon

Nike will stop selling its products on Amazon

Nike will stop selling its products on Amazon

"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", Nike said in a statement obtained by Bloomberg.

Nike has ended a two-year pilot program to sell its shoes and clothing directly on Amazon's website. The company is also continuing to invest in partnerships with other retailers and platforms.

Under the pilot program launched in 2017, Nike sold products directly to Amazon as a wholesaler to offer an alternative to third-party sellers, according to Bloomberg, which first reported the program's end Tuesday evening. But shoppers may not notice a difference: Nike's goods will still be available on Amazon.com, sold by independent sellers that list their merchandise directly on Amazon's marketplace. The outlet, however, notes that Nike will still be found on the site. The Nike-Amazon split comes one month after the sports apparel and equipment company named John Donahoe its incoming CEO.

Amazon is under pressure from big-name brands to cut back on fake goods from third-party sellers. Nike, which generated $36 billion in revenue previous year, sells its products through a large, global network of retailers.

For its part, Nike Inc. says it will still partner with Amazon Web Services for its website and apps.

Many see Donahoe's hiring as a sign that Nike intends to ramp up its consumer direct digital transformation strategy.

Amazon has mostly kept a hands-off approach and let brands police the problem, but recently vowed to spend billions of dollars to keep vendors from selling such illegal products.

The company has overhauled its e-commerce efforts in recent quarters in a bid to modernize its business as traditional retail struggles with increased competition.

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