Coming back after a six-year break, Nike is returning to Amazon’s US website, a major move for the sportswear giant as it aims to grow its online presence and deepen direct-to-consumer ties.
The company said that it is investing in their marketplace to ensure they’re offering the right products, best services, and tailored experiences to consumers wherever and however they choose to shop. This renewed focus includes re-establishing a direct presence on Amazon, broadening its reach beyond its own digital storefronts and select retail partners.
Nike’s strategic push is one of a larger effort on the part of the company to update and diversify its channels of sale. The company referenced growing its presence through newer digital channels—specifically pointing to Amazon—as well as through more upscale physical stores like French retailer Printemps. Nike is also introducing innovations like AI-based conversational search to simplify the online shopping experience.
Currently, Nike products on Amazon are essentially sold by third-party merchants with limited selection and spotty availability. According to an Amazon spokesperson, the retailer will start stocking a broader range of Nike products directly, with the goal of offering customers in the US a greater and more reliable selection.
The spokesperson explained that although independent sellers have resold some Nike products in their store for many years, Amazon will soon start acquiring a much broader array of Nike products directly to increase their offerings for customers in the United States. A transition period will be provided for third-party sellers to address any duplicate inventory.
Nike’s original move to exit Amazon in 2019 was a part of an initiative to focus more on its own online channels and in-store shopping experiences. Since then, the company has been depending on its e-commerce website, flagships, and mainstream wholesale partners to sell.
The shift to reconnect with Amazon arrives at a critical juncture. Nike recorded US $ 35.2 billion in revenues in the first three quarters of fiscal 2025, marking a 9 per cent decrease year-over-year. Net income over that span also fell to US $ 3 billion, from US $ 4.2 billion in the previous year.
Alongside its main Nike brand, the corporation has the Jordan and Converse brands, both of which continue to add to its international cultural and commercial presence.
The Amazon return implies that Nike, previously aggressively guarding its brand in third-party marketplaces, is retooling its strategy due to changing consumer behaviour and market conditions—opting for reach and convenience without sacrificing control of its brand.
