Nike, the world’s largest distributor of athletic shoes and apparel, is on the cusp of ending its association with e-commerce giant Amazon.
Nike has done this in a bid to be more direct with consumers and will now aggressively ramp up its in-house strategies to deal with e-commerce.
“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.
In 2017, Nike entered into a partnership with Amazon to sell its products online. However, it seems things have not materialised as planned. According to reports, one of the main reasons for the initial partnership was to limit the number of third party sellers of Nike products and the removal of fake items.
However, it seems like that has not worked, as these sellers have just changed names and returned to the Amazon marketplace whenever they are deregistered by the company.
This is expected to be a big blow for Amazon which has been trying to get more major brands to come on board and transact business through its platform.
However, it is said that Amazon is already putting plans in place to work with other credible third-party merchants to meet the demands of consumers who want Nike products.