After a two-year pilot, Nike announced it will no longer sell its products through Amazon. The athletic apparel retailer is cutting ties with the marketplace just two years after launching a pilot to sell its shoes and other merchandise on site.
Nike and Amazon joined forces in 2017 as the apparel manufacturer and retailer was looking for a way to lessen the impact counterfeit products were having on its business. In exchange for placing its products on Amazon.com, the e-commerce powerhouse agreed to police the Nike products sold on its site to ensure the validity.
Now two years later Nike is breaking ties with Amazon, choosing instead to focus on its own direct-to-consumer operations.
“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,” a Nike spokesperson told Bloomberg in a statement. “We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”
Nike will continue to use Amazon Web Services for its website and mobile apps.