Nike shoes no longer on Amazon

The split comes amid a massive overhaul of Nike's retail strategy

Big brands have quit Amazon's platform due to sales of counterfeit products and unauthorised sellers which undermines the value of the original brands. Anyone looking for Nike can still purchase items on the company website, its app, or at one of the thousands of brick-and-mortar stores where Nike has retail partnerships.

Amazon has always been courting major fashion and athletic companies to sell products on its website, and for years Nike had avoided selling its products directly to the e-tail behemoth as it sought to retain control over its brand. Bloomberg wrote, however, "Nike reportedly struggled to control the Amazon marketplace".

Nike will stop selling its sneakers and athletic gear directly to Amazon, ending a two-year relationship with the world's largest online retailer. "We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally", Nike confirmed. "Plus, the official Nike products had fewer reviews, and therefore received worse positioning on the site".

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The company still plans to use Amazon for other services, including partnering with Amazon Web Services "to power a suite of services on Nike.com and within Nike's ecosystem of apps". The Nike-Amazon split comes one month after the sports apparel and equipment company named John Donahoe its incoming CEO.

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

Nike's departure could be a blow for Amazon, which is increasingly facing complaints over the amount of counterfeit merchandise found across its marketplace. It's an important part of Amazon's business since it allows Amazon to offer millions more products on its site. More than half of all products sold on Amazon previous year came from third-party sellers.

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