Nike cuts ties with Amazon amid increased focus on direct-to-consumer

Sports fashion retailer Nike has cut ties with online retail giant Amazon and will no longer sell its products on the platform, as it increases its focus on direct-to-consumer sales.

In a statement, the retailer said that as part of Nike’s focus on “elevating consumer experiences” through more direct, personal relationships, it has made the decision to “complete [its] current pilot with Amazon Retail”.

A spokesperson for Nike added: “We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.

“We will continue to partner with Amazon Web Services to power a suite of services on Nike.com and within Nike’s ecosystem of apps.”

It comes after Nike revealed it would stop supplying its products to independent retailers within two years because their sales methods are “no longer aligned” with its distribution strategy.

The retailer added it believes “the industry as a whole would benefit from a wide market review by the appropriate authorities in both the UK and Europe”.

It said they have “consistently aimed to provide the widest range of products at attractive prices and will continue to work constructively with all of its suppliers to enhance its products offering the benefit of consumers”.

The retailer also pointed to the fact that in 2013, Adidas withdrew supplies of key products such as replica Chelsea shirts from all Sports Direct stores with “no apparent justification.”

A spokesperson from Nike said at the time: “Nike continually evaluates the marketplace and competitive landscape to understand how we can best serve consumers.

“As part of this, from time to time we do make adjustments to our sales channels, in order to optimise distribution.”