Because Nike will no longer sell on Amazon

They want to strengthen their online sales channels independently and have complete control over the brand. This is why he said goodbye to the e-commerce giant

Nike says goodbye to Amazon, at least as regards the sale of hers products on the platform. As reported Bloomberg, the clothing brand e sports accessories announced he wanted to to interrupt partnership with the e-commerce giant because it wants to focus on one greater autonomy as regards the sales strategies online.

The relationship between Nike and the platform was born as a pilot project in 2017, when the sports brand had decided that the time had come to come to terms with the most important ecommerce site to increase sales. Accomplice to the decision to abandon Amazon could also be the change at the top which will be operational from 2020, and that will see the former of eBay, John Donahoe as new CEO of the brand.

"As part of Nike's desire to increase theconsumer experience with a more direct and personal relationship, we decided to to conclude our pilot project with Amazon Retail. We will continue to invest in strong and important partnerships for Nike with other retailers is platforms to serve our customers on a global scale ", let the company know.

Among the reasons for this separation there is therefore also the desire of Nike to return to having a complete control on the products sold and on own brand management, avoiding to let excessive power on the part of intermediaries can somehow compromise thecompany image. Furthermore, the sports brand would now intend to focus its efforts on the relationship with one forty partners commercial companies offering a selection of products less generalist, it still reads about Bloomberg.

However, contracts relating to Nike's use of the services will remain active cloud provided by Amazon Web Services, a strategic partnership that allows the brand to bet increasingly on technology as a group strategy. In recent times, the sports giant has invested so massif on artificial intelligence, detecting a software startup to predict consumer demands and to develop clothing and more and more wearable devices custom and technology capable of converse with different applications.