Nike says enough to online sales on Amazon

Nike breaks with Amazon. The sportswear giant puts an end to the direct sale of its products on Jeff Bezos' giant. The decision is part of the review of Nike's sales strategy and represents a heavy slap to Amazon's efforts to woo big brands to convince them to prefer its platform for sales. The separation from Amazon follows the appointment of John Donahoe to Nike's CEO. A former eBay number one, Donahoe knows about online sales and behind the break it would seem to be just his hand.

"As part of Nike's efforts to improve the consumer experience through a more direct and personal relationship, we have decided to end the current pilot program with Amazon Retail," said a Nike spokesman. "We will continue to invest in strong partnerships for Nike with other vendors and platforms to serve our customers globally," he adds, stating that Nike will continue to use Amazon Web Service for services on its apps and on its website.

Many big brands snub Amazon, where many fake products and unauthorized sellers sell at reduced prices. In 2017, Nike started selling a limited series of products on Amazon in exchange for more stringent policies against fakes and restrictions on unauthorized sales. But evidently, it didn't work.