Amazon will reportedly start selling Nike‘s shoes directly through its website amid a concerted push into the fashion sector.
According to Bloomberg, Nike will now be sold directly thought Amazon‘s brand registry programme, allowing it to supercharge its fight against counterfeit goods on the site.
Although the deal has not yet been made public by the companies, the prospect of a partnership has sent stocks of shoe retailers, including JD Sports and Sports Direct divebombing, as Amazon continues its disruption of the fashion industry.
READ MORE: Nike restructure will result in workforce cull
This comes amid Nike’s push to boost direct sales, as third party sales which account for three quarters of its revenue have been dwindling.
Earlier this month it announced a large-scale restructure that would result in 1400 job cuts.
Nearly 2000 brands already use Amazon‘s brand registry programme to tackle counterfeiters.
Last year sandal maker Birkenstock USA announced that it would stop selling on the marketplace due to the volume of rip-off goods being sold.
However, it revealed on Wednesday that Amazon had made “improvements” and it would begin allowing third party sales on the platform again.
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