Nike’s severs ties with Amazon as part of direct-to-consumer push

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Nike's severs ties with Amazon as part of direct-to-consumer push
Amazon customers can no longer buy Nike products on the website.
// Nike pulls its products from Amazon
// The sportswear giant had been running a pilot programme with Amazon since 2017
// The decision is part of Nike’s wider strategy to increasingly focus on its direct-to-consumer arm

Nike has decided to pull its shoes from Amazon as it ramps up focus on the direct-to-consumer division of its business.

The sportswear giant had been running pilot programme with the online retail behemoth since June 2017, offering an assortment of footwear and apparel directly to Amazon shoppers online.

Last night, Nike released a statement saying it would cut ties with Amazon to focus more on direct-to-consumer sales.


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“As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail,” Nike said.

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

Nike added that it would continue to use Amazon Web Services to power its app and website.

The news comes a month after reports emerged that Nike had warned dozens of independent retailers via a letter that it would stop supplying them by 2021 as part of its its direct-to-consumer strategy.

Nike already has plans in place to generate 50 per cent of its sales through its own stores and ecommerce platform over the next five years, to help boost profits and margins as well as have more control over its distribution.

Nike’s longtime chief executive Mark Parker is also stepping down early next year, to be replaced by board member John Donahoe.

Donahoe was reportedly selected on the basis that he would help build Nike’s direct-to-consumer strategy while scaling back its wholesale division.

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