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Nike to stop selling directly through Amazon

By Ramla Soni

Nike will end a pilot program which started with Amazon in 2017

Sporting brand will stop selling its merchandise directly on ’s website, so it can focus on “elevating consumer experiences through more direct and personal relationships”.

According to Bloomberg, which carried a statement from Nike, the split comes amid an overhaul of Nike’s retail strategy and ends a pilot program that Nike began with Amazon in 2017.

The Amazon pilot programme was meant to address issues with third-party products sold on Amazon with the Nike logo, many of which were unofficial copies. The brand reportedly felt that it did not have much control over how the items were listed, what information was available and whether they were real.

However, this proved to be more difficult than anticipated with new vendors often popping up under different names when they were removed. The official Nike products also had fewer reviews.

Nike said the company will continue to invest in “strong, distinctive partnerships” with other retailers and platforms to seamlessly serve their consumers globally.

It also follows recent changes made to Nike’s management with John Donahoe appointed as the company’s new president and CEO, effective 13 January 2020.

At the same time, Mark Parker, CEO since 2006 and chairman, president and CEO since 2016, will become executive chairman and continue to lead the board of directors.

The sportswear retailer said it will continue to use Amazon’s cloud-computing unit and Amazon Web Services, to power its apps and Nike.com services.

Amazon declined to comment on the matter.

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