Nike, Inc. CEO Elliott Hill continues to disassemble the remaining policies related to a focus on DTC First as it works to re-engage with former retail customers and partners.
In a rumored move, but few saw it come so quickly, the company will re-introduce sales of Nike brand products on Amazon as early as next week. According to reports from Inc. and USA Today, a process was in place from 2017 until November 2019, starting as a small pilot program. The shift also appears to be part of an effort to rein in third-party sellers who have continued to sell certain key products on Amazon.
Nike now expects to forge ahead with more control over its brand. Amazon has already informed sellers offering specific Nike-branded products on Amazon’s Marketplace that it must discontinue the practice.
On Tuesday, May 20, those merchants began receiving letters informing them that Amazon “will be working directly with Nike to source a number of their products moving forward,” according to a copy of the letter obtained by SGB Executive. “By working directly with Nike to source their products, we are able to offer a broader array of product people love, ensure they are in stock for customers and available at great prices with fast shipping.”
The letter, posted on X (fka Twitter) by a seller, also said, “As part of this change, you will no longer be able to sell certain Nike products on Amazon in the U.S.” Each seller was receive a complete list of their impacted ASINs.
According to the post, sellers have until July 19, 2025, to sell through their existing inventory.
The comments on the posts indicate that the rumors started over a year ago, and many sellers moved to “de-risk” their exposure to Nike inventory.
However, the impact on sellers may not be as broad and deep as first thought.
Another seller posted on X that over 80 percent of his ASINs were not on the list he received from Amazon. Another said 25 percent of his ASINs were affected. Notes posted by some sellers indicate that the coming ban includes footwear and apparel ISINs.
Amazon noted in the letter that the company would notify sellers if any additional product they sell is flagged and restricted from selling on Amazon’s Marketplace.
Some likened the Nike move to a notice they received regarding Adidas product in early 2025.
Amazon partnered with Adidas to enable Buy With Prime on the brand’s DTC site and app, offering Prime delivery benefits and checkout options to Adidas shoppers.
“Beginning in Spring 2025, U.S.-based Prime members will be able to buy eligible Adidas products using the Buy With Prime button. This will work on Adidas’ website and its app,” Reuters reported at the time.
On Wednesday, May 21, a Nike spokesperson told CNBC that the company is investing in its marketplace to bring more products and services to “Consumers wherever and however they choose to shop.
This includes expanding to new digital accounts, including Amazon in the U.S., new physical partners like Printemps, elevating retail experiences across the marketplace, and launching Nike’s AI-powered conversational search to improve our online services.” CNBC credited the information as a source in its subsequent reporting.
Image courtesy TFR | Strategy Consulting
