Nike gives Amazon U.S. a second chance six years after breaking up with the marketplace

Six years after having left the marketplace, Nike has decided to resume selling on Amazon in the United States. This move by the sportswear firm is part of its new roadmap aimed at improving its outcomes, which also includes the increase in prices for some of its products. This price hike will take effect starting June 1.

Nike’s history with Amazon

In 2019, Nike ceased selling its products on Amazon directly in order to focus its efforts on its own eCommerce, other online platforms, and physical retail locations. The brand had joined the pilot sales program on Amazon in 2017 after establishing an agreement with the marketplace.

One of the requirements was the reduction of counterfeit Nike products being sold on the platform. However, this was not achieved to the levels that the sports brand desired, which was one of the triggers for Nike’s exit from Amazon.

At that time, Nike presented its departure from Amazon as a decision that did not cause it any pain. The brand asserted that its direct-to-consumer business generated approximately 30% of its annual sales, and maintained that it would continue investing in strong partnerships with other platforms and retailers.

Nike returns to Amazon seeking to boost sales

Now, six years later, it appears that Nike wants to try again with Amazon. However, the difference is that this time the sports brand needs this alliance to boost its outcomes. According to Nike’s results from the third quarter of 2025 (ending February 28, 2025), its sales plummeted by 9% year-over-year.

The company has stated that it is working to bring more products and services to more spaces to enhance the experience of its consumers. “This includes the expansion to new digital accounts, including Amazon in the U.S., new physical partners like Printemps, improving retail experiences across the market, and launching Nike’s AI-powered conversational search to enhance our online services,” stated a Nike spokesperson in a statement.

Price increases for certain Nike products

Nike’s plans also include a price increase of between $5 and $10 that will be applied to part of its product range. This increase will exclude items priced below $110, the Air Force 1 sneakers, and clothing and accessories from the Michael Jordan brand. This measure will come into effect on June 1.

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