After stepping away from Amazon in 2019, Nike is set to return to the platform.
The sportswear giant had originally left Amazon due to ongoing issues with counterfeit products and unauthorized sellers. At the time, Nike opted to focus on building its direct-to-consumer platforms, including its app and website, while scaling back partnerships with other retailers.
Now, nearly six years later, Nike is reversing course. According to a statement from Amazon, the platform will soon begin sourcing and selling a broader range of Nike products directly. Third-party sellers who have been listing Nike items on Amazon have been notified to stop selling certain products by July 19th.
“While independent sellers have listed some Nike inventory in our store for many years, Amazon will soon begin sourcing a much wider range of Nike products directly to expand our selection for US customers,” said Amazon spokesperson Megan Lagesse. She added that sellers affected by the change will have time to sell through their existing inventory.
Nike’s return to Amazon comes as the company works to rebuild its wholesale business under new CEO Elliott Hill, who took over in October 2024. The brand had seen success with its direct-to-consumer approach during the pandemic, but has since faced challenges. In 2023, Nike began re-establishing ties with retailers like Foot Locker and Macy’s.
Alongside its comeback on Amazon, Nike is also preparing for price increases starting June 1st. The hikes are reportedly a response to recent U.S. tariffs. Products priced above $100—including adult shoes and apparel—will see increases of $2 to $10. However, children’s products and popular items like the $115 Air Force 1 sneakers and some Jordan gear will remain unchanged.
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