Nike will stop selling merchandise directly to Amazon, as part of its push to sell more directly to consumers, the company tells CNBC.
The abrupt halt will end a pilot test that Nike and AmazonAt the time, Nike agreed to sell a limited product assortment to Amazon, in exchange for stricter policing of counterfeits and restrictions on unsanctioned sales of its products. That included Nike's athletic footwear, apparel and accessories.
Prior to 2017, Nike had resisted such a deal with Amazon, focusing its attention on its own online marketplace and stores. The fear for many brands has always been that, by partnering with Amazon, a company loses control over how its brand is represented on the site. "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," a Nike spokeswoman told CNBC in an emailed statement. "We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.
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