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• Nike will resume selling its products directly on Amazon after ending the agreement in 2019.
• The decision comes after a reported 9% drop in quarterly revenue, with Q3 fiscal year 2025 taking in $11.27 billion compared to $12.38 billion in the same period last year. This strategy is compatible with the brand’s goals of increasing reach through Amazon’s anticipated 2.4 billion global monthly visits.

Nike Rejoins Amazon: What This Means for E-Commerce in 2025

Nike has confirmed its decision to resume direct product sales through Amazon, marking the company’s return to the platform after a six-year gap. While the sportswear company first collaborated with Amazon in 2017 through a restricted test program, the partnership was short-lived. The collaboration was cancelled in 2019 so that Nike could work harder on its DTC approach. The collaboration, in its original form, aided in cutting down fraudulent listings in the market and enhanced the buying experience for the consumer. It was later decided that Nike would put its resources into retail channels, internet platforms, and mobile apps.

Fast forward to 2025, and the position of Nike in the landscape of retail has shifted. External factors, inflation, adjustments in the supply chain, and uneven retail traffic have descended upon the company’s bottom line. However, in Q3 of fiscal 2025, earnings reflected a revenue line of 9% down year-on-year, underscoring the need to reconsider distribution models. Rejoining Amazon opens access to millions of consumers who initiate searching for products on the marketplace instead of on brand-specific platforms.

Revenue Pressure Prompts a New Approach

In recent quarters, Nike has faced headwinds in both domestic and international markets. Its Q3 report showed revenues slipping to $11.27 billion from $12.38 billion. Meanwhile, competitor Adidas reported a 3% increase in the same period, highlighting the market pressure Nike faces. While Nike.com and the Nike app continue to drive substantial digital traffic, converting that traffic into consistent revenue has proven more difficult.

Amazon, with its vast consumer base and global reach, remains the world’s leading e-commerce destination. Global traffic estimates for the platform exceed 2.4 billion visits each month, a staggering opportunity for any consumer-facing brand. In returning to Amazon, Nike isn’t abandoning its DTC ambitions; it’s broadening them to ensure visibility in the shopping channels where consumer intent is already high.

For Nike, the return allows the brand to reclaim control over its presence on Amazon, moving away from inconsistent third-party listings. Through a direct agreement, Nike will manage product pages, control inventory, enforce pricing standards, and offer customer service directly, enhancing the shopping experience.

What Changes for Shoppers and the Brand

For consumers, Nike’s return means a more predictable experience when shopping for their products on Amazon. Listings will now be managed by Nike, reducing confusion over sizing, product quality, and shipping delays.

is expected to roll out products starting in the second half of 2025. Analysts believe that core footwear lines such as the Air Max, Pegasus, and Metcon series will be among the first to launch. Apparel and limited-edition drops may follow, depending on early performance metrics.

For Amazon, onboarding Nike again enhances its credibility in the fashion and sportswear segments. With major rivals like Adidas maintaining a consistent presence, Nike’s return positions Amazon more competitively against specialist retailers like JD Sports, Zalando, and Foot Locker.

A Shift in Marketplace Strategy

Brands have long debated the merits of DTC models versus marketplace partnerships. For over a decade, Nike invested heavily in building out its DTC footprint—opening flagship stores, expanding its website capabilities, and deploying loyalty programmes through its app. But recent retail realities are prompting a hybrid approach.

The global e-commerce market is projected to surpass £6.3 trillion by the end of 2025, with over 60% of that revenue flowing through marketplaces. Amazon is expected to process more than £450 billion in global transactions annually. Nike’s re-entry into this ecosystem signals a broader industry trend: even brands with strong standalone capabilities cannot afford to ignore platform-based sales channels.

Amazon offers scalability, international access, and unmatched logistics. For a brand like Nike, which ships hundreds of millions of items annually, the operational advantage of Amazon’s fulfilment services can’t be overstated.

Impact on Third-Party Sellers

Since Nike left Amazon in 2019, third-party sellers have filled the void—some legitimate, others less so. These resellers capitalised on gaps in availability and used aggressive advertising strategies to drive traffic. But with Nike’s official return, this ecosystem will likely contract.

Amazon has confirmed that it will prioritise Nike’s direct listings, giving the brand the top spot in search results. Independent sellers will be allowed to clear out existing inventory, but will face increased scrutiny moving forward.

Resellers may need to meet stricter fulfilment metrics, provide proof of brand authorisation, and maintain compliance with Nike’s guidelines. While some sellers may adapt, many will see reduced visibility, especially for high-demand SKUs.

What the Numbers Say

Nike’s digital business made up more than 24% of total revenue in fiscal 2024, accounting for roughly $12 billion globally. With marketplace exposure through Amazon, that figure could climb. Market analysts estimate Nike could see up to £700 million in additional revenue annually from Amazon-based transactions, depending on catalogue depth and promotional activity.

This revenue would help stabilise broader sales trends without diminishing Nike’s existing DTC infrastructure. The brand’s retail stores, app ecosystem, and exclusive drops will continue to serve core customers, while Amazon brings in volume buyers.

Retailers Watching Closely

Nike’s move is not just a singular strategy—it may become a blueprint. Peer brands like Puma and Under Armour have long struggled to balance control with reach. Adidas has remained consistent on Amazon and reaped benefits, particularly in markets where brand.com engagement is low.

Small and midsize brands are also paying attention. As costs to maintain proprietary platforms increase, especially amid rising customer acquisition costs, many are questioning whether full independence is sustainable. The infrastructure offered by Amazon, from warehousing to customer service, presents a compelling case.

If Nike’s re-entry proves successful, expect a wave of reconsiderations across the fashion and sportswear sectors.

What to Watch Next

As Nike rebuilds its Amazon strategy, industry observers will look for several early indicators:

• Whether prices on Amazon match those on Nike.com
• Which product lines appear first, and how frequently is inventory refreshed
• How customer reviews trend in response to direct fulfilment
• The degree of enforcement against unauthorised resellers

Nike is expected to evaluate these metrics closely and adjust its catalogue, pricing, and promotional plans accordingly. Success in the first 6�12 months could accelerate expansion and increase the likelihood of exclusive collaborations or limited releases on the platform.

A Realignment in Retail Priorities

Nike’s renewed partnership with Amazon underscores a wider shift happening across global retail. It shows that even brands with strong direct channels see value in selective platform participation.

By balancing its DTC ambitions with the scale of Amazon, Nike is opting for a strategy that maximises reach without sacrificing control. This move reflects the reality of retail in 2025: consumers are everywhere, and brands must be too.

For consumers, it means easier access and more reliable service. For the industry, it could set the tone for the next generation of e-commerce strategy.