On Tuesday, Nike has confirmed that none of its products will be available on Amazon’s site.
Just two years ago, Nike had made a partnership with Amazon to sell its product to Amazon directly. As part of the agreement, Amazon agreed not to sell unauthorized Nike products or fake Nike products on its web site.
Amazon has been selling sneakers and apparel through direct purchase from Nike. This will prevent fake merchandise and ease concerns about resellers. However, Amazon has been dealing with fake merchandise.
However, this has not happened and the sports gear giant will be ending its partnership with Amazon. The company states that retail partners are the best way to approach individual customers, who help to step-up sales.
CEO John Donahoe has taken up the new leadership at Nike. He was formally the CEO of eBay. He is expected to take Nike forward through his strategic influence. He will be promoting direct and personal sales to customers. Donahoe will be able to help develop Nike into online sales.
Now, Nike intends to concentrate more on direct sales to customers, which was its previous strong strategy.
Nike has announced that it plans to focus on a direct and personal relationship with customers. The current pilot with Amazon is over, states the company. Strong partnership with other platforms and retailers will continue at Nike, it says.
Amazon has confirmed that counterfeit products were sold on its sites. This has created uproar in its annual report. Amazon has been facing numerous complaints about counterfeit goods sold on its site and this has added to the blow already received.
Direct-to-consumer business strategy will continue at Nike and this will receive the main focus. Nike states that it has 40 retail partners on which it will focus using this strategy. This will do away with mediocre retailers. By developing digital marketplace, the company will develop