Nike makes its Amazon comeback
Nike returns to Amazon after a six-year break. The brand hopes to win back fans and boost sales in the US. Golfers should take note.
Amazon shoppers will soon see official Nike listings again. These will include a wider range of products than before. Sadly for Uk and Euro Nike fans, the rollout is starting in the United States only.
This is a major shift for Nike’s strategy. In 2019, the company pulled out of Amazon altogether. Now, it’s reversing course to reach more customers. The news comes on the same day that the swish brand announced a price rise across the board on all of its products.
Why Nike left Amazon in the first place
Nike quit Amazon in 2019 due to rising concerns about counterfeits. The brand wanted tighter control over its online presence. That meant selling through its own site and stores.
Other premium brands followed suit. Birkenstock also ditched Amazon for similar reasons. The third-party marketplace felt too risky for top-tier labels.
Nike believed it could offer a better experience directly. But newer, trendier brands have eaten into its market share. That’s likely what triggered the turnaround.
What Nike says about the return
“This includes expanding to new digital accounts, including Amazon in the US,” a Nike spokesperson explained. The company wants to be wherever its customers shop. That includes trusted marketplaces.
Nike says the move is part of a bigger investment. The brand is also expanding into department stores like Printemps. It’s not just online platforms being targeted.
It’s also improving its tech. Nike is launching an AI-powered search to improve shopping on its own site. These changes reflect a broader reset.
How Amazon is handling the change
Amazon is already contacting third-party sellers. Some merchants will be banned from selling Nike items starting from July 19. That’s a clear shift in control.
“We’re providing an extended period of time for the small number of sellers affected,” said an Amazon spokesperson. The aim is a smooth handover. But it will hurt some small businesses.
Amazon will now work directly with Nike. This removes the risk of fake or poor-quality goods. It also improves consistency for shoppers.
UK and EU golfers miss out again
Nike returns to Amazon, but only in the US. There’s no timeline for UK or European availability. That’s frustrating for international golf fans.
Earlier this year, Reebok Golf launched new gear in the US. But UK and Euro golfers were made to wait. It’s becoming a pattern for delayed rollouts.
Once again, European customers are sidelined. Global brands often prioritise the American market. That leaves UK shoppers chasing leftovers.
What this means for golf fans
This deal could improve access to Nike Golf products. Items like shoes, gloves, and polos may be easier to find online. But only in America.
UK fans will need to stay patient. There’s no sign of when our market will be included. It’s a waiting game for now.
The hope is that strong US results will speed things up. Golf is growing globally, not just in the States. Brands need to think bigger.
Amazon’s fashion power play
Amazon wants to be more than just an everything store. The company has already launched luxury storefronts with brands like Saks and Dolce & Gabbana. Nike fits that plan perfectly.
This is a big win for Amazon’s brand image. It signals that top-tier labels are returning. That gives Amazon serious fashion clout.
The platform is now moving upmarket. Sportswear sits right between basics and luxury. Golf fans shopping for style and performance will benefit.
Nike’s strategy to win back shoppers
CEO Elliott Hill is leading a reset. Nike is pushing to regain momentum and beat newer, trendier brands. This Amazon deal is part of that plan.
It’s all about reach and convenience. Amazon opens doors to millions of shoppers. It’s a smart move to expand quickly.
Nike is also improving its digital tools. Better tech means faster, more personalised service. That’s vital in today’s retail world.
The end of Nike’s “gated” status
Nike was previously a “gated” brand on Amazon. That meant tight restrictions on who could sell its products. It was a way to fight counterfeits.
Now, Amazon will source Nike gear directly. That removes the uncertainty for shoppers. It also means better product listings and customer reviews.
This could transform the buying experience. Especially for golfers who want trusted performance gear. It’s all about access and reliability.
Smaller sellers lose out
Independent sellers are already feeling the pressure. Many relied on Nike stock to drive sales. But they’re being squeezed out of the marketplace.
Amazon says it “values independent sellers.” But its actions say otherwise. The brand partnerships come first.
This shift is great for big brands. But not for small retailers and resellers. They’re being pushed to the sidelines.
The GolfTimes verdict
At GolfTimes, we think the return of Nike to Amazon is a big moment. For US golfers, this could mean better access to Nike gear. For the rest of us, it’s another painful wait. Once again, UK and EU customers are at the back of the queue. Brands must stop treating international fans as an afterthought. Golf is global — and your retail should be too.
