Nike ends two-year partnership with Amazon
The brand of sports equipment Nike announced the termination of its cooperation with Amazon Retail, which was launched in 2017 and the cessation of sales of its products on the Amazon website, writes Worldfootwear.com
“As part of our efforts to improve the quality of customer service through building more direct contacts with consumers, we decided to terminate our partnership with Amazon Retail. We will continue to invest in developing strong relationships with other retail operators and platforms in order to seamlessly serve our customers around the world, ”the sports giant made this statement.
In 2017, Nike developed a special program for Amazon to tighten control over the activities of other sellers of goods under their brand and reduce the number of counterfeit products. However, the results of the pilot project to implement this program were unsatisfactory. Third-party sellers constantly appeared on the site, offering their products under the Nike brand, and this had a negative impact on the brand’s product position on Amazon as a whole.
Most likely, the Nike solution will not entail the complete disappearance of products under the Nike brand from the Amazon website, as third-party sellers will not disappear anywhere. Currently, a significant portion of the products that are sold on Amazon are offered by third-party retailers that pay Amazon a commission to place their products on the platform.
However, Nike’s decision to quit Amazon exposes the existing problem of a large number of counterfeit products on marketplace sites.
It is worth noting that the news of the breakdown of relations between Nike and Amazon followed the news of the appointment of a new Nike CEO, and from January 2020 this position will be taken by former eBay CEO John Donahue. This appointment is seen as an attempt by Nike to strengthen the transformation strategy in the field of e-commerce.
So Nike, which last year sold about 15% of its products through online sales on its own website and partner sites, announced its intention to double this figure by the year 2023.
The brand of sports equipment Nike announced the termination of its cooperation with Amazon Retail, which was launched in 2017 and the termination of sales of its products on the Amazon website, - writes ...
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