What: Nike announces its return to Amazon after a six-year hiatus, combining targeted price increases across key categories with strict third-party seller restrictions to maintain brand control on the platform.

Why it is important: The decision signals a significant shift in Nike's distribution strategy under new leadership, reflecting the evolving dynamics between premium brands and mass-market platforms.

Nike is set to relaunch on Amazon next week, marking the end of a six-year absence from the world's largest e-commerce platform. This strategic return is coupled with targeted price adjustments to address tariff-induced supply chain pressures. The pricing strategy includes increases of USD 2 to USD 10 for adult apparel and equipment, while footwear priced between USD 100-USD 150 will see a USD 5 increase, and items above USD 150 will rise by USD 10. Products under USD 100 and iconic styles like the Air Force 1 will remain unchanged, as will children's lines ahead of back-to-school season. The move represents a significant departure from Nike's 2019 exit under then-CEO Mark Parker, when the brand withdrew to focus on its own digital and brick-and-mortar channels. As part of the relaunch, Amazon will restrict select third-party merchants from offering certain Nike items starting July 19, ensuring better control over the brand's presence on the platform. This multi-pronged approach under CEO Elliott Hill aims to recapture market share while maintaining Nike's premium positioning.

IADS Notes: Nike's return to Amazon reflects broader transformations in premium brand distribution strategies. In March 2025, Michael Kors' launch on Amazon demonstrated how brands can maintain control through customised storefronts and content , while Saks' May 2025 expansion of its Amazon presence through "walled garden" environments showed how premium positioning can be preserved on mass-market platforms . The timing is particularly significant as Amazon evolves its approach to brand partnerships, evidenced by February 2025's strategic reset of luxury distribution models . This move under CEO Elliott Hill's leadership represents a notable shift from Nike's previous direct-to-consumer focus, aligning with broader industry trends where brands are finding innovative ways to balance marketplace reach with brand control.

Nike returns to Amazon with strategic price hikes