Amazon will start selling Nike shoes directly for the first time

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Amazon and Nike have teamed up to help the apparel maker sell its shoes on the e-commerce giant’s website to fight counterfeiting, according to Bloomberg. The deal is a big win for both companies. This gives Nike greater control over the regulation of the sale of counterfeit third-party sellers and official products purchased in bulk from unlicensed distributors on Amazon.com. On the other hand, the deal gives Amazon a significant new revenue stream in the apparel and footwear market, two important sectors in Amazon’s broader push to make strides in apparel and footwear. fashion.

Nike has in the past sold its shoes through Amazon-owned Zappos.com. However, the company has never allowed Amazon to sell its products directly, unlike rivals Adidas and Under Armour, both of which have large custom storefronts on the site. So beyond removing third-party sellers who sell Nike products without the company’s blessing, this deal would give the cobbler access to a whole new segment of consumers who shop primarily on Amazon and might be willing to switch. traditional in-store purchases, such as shoes, to online ones.

This all bodes well for Amazon’s new Prime Wardrobe initiative, too. Announced just yesterday, the Prime Wardrobe program will ship apparel from eligible partners to consumers in a resealable return box with a prepaid shipping label. This try-before-you-buy approach could at some point extend to shoes, further cementing Amazon’s dominance in retail by undermining Foot Locker, Finish Line and Dick’s Sporting Goods.

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