The Swoosh, in deference to its growing Direct-to-Consumer business model ($11.8 billion for the FY ended May) and working more closely with its key global partners, including Foot Locker, is abandoning its nearly two-year old partnership with online behemoth Amazon. Nike began selling a limited product assortment to Amazon in 2017 after the online platform agreed to more strictly police its pricing policies.
In August 2017, a SportsInsightExtra.com report, citing One Click Retail data, suggested Nike’s decision to forge a controlled distribution deal with Amazon may have been prompted by rival Adidas’s success on the site. At the time, Amazon was in the midst of launching The Fix, a new private-label shoe, handbag and accessories line for its Prime members that included lifestyle sneakers. There are currently nine Fix lifestyle sneakers for women available on Amazon.