Three years ago creating his store in the great Amazon marketplace, with the idea of selling a limited number of its products directly. A bet that did not yield the expected results and that in November 2019 it decided to terminate. For years he had refused to sell directly through Amazon, fearing it would hurt his brand because of the multiple “unauthorized sellers” using the marketplace to sell Nike items.
After leaving the marketplace, the sports brand has made an effort to promote its own eCommerce, while Amazon has sought to cover the high demand that the brand has on its platform since although a large Nike is one of the few brands that consumers specifically search for on its platform.
What has happened a year after Nike left Amazon?
According to an analysis carried out by , most Nike products have lost their position among the best-selling products in the most relevant categories on Amazon.
An example of this is that, within the category of running shoes for men, Nike was one of the best-selling brands on Amazon for years, however, since the end of 2019 and until now, Nike’s best-selling product in the great marketplace has not passed the position number 15 on average.
“As part of Nike’s focus on enhance consumer experiences through more direct personal relationships, We have made the decision to end our current pilot with Amazon.” the company assured when leaving the marketplace.
And it is that before Nike left Amazon, the agreement was that the company of tried to control the counterfeiting of its products and the sale of third parties on its platform, which it has not been able to achieve.
Sales increase in Nike eCommerce
Of course, consumers did not stop looking for Nike products on Amazon: searches for these products have remained between the 1,000 most searched terms.
On the other hand, the third-party market continues to offer a catalog of these products, although it is true that it is quite limited, in addition to the fact that they cost more on Amazon than anywhere else and have poor product pages compared to leading products in their category.
This has resulted in the official Nike store continuing to grow: currently Nike’s official website is around 100 million monthly visits.
As a result, Nike’s online sales have increased by 83% during the second quarter of the year, adding nothing more and nothing less than 900 million dollars (just over 765 million euros) of total sales, according to the study.
In this way, Nike seems to demonstrate that its brand is strong enough, and its customers loyal enough, to make your own eCommerce a great online sales engine. In fact, online sales in the Nike store, a figure he hoped to reach in 2023.
All this, in a year marked by the movement Black Lives Matter, in which and with a firm commitment to this channel, with innovative launches, such as , a new Nike subscription service, with which children will receive a new pair of sneakers at home at a certain time according to the plan that their parents choose.
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