“Nike and Amazon are about to get into bed together”

Nike’s decision to sell on Amazon fits with its broader plan to focus more on direct-to-consumer and move away from wholesale.

Nike’s products have always been sold by third party resellers on Amazon.com. These are unauthorised resellers although Amazon doesn’t mind the extra money that it gets.

The footwear brand soon realised that selling directly through Amazon could give it greater access to millennials. According to analysts watching the moves, Nike may be able to better control prices on Amazon and help reduce the number of counterfeits being sold.

As part of the deal, the two companies will make sure that third party resellers are no longer allowed to sell some of Nike’s merchandise. Amazon has already started informing resellers that they had 30 days to sell off certain items from their Nike inventory before the products would no longer be allowed.

As one reseller put it to Fox Business, "I have a bad feeling that Nike and Amazon are about to get into bed together."

Source : http://www.foxbusiness.com/features/2017/06/28/how-nike-resisted-amazons-dominance-for-years-2.html