Nike will once again sell its products directly on Amazon, marking a significant shift in its distribution strategy after ending the partnership in 2019. The move is part of Nike’s broader effort to reach more customers through both digital and physical retail channels while strengthening its control over brand representation and customer experience.

The company originally pulled out of Amazon to focus on its own direct-to-consumer initiatives and to combat the rise of counterfeit and low-quality products on third-party marketplaces. During that period, Nike restricted the availability of its products on Amazon, making it a “gated” brand to prevent unauthorized resellers from diminishing product integrity.

Now, Nike is expanding its reach once again. A company spokesperson stated that the decision reflects Nike’s investment in building a marketplace that meets consumers wherever they choose to shop. The partnership includes enhancing online retail offerings with new technologies, such as AI-powered conversational search, and collaborating with new digital and physical partners including Amazon and Printemps.

Amazon has confirmed that it will soon begin sourcing a broader range of Nike merchandise directly, allowing the e-commerce giant to significantly expand its selection for U.S. customers. Amazon also noted that while the transition will affect some independent sellers, those vendors will be given time to sell off existing overlapping inventory.