Nike Raises Prices and Returns to Amazon – What Does This Mean for Buyers?

Nike Raises Prices and Returns to Amazon – What Does This Mean for Buyers?

On May 22, 2025, Nike announced significant changes affecting both pricing strategies and its return to Amazon. These moves come in a market that is increasingly characterized by challenges and competitors.

Starting next week, Nike is planning price increases for selected products. The adjustments will particularly affect adult clothing and equipment, with prices increasing between $2 and $10. Items priced between $100 and $150 will see a $5 increase, while shoes over $150 will go up to $10 more expensive. Products priced under $100 will remain unaffected by the price increases, as will children's products. Interestingly, the iconic Air Force 1 shoes, which cost $155, are excluded from the increase.

Return to the e-commerce platform

Another significant step is Nike's return to Amazon after the company ended an agreement with the platform in 2019. The reasons for this step were varied. Mainly, Nike wanted to strengthen control over its brand perception and customer relationships and was dissatisfied with the market presence of counterfeits and unauthorized sales. The shift to direct sales forced by the COVID-19 pandemic also contributed to the decision to move away from Amazon.

However, Amazon has informed its partners about the upcoming changes. Starting July 19, retailers will stop selling certain Nike products because Amazon works directly with Nike. Sellers are given a longer period of time to sell their old inventory. This return is strategically important for Nike to regain market share and reach a broader consumer base.

Challenges and forecasts

The competitive landscape has changed since Nike exited Amazon. Unlicensed sellers quickly filled the resulting vacuum, resulting in a loss of brand integrity and market dominance. From June 2023 to May 2024, sales of Nike products from unauthorized sellers on Amazon exceeded $780 million. In this context, Nike's return is seen not just as a step backwards, but as an opportunity to regain control over pricing and address the threat of counterfeits.

The company's leadership will be taken over by Elliott Hill, who will become CEO in October 2024. His experience could lead Nike to develop a hybrid strategy that combines direct sales with traditional distribution partnerships and presence in online marketplaces. Hill could help the company leverage Amazon's Brand Registry and Counterfeit Crimes Unit to protect brand integrity and increase customer trust.

Overall, Nike's journey shows it learning different lessons about e-commerce and redefining its own strategy. The focus on a strong brand presence and cooperation with large platforms such as Amazon could be crucial to remain successful in global competition.

For further details and information: TradingView reports and Incrementum Digital explained.