Nike Returns to Amazon, Will Raise U.S. Prices

Nike is resuming direct sales of its products on Amazon in the U.S. for the first time since 2019, as part of a broader strategy led by new CEO Elliott Hill to expand the brand's reach through digital and wholesale channels. The renewed partnership includes enhanced AI-powered online experiences and cooperation with new retail partners. Amazon will directly source a wider range of Nike products and has improved anti-counterfeiting measures, while independent sellers are being allowed to sell off remaining Nike inventory before restrictions take effect. Nike is also raising prices on some U.S. products due to tariffs, with exemptions for Air Force 1 sneakers and children's lines. The move is expected to boost Nike's accessibility and sales, while strengthening Amazon's reputation among premium brands. Analysts remain optimistic about Nike's future growth prospects.