Nike will stop selling its sneakers and apparel directly on Amazon’s website. The athletic brand has ended a pilot program that started in 2017.
Nike is preparing to offer a more direct customer experience. The brand will continue to use Amazon Web Services to power its apps and web services.
Big brands have left the e-commerce giant's platform due to sales of counterfeit products and unauthorised sellers, which undermines the value of the original brands.
The company said in a statement, “As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail.”
“We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally,” it added.