Nike to hike prices on some items — and resume selling on Amazon

Nike is returning to Amazon after a five-year hiatus and raising prices on select goods as its new CEO attempts to reverse a revenue decline.

The apparel brand announced in 2019 that it would pull its products from Amazon in the United States, focusing on sales on its own website and a limited number of third-party retailers. However, Nike's revenues have declined in recent years, and the corporation is now looking for fresh growth opportunities.

Nike, which offers footwear, apparel, and other things, severed connections with Amazon at a time when the online retailer was attempting to attract major brands to its platform. While Nike stopped selling its sneakers and athletic gear directly to Amazon in 2019, Nike’s goods were still available on Amazon.com, sold by independent sellers that list their merchandise directly on Amazon’s marketplace.

Now Nike is resuming its direct relationship with Amazon.

“Nike is investing in our marketplace to ensure we’re offering the right products, best services and tailored experiences to consumers wherever and however they choose to shop,” the company said in a statement.

“While independent sellers have listed some Nike inventory in our store for many years, Amazon will soon begin sourcing a much wider range of Nike products directly to expand our selection for U.S. customers,” an Amazon spokesperson said in a statement. "We value independent sellers, and we're providing an extended period of time for the small number of sellers affected to sell through their inventory of overlapping items."

In addition to returning to Amazon in the United States, Nike is partnering with new retailers, including Printemps, a French department store that recently launched its first US presence in New York. Nike also said it was working to elevate “retail experiences,” a likely reference to a new concept store it debuted with Urban Outfitters this week that sells Nike shoes and targets Gen Z shoppers.

Nike’s price hikes, meanwhile, will kick in on June 1.  The company did not cite increased US tariffs as the cause, but did say in its statement that "we regularly evaluate our business and make pricing adjustments as part of our seasonal planning."

Various pieces of Nike apparel and equipment will increase in price by as much as $10. Shoes priced between $100 and $150 will increase by $5, while shoes priced beyond $150 would see hikes of up to $10, according to a source familiar with the matter.

However, several items won’t get a price increase, including children’s apparel and footwear, products priced under $100, Air Force 1 shoes and Michael Jordan-branded clothing and accessories, the source added.