Nike has cut its ties with Amazon, ending a two-year partnership that saw sneakers and apparel entering the latter's online marketplace.

The announcement is a result of Nike's changing retail strategy which plans to follow a more direct-to-consumer approach. Last month, this move led to a decision to halt supply and distribution to select independent retailers by 2021. While consumers worry that other brands will follow in Nike's footsteps, Amazon is supposedly recruiting new third-party vendors to ensure the availability of Nike products, as reported by Bloomberg News.

Nike will continue to use Amazon Web Services, the company's cloud-computing unit, to run its apps and website services. In 2017, Nike's pilot partnership with Amazon was established to combat the fake sneakers that were being sold by the e-commerce site's third-party sellers, an issue that plagues many major brands selling products on Amazon. Amazon's brand registry program also aimed to offer Nike more data on their customers and control over items that were listed, but third-party sellers spawned just as quickly as they were removed.

Amazon has been implementing changes that address the flow of counterfeits through a recent project allowing brands to attach unique codes to their products for buyers to identify fakes. Despite the company's continued success in diversifying their portfolio, Nike's leave will potentially increase the concerns of other sizable brands that partner with Amazon.

What To Read Next

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.