From Yahoo Finance: 2025-05-22 20:56:00

Nike will increase prices on certain adult products and resume direct sales on Amazon after a six-year hiatus. The price hikes, ranging from $2 to $10, will affect equipment and apparel, with a $5 to $10 increase for shoes over $100. Children’s products and items under $100 will not be impacted.

CEO Elliott Hill is leading Nike’s return to Amazon to enhance distribution and regain market share. The move is part of the company’s recovery strategy amid growing tariff concerns and a heavy reliance on China and Vietnam for sourcing. Nike will now sell products on Amazon through independent vendors.

Amazon will stop certain retailers from selling Nike products that overlap starting July 19. This change, along with partnerships like Printemps, expands Nike’s market reach. Despite these shifts, North America remains the company’s largest revenue-generating market.

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Read more: Nike Plans to Increase Prices Next Week and Resume Selling on Amazon