Nike's relationship with Amazon has been a dynamic one, marked by periods of collaboration and separation. There's been significant discussion about Nike's renewed direct engagement with the e-commerce giant. This development holds considerable implications for both brands, as well as for the broader e-commerce landscape and the numerous third-party sellers who operate within it.
Nike currently generates an estimated $512.5 million in annual revenue on Amazon, supported by roughly 5,000 Amazon sellers. Among these, 86 businesses are generating over $1 million annually from selling Nike products.
For many resellers, Nike has become the iconic brand to flip — with sellers routinely scouring Nike outlets, box stores, and closeouts in search of profitable inventory. However, as Nike’s direct presence grows on Amazon, many of these top-selling products are expected to get squeezed out of search results and Buy Box placements. Still, resellers may continue to benefit from increased traffic as more Nike customers shop on Amazon, enjoying a "halo effect" even if the margins tighten.
Top Nike Sellers on Amazon
At the top of the reseller pyramid, a few standouts dominate Nike sales on Amazon:
- Stadium Goods
- Celebrate Alive
- EverValue Emporium
- Trusted Footwear
- SPORT+
All of these sellers are each pulling in over $1 million in revenue per month selling Nike products.
Nike's Category Dominance
Nike’s strength is especially evident in specific Amazon categories:
- Men's Road Running Shoes
- Men's Fashion Sneakers
- Men's Basketball Shoes
- Women's Fashion Sneakers
- Women's Road Running Shoes
For example, in Men's Basketball Shoes, Nike holds an unprecedented 79.1% market share — a dominance built over decades, beginning with its historic partnership with Michael Jordan and continuing today through its roster of NBA superstars. Each of these key categories generates more than $10 million annually.
Why Nike Stepped Away—and Why It Came Back
Nike initially ceased direct sales on Amazon to gain tighter control over its brand image and to combat counterfeit products. By focusing on its direct-to-consumer (DTC) strategy via its own platforms and selected retail partners, Nike sought to maintain premium pricing, protect brand integrity, and deliver a more consistent customer experience.
However, Nike's recent decision to re-engage directly with Amazon signals a calculated strategic shift. For Amazon, this partnership is a major win — securing direct access to Nike’s full catalog, including new releases, enhances Amazon's position as a trusted destination for authentic, high-demand products. This will undoubtedly drive significant traffic and sales.
The Advertising Picture
Interestingly, while Nike products perform exceptionally well on Amazon, advertising tells a more nuanced story. Nike sellers are spending approximately $405,000 monthly on Amazon ads, which may seem significant but is relatively modest compared to competitors. Moreover, 89% of Nike's traffic comes from branded search terms, meaning customers are specifically searching for "Nike" rather than discovering the brand through more generic search terms like "running shoes." As a result, Nike isn’t actively competing for non-branded category searches, leaving that broader customer acquisition space open for competitors to capture.
Lessons from Amazon's Apple Partnership
The evolving Nike-Amazon relationship draws parallels to Amazon’s partnership with Apple, where unauthorized resellers were largely removed, and comprehensive catalog and promotional support were provided. This suggests Amazon may move toward a more controlled, premium experience for Nike shoppers, aligning with Nike’s overall brand strategy while limiting opportunities for unauthorized third-party resellers.
The Road Ahead
Nike's direct return to Amazon represents more than just a business decision — it’s a reflection of the changing dynamics of brand control, third-party marketplaces, and consumer expectations. As the partnership unfolds, it will reshape market share, impact reseller viability, and ultimately redefine the Amazon shopping experience for millions of Nike customers.
