Nike expands its Amazon program, but calls for “better presentation” and data-sharing

Why it’s interesting

  • Nike’s relationship with Amazon is probably the most closely watched brand partnership with the Seattle-based behemoth so far. A big focus is on how much Nike can push Amazon to honor its commitment to letting Nike be the exclusive seller of its products online.

Why it matters

  • As Nike slims down its stocklists from 30,000 to just 40, Amazon will become an increasingly important sales channel. The comment from CEO Mark Parker call for seems like a clear message to Amazon: it needs to keep improving the brand building tools it provides to sellers as well as its data sharing practices. While few other companies have had luck lobbying Amazon, Nike might have enough staying power to pull it off.