What Fashion Brands Can Learn From Nike’s First Six Months As An Amazon Partner

When Nike caved in and became an official first-party seller on Amazon this summer, it felt like a retail omen. If Nike — the world’s largest athletic company, earning $34 billion in revenue in 2017 — couldn’t hold out, who could? “You can’t ignore the fact that Amazon has the most powerful distribution system in the world. There’s just no denying that,” said Jim Fosina, CEO of Fosina Marketing Group. “Not even from a brand like Nike. And it’s not an exaggeration to say that message was felt throughout the retail industry.” But in the six months since Nike announced it would become a first-party seller, the brand’s performance has plummeted on Amazon. It’s an important case study in cozying up to Amazon, as the decision for fashion brands around partnering or pushing away the retailer only becomes more important. Read more at Digiday.