Core Insights - Nike will resume direct sales of its products on Amazon in the U.S. for the first time since 2019, marking a significant shift in its distribution strategy [1][4] Group 1: Nike's Strategy - Nike previously halted wholesale sales on Amazon six years ago to enhance direct customer engagement and control over the shopping experience, driven by concerns over counterfeit products [2] - A Nike spokesperson indicated that the company is investing in its marketplace to offer more products and services to consumers, including expanding to new digital accounts like Amazon and enhancing retail experiences [3] Group 2: Amazon's Position - Amazon will begin sourcing a wider range of Nike products directly, expanding its selection for U.S. customers, which previously included only a limited selection through third-party sellers [4] - The agreement is seen as a win for Amazon, which aims to attract more high-end brands to its platform, having previously launched luxury fashion shops and partnerships with brands like Saks Fifth Avenue [6]