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

NIKE, Inc. (NYSE:NKE) stated it will resume direct sales on Amazon after a six-year break and elevate the pricing for certain adult products beginning next week.

Price increases ranging from $2 to $10 will be applied to equipment and apparel. There will be a $5 increase for shoes priced between $100 and $150 and a $10 increase for shoes priced over $150. Children's products and anything under $100 won't be impacted. This action is taken before the crucial back-to-school season.

Under CEO Elliott Hill, NIKE, Inc. (NYSE:NKE) is returning to Amazon to improve distribution and regain market dominance. It is anticipated that NKE will respond as the business continues to implement its recovery plan.

NIKE, Inc. (NYSE:NKE)'s price changes are the result of smart seasonal planning and growing tariff concerns, particularly given the company's heavy reliance on China and Vietnam for sourcing. Reversing its 2019 strategy of removing products from Amazon to concentrate on direct-to-consumer channels, it has decided to rejoin the marketplace. NIKE, Inc. (NYSE:NKE) items are being sold on Amazon by independent vendors.

Beginning July 19, Amazon will prohibit certain retailers from selling NIKE's products that overlap as part of the changeover. Together with its alliances with merchants like Printemps, the move broadens NIKE, Inc. (NYSE:NKE)'s market reach. As of 2024, the company's biggest revenue-generating market is still North America.

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