Nike will remove his clothes and sneakers from the Amazon site. A thunderbolt for the giant of online sales and a bet for the brand at the comma. If Nike is the first global group to have taken the plunge, Wednesday, November 13, it is that it feels powerful enough alone to attract customers on its own website and in its stores. “On Amazon, you never know if it's true or false, while in Nike, it's inevitably true”says a young man.
On Amazon, the Nike brand would be competing with counterfeits inevitably cheaper. It would force him to break his prices to remain competitive. Another reason: by controlling its sales, Nike hands over the data of its customers. For Amazon, renowned platform essential, this departure sounds like a challenge to its dominance. In the aftermath of this announcement, Thursday, the action of Amazon has declined, when that of Nike has instead increased. For the moment, Adidas, Puma or Converse, for example, have not followed suit.
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