Nike Inc. has announced plans to raise prices on select products starting next week and resume direct sales on Amazon for the first time since 2019. The dual move is part of the company's strategy to boost revenue ahead of the back-to-school season and reinforce its standing in a highly competitive global sportswear market.
Starting next week, Nike will implement moderate price hikes on adult products, excluding kids' items and popular styles like the Air Force 1.
Products priced between $100 and $150: $5 increase
Footwear priced over $150: Up to $10 more
Items under $100: No change
Children’s products: Unaffected
“As part of our seasonal planning, we regularly evaluate our business and make pricing adjustments accordingly,” Nike said in a statement.
The decision comes amid global supply chain restructuring and increasing tariff pressures faced by major athletic brands. Earlier this month, Puma indicated it had lowered exports from China to the U.S. and hinted at potential price adjustments due to rising import costs.
Nike is also making a significant return to Amazon’s online marketplace, having withdrawn in 2019 to concentrate on its own direct-to-consumer (DTC) strategy. Since then, Nike products have largely been available on Amazon via third-party sellers.
This move is part of a wider marketplace strategy aimed at reclaiming lost ground from rising competitors and engaging a broader audience online and offline.
“We’re providing an extended period of time for the small number of sellers affected to sell through their inventory of overlapping items,” said an Amazon spokesperson.
Amazon has reportedly begun alerting some independent merchants that they will no longer be permitted to sell specific Nike products starting July 19, as per The Information. The company is offering sellers time to clear out their existing stock.
North America remains Nike’s largest revenue-generating region, and this new strategy reflects the company's efforts to reinvigorate its brand. Under the leadership of newly appointed CEO Elliott Hill, Nike is:
Streamlining pricing strategy
Re-engaging with top e-commerce platforms
Expanding partnerships with retailers like French department store chain Printemps
These steps mark a strategic shift designed to keep pace with trend-focused emerging labels and evolving consumer habits.
Nike’s decision to raise prices and rejoin Amazon marks a pivotal moment in its broader turnaround strategy aimed at revitalizing growth amid rising competition and shifting consumer behavior. By selectively increasing prices on adult apparel and equipment, the brand is navigating inflationary pressures and global supply chain dynamics while protecting its more accessible product ranges.
The return to Amazon after a six-year hiatus underscores Nike’s willingness to adapt its direct-to-consumer approach to reclaim digital market share and increase visibility. Under CEO Elliott Hill, these moves signal a renewed focus on profitability, innovation, and expansion through diversified retail partnerships.
As North America remains Nike’s most lucrative market, these strategic steps position the brand to strengthen its presence both online and offline. While some third-party sellers may be impacted, Nike’s direct engagement on Amazon is expected to provide more control over branding and pricing—critical in maintaining its leadership in the competitive sportswear sector.