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Additionally, some of Amazon’s policies and practices might not be in the best interest of Nike.

According to Bloomberg, Nike has decided to stop selling its products on Amazon, as it is focusing more on its own online stores. This piece argues that with Amazon expanding its own in-house brand and selling “copycat and counterfeit products”, Nike’s move seems well-placed.

The decision to pull off its products indicates Nike’s intention to reach directly to its consumers. This piece argues that this move could lead other companies to follow suit affecting the number of brands selling on the platform.

Disney pulled a similar move when it moved its high-value content from other streaming platforms. If other brands follow Nike’s suit, the arrival of the shopping season could further pivot both retailers and online platforms into an “online battle”.

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