Nike to sell limited number of items directly on Amazon

People walk past the Nike SoHo store in New York City.
People walk past the Nike SoHo store in New York City. PHOTO: AFP

NEW YORK (AFP) - Nike reached an agreement to sell a limited number of products directly on Amazon, executives said on Thursday, in a sign of the growing importance of the e-commerce platform.

Nike executives described the venture as a "pilot" project to sell some shoes, apparel and accessories.

They emphasised that the move was just one part of a strategy that also includes more direct-selling presence through Nike's own website and mobile application.

Nike earlier this month unveiled a new global sales structure targeting growth in the biggest cities and speeding the development time on new fashions and products in response to consumer demand.

The shakeout in retail due to e-commerce and shifting consumer behaviour has led to the demise of some sports chains like Sports Authority and heavily pressured department store chains, such as J.C. Penney and Macy's.

Much of Nike's products already appear on Amazon courtesy of third-party sellers.

Analysts have seen a move to direct selling on the platform as a way to better market Nike goods on Amazon and protect profit margins.