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Nike will no longer sell any of its products on Amazon, becoming the latest brand to forgo access to the platform projected to control 40% of the U.S. ecommerce market by the end of 2019.
“As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon retail,” the brand announced in a statement. “We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”