This massive brand left Amazon in 2019.

So why is everyone saying that they're back?

Let's unpack what's actually happening because it says a lot about where Amazon,

e-commerce and big brands are all heading in 2025.

What's up guys? You're listening to another episode of Built by Business with Andy Isam. One of the biggest brands in the world, a household name, which sold on Amazon back in 2017

and then left in 2019, is now back on Amazon in 2025. Nike is back in the Amazon headlines, and this move has

way more implications than most people realize. This isn't just about Nike, it's about control,

distribution, and the tug of war between D to C and marketplaces. Nike originally partnered

with Amazon in 2017 to combat counterfeits and

control brand representation on the Amazon platform. But in 2019, Nike exited the partnership

saying that they wanted to focus more on direct relationships with their consumers. They complained

about a lack of control over third-party sellers and the inability to create a strong

brand experience. Nike continued to enforce strict map or minimum advertised price and limited

distribution, but unauthorized resellers still sold Nike goods. So what's changed now in 2025?

According to a report that came out last week from Oregon Live, Nike is now officially

selling again on Amazon for the first time in more than five years.

So what's different this time around?

First, Amazon has ramped up brand protections.

There's now advanced brand registry, IP enforcement, as well as limited third party access.

Another contributing factor is Nike's D to C growth has slowed.

Total revenue is down and wholesale is back in favor.

More brands and even luxury ones are re-embracing Amazon due to traffic volume and customer

...