Nike (nke, +9.57%) confirmed on Thursday it will finally start selling its products directly on (amzn, -0.05%), betting that the extra sales will outweigh any loss of control in how its merchandise is presented.

The partnership with Amazon is in its early stages and involves only a “limited” section of Nike products for now, Nikes CEO Mark Parker told investors on a conference call Thursday afternoon to discuss quarterly results, confirming recent media reports.

“We are looking to improve the Nike consumer experience on Amazon by elevating the way the brand is presented and increasing the quality of product storytelling,” Parker said, noting that the company is exploring changes in how it sells online.

While Nike is one of the top selling brands on Amazon, until now the athletic wear maker’s products have only been available via third-party vendors on its market places. The proliferation of third-party sellers on the site has weakened many top brands’ control…