Nike is hoping a new direct deal with Amazon.com will help the brand boost sales while curtailing the counterfeiting activity that has affected its top and bottom line performance for years.
According to reports, Nike is close to joining Amazon’s brand registry program, allowing the company to sell directly to the e-tailer while maintaining control of its messaging and gaining access to consumer purchasing data.
As part of the registry, Nike would also identify unauthorized sellers and have them shut down on Amazon’s marketplace. Today, there are almost 2,000 branded products in the registry from companies such as Clorox, Johnson & Johnson, Procter & Gamble, Toms and Victoria’s Secret, according to Bloomberg.
While Nike has sold on Amazon-owned Zappos.com, it has never sold its products directly to the e-tail giant. Moving to Amazon could provide a boost to sales at a time when Nike has been hurt by…