Nike to Raise U.S. Prices and Return to Amazon
Nike is planning to raise prices in the U.S. starting June 1st, with adult apparel and equipment going up by $2 to $10 and many shoes over $100 rising by as much as $10. Children’s products and popular models like the Air Force 1s won’t be affected. While Nike didn’t directly blame tariffs, its finance chief recently pointed to external pressures like trade policies and consumer uncertainty as reasons for the shift.
At the same time, Nike is making a major move back to Amazon after a six-year break. The company had pulled out in 2019 to focus on its own stores and website, but falling online sales and competition have prompted a change in strategy under CEO Elliott Hill. “We’re offering the right products, best services, and tailored experiences... wherever and however they choose to shop,” Nike said, confirming the return.
The deal means Amazon will start sourcing Nike products directly, pushing out some third-party sellers who’ve been offering gray-market goods in the absence of official listings. Those vendors have until July 19th to sell through overlapping stock. Nike’s return is part of a wider push to reclaim market share, strengthen wholesale partnerships, and navigate trade disruptions as U.S. tariffs on imports from key Asian suppliers remain in place.
