Two years ago, Nike stopped selling its apparel and sneakers directly to Amazon. The brand has since been exceptionally successful in growing its digital sales. And yet, consumers continue to search for Nike on Amazon.
According to Marketplace Pulse research, Nike products have been among the top 10 most searched brands on Amazon for years. The brand’s popularity on Amazon did not noticeably change when Nike stopped selling to Amazon. The only brands that get more attention are Apple, Nintendo, Lego, PlayStation, Crocs, Anker, Uggs, Xbox and Funko Pop.
Searches related to Nike products continue to be among the top 200 keywords – before and after Nike’s decision. The decisions of Nike or Amazon do not seem to influence what customers are looking for. The only time Nike dropped out of the top 200 was in March and April 2020, when searches for essentials like face masks replaced it.
“As part of Nike’s focus on improving consumer experiences through more direct and personal relationships, we have made the decision to end our current pilot project with Amazon Retail,” the company said in November. 2019. Nike only agreed to the pilot in 2017 in exchange for Amazon monitoring counterfeits and third-party sales. The pilot didn’t work, so the brand never brought its entire catalog to Amazon.
Nike realized it didn’t need to resolve its issues with Amazon. He could instead create a channel without these problems. Its digital sales have excelled in recent years to account for 30% of the total and are expected to reach 50% next year. Nike.com receives 100 million visitors per month, and Nike’s app is among the top 5 shopping apps on the iPhone App Store – it gets more downloads than Etsy, Target and most other retailers and brands.
Meanwhile, a subset of Nike’s catalog is available on Amazon, sold by third-party sellers and surrounded by advertisements from competing brands like Adidas. It’s a disappointing customer experience. Nike is probably okay with being misrepresented on Amazon – causing shoppers to head to Nike.com or download its app instead.
More people buy directly from Nike than search for its products on Amazon. Nike is doing very well. But it is also one of the most recognized consumer brands. The point isn’t about Nike – it’s that customers are going to Amazon despite brands’ best efforts to reach them directly – in every way that matters, shopping on Nike.com is better for the customer. . If some Nike customers default to Amazon, even more default to other brands.
This makes Amazon the default search engine. The number of people who check Amazon first before looking elsewhere is perhaps its deepest chasm. In the case of Nike, some notice that the choices are limited and look elsewhere. But very often, the products offered correspond to what the customer was looking for.