Huge brands like Nike and Ikea have avoided selling their products directly through Amazon for years.
One of the main reasons is that competing with third party sellers who, throughout the years, have consolidated their position in the platform by legally reselling their products at cheaper prices than those sold at their brick-and-mortar stores, is simply not worth the investment of time and resources. The convenience of being able to shop straight from your couch, and the amount of time saved in the process are also becoming more important to the end customer.
Moreover, the abundance of counterfeits on the platform is still a problem of considerable extent, and seeing faux versions of your products, circulating briskly before your eyes, is a tough pill to swallow for any brand-registered business.
However, both companies decided to give this partnership a shot a few years ago. As the adage goes, “You must make peace with your enemy, not with your friends”. This is how it all started…