Just Buy It: Nike Prices Sprint Up as Swoosh Returns to Amazon

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Nike will raise prices on some products from next week and will return to selling products directly on Amazon for the first time since 2019, in a tactical move against global tariff pressures and changing market forces.

Major Points
Price Hikes from Next Week:
Nike will raise prices on adult footwear, clothing, and equipment by $2 to $10.
Shoes priced between $100 and $150 will be raised by $5.

Shoes that cost more than $150 will increase by $10.

Items priced below $100, kid's products, and best-selling models such as the Air Force 1 and Jordan clothing/accessories will be spared.

The price increases will be apparent to shoppers by June 1, with retail partners shifting prices in July.

Return to Amazon After Six Years:
Nike will again sell directly on Amazon to broaden its digital footprint and regain lost market share to rivals.

This is a change from its 2019 departure, which was prompted by fears of counterfeit products and a desire for direct-to-consumer sales.

Amazon will be sourcing a wider range of Nike goods, and some third-party sellers will be phased out by July 19 as Amazon directly deals with Nike.

Strategic Response to Tariffs:
The hikes in price are generally regarded as a response to new tariffs on Chinese and Vietnamese imports, where Nike produces most of its products.

China is subjected to a 30% tariff and Vietnam to a 10% tariff on imported goods to the U.S.

Nike follows counterparts such as Puma, who similarly adapt prices and supply chains in response.

Impact on the Consumer
The firm is keeping prices constant on kids' items to not overburden households during the back-to-school season.

Longer-Term Strategy:
Nike's comeback to Amazon is part of a wider revival initiative under CEO Elliott Hill, which also includes venturing into new retail alliances and strengthening online experiences.

Source: Reuters, CNBC, USA Today, Forbes, The Hill (dated May 21, 2025)