Ikea and Nike quit Amazon

Swedish retailer Ikea ended an agreement to sell its products through Amazon. The company used to sell smaller items, such as kitchen utensils, via the marketplace in the United States on a trial basis. The reasons for discontinuing sales are not clear yet. The decision comes nearly a week after Nike ended a two-year collaboration with Amazon. The sports brand said that it wanted to focus on a "direct and personal relationship with the customer".

The analysts cited by Retail Detail believe that large brands want full control over their sales. "The move shows us that strong brands realize that traffic driven to their own site (e.g. Nike.com) is self-sustaining, more profitable, and actually brand-enhancing," Jefferies analyst Randy Konik said.

(Retaildetail.eu)