Nike (NKE, $89.50) parts ways with Amazon (AMZN, $1,778.00) on product sales
Sneakers and athletic apparel behemoth Nike is no longer selling its products directly on e-commerce company Amazon.com’s website. Nike is focusing more on boosting its own online platform instead.
The news comes just ahead of one of the biggest holiday shopping seasons, and marks the end of a pilot program that started in 2017. Under the pilot program, Nike acted as a wholesaler to Amazon, instead of selling via third-party merchants.
“As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail,” Nike said in a statement. “We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”
Some big names avoid selling on Amazon’s platform, apparently due to the presence of counterfeit products and unauthorized sellers that undercut prices. Nike’s pulling away from Amazon.com could potentially further indicate retailers’ concerns about selling goods via Amazon.
A Bloomberg report mentions that Amazon has been preparing for the move, according to two people familiar with the matter. It has been recruiting third-party sellers with Nike products so that the products are still available on the website, they said. Amazon has also been reportedly taking steps to limit the flow of fakes on the site; for instance, it is allowing brands to put unique codes on their products, as a way to distinguish them from counterfeits.
Nike said it will continue to use Amazon’s cloud-computing offering, Amazon Web Services, to power its apps and Nike.com services.
NKE in -0.88% downward trend, falling for three consecutive days on July 15, 2025
Moving lower for three straight days is viewed as a bearish sign. Keep an eye on this stock for future declines. Considering data from situations where NKE declined for three days, in of 310 cases, the price declined further within the following month. The odds of a continued downward trend are .
Technical Analysis (Indicators)
Bearish Trend Analysis
The 10-day RSI Indicator for NKE moved out of overbought territory on July 08, 2025. This could be a bearish sign for the stock. Traders may want to consider selling the stock or buying put options. Tickeron's A.I.dvisor looked at 25 similar instances where the indicator moved out of overbought territory. In of the 25 cases, the stock moved lower in the following days. This puts the odds of a move lower at .
NKE broke above its upper Bollinger Band on June 27, 2025. This could be a sign that the stock is set to drop as the stock moves back below the upper band and toward the middle band. You may want to consider selling the stock or exploring put options.
Bullish Trend Analysis
The Stochastic Oscillator is in the oversold zone. Keep an eye out for a move up in the foreseeable future.
The Momentum Indicator moved above the 0 level on June 27, 2025. You may want to consider a long position or call options on NKE as a result. In of 88 past instances where the momentum indicator moved above 0, the stock continued to climb. The odds of a continued upward trend are .
The Moving Average Convergence Divergence (MACD) for NKE just turned positive on June 27, 2025. Looking at past instances where NKE's MACD turned positive, the stock continued to rise in of 45 cases over the following month. The odds of a continued upward trend are .
Following a 3-day Advance, the price is estimated to grow further. Considering data from situations where NKE advanced for three days, in of 290 cases, the price rose further within the following month. The odds of a continued upward trend are .
The Aroon Indicator entered an Uptrend today. In of 211 cases where NKE Aroon's Indicator entered an Uptrend, the price rose further within the following month. The odds of a continued Uptrend are .
The Tickeron Price Growth Rating for this company is (best 1 - 100 worst), indicating outstanding price growth. NKE’s price grows at a higher rate over the last 12 months as compared to S&P 500 index constituents.
The Tickeron Valuation Rating of (best 1 - 100 worst) indicates that the company is fair valued in the industry. This rating compares market capitalization estimated by our proprietary formula with the current market capitalization. This rating is based on the following metrics, as compared to industry averages: NKE's P/B Ratio (9.862) is very high in comparison to the industry average of (3.082). P/E Ratio (27.224) is within average values for comparable stocks, (28.555). Projected Growth (PEG Ratio) (2.032) is also within normal values, averaging (1.991). Dividend Yield (0.015) settles around the average of (0.036) among similar stocks. P/S Ratio (2.762) is also within normal values, averaging (1.500).
The Tickeron Seasonality Score of (best 1 - 100 worst) indicates that the company is significantly overvalued in the industry. The Tickeron Seasonality score describes the variance of predictable price changes around the same period every calendar year. These changes can be tied to a specific month, quarter, holiday or vacation period, as well as a meteorological or growing season.
The Tickeron PE Growth Rating for this company is (best 1 - 100 worst), pointing to worse than average earnings growth. The PE Growth rating is based on a comparative analysis of stock PE ratio increase over the last 12 months compared against S&P 500 index constituents.
The Tickeron SMR rating for this company is (best 1 - 100 worst), indicating weak sales and an unprofitable business model. SMR (Sales, Margin, Return on Equity) rating is based on comparative analysis of weighted Sales, Income Margin and Return on Equity values compared against S&P 500 index constituents. The weighted SMR value is a proprietary formula developed by Tickeron and represents an overall profitability measure for a stock.
The Tickeron Profit vs. Risk Rating rating for this company is (best 1 - 100 worst), indicating that the returns do not compensate for the risks. NKE’s unstable profits reported over time resulted in significant Drawdowns within these last five years. A stable profit reduces stock drawdown and volatility. The average Profit vs. Risk Rating rating for the industry is 77, placing this stock worse than average.
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General Information
a maker of athletic footwear and apparel
Industry ApparelFootwear
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