The company will no longer directly sell its sneakers or clothing on the website. . The decision comes as the company rethinks its retail strategy, ending a pilot program that began in 2017. "As part of Nike's focus on elevating consumer experiences through more direct ... relationships, we have made the decision to complete our current pilot with Amazon Retail." - Nike, via Bloomberg. The goal of the pilot was to eliminate counterfeit goods being sold through third parties on Amazon, which proved unsuccessful. Bloomberg reports that Amazon anticipated the departure by developing a vetted network of third-party Nike sellers.