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By Jonathan Jagard · August 21, 2025 · Curated by George's Blog
With Nike's recent announcement about returning to Amazon as a 1P seller, I wondered: What does Nike hope to gain (or gain BACK) by making this move?
Share of voice? In 2024, Nike had an incredible 18.7% SOV in the MENS ATHLETIC SHOES category. It dipped to 15.5% from January to July of this year, and has declined to 14.0% in the last 4 weeks (with Nike selling 1P). I'm guessing we'll see that change once Nike takes full control of its paid search strategy.
Portfolio presence? Despite being a 3P seller (or maybe because of it!), Nike has the LARGEST product portfolio in the category, outnumbering adidas by 5% and New Balance by 67%.
Pricing? Nike's Jan-Jul portfolio ASP exceeded $126, good for second across the top ten brands in the category (only On was higher at $168.89).
Keyword relevance? 20,601 search terms contained the word "NIKE" since 2023. "ADIDAS" had 10,921. "UNDER ARMOUR" had 4,104. "REEBOK" had 1,482.
For seven years, Nike did its best to keep Amazon in the corner. It's safe to say that shoppers weren't much concerned about who supplied their Nike needs on Amazon. Going forward, it will be interesting to see how Nike handles its new Amazon 1P business.
(Metrics supplied from Analytic Index's database of search and share across the tens of thousands of Amazon categories, with daily insights tracking back to 2020).