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By Liran Hirschkorn · December 15, 2025 · Curated by George's Blog
Big brands used to avoid Amazon. But now look at Adidas.
They’re using Prime to power their own DTC sales.
What’s happening now is fascinating:
- Some of their products are Buy with Prime eligible.
- Others are only available through DTC fulfillment.
- They’ve created dedicated Black Friday Prime shipping pages on their site.
This isn’t just a conversion play. It’s operationally smart too.
Because they don’t need to split inventory anymore.
They can centralize fulfillment and use Amazon’s logistics across both DTC and Prime checkout.
That means faster shipping, especially around the holidays, without giving up control of their brand story or customer data.
And yes, they still gatekeep select drops and exclusive lines to their own channels.
Smart.
Years ago, most major brands wanted nothing to do with Amazon. Now… they’re leveraging Prime off Amazon too.
You can try to force your customer to shop where you want them to.
Or you can let them buy where they already are, and win.