Nike’s decision last year to by-pass retailers and become an Official First Party Seller on Amazon backfired. Instead of transferring the sales that usually went through third party sellers directly to its own channel, the sales it lost on retail sites were not picked up by Nike through direct sales, the US-based sales tracking company L2 found.

The result? Nike’s sales ranking on Amazon dropped 15% since last August. Even the only “Amazon Choice” products from Nike came from other retailers, not its own channel. Overall the brand’s sales dropped on the major online channel after it stopped allowing retailers to sell its products on Amazon.


Brand Sales Views
Skechers 22% 11%
Vans 13% 19%
adidas 12% 18%
Converse 10% 11%
PUMA 6% 7%
Nike 4% 8%
Onitsuka Tiger 4% 4%
New Balance 3% 6%
Under Armour 3% 4%
Polo  Ralph Lauren 3 3

More bad news for Nike from US shoppers on Amazon is that the brand is only ranked #6 in terms of sales of fashion sneaker brands, behind Skechers, Vans, adidas, Converse and PUMA. The brands Onitsuka Tiger, New Balance, Under Armour and Polo Ralph Lauren complete the list of the ten most popular fashion sneaker brands on Amazon, according to a 2017 Market Beyond* survey of American shopper preferences.



Overall, Skechers generated the most sales and it was the most popular brand amongst women, with 30% of sales and a high 3% conversion of views to sales. Their D’Lites style (above) was the most popular. Overall Skechers generated the third most views.


Vans generated the most views (indicating aspirational popularity) and produced the second most sales, with Old Skool (above) their most popular line.

Adidas had the second most views and the third highest sales. In the men’s fashion sneaker market adidas led with 16% interest and Neo was their most popular line.

Vans outranked its competitor Converse in both views (#3) and sales (#4). Converse, led by Chuck Taylor sales, was the #2 most popular amongst men (15%), followed by Vans (14%).

*Market Beyond is a company that collects and analyzes data about shopper decisions, brand market share and product and category competition in the market. The report referred to above is about the US fashion sneaker market and the research was conducted between January and February 2017.