Nike just the start of firms ditching Amazon to sell direct


Nike‘s decision to stop selling merchandise to Amazon is just the “tip of the iceberg” of brands opting to go directly to consumers, internet entrepreneur Tim Armstrong told CNBC on Friday.

“The direct-to-consumer movement will be the replacement for the retail issues and commerce issues that are going on because of the platforms,” said Armstrong, founder of the dtx company, which aims to disrupt online shopping.

“If they have the option to go direct, they are going to go direct,” said Armstrong, former CEO of AOL and ex-Google ad chief. Brands are often fearful that by partnering with Amazon they will lose control over how they’re represented on the site.

On Wednesday, Nike confirmed to…


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