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Athletic retail giant Nike will stop selling its products on Amazon, ending a two-year pilot program.

Nike had long avoided selling directly on Amazon, but in July 2017 it changed course, announcing plans to offer “a limited Nike product assortment,” on the e-commerce platform. The move was a sign of Amazon’s increasing inevitability for the world’s major brands.

Bloomberg reports Nike decided to end the program amid an overhaul of its retail strategy and the decision to hire ex-eBay CEO John Donahoe as its next chief executive.

“As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail,” the company said in a statement to Bloomberg. “We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”

Amazon declined to comment.

Bloomberg reports that Amazon has been preparing for Nike’s exit from the platform. It has been recruiting third-party sellers of Nike products to ensure the brand remains available on Amazon.

Nike isn’t cutting ties with Amazon entirely. Bloomberg reports it will continue to use Amazon Web Services as its cloud computing provider to power its apps and online services.

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