Amazon is to sell Nike shoes directly for the first time, it is understood.

A deal between Amazon and Nike will enhance the etail giant’s fashion clout as well as help the footwear brand combat the sale of counterfeit goods, Bloomberg reported.

Goldman Sachs analyst Lindsay Drucker Mann said yesterday that Nike, which is sold on Amazon’s Zappos site but not directly on Amazon, could be close to forging a closer relationship with the etailer.

Nike product is sold on the Amazon site through third parties.

Battling counterfeiters

A formal relationship would help Nike ensure the authenticity of its products by making use of Amazon’s brand registry system.

The registry enables brands to have the counterfeit goods removed from Amazon’s site.

About 2,000 branded products are registered on the scheme at present, including Victoria’s Secret, Patagonia and Procter & Gamble, the person said.

Nike is increasingly focusing on direct sales. At present wholesale makes up 75% of its business.

News of the likely tie-up hit the shares of sports retailers internationally.

In the UK, Sports Direct’s and JD Sports’ shares both fell.

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