Amazon is booted into touch by Nike

NIKE is pulling its shoes and athletic kits from Amazon amid concerns about counterfeits sold on the retailer’s website.

The sportswear company’s move ends its two-year relationship with the internet shopping giant, which has been attempting to lure big brands to its marketplace.

However, Nike’s products will still be available through Amazon from independent businesses who sell products using the platform.

Nike said it wanted to focus on selling its swoosh-branded gear via its own website and smartphone apps. Selling shoes directly to its customers gives the American firm more information on its shoppers and also allows it to avoid paying commission to Amazon.

Its decision follows repeated complaints by brands about Amazon’s marketplace, which critics say is awash with knockoff goods.

In an attempt to address the concerns, the tech giant this year introduced tools to stop them – but this involved brands having to remove fake items themselves.

Amazon has insisted it is taking action to stamp out fake brands and suspicious reviews.