In the most recent consumer news, Nike has finally agreed to allow Amazon to sell its products directly. This isn't the first time Nike has partnered with a third party retailer, but, until now, it refused to sell directly This isn't the first time Nike has partnered with a third party retailer, but, until now, it refused to sell directly with Amazon services. With the appeal of in-store shopping dropping and declining over the years, Nike's online sales have become significantly more important to the company. In the midst of really taking control and getting ahead of its own e-commerce efforts, Nike will also begin channeling a much broader audience through Amazon. Investors of the brand completely embraced and welcomed the news with open arms as its stock jumped 2% following the reports that a deal could occur. Investors of course like the idea of Nike taking advantage of Amazon's platform, especially that company sales have been declining of late with the increasing competitive sportswear field. As this story continues to unfold, Consider The Consumer will continue to revise and update. Stay tuned, and get to shopping!