

Nike's Amazon return, E.l.f's big Rhode bet, and debunking recession indicators
May 31, 2025
Anna Hensel, Executive Editor at Modern Retail, joins for an engaging discussion on the latest retail news. Nike is making a comeback on Amazon after six years, along with price hikes on its premium items. E.l.f. Beauty is also raising prices while acquiring Hailey Bieber's skincare line, Rhode, for a whopping $1 billion. Hensel debunks myths around recession indicators like the Lipstick and Men's Underwear Index, revealing how these quirky metrics reflect consumer behavior during economic uncertainty.
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Nike Ends Six-Year Amazon Hiatus
- Nike returning to Amazon marks the end of a six-year exclusive channel pullback.
- The move impacts third-party sellers, who must adjust as Nike launches its official Amazon store.
Nike's Strategic Price Increases
- Nike is raising prices on certain footwear and apparel due to seasonal and possibly tariff pressures.
- Price hikes coexist with markdowns, leading to variable consumer spending experiences.
Elf's Modest Price Hike Strategy
- Elf Beauty raised prices by $1 amidst inflation and tariffs, maintaining most products under $10.
- This modest increase keeps the brand competitive and accessible in the drugstore segment.