About Nintendo and Amazon
Nintendo's relationship with Amazon has seen significant ups and downs, especially during the Nintendo DS era. Reggie Fils-Aimé, the former president of Nintendo of America, recently recounted a pivotal phone call with an Amazon executive that led to Nintendo ceasing sales to the online retailer. This conversation occurred toward the late 2000s or early 2010s, marking a tumultuous period for both companies.
The Tense Phone Call
Fils-Aimé described the conversation as tense, recalling how Amazon sought extensive financial support to undercut competitors like Walmart. He responded firmly, stating, "You know, that's illegal. I can't do that." This moment of silence on the other end highlighted the stark difference in business ethics between the two companies. Fils-Aimé emphasized that he was unwilling to jeopardize Nintendo's relationships with other retailers, leading to the decision to stop selling to Amazon altogether.
Impact on Nintendo's Retail Strategy
The fallout from this decision shaped Nintendo's retail strategy significantly. Fils-Aimé reiterated, "I wasn't going to do something that would put at risk the relationships we have with our other retailers." His stance illustrated a commitment to maintaining integrity in business dealings. He also noted, "Look, you're not going to push me around. This is the way we do business," underlining his approach to negotiating with major partners.
Return of Nintendo Products to Amazon
Fast forward to recent developments, rumors emerged in 2023 about strained relations between Nintendo and Amazon over third-party resellers, which led to the removal of certain products ahead of the Nintendo Switch 2 launch. Despite these challenges, Nintendo's games made a comeback on Amazon in June 2025, signaling a potential reconciliation between the two entities. Fils-Aimé clarified that Amazon was integral to the successful launch of the Nintendo Switch in 2017, stating that it was "based on a mutually beneficial approach."
What This Means for Players
This history between Nintendo and Amazon illustrates the complexities of retail partnerships in the gaming industry. Players can benefit from understanding the dynamics that affect product availability and pricing. With Nintendo's games returning to Amazon, it signals an improved relationship that could enhance accessibility for gamers looking to purchase Nintendo titles online.