Nintendo vs Amazon: Inside the Fallout Over Third-Party Sellers and the Future of Switch 2 Sales in the US

Introduction: A Modern Retail Rift with Classic Industry Impacts

In an era where convenience defines consumer behavior, the absence of a brand like Nintendo from a retail juggernaut like Amazon US is more than a headline—it’s a seismic retail shift. At the heart of the issue lies a clash between brand control and third-party sales freedom, a tension increasingly visible across the tech and gaming industries. With Nintendo’s much-hyped Switch 2 already breaking sales records, the timing of this conflict could not be more critical. Here’s a deep dive into what really happened, why it matters, and where the future may be heading.

the Original

Nintendo has halted the direct sale of its products through Amazon in the US, a move triggered by ongoing disputes over unauthorized third-party sellers. According to Bloomberg, the root of the issue is that unauthorized sellers were importing Nintendo products—especially games—from Southeast Asia and offering them in the US market at prices lower than those set by Nintendo itself.

In response, Nintendo pulled all direct listings from

Nintendo has officially denied discussing the specifics of retailer negotiations, while Amazon has refuted Bloomberg’s claim, stating it still sells Nintendo products directly to customers.

This development coincides with the highly anticipated release of the Nintendo Switch 2, which debuted earlier this month and has already sold 3.5 million units in just four days. Despite its popularity, Amazon US customers are noticeably missing out: the console is available through traditional US retailers like Walmart, Target, Best Buy, and GameStop, but not through Amazon in the United States. Meanwhile, Amazon offers it in other markets like Canada, Japan, and the UK.

Notably, tensions like this aren’t unprecedented. Major companies including Apple and Nike have previously withdrawn from Amazon due to similar concerns about third-party control, only to return later under renegotiated terms.

Despite the current fallout, signs of reconciliation have emerged. Pre-orders for Donkey Kong Bananza—a new Nintendo title—are currently live on Amazon US and are marked as “sold by Amazon.” However, Amazon remains absent from Nintendo’s official US retail partner list for Switch 2.

What Undercode Say:

The rift between Nintendo and Amazon US is far from a simple corporate squabble—it’s a critical example of how retail ecosystems are evolving, especially in a world where digital authenticity, brand protection, and gray market dynamics intersect.

From a business strategy lens, Nintendo is prioritizing brand value and pricing integrity over the convenience of mass exposure via Amazon. That’s a bold move, particularly during the launch of one of the most anticipated consoles in recent memory. But in an industry where piracy, regional arbitrage, and price undercutting can erode profits, their caution makes strategic sense.

Meanwhile, Amazon’s offer to verify listings reflects its broader battle with counterfeiting and unauthorized sellers—a long-running challenge on its marketplace. But Nintendo’s rejection suggests that “verified by Amazon” isn’t a silver bullet, especially for brands as protective as Nintendo.

This conflict also highlights a growing trend: legacy companies refusing to let platform giants dictate their retail strategies. Nike and Apple, both of whom exited and later returned to Amazon on stricter terms, illustrate the delicate power balance between global brands and digital retailers.

The Switch 2 launch proves that Nintendo doesn’t need Amazon US to move massive unit volumes—3.5 million units in 4 days is a staggering number, especially without Amazon’s US storefront in play. But that success could face hurdles if American customers continue to struggle with availability, potentially opening opportunities for scalpers, hoarding, and third-party price gouging.

Interestingly, the Donkey Kong Bananza pre-order being listed as “sold by Amazon” suggests that negotiations are quietly advancing behind the scenes. Nintendo might be testing the waters, allowing selected launches to re-enter Amazon’s US storefront under tighter control.

For consumers, the takeaway is simple: brand authenticity is now affecting availability. For the industry, it’s a clear message—retail dominance is no longer a one-way street. Companies are regaining control, even if that means sacrificing short-term convenience for long-term brand equity.

🔍 Fact Checker Results:

✅ Verified: Nintendo pulled direct listings from Amazon US in 2023.
✅ Verified: Switch 2 sold 3.5 million units within four days of launch.
❌ Misinformation: Amazon is not currently listed as a US partner retailer for Switch 2 by Nintendo.

📊 Prediction:

Expect Nintendo and Amazon US to fully reconcile by Q4 2025, likely in time for holiday sales. With major titles like Donkey Kong Bananza already reappearing and strong consumer demand evident, the two companies will find middle ground—likely involving enhanced seller restrictions and direct fulfillment agreements. The era of full third-party freedom on Amazon is waning, and Nintendo’s firm stance may inspire other brands to follow suit.