Why Did Nintendo Suddenly Disappear from Amazon?
Have you ever wondered why Nintendo consoles were hard to find on Amazon back in the 2000s? Former Nintendo of America President Reggie Fils-Aimé recently shed light on this mystery during a lecture at NYU. 
Amazon’s Aggressive Expansion—and Its Request
During the DS days, Amazon was transitioning from its origins as a book retailer to a dominant force in all types of products. According to Fils-Aimé, Amazon wanted Nintendo to offer preferential treatment—special pricing and deals that would let Amazon undercut even major retailers like Walmart.
Legal and Ethical Red Lines
Reggie Fils-Aimé explained that Amazon’s request wasn’t just about business strategy. Granting such privileges would have violated Nintendo’s agreements with other retailers and could have potentially broken the law. Nintendo decided not to compromise its values or legal standing, leading to the suspension of sales to Amazon.
What Happened Next?
Nintendo’s consoles, including the beloved DS, became scarce on Amazon for several years. This created a noticeable gap for fans and collectors trying to buy official Nintendo products online.
- Amazon’s push: Aggressively seeking exclusive deals
- Nintendo’s stance: Protecting fairness and legality
- Retail impact: Temporary absence of Nintendo hardware on Amazon
Reconciliation and the Future
Over time, Nintendo and Amazon repaired their relationship. Today, you can easily find Nintendo Switch consoles—and likely the upcoming Switch 2—on Amazon once again. This episode is a reminder of the high stakes and tough decisions in the world of gaming and retail.
Conclusion
Reggie Fils-Aimé’s revelation offers a rare glimpse into the behind-the-scenes negotiations between two industry giants. It’s a story of ethics, business pressures, and ultimately, the value of sticking to one’s principles.
