Nike today confirmed that it will start selling products on Amazon.com, starting with “a limited Nike product assortment,” setting aside its longtime reluctance in a sign that working with the Seattle-based e-commerce giant is increasingly unavoidable for the world’s major brands.

The confirmation by Nike CEO Mark Parker followed a report by the Wall Street Journal that Amazon had agreed to better police counterfeit and third-party sales of Nike products.

“In the US, we’re executing a new pilot with Amazon with a limited Nike product assortment,” Parker said on Nike’s earnings conference call today.

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