Amazon.com Inc. said it would carry more Apple Inc products globally in time for the holiday shopping season, as technology rivals put away previous differences to increase sales.
Over the next few weeks, the world's largest online retailer will sell the latest releases of Apple's iPhone, iPad, and other devices in the US, Europe, Japan, and India. Amazon sold a limited range from Apple, which previously included Macs and Beats headphones.
The deal underlines how top brands like Apple and Nike Inc., which for a long time resisted distributing products through Amazon, increasingly turn to the e-commerce site, as it has become an important channel for reaching customers. Amazon has also taken a tougher line on counterfeit goods.
As of January 4, Amazon will clear its website of third-party Apple products that are not authorized by the Cupertino, California-based technology company. Still, shoppers will be able to find non-tagged accessories – like headphones – compatible with Apple devices.
Third-party merchants may sell as they have been during the holiday season, while Amazon will add Apple products to its official Apple on the Amazon side.
The series will contain Apple Watch but not Apple HomePod, an advanced alternative to Amazon's voice-controlled echo device. Such competition in Silicon Valley has often come at the expense of customers.
Alphabet Incs Google pulled its video streaming app YouTube from two Amazon devices last year due to several complaints against the online retailer, including the decision not to sell any of Google's products. Amazon now carries Apple TV, but only after it became compatible with Amazon's Prime Video.
"We are working with Amazon to improve the experience of Apple customers on their site and we look forward to the customers having another great way to buy iPhone, iPad, Apple Watch, Mac and more," said Apple in a statement.
About 71% of Apple's sales in fiscal 2018, ending in September, were through indirect distribution channels like Amazon. – Reuters