Why did Birkenstock stop selling on Amazon?

Ever wonder why you can’t find your favorite Birkenstocks on Amazon anymore? Let’s explain in a way that’s both clear and relatable.

The Counterfeit Crisis

In 2017, Birkenstock decided to pull out of Amazon, and it all boiled down to one major issue: counterfeits. The rise of fake Birkenstock products on Amazon damaged the brand’s reputation. Despite numerous efforts, Amazon failed to combat the tide of counterfeit sellers mocking up fake versions of Birkenstock’s beloved footwear.

Taking a Stand

David Kahan, CEO of Birkenstock USA, took a stand by terminating sales through Amazon. He highlighted this in a stern letter, warning customers with a "BUYER BEWARE" message. The company was adamant that counterfeiters were undermining their brand and that products purchased through unauthorized sellers like Amazon didn’t carry their consumer warranty.

A Strategic Shift

Leaving Amazon wasn’t just a defensive move but part of a larger strategy. Birkenstock refocused its efforts on direct-to-consumer sales through its own website and trusted, authorized retailers. This strategic pivot didn't just protect the brand—it supercharged its growth. In 2022, Birkenstock’s new approach led to a remarkable sales increase, bringing its net sales to $437.4 million. The "Louisvuittonization" of Birkenstock emphasized premium quality and exclusivity, further strengthening the brand.

Looking Forward

By pulling out of Amazon, Birkenstock ensured that customers get the real deal every time. They maintained control over their product’s authenticity and quality, bolstering consumer confidence. Today, when you purchase directly from Birkenstock’s website or an authorized retailer, you can trust your shoes' authenticity and comfort.

In summary, Birkenstock’s exit from Amazon was a bold and necessary move to protect its brand from counterfeit dilution, which enabled it to thrive in a more controlled and direct sales environment.