Reggie Fils-Aimé Reveals Amazon's Request That Led to Nintendo's Sales Ban

In a surprising revelation, former Nintendo of America President Reggie Fils-Aimé shared during a recent lecture at NYU that Amazon's aggressive expansion beyond books led to a rift between the two companies. The dispute began in the DS era, when Nintendo made the bold decision to stop selling its products on Amazon. At the heart of the conflict was Amazon's desire for preferential treatment, which Fils-Aimé claimed would have not only strained Nintendo's relationships with other retailers but also potentially led to a breach of law.

The exact nature of Amazon's request is unclear, but Fils-Aimé's comments suggest that the company was willing to undercut its competitors, including Walmart, on price. The fallout was significant, with Nintendo consoles largely disappearing from Amazon's platform for an extended period. However, the two sides have since reconciled, and customers can now purchase a Switch or other Nintendo products through Amazon.

The 2000s were a transformative time for Amazon, as it rapidly expanded its product offerings beyond books. Fils-Aimé's comments provide a unique glimpse into the behind-the-scenes dynamics that shaped the gaming industry's relationships with major retailers. While the specifics of Amazon's proposal to Nintendo remain undisclosed, Fils-Aimé's account underscores the complex and often fraught nature of business negotiations between industry giants.