So, Nintendo’s been making a real comeback lately, and honestly, it’s awesome. They’ve released a couple of handheld consoles that everyone loves, and they’ve got a ton of really great games to play. As a gamer, I’m definitely feeling the good vibes!
Nintendo’s recent success is partly due to strong relationships with its suppliers. However, a talk given by former Nintendo of America president Reggie Fils-Aimé at NYU revealed that these relationships were potentially threatened when Nintendo was first considering a partnership with Amazon, which was trying to establish itself in the video game market.
Back in the day, Amazon was determined to offer the absolute lowest prices, even lower than Walmart. An Amazon executive contacted me – after the request had gone through all levels of my sales team – essentially asking for a huge amount of financial support. They wanted this support so they could consistently undercut Walmart’s prices. I told the executive directly that what they were asking for was illegal and that I couldn’t comply. There was a moment of silence, and then they simply repeated what they wanted.
We stopped selling products through Amazon because I refused to engage in any illegal activities or jeopardize our relationships with other retailers. It was important to establish that we wouldn’t be pressured into compromising our business principles, and that’s how we earned their respect over time.
It’s good to see a company like Nintendo stick to its values, and it seems to have worked out well for them, especially now that Amazon has closed its Luna gaming service. The Switch 2 is gaining more and more confirmed games each month, and it’s already proving to be even more popular than the original Switch. This likely explains why the Switch 2 wasn’t available on Amazon when it was first released.
It’s a fascinating look at their often difficult relationship and how Reggie Fils-Aimé managed a challenging moment.
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2026-05-05 00:41