Amazon sought significant financial support to outdo Walmart.
Nintendo once stopped selling to Amazon because it sought preferential treatment potentially breaching legal standards, as recounted by former Nintendo of America President Reggie Fils-Aimé during an NYU lecture. While Nintendo and Amazon have since reconciled, with the Switch 2 now available on Amazon, the consoles were largely absent from the platform for a time. In the 2000s, during Amazon’s aggressive expansion, it sought extensive support from Nintendo to undercut Walmart. Fils-Aimé highlighted that the demanded support was prohibited, prompting Nintendo to end the relationship to maintain ethical business practices and relationships with other retailers.