In its second-largest acquisition, Amazon buys the company for $970 million.
The camera maker previously sold only photo accessories and brand apparel on its site.
Nikon Inc. now sells Nikon electronics on its recently relaunched web store. The manufacturer of cameras, lenses and optical gear launched the Nikon Store at shop.nikonusa.com. The company previously sold only Nikon accessories, such as camera straps and bags, and Nikon-branded apparel through Nikonmall.com, which now redirects to the Nikon Store.
“Expanding our offering is something Nikon Inc. has been exploring as an additional opportunity to serve Nikon customers and we consider this to be the right time to meet the changing needs of our customers,” says Lisa Osorio, general manager of marketing at Nikon Inc.
The Nikon Store sells a selection of Nikon products including product manuals, software and compact digital cameras. The site does not offer Nikon’s high-end digital SLR cameras. Consumers who search for digital SLR cameras are redirected to Nikonusa.com, where they can search for a web retailer or bricks-and-mortar retailer selling them.
Notably, consumers who begin their product research on Nikonusa.com and click the “where to buy” button for any product are directed to other web and offline retailers, not the Nikon Store. Osorio says the company is working to integrate the shopping functionality with all parts of Nikonusa.com.
Osorio declined to disclose sales goals or the pricing strategy for the store, but says the store represents another purchasing option for consumers. “Many consumers interact with the Nikon brand on our web site, now we are presenting consumers with as much choice as possible for purchasing Nikon products,” she says.
The Nikon Store uses Digital River Inc. for its e-commerce platform. Each product page features multiple photos, technical specifications and consumer reviews. Product pages also list suggested accessories. The site is offering free shipping for sales of $199 or more through Oct. 2.