Reggie Fils-Aimé recalls conflict with Amazon during the Nintendo DS era

Reggie Fils-Aimé, the former president of Nintendo of America, recently spoke about a tense phone call with an Amazon executive who asked him to do something "illegal" during the Nintendo DS era. The conversation took place near the end of the Wii and DS generation, around the late 2000s or early 2010s. Fils-Aimé shared the memory during a lecture at New York University, where he discussed several experiences from his time at Nintendo.

The context of the call

The discussion centered on Amazon’s growing interest in the video game market and its desire to secure a dominant price point. Fils-Aimé, who was responsible for significant sales during that period, recalled Amazon asking for major financial support so it could offer the lowest price and beat Walmart. Fils-Aimé said he could not agree to the request because it may have been illegal. The exchange ended in silence on the other end of the line, underscoring how serious the situation was.

The fallout from the relationship

That interaction led Nintendo to stop selling to Amazon. Fils-Aimé stressed that he did not want to put other retailers at a disadvantage with that decision. He also said that taking that stance helped build respect between the companies. For him, it was important to draw a line and make it clear that Nintendo would not be pressured.

The current state of the relationship

The relationship between Nintendo and Amazon has not been without issues. In 2025, rumors surfaced that the two companies were once again at odds, this time over the role of third-party resellers. That reportedly led to products being pulled shortly before the launch of the Nintendo Switch 2. Nintendo denied the claims, while Amazon said it was happy to offer Nintendo products directly to customers.

Remembering the partnership

Fils-Aimé noted that Amazon was "right at the table" during the launch of the original Nintendo Switch in 2017. He said the success of that product depended on a mutually beneficial partnership. Despite the challenges in their past, the relationship between the two companies remains important for Nintendo’s future in the digital retail space.

Fils-Aimé’s comments offer an interesting look at the dynamics between Nintendo and one of the world’s biggest online retailers. They highlight the complexity of business relationships in the competitive gaming industry and the need for companies to make firm choices when pursuing their interests.