Reggie Fils-Aimé Reveals: The Time Amazon Asked Nintendo to Break the Law

Former Nintendo of America President Reggie Fils-Aimé has finally pulled back the curtain on one of the most mysterious retail rifts in gaming history. During a recent lecture at New York University, the "Regginator" revealed that Nintendo’s long-standing refusal to sell products on Amazon US during the Wii and DS era wasn't just a business disagreement—it was a stand against illegal demands.

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The "Obscene" Request

According to Reggie, during the late 2000s and early 2010s, an Amazon executive reached out with a proposal that was as bold as it was legally questionable. At the time, Amazon was aggressively trying to dominate the video game market and wanted to undercut Walmart at any cost.

Their plan? They asked Nintendo for an "obscene amount of financial support" to fund these discounts. Essentially, Amazon wanted Nintendo to pay them to lower their prices, allowing Amazon to beat out every other major retailer on the planet using Nintendo’s own money.

Reggie’s Response:

"I literally said to the executive, ‘You know that’s illegal, right? I can’t do that.’"

The response from the other end of the line? A long silence, followed by: "But this is what I want."

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Why Was It Illegal?

The request likely bordered on price discrimination or predatory pricing violations. Under various trade laws (like the Robinson-Patman Act in the US), manufacturers generally cannot offer secret, massive financial kickbacks to one retailer that they don't offer to others, especially if it's intended to cripple competition.

Reggie’s refusal was based on two core principles:

1. Legal Compliance: He refused to put the company at legal risk.

2. Retailer Relationships: Giving Amazon a secret advantage would have destroyed Nintendo’s trust with partners like Walmart, Target, and GameStop.

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The Fallout: A 15-Year Cold War

Following this exchange, Nintendo made the drastic move to stop selling directly to Amazon US For years, fans noticed that Nintendo consoles and first-party games were only available on Amazon via third-party sellers, often at inflated prices.

This "Cold War" lasted until the launch of the Nintendo Switch in 2017, when the two companies finally returned to the table under a "mutually beneficial" agreement. However, even recently, rumors of friction have persisted, with the Switch 2 notably missing from Amazon pre-orders in early 2026 while appearing at all other major retailers.

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The Takeaway: Standing Your Ground

For Reggie, the decision wasn't just about the law—it was about respect. By walking away from the world's largest e-commerce platform at the height of the Wii's popularity, he sent a clear message: Nintendo won't be pushed around.

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