Harley CEO Says Company No Longer Selling Merchandise on Amazon

Harley-Davidson apparel on sale at a dealership in Oakland, California. — Harley-Davidson apparel on sale at a dealership in Oakland, California.Photographer: David Paul Morris/Bloomberg

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By Gabrielle Coppola

February 3, 2021 at 1:10 PM UTC

Most retailers fight for greater visibility on Amazon.com Inc.’s dominant platform. Harley-Davidson Inc. wants to get off of it.

The motorcycle maker is no longer selling branded apparel on the internet giant’s website because that’s undercutting sales at its own dealers, Jochen Zeitz, Harley’s chief executive officer, said in an interview.