Reggie Fils-Aimé’s Amazon story says a lot about Nintendo
Reggie Fils-Aimé, former president of Nintendo of America from 2006 to 2019, shared an anecdote at an NYU Game Center event about a retail negotiation with Amazon during the Wii and Nintendo DS era, likely in the early 2010s. According to Fils-Aimé, an Amazon executive approached Nintendo requesting substantial financial support to allow Amazon to undercut Walmart’s pricing on the two bestselling consoles. The story exemplifies Fils-Aimé’s tenure as a commanding business executive and his role in protecting Nintendo’s retail partnerships and pricing strategy during one of the company’s most commercially successful periods. Now retired, Fils-Aimé has become known for recounting anecdotes from his time at Nintendo, drawing on his reputation as a confident and media-savvy executive whose E3 presentations made him an unlikely public face for the company.