Reggie Fils-Aimé's Amazon story says a lot about Nintendo

Reggie Fils-Aimé said Amazon once sought unusually large support from Nintendo to undercut Walmart on Wii and Nintendo DS pricing.

Nintendo refused the request and stopped selling to Amazon, according to his account at a NYU Game Center event.

The anecdote highlights Nintendo’s long-standing focus on controlling brand image and balancing retail partners over maximizing distribution.