No, according to Super Retail Group.
The retail giant, which has a share of the sneaker market via Rebel and Amart Sports, believes there is enough differentiation to survive the threat of Amazon.
In a comparison of the top 100 selling lines in its sports and leisure portfolio, the Group revealed product mix and pricing between the two.
In its leisure business, 44 of the top 100 lines were not sold on Amazon, 28 products were cheaper on Amazon and 28 cost more.
In sporting goods, 22 of the top 100 lines were not sold on Amazon, 42 were cheaper on Amazon and 36 were more expensive.
Super Retail Group confirmed analysis has highlighted significant variances at a product and brand level.
It is currently in discussions with trade partners, which offer significantly lower retail prices on Amazon, on a price harmonisation strategy.
The Group also confirmed the impending launch of a new private label sporting venture in 2018.
This would lift sales of private label goods from 6% to 20%.