Former Nintendo of America president Reggie Fils-Aimé has recounted a specific instance during the Wii and DS era where Amazon requested financial support described as 'obscene' to undercut Walmart's pricing. This occurred amid annual sales of ten million Wii and DS units across the Americas, a period of substantial revenue generation for Nintendo. Fils-Aimé emphasized that such support would have been illegal, stating directly to the Amazon executive, 'You know that's illegal? I can't do that.'

In response, Nintendo suspended supply of Wii and DS consoles to Amazon, prioritizing compliance with legal standards and preservation of relationships with other retailers. This decision, according to Fils-Aimé, established boundaries in business dealings and fostered long-term respect. By the time of the Nintendo Switch launch, Amazon had returned as a cooperative partner, contributing effectively to the rollout.

Industry coverage has noted the anecdote's relevance to historical retail dynamics, with X discussions highlighting the quoted exchange without significant deviation from reported details. The episode underscores the importance of channel management in console distribution, where short-term gains must align with regulatory frameworks and partner ecosystems.