Published May 9, 2026, 10:00 AM EDT Reggie Fils-Aimé loves to self-mythologize, but his latest anecdote says a lot about Nintendo That time Nintendo told Amazon to get lost Image Nintendo Reggie Fils-Aimé has been at it again. The big bruiser of an executive was boss of Nintendo of America from 2006 to 2019 , and became the unlikely face of Nintendo for a spell thanks to his prowling, confident, meme-ready presentations at E3. Now retired, he loves to dine out on anecdotes about his successes there — and this week, he's been bragging about the time he showed Amazon the door. The story, as told during an onstage conversation at NYU Game Center , goes like this. During the tail end of the Wii and Nintendo DS generation — probably in the early 2010s — Reggie got a call from an executive at Amazon who was asking for "an obscene amount of financial support" so that Amazon could have an even lower retail price on the two massive-selling consoles than Walmart. Reggie countered that this would be illegal.…