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Peloton Expands Relationship with Amazon to 2 New Countries

Peloton is expanding its partnership with Amazon to include the UK and Germany.

Just three months after it first began selling on Amazon in the U.S., Peloton is expanding its collaboration to sell some of its products on Amazon in the UK and Germany as well.

The Peloton Bike, Guide and select accessories are now available in Amazon’s UK store and will be on Amazon’s Germany store in the coming weeks. As part of the experience, the Peloton Bike will be available with free in-home delivery, and  first-time customers will have the option to assemble the bikes themselves or select free expert assembly in mainland UK (excluding Northern Ireland).

“The UK and Germany are strategic markets for Peloton where we have built sizable and engaged member communities,” said Manu Seigner, General Manager for International at Peloton in a statement. “Peloton’s collaboration with Amazon increases access to Peloton’s connected fitness products and the vast library of thousands of instructor-led fitness and wellness classes.”

Peloton’s entry on Amazon U.S. in August 2022 marked the first time the exercise brand had expanded sales beyond its own channels. As it turns out, that move heralded the beginning of a swath of similar deals designed to make its products more accessible to a wider range of consumers, including a partnership with DICK’S Sporting Goods in September 2022 followed by a deal to put Peloton Bikes in all 5,400 U.S. Hilton hotels.

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While selling on Amazon was once anathema, it’s becoming an increasingly popular strategy, particularly for brands fighting a downturn. Retailers including Gap and Victoria’s Secret recently announced their own similar deals to sell via the ecommerce giant.

And while Peloton CEO Barry McCarthy says the “ship is turning” after a year of slumping results, leadership departures and layoffs, the company’s latest results don’t offer much hope for an about-face any time soon. Results for Peloton’s first fiscal quarter, reported on Nov. 3, 2022, showed a wider-than-expected loss and a weak holiday quarter outlook, causing shares to tumble once again: they are now down nearly 80% from a year ago.

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