Peloton had made its Peloton Bike, Guide and select accessories and apparel available for purchase in U.S. Amazon U.S. stores. Prior to this partnership, Peloton products were sold exclusively through the brand’s own ecommerce site, inside sales channels and showroom.
This collaboration will enable Peloton to expand its distribution and engage millions of Peloton Members (and prospective Members) in a new channel for the brand. Customers can search for the products in Amazon stores to see if they are available for purchase and delivery in their area, with the option to assemble the bikes themselves or select an add-on expert assembly option at no additional cost in many regions.
“We are thrilled to have Peloton products available for our customers in Amazon stores,” said Jim Adkins, VP of Recreational and Vocational Categories at Amazon in a statement. “Peloton is all about bringing their community and energizing fitness routines into the home. With Amazon’s convenient shopping experience, we hope to further that mission by providing customers with high quality, innovative products to take their health and fitness to the next level.”
The partnership comes months after Amazon reportedly expressed interest in acquiring Peloton in early 2022. At the time, the tech-focused exercise retailer was dealing with falling stock prices stemming from challenges including two unfortunate media portrayals and mid-2021 product recalls following reports of 70 injuries and one death.
Peloton has since increased is subscription price while reducing the cost of the equipment. The retailer also has shifted to third-person manufacturing for its Peloton Bike and Tread product lines, to contain its costs and create a more efficient supply chain.
The retailer is still pursuing its turnaround plan; Peloton reportedly laid off approximately 800 employees and shuttered an unspecified number of stores earlier in August 2022, according to Bloomberg. Exposure to Amazon customers could provide a an avenue for improving performance.
“Expanding our distribution channels through Amazon is a natural extension of our business and an organic way to increase access to our brand,” said Kevin Cornils, Chief Commercial Officer at Peloton in a statement. “We want to meet consumers where they are, and they are shopping on Amazon. Providing additional opportunities to expose people to Peloton is a clear next step, as we continue to generate excitement for our unparalleled connected fitness experience.”