Peloton, the interactive fitness brand, has launched on Amazon in the US in a departure from their own retail shops and more traditional D2C strategy.
Hitherto, Peloton’s new products and accessories were sold, exclusively, through the the Peloton commerce site, inside sales channels and global showrooms. You must have seen their adverts on the telebox and online as they are one of the biggest fitness brands in the world, certainly within the cycling vertical.
Now, Peloton have expanded their distribution and can more immediately engage millions of Peloton Members and prospective Members in a new channel for the brand, by making products and accessories more readily accessible in Amazon stores.
Peloeton state that they want to innovate and drive growth by collaborating with the world’s best-in-class ecommerce retailer to expand access to their highly sought-after suite of connected fitness products. Perhaps looking at the news prosaically, one might be forgiven for thinking that the pandemic boost of home fitness is over, the economy is contracting, spending is down and so trimming expenses is necessary for survival.
Peloton have already announced they are closing retail locations with a sizeable round of layoffs along with price rises. Amazon isn’t just a way to increase sales, it’s a way to survive.
Expanding our distribution channels through Amazon is a natural extension of our business and an organic way to increase access to our brand. 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.
– Kevin Cornils, Chief Commercial Officer, Peloton
As part of the Amazon experience, the Peloton Bike will be available with a convenient in-home delivery, and customers have the option to assemble the bikes themselves or select an add-on expert assembly option available in the majority of the US. The in-home delivery and expert assembly are offered at no additional cost to customers.
Peloton have gone all out on their Amazon US launch, as you’d expect from a brand of this stature. You’ll see a fully featured Amazon store, Sponsored Brand and Sponsored Product Ads and a ton of A+ content to promote their products.
We are thrilled to have Peloton products available for our customers in Amazon stores. 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.
– Jim Adkins, Vice President of Recreational and Vocational categories, Amazon
If you’re based in the UK or other countries around the world, don’t get too excited just yet. Search for Peloton on Amazon UK or most other country sites and you’ll be greeted by a set of search results of competitors products – No one sells Peloton other than Peloton and they’re only on Amazon in the US. We’re waiting to see if they expand to other Amazon Stores around the world.
