Peloton D2C reach expands with Amazon

Peloton D2C strategy is expanding as they grow their collaboration with Amazon. The Peloton Bike, Guide, and select accessories are now available for purchase in Amazon’s UK store. Peloton will also launch in Amazon’s German store in the coming weeks.

Peloton’s new products and accessories were previously sold, exclusively, through the the Peloton commerce site, inside sales channels and global showrooms. Expanding to Amazon makes their products more accessible on the platforms shoppers already use and is a natural progression for the Peleton D2C reach.

As part of the Peloton D2C Amazon experience, the Peloton Bike will be available with a convenient in-home delivery, and for the first-time customers will have the option to assemble the Bikes themselves or select an expert assembly option which is available in mainland UK (excluding Northern Ireland). The in-home delivery and expert assembly are offered at no additional cost to customers.

Peloton and Amazon’s further collaboration enables Peloton to expand its distribution channels to immediately engage millions of Peloton Members and prospective Members by making its products and accessories more readily accessible on Amazon. This announcement follows Peloton’s launch on Amazon in the US in August 2022 and its inclusion in the Prime Early Access Sale in the US.

The UK and Germany are strategic markets for Peloton where we have built sizable and engaged Member communities. Further expanding our distribution channels through Amazon is our latest move to make Peloton readily accessible and to meet our Members where they are. 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. 

– Manu Seigner, General Manager for International, Peloton

Peloton products available at launch on Amazon in the UK will include:

  • Peloton Bike: Original Peloton Bike | Indoor Stationary Exercise Bike with Immersive 22″ HD Touchscreen. Priced at £1,345 GBP at launch.
  • Peloton Guide: Strength Training Device with Built-In Camera Technology, Movement Tracker, and Handheld Remote with Voice Activation. Priced at £275 GBP at launch.
  • Select Peloton accessories – additional accessories including Peloton Cycling Shoes will be available soon. 

Peloton is such a great addition to the fitness products range available for Amazon customers. We’re delighted Peloton is offering another way for Amazon customers to be part of that community energized by fitness at home. With Amazon’s convenient shopping experience, fast delivery, great offers and deals, as well as instalments and other payment options for eligible customers, we hope to further Peloton’s mission by providing customers with high quality, innovative products to take their health and fitness to the next level.

– Neil Sentance, Director of EU Sports, Amazon

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