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Peloton rolls with Amazon in exercise company’s first outside partnership to sell online – GeekWire

Peloton will sell bikes, gear and accessories on Amazon. (Photo of the peloton)

Exercise equipment and subscription company Peloton Interactive will for the first time sell its bikes and equipment beyond its own stores through an exclusive deal with Amazon, announced Wednesday morning.

That’s notable in part because Amazon was among the companies reportedly interested in acquiring Peloton earlier this year. Companies often engage in strategic talks that can lead to outcomes ranging from partnership to purchase, as recent details from Amazon’s One Medical talks show.

Peloton’s integration with Amazon suggests some serious forethought and planning, including delivery by Amazon in three-hour increments, with a free assembly option. The peloton is would have transferred delivery and assembly entirely to third-party servicesa role that was previously performed by in-house teams in Peloton vans.

Checking and selecting Peloton Bike Delivery on Amazon.

This is part of a larger attempt to revive Peloton’s post-pandemic business under CEO Barry McCarthy, who took over in February. The New York-based company is cut hundreds of jobs and the closure of some points of sale.

For Amazon, this is a notable victory in the Seattle-based company’s ongoing efforts to persuade well-known brands to operate storefronts on its e-commerce portal.

This may require trade-offs for big brands, giving Amazon a window into their business, while directly competing with legitimate third-party sellers and dodgy counterfeits. Nike’s decision to pull its products from Amazon in 2019 after a two-year trial was emblematic of the challenges.

Products available through Peloton’s new Amazon storefront Includes the original Peloton bike, Peloton Guide training camera and a selection of accessories and apparel. Our initial comparison this morning indicates that the prices are the same for every item on Amazon and on the Peloton online store.