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Peloton Starts Selling Equipment on Amazon in Major Retail Strategy Shift


It’s not confirmation of a rumored Amazon acquisition, but Peloton this morning confirmed that it has begun selling select equipment and apparel through the retailer. Starting today, Amazon customers can buy select products, including the Peloton bike, set-top Peloton Guide, clothing and branded accessories like shoes and weights, through the official Peloton store.

The move marks a major strategy shift — and, perhaps, concession — for the beleaguered home fitness firm. As it notes in a press release, this is the first time Peloton has sold product outside of its own site, stores and sales channels. Its recent struggles have proven, in part, that there’s a ceiling for the company’s famously cult-like devotion.

“Expanding our distribution channels through Amazon is a natural extension of our business and an organic way to increase access to our brand,” Peloton CCO Kevin Cornils said in a release. “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.”