Amazon Web Services has a pitch for major customers of its cloud server rentals: Want more Amazon with that?
When Peloton last month announced it would start selling its exercise bike and other products on Amazon, the first time it had used an outside retailer, the news appeared significant as a sign of Peloton’s effort to reach a broader audience. But there was another aspect to the deal: Peloton is a customer of Amazon Web Services, and it negotiated the agreement with the involvement of a little-known group within Amazon called the Pan-Amazon team. Part of that group’s job is to persuade customers of AWS to buy other products and services from Amazon, a way the company uses its strength in the cloud to boost the rest of its businesses.