Sainsbury's has launched its first online non-food offering and, like many other supermarkets, the firm is muscling in on cycle sales.
The sports and leisure segment is lead with cycling imagery, even taking prominence over football and home fitness items.
In the adult's cycling section, 39 items are available, including cycle computers from Sigma, two bikes from Raleigh and licensed brand names such as kids' favourite Ben 10.
Among items in the toys and games section, a further nine bikes feature, as do on-a-budget helmets.
Items sold cater for the lower-end of the market and no bikes sold top the £130 mark.