Amazon stops selling ‘Prime Bike’, walks away from fitness company Echelon

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Topline

Hours after the launch of a $ 499 exercise bike billed as a partnership between Amazon and fitness company Echelon, Amazon stopped selling the product and said the bike “is not an Amazon product or linked to Amazon Prime ”.

Highlights

According to a press release issued by Echelon on Tuesday, the so-called “Prime Bike” has been “developed in conjunction with Amazon” and offers Prime members a 30-day free trial for Echelon’s connected fitness app.

The ad, which has since been removed, generated a buzz because it described the bike as Amazon’s first foray into connected exercise equipment, although some media called it a “peloton imitation.”

But hours after the original announcement on Tuesday night, Amazon updated the product page listing the bike as “currently unavailable” and removed any mention of a partnership with Amazon.

“This bike is not an Amazon product or related to Amazon Prime. Echelon does not have a formal partnership with Amazon. We are working with Echelon to clarify this in their communications, stop the sale of the product and change the branding of the product, ”said an Amazon spokesperson.

Echelon did not immediately respond to a request for comment from Forbes.

Crucial quote

“We were built on the idea of ​​a physical form accessible to all. The Prime Bike was developed in collaboration with Amazon, with the goal of creating an incredible connected bike for less than $ 500 and it turned out to be a phenomenal match, ”said Lou Lentine, President and CEO of Echelon Fitness, in the press now removed. Release.

Key context

Home fitness equipment has seen a boom during the pandemic as gyms continue to be closed or operate at limited capacity. Peloton, which has grown in cult following, in particular, has exploded this year, more than doubling its subscription base from last year. But Echelon isn’t the only tech giant suing Peloton. Apple announced last week that it was launching its own subscription service with weekly workout videos to compete with Peloton’s standalone app.

Tangent

Walmart has already launched a similar connected bike with Echelon, though the model is out of stock on the retailer’s website.

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