Amazon removed Echelon Ex-Prime bikes from its site hours after the bike company launched its new product, as Echelon claimed the bike was built in collaboration with Amazon. Earlier, Peloton shares fell 6.7% on the announcement of the launch as it signaled Amazon's entry into the fitness market.
- The "Peloton knock-off" was priced at $499, compared to Peleton's ~$2,000 range. The bike doesn't have an integrated screen, and fitness programs can be streamed via mobile phones or tablets.
- During the launch, the company's CEO said, "the Prime Bike was developed in collaboration with Amazon," and "Amazon looking to us to partner on their first-ever connected fitness product."
- Later, an Amazon spokesperson said, "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 its communications, stop the sale of the product, and change the product branding."
- Echelon sells a similar bike at Walmart.com, though the model is currently out of stock.