Amazon Pumps the Brakes on Echelon’s “Prime Bike”

When Tuesday’s announcement by Echelon Fitness that their $500 exercise bike, dubbed the ‘Prime Bike,’ would be an Amazon Prime customer exclusive, Peloton’s stock fell as much as 6.7%. Was the at-home fitness market perhaps too early to react? In a bit of a twist, Amazon quickly denied association with the bike, and ordered any inference of a collaboration with Echelon be retracted.

Daniel Litwin and Tyler Kern try to unravel the mystery over this week’s unusual happenings in this Business Casual segment. There certainly is a lot for Peloton to be concerned about if a $500 equivalent offering, backed by Amazon, hit the market against their $1,895 bike fitness option. Could this have been an over-ambitious strategy by Echelon to grab attention, or a crossing of wires between the two the companies?

KEY POINTS:

  • Echelon Fitness announced its EX-Prime Smart Connect Bike, “in collaboration with Amazon.”
  • Amazon denied any formal connection to Echelon’s so-called Prime Bike; was Echelon’s announcement misleading?
  • Why is Amazon distancing itself from this Prime-Exclusive fitness product as the at-home fitness market booms?

For the latest news, videos, and podcasts in the Retail Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

managed service
Complex AI Software Should Be Delivered as a Managed Service
February 18, 2026

Artificial intelligence software is increasing in complexity. Delivery models typically include traditional licensing or a managed service approach. The structure used to deploy these systems can influence how they operate in production environments. The CEO of Amberd, Mazda Marvasti, believes platforms at this level should be delivered as a managed service rather than under…

Read More
AI services
High Hyperscaler GPU Costs and Infrastructure Limits Drove Move to QumulusAI for Fixed-Cost AI Services and Greater Flexibility
February 18, 2026

Providing managed AI services at a predictable, fixed cost can be challenging when hyperscaler pricing models require substantial upfront GPU commitments. Large upfront commitments and limited infrastructure flexibility may prevent providers from aligning costs with their delivery model. Amberd CEO Mazda Marvasti encountered this issue when exploring GPU capacity through Amazon. The minimum requirement…

Read More
business decisions
AI Enables Faster Business Decisions, Giving Startups an Edge Over Traditional Companies
February 18, 2026

Speed in business decisions is becoming a defining competitive factor. Artificial intelligence tools now allow smaller teams to analyze information and act faster than traditional organizations. Established companies face increasing pressure as decision cycles shorten across industries. Mazda Marvasti, CEO of Amberd, says new entrants are already using AI to accelerate business decisions. He…

Read More
business insights
Amberd Delivers Real-Time Business Insights, Cutting Executive Reporting From Weeks to Minutes With ADA
February 18, 2026

Many organizations struggle to deliver real-time business insights to executives. Traditional workflows require analysts and database teams to extract, prepare, and validate data before it reaches decision makers. That process can stretch across departments and delay critical answers.. The CEO of Amberd Mazda Marvasti states that the cycle to answer a single business question…

Read More