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

team
Turning Crises into Momentum: CG Infinity’s Rapid Response Consulting in Action
January 29, 2026

When operations hit critical pressure points, even the most carefully planned projects can unravel. Late-night deployments, complex integrations, and large-scale data migrations are high-stakes moments where small mistakes can threaten months of work. CG Infinity’s Rapid Response Consulting team steps in when the pressure is highest, stabilizing operations, restoring momentum, and reinforcing mission-critical initiatives—fast. Jason…

Read More
Advocacy in Action: How CG Infinity’s Salesforce Practice Puts Clients at the Center of Delivery
January 29, 2026

In today’s enterprise tech landscape, successful Salesforce implementations hinge less on shiny features and more on how well partners align with the real, day-to-day needs of the business. The firms that stand out are the ones that treat delivery as a shared mission—where strategy, execution, and accountability are woven together from the first conversation…

Read More
AI adoption strategy
Field Service Growth Depends on Leading With People, Not Just Technology
January 29, 2026

Skilled trades are facing accelerating retirements, rising customer expectations, and rapid advances in AI—putting the field service industry at a critical inflection point. Industry estimates suggest millions of frontline roles could go unfilled over the next decade, even as technology promises to automate more tasks than ever before. The stakes are high: decisions made now…

Read More
commercial leadership
Why Hotel Performance Depends on Commercial Leadership Across Sales, Marketing, and Revenue
January 28, 2026

The hospitality industry is in the middle of a structural shift toward commercial leadership. Titles like “commercial leader” and “commercial strategy” have gone from buzzwords to necessities as hotels face tighter margins, rising distribution costs, and increasingly fragmented demand. Post-pandemic recovery, accelerated digital marketing spend, and a surge in new supply have forced owners…

Read More