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

Revenue Cycle
Transformation Without Disruption: How Access Healthcare Is Rewiring the Revenue Cycle with Agentic AI
September 17, 2025

Hospitals are juggling shrinking margins and rising costs while denial volumes remain stubbornly high. In the revenue cycle alone, hundreds of billions are lost annually to preventable errors and inefficiencies—in fact, Access Healthcare CEO Shaji Ravi cites more than $250 billion wasted each year. Meanwhile, payers have accelerated their use of AI to adjudicate…

Read More
leading with intention
Making Meaning Out of Life’s Pause: Billie Whitehouse on Finding Strength, Setting Boundaries, and Leading With Intention
September 17, 2025

In June, Forbes profiled Billie Whitehouse, CEO and Creative Director of Wearable X, as she broke her silence about leading through a devastating health crisis. Diagnosed with stage 4 colon cancer at 27 while 22 weeks pregnant, Whitehouse underwent emergency surgery that ensured her survival, but came with the profound heartbreak of losing her…

Read More
Critical Care
Transforming the ICU Through Technology: Advances in Critical Care Telehealth Delivering Gold-Standard Care Anywhere
September 17, 2025

Critical care in the United States faces a mounting crisis. With a shortage of board-certified intensivists and younger, less experienced nurses filling ICUs, hospitals often struggle to provide timely, gold-standard care. Studies show that hospitals with board-certified intensivists in their ICUs see a 30% reduction in patient mortality, yet thousands of facilities still lack…

Read More
How to Scale Events Without Losing the Wow Factor
How to Scale Events Without Losing the Wow Factor
September 17, 2025

In this episode of Secured, host Mike Monsive, CEO of ASAP Security, reconnects with Idan Koren, CMO of Verkada, for a conversation about what it really takes to scale events without losing their impact. Idan shares how his team manages nearly 500 events a year—ranging from intimate gatherings to Verkada One, the company’s flagship…

Read More