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!

Latest

How to Improve the Carrier Selection Process
June 29, 2022
Choosing the right carrier for transporting goods can be tricky, but it is now a much easier task thanks to Carrier Assure, a new software platform created by CEO Cassandra Gaines. Using her Read more
Soccer Stadium in Austin, TX. Streaming soccer broadcast with Apple TV.
Live Streaming is Changing the World of Sports Entertainment
June 29, 2022
In the first half of 2022, Apple TV  turned the world of sports entertainment upside down by solidifying two historic streaming deals with Major League Baseball (MLB) and Major League Soccer (MLS). Read more
US Consumer Confidence Hits 16-Month Low on Drag From Inflation
June 29, 2022
(Bloomberg) -- US consumer confidence dropped in June to the lowest in more than a year as inflation continues to dampen Americans’ economic views. The Conference Board’s index decreased to 98.7 from a downwardly Read more