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

legal counsel
The Importance of Legal Counsel to Major League Organizations
June 2, 2023

Live sporting events continue to be at the forefront of entertainment in America year after year. Between enthused fans, good food and drinks, and anticipation for record-breaking moments, the ambiance of a stadium on a game day is unmatched. However, behind the scenes of our beloved stadiums and sports traditions lies term sheets and contracts […]

Read More
Divergence Between Stocks and Bonds
The Divergence Between Stocks and Bonds & Emerging Market Trends
June 2, 2023

As the world of investing continues to evolve, it’s crucial for industry leaders to keep pace with the shifting landscape. One particular topic gaining traction is the divergence between stocks and bonds – an economic paradox affecting portfolios worldwide. Recent data shows that traditional investment strategies, like the 60-40 portfolio (60% in stocks and 40% […]

Read More
restaurant
The Main Course: The Power of Restaurant Narrative in Staffing
June 2, 2023

Not every restaurant makes an effort to fully integrate its customer into the experience of eating and enjoying their food. But for those looking for a unique dining experience, plenty of such establishments present unique restaurant narratives. What sort of restaurants emphasize storytelling in their dining, and how do they handle staffing? On this […]

Read More