The Prime Bike Is Apparently ‘Not an Amazon Product’

The connected fitness bike would have challenged Peloton's dominance

The connected bike is not currently available from Amazon or Echelon. Echelon/Amazon
Headshot of Lisa Lacy

Bad news for anyone excited about the prospect of a $500 Peloton alternative in the so-called Prime Bike: Amazon says it simply isn’t true.

Connected fitness brand Echelon issued a press release on Monday announcing a collaboration with Amazon on what it called Amazon’s first-ever connected fitness product.

However, in an emailed statement on Tuesday, an Amazon spokesperson said, “This bike is not an Amazon product or related to Amazon Prime. Echelon does not have a formal partnership with Amazon. We are working with Echelon to clarify this in its communications, stop the sale of the product and change the product branding.”

Echelon did not respond to a request for comment. As of today, the fitness company’s original press release was no longer available on PR Newswire.

In addition, a search for Echelon bikes on Amazon yielded zero results from the brand itself, but rather a number of ads and listings from stationary bike competitors like Sunny Health and Fitness, Yosuda, Schwinn and Cyclace.

The Prime Bike, officially named the EX-Prime Smart Connect Bike, is not available on the Echelon website either.

The news comes about a month after Amazon announced a new wellness program, Amazon Halo, which includes a wearable device, the Halo Band.

It also comes at a time when consumers are keenly interested in at-home fitness equipment. Market research firm NPD Group found sales of stationary bikes were up 170% and adult leisure bikes were up 120% year-over-year as of May. And a June study from web analytics firm SimiliarWeb found Amazon’s private label brand AmazonBasics had positioned itself as the category leader in search traffic for sports and fitness products.


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@lisalacy lisa.lacy@adweek.com Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.
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