# Amazon Pumps the Brakes on Echelon’s “Prime Bike”

Published 2020-10-01 · Updated 2026-07-23 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/amazon-pumps-the-brakes-on-echelons-prime-bike
Creator hub: Amazon

> 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…

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](https://marketscale.com/industries/podcast-network/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?

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