Amazon may not yet be directly competing with Peloton.
According to Forbes, Amazon has halted sales of the Echelon EX-Prime Smart Connect Bike, also known as the Prime Bike. On Sept. 22, at-home connected fitness technology provider Echelon announced it was jointly releasing the Peloton-like exercise bike with Amazon and exclusively selling it to Amazon Prime subscribers.
However, that specific Echelon model is currently not listed for sale on Amazon’s e-commerce site, and the press release from Echelon announcing the product has been removed from the wires.
“This bike is not an Amazon product or related to Amazon Prime. Echelon does not have a formal partnership with Amazon,” an Amazon spokesperson told Forbes. “We are working with Echelon to clarify this in its communications, stop the sale of the product, and change the product branding.”
Echelon has not responded to a request for comment from Forbes.