(Cybertech) – Echelon made it seem like it partnered with Amazon to offer an exercise bike called Ex-Prime Bike.
Echelon listed the bike on Amazon, calling it an “Amazon Exclusive”. The listing claimed “Amazon and Echelon have partnered up to bring you this exclusive offer and bike design”, while other language on the page made it clear the bike was intended to be a cheaper alternative to the $1,900 Peloton Bike.
The product, technically called Ex-Prime Bike on Amazon, was dubbed the Prime Bike, given Amazon appeared to be behind it. Lou Lentine, the president and CEO of Echelon, even said in a press release (picked up by TechCrunch, Engadget, and others) that “Prime Bike” was developed “in collaboration” with Amazon.
However, an Amazon spokesperson has told Cybertech: “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.”
Prime Bike was originally listed at $499.99 on Amazon. As of late Tuesday, the listing page has been significantly altered and is marked as unavailable.
Echelon makes several fitness products, including a smart mirror and several other smart bikes. The Prime Bike appeared to be similar in design to a Peloton Bike, minus the screen, though you could still pair it with a tablet to access Peloton’s live-streamed classes or Echelon’s own fitness service.
Echelon said the Prime Bike weighed 80 pounds, offered multiple adjustments, and used straps instead of clips, which means you wouldn’t have needed expensive cycling shoes to use it. It’s unclear if Echelon will re-list the bike anytime soon, but we assume if it does, it won’t be called Prime Bike in any way.
We wonder how a mixup like this could’ve happened. Cybertech has contacted Echelon for a comment and will report back when we know more.
UPDATED: This story was updated late on 22 September 2020 to include Amazon’s statement and recent developments.
Writing by Maggie Tillman.