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Peloton Shares Rebound After Amazon Denies Echelon Partnership

Peloton Shares Rebound After Amazon Denies Echelon Partnership”

Now, the two have converged.

A company called Echelon Fitness on Tuesday unveiled an exercise bike "in collaboration with Amazon", but Amazon says it wasn't involved and has ceased sales on the product pending modifications. A spokesperson for the world's largest retailer told GeekWire yesterday evening: "This bike is not an Amazon product or related to Amazon Prime".

Amazon has distanced itself from the product, telling Echelon to change the bike's branding and to stop selling it.

The e-commerce giant also updated the bike's product listing on its portal - hours after its launch on Tuesday night - by removing any mention of Echelon's partnership with Amazon and marking the product as "currently unavailable". We have not yet been able to get a response from Echelon, and have contacted both Echelon and Amazon to ask for more comment.

The allegedly Amazon-linked bike appears to be an example of an overaggressive manufacturer trying to-groan alert-ride on a popular brand's coattails.

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Amazon's website no longer lists the $499 Echelon bike for sale and the online press release put out by the Chattanooga, Tennessee-based company has been scrubbed.

"I suspect some lower-level person agreed to sell the bike on the site and may have not have heard correctly".

The model had been described as the "Echelon Ex-Prime" on the page on Amazon.com, but that has now been shortened to "Echelon Ex-P", with all references to "Amazon" and the "exclusive nature of the bike now removed". Yesterday, the company announced that it was making the "Prime Bike", a stripped-down version of its Peloton-esque Connect Sport spin bike.

Later Tuesday, Amazon denied they were in a partnership and told Echelon Fitness to stop selling the bike. "What was implied by this was Amazon was behind the bike".



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