Some headlines overnight suggested that Amazon was launching its own exercise bike to take on Peloton, in partnership with a company called Echelon.
You can see the press release that sparked those reports here: claiming that “Echelon’s new EX-Prime Smart Connect Bike – also known as the Prime Bike –officially hit the online market as Amazon’s first-ever connected fitness product”.
Later, it said that the $499 bike was “developed in collaboration with Amazon”. Like Peloton, the bike was accompanied by a digital service offering live and on-demand workout classes, including music.
But there’s been an important update since those first stories.
“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.”