Health startup Echelon stated in a press launch Tuesday that it constructed a Prime-branded bike and Amazon partnered with the startup to construct Amazon’s “first-ever linked health product.” The press launch has now been deleted and Amazon advised Bloomberg Tuesday the bike is “not an Amazon product or associated to Amazon Prime.”
“Echelon doesn’t have a proper partnership with Amazon. We’re working with Echelon to make clear this in its communications, cease the sale of the product, and alter the product branding,” an Amazon spokesperson stated in a press release obtained by Bloomberg. The corporate didn’t remark to CNN Enterprise.
The bike’s product web page remains to be on Amazon’s web site, however cannot be ordered. Echelon did not instantly reply to a request for remark.
The Prime Bike was positioned as a Peloton competitor due to its enticing value level, which is roughly $1,500 decrease than Peloton’s flagship bike, and its intently emulated design and colour. Tuesday’s announcement briefly despatched shares of Peloton (PTON) decrease earlier than rebounding.
Amazon additionally sells different equally priced (or cheaper) stationary bikes. However utilizing the Prime branding urged it needed to make its mark into the booming at-home health class. Prime is the corporate’s standard subscription service and generally makes use of the identify on merchandise.
For now, confusion reigns.