“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,” an Amazon spokesperson said in a statement.
Amazon also sells other similarly priced (or cheaper) stationary bikes. But using the Prime branding suggested it wanted to make its mark into the booming at-home fitness category. Prime is the company’s popular subscription service and commonly uses the name on products.
That’s why Amazon wanted Echelon to change the branding — Amazon isn’t trying to disrupt Peloton (not yet, anyway).
Echelon told CNN Business that it built the product to sell on Amazon, and it has been in communication with Amazon since the product’s inception. It will continue making the bike (which sold out), and it will sell it once again after it gets the branding sorted out.