Amazon online marketplace says it didn’t build the ‘Prime bike’ and tells Echelon to stop selling it

Amazon is distancing itself in the $500 “EX-Prime” bicycle launched by digital cameras maker Echelon Health and fitness, after the item was incorrectly marketed like a collaboration between both companies.

Echelon upon Tuesday announced the actual so-called Prime bicycle, calling it “Amazon’s first-ever linked fitness product” which was “developed in effort with Amazon. ” The proceed was widely heralded because Amazon’s first foray to the smart bike marketplace and caused shares of stationary bike maker Peloton to fall around 6% on Wednesday.

But on Wednesday evening, Amazon denied it had been involved in the partnership with Echelon or even the Prime bicycle. The company offers told Echelon to prevent selling the Perfect bike and alter its branding.

Peloton shares hit an archive high Wednesday.
Amazon also seems to have pulled the merchandise from its web site, listing it because “currently unavailable. ”

“This bike isn’t an Amazon product or associated with Amazon Prime, ” a good Amazon spokesperson informed CNBC. “Echelon doesn’t have a formal relationship with Amazon. We’re working with Echelon in order to clarify this within its communications, stop the sale from the product and change the merchandise branding. ”

Echelon spokesperson Marissa Mastellone said inside a statement that the merchandise was built through the company to market exclusively on Amazon . com. Echelon is trying to rebrand the item to “get it back on the market as quickly as possible, ” she additional.
Echelon expects the merchandise to be relisted upon Amazon’s website as soon as it’s rebranded, Mastellone stated.