Amazon Cracks Down On Exercise Bike That Stole ‘Prime’ Branding

The Echelon Fitness EX-Prime exercise bikes claimed to be “Amazon’s first-ever connected fitness product.” Amazon itself begs to differ.

On Tuesday, Amazon denied any affiliation with the product, which Echelon initially claimed had been developed in collaboration with the e-commerce giant. Furthermore, it asked Echelon to stop selling the EX-Prime until it is rebranded. The product currently shows as unavailable through its Amazon page.

“This bike is not an Amazon product or related to Amazon Prime,” Amazon said in a statement to CNBC. “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.”

Echelon also responded saying that its intent was to make a product that would be exclusively available through Amazon and that it is working to fix the branding mishap. No explanation was given for why the company listed the bike the way it did in the first place.

The “Amazon bike” made enough waves initially to noticeably impact the fitness market. Following its unveiling, stocks for smart bike market leader Peloton (PTON) took a 6% nosedive, only to rebound and hit a record high on Wednesday following Amazon’s correction. The stock price topped out at $99.86 around 10:45 a.m. EDT but dropped back down to around $94.10 by 3:05 p.m. EDT.