The would-be Peloton killer has been scrubbed from Amazon’s site

Initially exercise company Echelon Fitness announced the “EX-Prime Smart Connect Bike,” or “Prime Bike” — a $500 exercise bike developed “in collaboration with Amazon.” News of the bike’s launch sent the share price of smart bike maker Peloton tumbling, as traders anticipated Amazon’s entry into the growing home exercise market.

Amazon.com Inc. told Echelon Fitness to stop selling an exercise bike that was promoted and branded as a product developed in partnership with the e-commerce giant.

The Echelon Fitness bike certainly looked like a budget alternative to smart bikes made by Peloton, and the news of the collaboration with Amazon made its launch particularly exciting. CyclingWeekly reported that only Amazon Prime members could purchase the $500 bike and said the product was “viewed as a serious contender to Peloton’s crown.”

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