A day after fitness equipment maker Echelon Fitness launched USD 500 Prime Bike saying that the bike was developed in collaboration with Amazon, the product has been removed from the site. The e-commerce giant has distanced itself from the bike, which appeared to spook Peloton. Amazon has categorically denied the claim by issuing a statement and said ‘that is not true.’ The company said that the bike launched by Echelon has nothing to do with Amazon and not all related to Amazon Prime. “Amazon has no formal partnership with Echelon and we are in touch with Echelon to make this clear in its communication, stop the sale of the bike, and immediately change the product branding,” the release said.

Echelon has highlighted its purported relationship with the e-commerce giant in a press release. While launching the Prime Bike, Echelon termed it ‘first-ever connected fitness product of Amazon.’ Echelon CEO Lou Lentine too hinted towards the collaboration. Lentine said that partnership recognizes its never ending commitment to deliver the best quality at a reasonable price. This appeared to be Amazon’s foray into the home fitness market. Soon after that, the shared of smart-bike maker Peloton started to tumble. It toppled by around 6.7 per cent on Tuesday. However, the press release of the Tennessee-based has disappeared from the company’s website.

An Echelon spokeswoman said that the bike was built to sell exclusively on Amazon. But the company has not explained why the company claimed that it has an apparent partnership with the e-commerce giant. “We are looking forward to rebranding the product and get it back on the sale as soon as possible,” the company’s spokesperson said. However, buyers can look for the identical bike on Walmart. The bike launched by Echelon appeared exactly identical to Peloton. The product had almost the same features but at a much lower price. Peloton’s bike is available at USD 1,895 and that too without the built-in screen.