Peloton Shares Backpedal as Amazon Unveils ‘Prime Bike’ Rival

A new tech-enabled stationary workout bike from e-commerce giant Amazon.com  (AMZN) – Get Report is looking to nibble on Peloton’s  (PTON) – Get Report pedals. 

Peloton shares traded lower on Tuesday after rival exercise bike maker Echelon announced a deal with Amazon.com to produce and sell its own connected bike called Prime Bike – at a fraction of the cost of a Peloton.

Touted as Amazon’s first-ever connected fitness product, the Prime Bike will give customers access to hundreds of live and on-demand classes, Echelon said in a statement. It will retail for $499 vs. near-$4,000 for a Peloton.

Peloton has been on a tear over the past six months as fitness buffs have turned to the Internet-connected workout-at-home machines and the company’s online interactive fitness classes as the coronavirus pandemic has kept many gyms closed.

Now others like Amazon are looking to take a piece

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