This week, a fitness equipment maker called Echelon Fitness announced its latest product, the so-called Prime Bike. At $500, it’s nearly a clone of Peloton’s $1,900 product. The company said it had developed the bike “in collaboration with Amazon”. Following the release, the world’s news were flooded with articles regarding this move.
Shortly after after, Amazon labelled the statement as untrue, removed the product from its site and issued statements distancing itself from Echelon. The press release announcing the product is now removed from most listings, too.
“This bike is not an Amazon product or related to Amazon Prime,” Amazon said in a released statement. “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.”
At this time, the bike is unavailable from Amazon.
As it is now clear, the fitness startup Echelon simply misused Amazon’s trademarked term “Prime” to market their own product, which led to this misunderstanding.
Following re-branding, the product will eventually be re-listed and available for sale under a different name.
All Amazon sellers should be aware that Amazon’s trademarked terms cannot be used to advertise their own generic private label products, which they intend to sell on their site.
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