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Why Peloton Interactive Stock Is Running Higher Today

By Rich Duprey – Updated Sep 25, 2020 at 11:50AM

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The connected-fitness guru could still be benefiting from the confusion over the so-called Prime Bike from Amazon.

What happened

Shares of Peloton Interactive (PTON -0.19%) were running 7% higher in morning trading Friday on no company-specific news, though there continues to be confusion surrounding the development of the Prime Bike by connected fitness-equipment maker Echelon and Amazon (AMZN -0.07%).

So what

The sale of the stationary bike was heralded as Amazon's first foray into connected fitness, and a low-cost bike from the e-commerce giant could have posed a serious threat to Peloton's own efforts to introduce a lower-cost product.

Woman riding a Peloton fitness bike

Image source: Peloton Interactive.

Now what

But after word broke that there was a new Amazon Prime Bike on the market, the retailer quickly pushed back on its development, saying it had nothing to do with the bike, and it was taken down from Amazon's site. The press release from Echelon announcing it was also scrubbed.

In an interview with Yahoo! Finance this morning, however, Echelon CEO Lou Lentine maintained that Amazon was involved in it from the beginning, had requested a $500 price point, and even agreed to the name.

But it seems that Amazon's buying department never cleared it with those higher up in the chain of command, and using the Prime name was not approved. Still, Lentine says the bike sold out within hours and Echelon is working on a new name for it.

The continuing confusion surrounding the fitness bike could be leading the market to believe tech stock Peloton's position atop the connected-fitness market is secure for a while longer.

John Mackey, CEO of Whole Foods Market, an Amazon subsidiary, is a member of The Motley Fool's board of directors. Rich Duprey has no position in any of the stocks mentioned. The Motley Fool owns shares of and recommends Amazon and Peloton Interactive and recommends the following options: short January 2022 $1940 calls on Amazon and long January 2022 $1920 calls on Amazon. The Motley Fool has a disclosure policy.

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