A close-up of Oura's Gen3 Horizon ring and its sensors.
Oura
Oura will now sell its smart rings in Amazonits latest retail expansion as the health and wellness wearable device space continues to grow.
Starting Thursday, Oura will have its full selection of rings and accessories available to US shoppers on Amazon through its own brand store. It will also have sizing kits for sale, helping customers find the right fit and then offering them a discounted price equal to the cost of the sizing kit.
Oura's new e-commerce approach with Amazon builds on the partnership it announced with Best Buy last year to give the company its first large-scale U.S.-based retail opportunity. Previously, the company largely sold its products directly to consumers through its website.
“Amazon is a natural fit for us,” said Oura Chief Marketing Officer Doug Sweeny. “It's a huge ecosystem and in terms of search and product reviews, it's really important.”
The move also comes as Oura faces a new challenger from Samsung in the smart ring category. The Galaxy Ring, Samsung's latest wearable, is expected to launch this year with health tracking features including heart rate and sleep monitoring, while giving users a score of their fitness readiness. day.
Apple has also added more health features to its Watch series.
Oura rings are equipped with research-grade sensors to track everything from heart rate to temperature to sleep cycles. That data is then analyzed to provide information about activities and exercise, stress levels, and overall health.
Amazon had been among direct competitors in the space of devices aimed at people's wrists, fingers and other parts of the body. But the market, although worth billions, has taken a hit in recent years. Amazon discontinued its Halo wearable device in April last year, citing a crowded segment, among other reasons. Fitbit, a leader in wearables, was acquired by Google years ago and Alphabet integrated it into a Google Pixel Watch.
