Amazon launches wearable health tracker called Halo, entering steep competition with Apple and Fitbit

September 09, 2020
by Danielle Bradnan
Truly disruptive

Coming in at just under $100, the device is priced on par with the most basic Fitbit offering and 30% to 50% lower than the most popular fitness trackers. The more valuable piece is the subscription-based app, which is needed for some of the features. At $3.99 per month, subscription revenue will likely incentivize continued growth and development. Unlike competitors, where new features are typically rolled out with new, high-investment products that capture less and less of the market share, app-based updates with new capabilites are lower-cost to roll out and will likely make for a better value proposition for the typical user. Clients should see the modest offering as a long-term play for capturing greater shares of the market over time.

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