Amazon Enters Fitness, Doubles Down on Wearables

Image: Amazon

From fitness to wearable tech and even nutrition, Amazon continued its healthcare push this week, announcing a number of new products:

  • Halo Fitness, a digital workout service
  • Halo Nutrition, a personalized meal planner
  • Halo View, a wearable device resembling a Fitbit

As we detailed in Issue No. 144, Amazon Prime Health, the tech giant has been making inroads into health, fitness, and healthcare:

2018: Acquired PillPack for $750M
2020: Debuted the Halo Band, its first fitness wearable
2021: Introduced Movement Health and at-home COVID testing

All the while, the company has been advancing Amazon Care, a primary care and telehealth service. After piloting the program internally, Amazon Care has signed “multiple clients,” including Peloton-owned fitness equipment manufacturer Precor.

Wearable & workout wars. From Apple to Google-owned Fitbit and Peloton to WHOOP, the fitness workout and wearable tech wars are getting more intriguing… and much more competitive.

As fitness-focused companies like Peloton and WHOOP build high-performance platforms, tech companies like Apple and Amazon are prioritizing healthcare. Meanwhile, for their part, consumers are left wondering whether or not any of this health tech actually works.

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