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.

Breaking down the business of fitness and wellness

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