Dive Brief:
- Nearly a year after launching at Best Buy, wearable health technology company Ōura is now available in the Amazon brand store.
- The brand is offering its Oura Ring Horizon and Oura Ring Heritage for purchase on the Amazon store. The company’s Oura Ring Sizing Kit, which helps customers determine the appropriate size, is also available to purchase for $10. Customers that buy the sizing kit will receive a $10 Amazon credit that can be used toward the purchase of an Oura Ring.
- The Oura Ring is built to monitor health-related activities such as sleep cycles, temperature trends and heart rate variability.
Dive Insight:
Ōura competes among a growing number of brands in the space, including finger and watch devices from Google, Apple, Garmin and Samsung, which is expected to release its Galaxy Ring later this year.
“Amazon has a diverse and engaged audience across fashion, fitness, and technology and we know many Ōura Members are already shopping there,” Doug Sweeny, chief marketing officer at Ōura, said in a statement. “We’re excited to share our brand’s story and engage with Amazon customers in compelling new ways, making it even easier for customers to experience the life-changing benefits of Oura Ring.”
The wearable health technology market is growing but has had a number of missteps along the way, including from Amazon. The online giant first launched its Halo health and fitness tracker in 2020. But, as part of some corporate cost-cutting moves and a recognition it was competing in a crowded field, Amazon decided to shutter Halo in July of 2023.
Ōura has launched other partnerships over the years. A limited-edition Oura Ring was made in collaboration with Gucci in May 2022. And another partnership with Therabody from October 2022 allowed Oura Rings to be sold at over 20 locations across the U.S.
The move to Amazon comes as other health tech companies form similar wholesale deals to expand their reach. Peloton started selling on Amazon in 2022, and Tonal partnered with Nordstrom in 2021 to debut a demo concept in 40 of the department store’s locations.
