The Intensifying 'Wrist Doctor' Battle... Amazon Also Unveils Fitness Band

[Asia Economy Reporter Seulgina Jo] Apple, Samsung Electronics, and Fitbit are fiercely competing in the so-called "doctor on your wrist" war with smartwatches and fitness bands, and now the world's largest e-commerce company Amazon has joined the battle.

According to economic media CNBC and others, on the 27th (local time), Amazon announced that it will launch the fitness band "Halo" along with a subscription service and a smartphone application.

Source: Amazon

◆ From 3D Body Scanning to Tracking Emotional States through Voice

Accordingly, by linking the fitness band worn on the wrist with a smartphone, customers can check body fat percentage, heart rate, sleep temperature, and more through 3D body scanning analysis results. It is also possible to understand emotional states through voice tone. Users can also access the 'Lab' product line that helps improve health habits such as meditation, sleep routines, and basic exercise routines. The battery life is designed to last up to 7 days.

The Halo band, unlike smartwatches such as the Apple Watch and Galaxy Watch or fitness bands like Xiaomi Mi Band, does not have a separate screen display. CNBC reported that "it looks similar to Fitbit in appearance." It consists only of a band with a sensor module and a clickable top. IT specialized media interpret this as a sign that Amazon has entered the market focusing more on lifestyle changes.

IT media The Verge described it as "a fitness band that creates a 3D model of your body and tracks the emotional tone of your voice," adding, "The absence of a display means you only need to check your smartphone to see the time and health status."

The part that major foreign media are particularly focusing on is the 3D body scanning. To use the body scanning feature, users take four full-body photos?front, back, and both sides?with their smartphone camera and upload them to Amazon's server. Amazon stated that the 3D scan results are sent back to the user's phone and the related data is then deleted from the server.

The company said, "Body fat percentage is a more reliable health indicator than weight or body mass index," while clarifying that "the Halo band is not a medical device." Amazon has not applied for related approval from the U.S. Food and Drug Administration (FDA). Additionally, the voice analysis feature called "Tone" embedded in the Halo app monitors users' social and emotional well-being by assessing energy and enthusiasm levels.

The band is priced at $99.99. The colors available for sale are Onyx, Mineral, and Rose Gold. The app membership fee of $3.99 must be paid monthly. Amazon is accepting pre-orders for this product in the U.S. starting today.

◆ Amazon Joins Wearable Competition... Market Expected to Reach $52 Billion This Year

This is Amazon's first entry into the wearable market. This field is fiercely contested by Apple, Samsung, Fitbit, and others, who have added health tracking features including electrocardiogram and blood pressure sensors to smartwatches and fitness bands, intensifying the so-called "doctor on your wrist" war.

Especially with the spread of COVID-19, non-face-to-face services have gained attention, accelerating each company's efforts to secure leadership in non-face-to-face healthcare services. With Google acquiring Fitbit, which has accumulated data in the fitness tracker field, it is expected that competition in healthcare wearables will continue to intensify.

CNBC evaluated this as the start of Amazon's hardware business, which has so far focused on home devices such as Echo smart speakers. Market research firm Gartner forecasts that the wearable device market will grow to $52 billion this year.