Amazon is making its move into personal fitness, launching a workout class platform and nutrition planning service tied to its Halo wearables.
The new services were announced on Tuesday, along with a diverse lineup of new products, including the Halo View.
- The Halo View, $79.99, presents a challenger to other wristband makers such as WHOOP and Google-owned Fitbit. The device tracks biometrics and analytics including heart rate, movement, blood oxygen levels, and sleep quality.
- Like the Apple Watch, it displays time and text messages, and integrates with the company’s nutrition and fitness services.
- At $3.99 per month with a free six-to-12-month trial period on purchasing a Halo device, the fitness service undercuts Apple Fitness+ and Fitbit Premium, both $9.99 per month, and WHOOP, $30 per month.
Amazon’s nutrition service integrates with grocery services such as Weight Watchers, Lifesum, and Whole Foods, which Amazon bought in 2017 for $13 billion.
The Amazon news made investors all the more wary of Peloton, whose stock dropped around 8.2% from Monday morning to Wednesday afternoon. The at-home fitness giant is down 41.2% since the start of the year.