Oura has partnered with Amazon to sell its smart fitness rings, offering the Heritage ring starting at $299 and the Horizon ring starting at $399 along with accessories like sizing kits and chargers. The company aims to expand its presence in retail and e-commerce, following previous partnerships with Best Buy in the U.S. and Canada. Oura faces competition from startups like Ultrahuman and tech giants like Samsung in the smart ring market. To enhance user experience, Oura has added features like Circles for sharing stats and Resilience to measure stress resilience.
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Victoria Song
Ivan Mehta