The Oura Ring is now available to purchase through Amazon, signaling a major retail expansion for the smart ring maker as electronics giant Samsung prepares to launch its rival Galaxy Ring.
Oura is selling both the Horizon and Heritage versions of its wellness-tracking ring on Amazon and will be offering sizing kits through the retailer. The launch is significant because Amazon is one of the world’s largest retailers, coming in second behind Walmart in terms of sales, according to a ranking from the National Retail Federation and research firm Kantar. That broader retail footprint could be critical given that Samsung, which is the second-largest smartphone maker and one of the top five wearables companies, will release its Galaxy Ring later this year.
Read more: Smart Rings Are Picking Up Where Fitness Trackers Left Off
Oura has made a name for itself in the still nascent market for smart rings. It’s become a favorite of celebrities like Kim Kardashian and was used by the NBA in 2020 to track potential signs of sickness in the early days of the COVID-19 pandemic. Oura also helped popularize a “readiness score” that collates multiple bodily metrics to provide more context on whether you should work out or take a rest day, an idea that’s become a bigger part of health trackers from Google and Samsung in recent years.
But Samsung will be the first household name in the tech world to meaningfully challenge Oura. Samsung teased its Galaxy Ring in January and showcased it more broadly at Mobile World Congress in Barcelona last month. Like the Oura ring, Samsung’s upcoming ring is primarily focused on wellness and fitness tracking.
