Amazon launches its first fitness band in bid to take on Fitbit, others

Amazon.com Inc on Thursday launched a fitness band and app, “Halo”, as the e-commerce giant looks to take on Apple, Fitbit and Samsung in an increasingly crowded fitness tracker market.

The Halo band would be priced at $99.99 while the app membership would cost $3.99 per month, according to Amazon.

The market for wearables is highly crowded, with Apple Inc being the leader with a 29.3% share in the first quarter of 2020, according to data from market research firm International Data Corp.